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Supermarkets have really been upping their clothes game lately. Go to the George section at Asda these days and you can pick up jackets, jeans, boots and belts that could just as easily have come from the likes of Zara or H&M. So, bargain fashion fiends will be excited to find out that the supermarket is launching a whole load of standalone George stores this year.
Last year, the brand began converting its Asda Living branches into George stores. The very first standalone George store opened at Crown Point in Leeds last May and a second one launched in October in Hull’s Anlaby Retail Park.
Now, the brand is getting ready to rebrand 10 more Asda Living into George stores. The first of those will be at Peterborough’s Brotherhood Shopping Park, which will open to the public at 9am on March 12.
As a George store, it’ll have a larger offering of womenswear, menswear, childrenswear and homeware. Shoppers can expect to see a more contemporary layout that’ll ‘enhance the shopping experience’ and more streamlined self-scan checkouts. They’ll also be among the first that’ll be able to get their hands on Asda’s newest fashion and home launches.
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Liz Evans, George managing director, said: ‘Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right.
‘This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.’
The locations of Asda’s next nine George stores haven’t been confirmed yet – watch this space for updates.
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