Rugby stars celebrate the opening of a new George concept store in Hull

Asda’s newest stand-alone ‘George’ concept store has arrived in a whirlwind of excitement at Analby Retail Park in Hull.

The new store officially opened on Friday 31st October and was celebrated with a spectacular event attended by Hull KR team members and 2025 winners of the Rugby League treble, Oliver Gildart, James Batchelor and Dean Hadley.

The grand opening was a vibrant celebration with a music and entertainment throughout the day, including a lively brass band and high-energy cyclone challenge offering customers the chance to win thousands of pounds worth of George vouchers to be spent in-store.

To mark the launch, Asda donated £3,000 to the Hull KR Foundation which aims to inspire people through sport and physical activity and to deliver real and lasting benefits in terms of education, health and wellbeing.

Speaking at the event, Hull KR Foundation Chief executive Paul Hamnett, said: “We’re delighted to have been part of the celebrations marking the opening of this new store for Hull. It was a fantastic event that brought together the local community, fans and players alike.

We’re incredibly grateful to Asda and George for their generous donation to the Hull KR Foundation. Partnerships like this make a real difference to the communities we serve, supporting education, health and wellbeing across the region.”

The Hull store is the second to be transformed under the George banner, following a successful pilot at Crown Point, Leeds, in May. It forms part of Asda’s broader ambition to open a further 10 stores across the UK next year, as the retailer seeks to strengthen its non-food proposition and enhance customer experience with an improved, modern retail setting.

Inside, shoppers were among the first to explore the brand-new George Christmas range, from standout partywear and cosy nightwear to festive decorations and the exclusive Erica Davies gifting collection.

The store boasts a spacious home department showcasing an inspiring selection of interiors, homewares, and lifestyle must-haves, complemented by the brand’s much-loved celebrity collaborations.

Shoppers can also find an extensive range of toys, gifts, party essentials, and baby items whilst streamlined self-serve options and hassle-free Click & Collect provide a faster more convenient way to shop.

George Managing Director, Liz Evans, said: “We’re extremely pleased with the success of the George Hull store opening and delighted to support the Hull KR Foundation as part of the celebrations. This launch marks an exciting milestone for the George brand, and we’re incredibly proud to see such a positive response from customers.

The store’s expanded collections, inspiring collaborations, and enhanced shopping experience have been really well received, and we look forward to building on this momentum in the months ahead.”