Asda announces Peterborough as first location in 10-store rollout of new George concept

Asda has announced that Peterborough will be the next location to unveil its new stand-alone George concept store, as the retailer accelerates plans to rebrand 10 Asda Living stores across the UK this year.

The store at Brotherhood Shopping Park will be transformed into a dedicated George destination, becoming the first Asda Living site to relaunch under the new format in 2026. The move follows the strong performance of the first two stand-alone George stores, which opened in Leeds and Hull in 2025 and delivered an overwhelmingly positive customer response.

The rebranded store will feature a contemporary new layout designed to enhance the shopping experience and make it easier than ever for customers to explore the brand’s expanded ranges.

This transformation reflects Asda’s continued investment in creating inspiring, easy-to-shop environments that celebrate its hero non-food categories. From everyday wardrobe essentials to trend-led seasonal pieces and contemporary home interiors, the new concept store aims to deliver quality, style and value synonymous with the George brand.

Customers can expect a significantly expanded clothing offer across womenswear, menswear and childrenswear, alongside a broader George Home range featuring an even wider selection of interiors and lifestyle products. Shoppers will also be among the first to discover the latest fashion launches, including the Yasmin Le Bon and Amber Le Bon spring denim collection and Stacey Solomon’s exclusive George Home Easter range.

There will be streamlined self-scan checkouts for quicker transaction and a simplified and more convenient click and collect service.

The Peterborough launch marks the next phase in Asda’s strategy to transition its Asda Living portfolio to the George format.

George managing director, Liz Evans, 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 new George Peterborough store will open at 9am on Thursday 12th March.