Asda reveals opening date for new George concept store in Lincoln

Asda has confirmed that its new stand-alone George concept store in Lincoln will officially open its doors on Thursday 14th May, marking the latest milestone in the retailer’s nationwide programme to transform its Asda Living stores.

Located at Valentine Retail Park, the Lincoln site will become the fourth stand-alone George store in the UK and the second to launch in 2026, as Asda continues the roll-out of 10 rebranded locations this year.

The newly transformed store has been designed to offer a more inspiring and seamless shopping experience, with a refreshed layout that makes it easier for customers to explore George’s expanding fashion and home collections.

To mark the opening, customers visiting the store on Thursday 14th May can enjoy a range of exclusive launch day offers. From 9am to 1pm, the first 100 customers who spend £5 or more will receive a free candle. Shoppers spending £5 or more throughout the day will also receive a Golden Ticket scratch card, with the chance to win a gift card worth between £5 and £500.

Celebrations will continue throughout the opening weekend, kicking off with a special launch event on Friday 16th May from 10am. Visitors can enjoy live entertainment and even more chances to win gift cards ranging from £5 to £100

The Lincoln transformation reflects Asda’s continued investment in creating modern, easy-to-shop environments that showcase its leading non-food ranges.

George Managing Director, Liz Evans, said: “We’re really looking forward to welcoming customers to our new Lincoln store. It’s another important milestone for us as a brand, and a chance to show George in a fresh, modern space. We’ve worked hard to create a store that feels easy to shop and genuinely enjoyable to spend time in, we can’t wait for people to see it.”

Shoppers can expect an enhanced offer across womenswear, menswear and childrenswear, alongside an expanded George Home range, with curated features including bedroom furnishings, dedicated homeware displays and an improved lingerie and apparel selection, plus the latest seasonal collections such as Stacey Solomon’s summer range.

The updated format also introduces a combined character and toy shop, alongside streamlined self-scan checkouts and a simplified click and collect service to create a more engaging and convenient shopping experience.

The store is now closed to allow for the transformation ahead of its reopening on 14th May.