Asda to open second standalone George store

Supermarket giant Asda is set to open its second George store as it begins to roll out the fashion-focused concept throughout the UK. The new standalone site, due to open in Hull on October 31, will offer a range of George clothing and homeware.

This latest site in Hull is opening on the back of what the company says was a “successful” pilot of the concept that initially debuted in Leeds in May. According to Asda, the Leeds store has “performed strongly” since opening, drawing in customers with its fresh layout and extensive collection.

With a mission to open 10 locations over the next year, Asda’s intention with the dedicated George stores is to replace its existing Asda Living brand portfolio. It comes as part of wider efforts by the retailer to strengthen its non-food proposition.

In a statement, Liz Evans, George managing director, said the success of the Leeds site came thanks to the passion of colleagues and the response from customers. Evans added the “easy-to-shop” experience “celebrates everything [customers] know and love about George”.

She continued: “This next step marks another milestone in our journey to evolve with our customers, offering them a truly engaging and seamless shopping experience driven by our people, our products, and our passion for the brand.”