Asda has announced plans to roll out ten standalone George concept stores this year, replacing the Asda Living brand across the UK.

The retailer said the Peterborough site will be the first to be converted, with the new format set to open in March.

The stores will feature a new layout which Asda said will improve the shopping experience and make it easier for customers to explore George ranges.

There will also be streamlined self-scan checkouts for quicker transactions, alongside a simplified and more convenient click and collect service.

Asda said the move follows the strong performance of the first two standalone George stores, which opened in Leeds and Hull in 2025.

The company added that the transformation reflects its continued investment in creating stores which are easy to shop in and offer customers a wide range of goods.

“Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK and the success of our first concept stores shows the huge potential to make George a destination brand in its own right,” said George managing director, Liz Evans. “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.”

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