Asda will trial a new George standalone concept store which, if successful, could replace the Asda living brand portfolio across the UK.

The pilot store in Leeds will showcase George clothing and homeware along with toys and baby items.

Asda said the customer experience will be improved with streamlined checkouts, new self-service options, and Click & Collect services.

Opening on 10 May, the store will also contain Asda’s ‘Kitchen’ concept cafe which will include a range of hot and cold items along with a new fresh pizza offering.

Asda launched George in 1989 when fashion designer and retail entrepreneur George Davies partnered with Asda to create the brand. A year later, the line became the UK’s first supermarket clothing brand.

The supermarket claims that by 2004 it had become Britain’s biggest clothing retailer, and launched its first Asda Living store in Walsall, expanding its offer into home and general merchandise.

Asda’s chief commercial officer George and Retail stores, Liz Evans, said that the Asda Living stores had been successful in showcasing the firm’s non-food offering.

“As retail habits evolve and customer expectations rise, we remain committed to delivering exceptional choice and an experience that continues to meet—and exceed—the needs of today’s shopper,” she added. “Our plans for the new George concept store in Leeds are really exciting and will offer a unique format that truly sets us apart from competitors.

“We believe this new approach along with our focus on value, quality, and standout hero categories will continue to differentiate us in the market and we look forward to hearing what our customers think.”

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