Asda is set to open its latest standalone store for fashion brand George in Rotherham, completing the 10 planned relaunches this year.

The store, rebranded from the Asda Living imprint, will reopen on 1 October. It will offer expanded George fashion ranges across menswear, womenswear and childrenswear alongside a broader George Home selection.

The store is the final of 10 standalone stores due to be rolled out this year, following those in locations including Peterborough, Barnsley and Lincoln.

During its initial announcement, the supermarket said that the decision was made following the “strong performance” of its first two standalone Geroge stores, which opened in 2025 and received an “overwhelmingly positive” response from customers.

The new stores are part of Asda’s phasing out of its Asda Living brand, and feature new layouts that the supermarket said willo improve the shopping experience and make it easier for customers to explore the ranges on offer.

In addition, they offer streamlined self-checkouts, upgraded fitting rooms and a “simplified” click and collect service.

When announcing George’s new chief executive officer in July, Asda said the brand had ambitious growth plans, intending to open 100 standalone locations over the next five years.

It is currently the UK’s third-largest clothing retailer by volume and the country’s largest childrenswear retailer, according to the supermarket.

Asda has also upgraded its grocery stores in recent months. Earlier in September, the supermarket announced that it had completed the rollout of electronic shelf labels across all 517 of its Asda Express convenience stores as part of a wider £7.5 million investment in in-store technology.

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