Asda is set to open a new standalone George store in Rotherham next month as it continues to turn its Asda Living estate into dedicated fashion and home destinations.
It will transform its existing Asda Living unit at Parkgate Retail Park into its latest George concept store, marking the final standalone George opening planned for 2026.
The revamped store will house expanded George fashion ranges across womenswear, menswear and childrenswear, alongside a broader George Home offer.
The concept forms part of Asda’s push to establish George as a retail destination in its own right, with contemporary store layouts, expanded ranges and upgraded services.
Asda accelerated the rollout of the format earlier this year after what it described as a strong response to its first standalone George stores in Leeds and Hull, which opened in 2025. The grocer said in February that it planned to launch 10 concept stores during 2026 as it gradually replaces its Asda Living portfolio.
The new-format stores have included upgraded fitting rooms, additional self-service checkouts and simplified Click & Collect services alongside larger fashion and home departments.
The Rotherham opening follows a string of George conversions this year, including Peterborough, Lincoln, Maidstone and Barnsley.
To mark the Parkgate launch, the first 500 shoppers spending £5 or more will receive a golden ticket giving them the opportunity to win money to spend in store.
The retailer said in July that the George brand plans to open 100 standalone locations over the next five years.
George is currently the UK’s third-largest clothing retailer by volume and the largest childrenswear retailer, according to Asda, and is available through hundreds of the grocer’s supermarkets alongside its growing standalone estate.
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