Asda opened the doors to its new standalone ‘George’ concept store this weekend at Crown Point Retail Park in Leeds.
The supermarket chain is testing the new format in the former Asda Living store, which it hopes to replace the rest of the brand’s 30 locations across the UK with.
Asda said the rebranded store aims “to deliver a fresh, fashion-forward shopping experience focused on the George clothing, home and general merchandise ranges, all in a standalone, modern retail space”.
The retailer has expanded its George men’s, women’s and childrenswear collections, as well as upgraded its home, general merchandise and garden collections in-store.
The retailer has upgraded the payment options in store with new checkouts and self-serve options, alongside its click and collect services.
The George store also features the retailer’s new ‘Kitchen’ concept eatery, featuring an upgraded menu of hot and cold foods, including a new fresh pizza offering.
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George chief commercial officer of non-food and retail Liz Evans said the new concept store represents “an exciting step forward for the George brand”.
“We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers.”
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