Supermarket chain Asda has accelerated the rollout of its ‘George’ concept stores, starting with Peterborough.
This move follows the “strong performance” of its Leeds and Hull stand-alone George stores.
The Brotherhood Shopping Park site will be the first Asda Living location to relaunch under the new concept, which features expanded ranges, a new layout and improved services.
George managing director, Liz Evans, said: “Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right.
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“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.”
Shoppers will also gain access to the latest fashion launches, such as its Yasmin Le Bon and Amber Le Bon denim collection launching in the spring.
It will open at 9am on Thursday 12 March.
According to the retailer, the Peterborough opening marks the next phase in its plans to transition its Asda Living stores to the George format.
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