Asda, together with The Spice Ladies’ Mel B, has opened the doorways to its first standalone George idea retailer at Crown Level Retail Park in Leeds. Marking a brand new chapter for the retailer, the house was designed to really feel like a high-street vogue vacation spot quite than a standard grocery store offshoot.
The brand new format Leeds retailer might function a blueprint for the way forward for George’s bricks-and-mortar technique, as Asda seems to spice up non-food gross sales by repositioning George as a reputable standalone vogue and way of life retailer. The purpose: to ship a contemporary, curated procuring expertise that places the offshoot’s fashion-forward id entrance and centre.
The retailer has been actively investing in rising the George model’s relevance by way of collaborations with Erica Davies, Billie Faiers, and Yasmin Le Bon – all of whose ranges function within the new idea retailer alongside George’s Spring/Summer season 2025 collections.
Liz Evans, George’s Chief Business Officer Non-food and Retail, stated: “We’re extremely proud to launch this new idea retailer in Leeds, the house of Asda.
“It represents an thrilling step ahead for the George model. We’re assured prospects will love the expanded collections, inspiring collaborations, and handy procuring expertise the shop gives.”
Alongside elevated product presentation, the 18,000 sq ft retailer options streamlined checkouts, new self-serve choices, a devoted Click on & Acquire space and even a revamped ‘Kitchen’ café idea for buyers to refuel at.
Opening day gross sales greater than doubled a typical Saturday’s efficiency, with early buyer suggestions highlighting the shop’s clear design, ease of navigation and value-driven pricing. “It’s like John Lewis & Subsequent however at Asda costs,” one shopper remarked.
Whereas the launch occasion was marked by an look from Leeds native and Ladies’s Support patron Mel B, who helped rejoice Asda’s £2,000 donation to Leeds Ladies’s Support and £1,000 in homeware for native households, the highlight stays firmly on reimagining the George model for a brand new period of fashion-focused retail.
The George model was based in 1989 in collaboration with designer George Davies. As a pioneer of grocery store vogue within the UK, it shortly rose to develop into one of many nation’s largest clothes retailers by 2004. In the present day, George is offered in over 560 Asda shops nationwide and its first standalone retailer in Leeds.
