Grocery retailer Asda has revealed it is trialling a new George at Asda standalone concept store that, if successful, will replace its Asda Living brand portfolio across the UK. The pilot project is taking place in Asda’s home city of Leeds at the Asda Living store located at Crown Point Retail Park.

The store will be completely transformed with a new layout to showcase the best of George clothing and homeware, plus toys, essential baby items and café area.

The store will debut the new George Spring/Summer 2025 collection, fronted by iconic model Yasmin Le Bon, alongside standout celebrity collaborations including the all-new Erica Davies kids’ line and Billie Faiers’ latest sunshine-ready range.

The new George concept store will open at 9am on Saturday, 10 May. For more information, visit asda.com.