Asda has unveiled a brand new retail concept with the opening of its first stand-alone George store in Leeds, located at the Crown Point Retail Park. This marks a major milestone for the supermarket giant as it rolls out a fresh store format dedicated solely to George clothing and lifestyle collections.
The new store features an extensive range of George’s Spring/Summer 2025 fashion, including children’s collections designed in collaboration with Erica Davies and Billie Faiers, along with the latest At Home with Stacey Solomon homeware line. Customers can also browse George’s signature clothing, home, and garden selections all in one place.
Asda plans to transition all existing Asda Living stores into this new stand-alone George format, offering shoppers a more focused and contemporary retail experience.
In addition to retail offerings, the store includes an upgraded Asda Café serving a menu of hot and cold meals. It also offers manned checkouts, self-service tills, and click-and-collect services to enhance convenience for shoppers.
The George concept store is open:
Monday to Friday: 9am – 8pm
Saturday: 9am – 7pm
Sunday: 11am – 5pm
Liz Evans, George’s Chief Commercial Officer for Non-Food and Retail, expressed excitement over the launch:
“This new concept store represents an exciting step forward for the George brand and we’re incredibly proud to launch it in Leeds first, the home of Asda. We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers.”
The grand opening took place on Saturday and was headlined by pop icon and Leeds native Mel B, a longtime advocate for women’s rights and patron of National Women’s Aid. To celebrate the launch, Asda donated £2,000 to Leeds Women’s Aid and an additional £1,000 worth of homeware to support women and families in need.
Speaking at the event, Mel B said:
“I’m really pleased to partner with George at Asda. They have made a significant donation to Leeds Women’s Aid Refuge – both financial and practical – and as a patron of National Women’s Aid, that is so important to me. I’m incredibly proud of my home city, and for me, it’s all about coming together as a community. I hope this association with George and Asda will continue.”
Nik Peasgood, CEO of Leeds Women’s Aid, also acknowledged the impact of the partnership:
“Mel B is a wonderful patron of National Women’s Aid and a truly passionate advocate for women and children experiencing domestic abuse. As a proud Leeds lass, she’s been a fantastic supporter of our work, and we’re incredibly grateful to her and to Asda for its amazing generosity.”
With this exciting new venture, Asda not only redefines its fashion and lifestyle offering through the George brand but also demonstrates a deep commitment to the local community and social causes.
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