Asda has revealed that it is planning to trial a new George stand-alone concept store that, if successful, will replace its Asda Living brand portfolio.
The pilot project will take place in Leeds at the Asda Living store located at the Crown Point Retail Park. The store is currently being transformed with a new layout to showcase George clothing and homeware, plus toys and baby items, along with a café area. The new concept will open on 10th May.
The George clothing range will feature more styles for men, women, and children, while the George Home section will offer a selection of interior and garden products.
The customer experience is also being upgraded, with faster, streamlined checkouts, new self-serve options, and Click & Collect. Meanwhile, Asda’s latest ‘Kitchen’ eatery concept will feature an upgraded menu of hot and cold dishes.
The first Asda Living store opened in Walsall in 2004. The group currently operates 30 sites under that format that focuses on non-food items, including George clothing, homeware, electronics, toys, and health & beauty products.
Liz Evans, Chief Commercial Officer, George and Retail Stores, commented: “Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under roof, creating a seamless shopping experience for our customers. As retail habits evolve and customer expectations rise, we remain committed to delivering exceptional choice and an experience that continues to meet – and exceed – the needs of today’s shopper.
“The George brand is deeply woven into our heritage, and our customers have a strong connection with it as a trusted name known for delivering both quality and value. This latest transformation is all about making shopping easier and more inspiring with the Geroge brand at its heart.
“Our plans for the new George concept store in Leeds are really exciting and will offer a unique format that truly sets us apart from competitors. We believe this new approach, along with our focus on value, quality, and standout hero categories, will continue to differentiate us in the market, and we look forward to hearing what our customers think.”
NAM Implications:
- Basic retail principle: ‘try it and see’
- Asda have had a standalone Living format in place for over 20 years…
- …so the separate store idea we have to assume, works.
- The key is the extent to which this new George standalone concept store will succeed.
- In which case,it is vital that the conversion (and new additions) are rolled out fast.
- Given Asda’s race against the clock…
