Asda is set to launch its first standalone George concept store, as it looks to showcase the best of its George line.

The new store will be located in Crown Point Retail Park in Leeds as a pilot of the new format, before rolling out to further locations if successful.

Due to open 10 May, Asda said the new 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 supermarket chain added that the store will feature a “bigger and better George clothing range” for men, women, and children’s clothes, as well as a selection of interior, garden and lifestyle ranges, including the brand-new At Home with Stacey Solomon collection.

Other upgrades include streamlined checkouts, new self-serve options, and a revamped Click & Collect service.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Shoppers can also expect Asda’s latest ‘Kitchen’ concept eatery, featuring an upgraded menu of hot and cold favourites—including new fresh pizza offerings.

“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,” said Asda chief commercial officer George and Retail stores

“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 George brand at its heart.

She added: “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.”