Asda has opened its first standalone George concept store, with no grocery section, as it looks to showcase the best of its George fashion line.

Asda’s launch party was headlined by pop star Mel B

The new store is located in Crown Point Retail Park in Leeds. It is a pilot for the new format, which is due to roll out to further locations if successful.

The new superstore opened 10 May, at an event headlined by pop-star Mel B.

Asda said its new format, which it hopes will replace its current Asda Living stores across the UK, has “completely transformed” the store, with a new layout to showcase the best of George clothing and homeware, plus toys, essential baby items and a café area.

The supermarket chain’s new store featured a “bigger and better George clothing range” for men, women, and children, as well as a selection of interior, garden and lifestyle ranges.

Standout collections include children’s ranges from Erica Davies and Billie Faiers, and the brand-new At Home with Stacey Solomon collection.

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

Customers are also able to shop Asda’s latest ‘Kitchen’ concept eatery, featuring an upgraded menu of hot and cold favourites—including new fresh pizza ranges.

To mark the launch, Asda has donated £2,000 to Women’s Aid Leeds, a charity Mel B supports as a patron, along with an additional £1,000 worth of homeware to help provide essentials to women and families in need.

“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,” said George non-food and retail chief commercial officer Liz Evans.

The new store features a range of new elements, including a new Click and Collect Parcel system

“We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers. We were also thrilled to welcome Mel B, a true Leeds icon, to help us celebrate the opening, and equally proud to support Leeds Women’s Aid and the vital work it does to support women and families in the city.”

Evans 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.”