Asda has announced plans to open a new stand-alone George concept store in Peterborough on Thursday 12 March.

The supermarket retailer has plans to rebrand 10 Asda Living Stores across the UK this year.

This move builds on the success of the first two stand-alone George stores, which opened in Leeds and Hull in 2025 and delivered a positive customer response.

The Asda Living store at Brotherhood Shopping Park will be renovated into a George destination which marks the first place to launch under the new format in 2026.

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George’s managing director, Liz Evans, said: “Peterborough marks a key milestone in our roll-out of stand-alone George stores across the UK. The success of our first concept stores shows the huge potential to make George a destination brand in its own right.

“This new format lets us showcase a bigger, more inspiring range in a modern, easy-to-shop environment, and Peterborough, with its loyal customers and strong demand, was the natural choice for this next phase.”

The renovated store will include a new contemporary layout which aims to enhance the overall shopping experience and will feature the private label collection of everyday wardrobe essentials.

Asda will be offering a significantly expanded offer across the womenswear, menswear and childrenswear categories.

Additionally, there will be streamlined self-scan checkouts and a click-and-collect service.