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Asda is set to rebrand 10 Asda Living stores across the UK as standalone George sites this year, beginning with the relaunch of its Peterborough branch.
The Asda Living site at Brotherhood Shopping Park will be rebranded as a dedicated George destination, opening on 12 March 2026.
The transition is part of a wider strategy to convert the retailer’s Asda Living portfolio into the George format throughout the year.
The rebranded store will feature an expanded inventory of menswear, womenswear, and childrenswear, alongside a larger selection of George Home products.
New fashion and interior collections, including seasonal collaborations, will be introduced as part of the launch.
Technical updates to the site include streamlined self-scan checkouts and a modified click-and-collect service.
The layout has been designed to simplify navigation across the brand’s clothing and lifestyle ranges.
The move follows the 2025 opening of standalone stores in Leeds and Hull. Asda has indicated that the new format is intended to establish George as an independent destination brand.
Liz Evans, George managing director, 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 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.”
