NEW GEORGE STORE

We’re getting a new stand-alone George concept store at Brotherhood Shopping Park in Peterborough.

Asda has announced that the city will be the next location to unveil its new store, as part of plans to rebrand 10 Asda Living stores across the UK this year and ours is the first this year.

The store is being transformed into a dedicated George destination and will open at 9am on Thursday March 12.

The move follows the success of the first two stand-alone George stores, which opened in Leeds and Hull in 2025 and have proved hugely popular.

The rebranded store will feature a contemporary new layout designed to make it easier than ever to explore the brand’s expanded ranges.

Asda have announced they are aiming to create inspiring, easy-to-shop environments and from everyday wardrobe essentials to trend-led seasonal pieces and contemporary home interiors, this new concept store aims to deliver quality, style and value synonymous with the George brand.

The clothing range will be significantly expanded offering womenswear, menswear and childrenswear, alongside a broader George Home range featuring an even wider selection of interiors and lifestyle products. We’ll also be among the first to discover the latest fashion launches, including the Yasmin Le Bon and Amber Le Bon spring denim collection and Stacey Solomon’s exclusive George Home Easter range.

The Peterborough launch marks the next phase in Asda’s strategy to transition its Asda Living portfolio to the George format.

George 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."