Asda Announces Peterborough as Next Location for Stand-Alone George Store
Asda has confirmed that Peterborough will be the next city to welcome a new stand-alone George concept store, marking a significant step in the retailer's ambitious 10-store rebranding initiative across the UK. This transformation is set to commence in 2026, with the existing Asda Living outlet at Brotherhood Shopping Park undergoing a complete overhaul to become a dedicated George destination.
Rebranding Strategy and Previous Successes
The move follows the successful launches of similar George stores in Leeds and Hull in 2025, which have set a positive precedent for the nationwide rollout. Asda's strategy aims to revitalise its retail presence by converting select Asda Living sites into modern, customer-focused George stores, enhancing the overall shopping experience.
Enhanced Shopping Experience and Expanded Offerings
The rebranded George store in Peterborough will feature a contemporary layout designed to make browsing more intuitive and enjoyable. Customers can look forward to a substantially broader selection of clothing for women, men, and children, alongside an expanded George Home range that includes interior decor and lifestyle products.
Notable highlights will include new fashion launches, such as the spring denim collection by Yasmin Le Bon and Amber Le Bon, as well as an exclusive George Home Easter range curated by Stacey Solomon. To streamline the shopping process, the store will incorporate efficient self-scan checkouts for faster transactions and a simplified click-and-collect service, blending convenience with style and value.
Management Insights and Strategic Importance
Liz Evans, the managing director of George, emphasised the significance of this expansion. She stated, "Peterborough represents a key milestone in our rollout of stand-alone George stores across the UK. This format allows us to present a larger, more inspiring assortment in a modern, easy-to-shop environment, and Peterborough was the natural choice for this next phase of our growth."
Opening Details and Location
The new George store in Peterborough is scheduled to officially open at 9 am on Thursday, March 12, 2026. Situated in the Brotherhood Shopping Park, the store will be located in Peterborough, Cambridgeshire, providing local shoppers with enhanced access to George's diverse product lines.
