ASDA has announced plans to open a huge new store and it will not be a supermarket, marking a first for the UK grocery chain. ASDA will trial a brand new George stand-alone store, giving the supermarket's clothing and homeware store its first brick and mortar space outside of an ASDA supermarket. If it is a success, it will replace the ASDA Living brand across the UK. The trial store will open in ASDA's home city of Leeds at Crown Point Retail Park, replacing the ASDA Living store there. 

The store will stock clothing and homeware as well as products like plush toys and baby items. There will also be a cafe area in the store. The store will debut the new George Spring/Summer 2025 collection which is fronted by model Yasmin Le Bon. The store will also offer celebrity collaboarations from Erica Davies and Billie Faiers. Shoppers can also get their hands on the At Home with Stacey Solomon Spring/Summer Collection.

"Our Asda Living stores have been incredibly successful in showcasing the best of our non-food offering conveniently under roof, creating a seamless shopping experience for our customers," said Asda chief commercial officer George and Retail stores, Liz Evans. "As retail habits evolve and customer expectations rise, we remain committed to delivering exceptional choice and an experience that continues to meet—and exceed—the needs of today’s shopper."

She added: "The George brand is deeply woven into our heritage and our customers have a strong connection with it as a trusted name known for delivering both quality and value. This latest transformation is all about making shopping easier and more inspiring with the Geroge brand at its heart.

"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."

The new clothing and homewares store will open on March 10th following a quick refurbishment, after the closure of the ASDA Living store at the site this past weekend. 

The George brand dates back to 1989 when fashion designer and retail entrepreneur, George Davies, partnered with Asda to create George, whci hthe retailer describes as "a high-quality, great-value clothing brand with its own distinct identity."

It was the UK's first supermarket clothing brand. In 2004, the supermarket opened its first ASDA Living store in Walsall.