The brand is transforming its Asda Living stores in dedicated George shops

An Asda Living store in Peterborough is set to be transformed into a stand-alone clothes shop making it the first to relaunch in 2026. Asda has announced the store at the Brotherhood Shopping Park will be turned into a dedicated George store.

The new store will feature “a contemporary” layout to help “enhance the shopping experience” and will make it easier for customers to explore the brand’s items. The changes reflect “Asda’s continued investment in creating inspiring, easy-to-shop environments” for its non-food products.

The store will features clothing and homeware sections. The store will include an expanded line of womenswear, menswear, and children’s clothing as well as a “wider selection” of interior and lifestyle products.

The shop will feature some of the latest fashion launches including the Yasmin Le Bon and Amber Le Bon spring denim collection and Stacey Solomon’s George Home Easter range. There will be self-scan checkouts and a “more convenient” click and collect service.

Two other stores in Leeds and Hull were changed into George stores in 2025 and received “an overwhelmingly positive customer response”. Asda plans to rebrand another 10 stores across the UK throughout the year.

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.”

The new George store will be open from 9am on Thursday, March 12.