Overview
- The first 2026 site opens at 9am on Thursday, March 12 at Brotherhood Shopping Park in Peterborough after converting from an Asda Living store.
- Asda confirmed a 10-store conversion program for 2026, with remaining locations to be decided and announced individually.
- Each site will be dedicated to George clothing and homeware, expanding womenswear, menswear, childrenswear and the George Home assortment.
- The concept introduces a contemporary layout with streamlined self-scan checkouts and a simplified, more convenient click-and-collect service.
- Asda says the Leeds and Hull concept stores drew an overwhelmingly positive response, and George managing director Liz Evans called Peterborough a key milestone in the rollout.