Asda is Piloting the George Concept Store to Replace the Asda Living Product Portfolio

Asda plans to open its first independent George brand store this week, aiming to gradually replace its portfolio of Asda Living brand stores across the UK.

This supermarket chain will transform the home goods store located in Crown Point Retail Park in Leeds into a new type of store for a pilot. If the pilot is successful, this new type of store will be further promoted to more stores.

Asda said that the George concept store, which is set to reopen on May 10th, will be "completely refreshed with a brand-new layout, showcasing the best clothing and home products of the George brand. At the same time, it will add a toy section, a baby necessities section and a coffee and leisure area."

Asda also added that customers in this store will be able to purchase "a more diverse range of George brand clothing with better quality", covering the entire series of men's, women's and children's clothing. In addition, the store will also display the rich Home and gardening products of the George brand, including the "At Home with Stacey Solomon" series jointly launched with the well-known blogger Stacey Solomon.

The retailer will upgrade the in-store payment methods, add manual checkout counters and self-checkout options, and continue to offer the "click and collect" service.

The brand-new George store will also introduce the retailer's "Kitchen" concept dining area, offering both hot and cold food.

Liz Evans, the chief Commercial officer of the George brand and retail stores of Asda Group, said that the Asda Living concept store has previously "achieved remarkable success", but the company remains "committed to providing consumers with a wider range of choices. Create a consumption experience that always meets - and even exceeds - the needs of current shoppers.

The core of this latest store upgrade is to take the George brand as the core, making the shopping experience more convenient and attractive. She added.

Our planning for the new George concept store in Leeds is exciting and will create a truly unique business format that distinguishes itself from its competitors.

We believe that this new model, combined with our focus on high cost performance, high-quality products and core characteristic categories, will further enhance our differentiated competitiveness in the market. We look forward to listening to consumers' feedback.

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