The existing Asda Living store is currently closed while it is revamped and rebranded before reopening later this month
Asda is opening a concept store near Hull that will be just the second of its kind in the country. The retailer is converting the existing Asda Living at Anlaby Retail Park into a standalone George store.
It is part of the chain’s wider strategy to roll out the brand offering “the best of George clothing and homeware all under one roof”. The Anlaby store is currently closed for the renovation and is due to reopen on Friday, October 31.
It is the second store to be rebranded as George following a successful pilot launch in Leeds earlier this year. Asda says the revamped store will be a “true haven for fashion and homeware fans”, offering a “fresh, contemporary layout designed to highlight an expanded clothing collection with even more must-have looks for men, women and children”.
Shoppers at the Anlaby store will also be among the first to explore the new George Christmas range including everything from “standout partywear and cosy nightwear to festive decorations and the exclusive Erica Davies gifting collection”.
A “spacious home department” is promised too that will feature an “inspiring selection of interiors, garden, and lifestyle must-haves”. These will be complemented by George’s celebrity collaborations such as At Home With Stacey Solomon.
George managing director Liz Evans said: “Our pilot George store in Leeds has been a tremendous success, thanks to the dedication and passion of our colleagues and the fantastic response from customers. It’s shown us just how much love there is for the George brand and our hero product categories.
“Building on that momentum, we’re excited to bring the stand-alone George store concept to Hull giving even more customers the opportunity to enjoy an inspiring, easy-to-shop experience that celebrates everything they know and love about George.
“This next step marks another milestone in our journey to evolve with our customers, offering them a truly engaging and seamless shopping experience driven by our people, our products, and our passion for the brand.”
The George store will open at 9am on Friday, October 31 with the first 100 customers to shop in-store each receiving a free candle worth £10.