Asda has unveiled its very first standalone George store at Crown Point Retail Park in Leeds, bringing a new chapter for the retailer’s fashion and home brand. The launch was celebrated on Saturday, 10 May, with a festive opening headlined by none other than Leeds’ own Mel B, drawing attention not just for the star power, but for the community-focused efforts behind the event.
The new concept store marks a shift in Asda’s non-food retail strategy, with the George-branded format being trialled as a replacement for the existing Asda Living stores. Unlike the supermarket’s usual setup, this location is entirely dedicated to George’s clothing, home, and lifestyle ranges.
Opening day saw an upbeat atmosphere with live entertainment, a brass band, and an interactive cyclone challenge where shoppers had the chance to win George gift vouchers. The event also carried a strong charitable focus. As part of the launch, Asda donated £2,000 to Women’s Aid Leeds, a cause close to Mel B, who has long supported the charity in her role as patron. An additional £1,000 worth of homeware products was also contributed to help women and families supported by the organisation.
Speaking at the opening, Mel B said “I’m really pleased to partner with George at Asda. They have made a significant donation to Leeds Women’s Aid Refuge – both financial and practical – and as patron of National Women’s Aid that is so important to me.
“I’m incredibly proud of my home city and for me it’s all about coming together as a community and I hope this association with George and Asda will continue. “
Inside the store, customers got a first look at the expanded George Spring/Summer 2025 collection, featuring campaigns with well-known names like Yasmin Le Bon, Billie Faiers, Erica Davies, and Stacey Solomon. The store layout has been designed with a fresh, open concept, aiming to create a more modern retail experience.
Early feedback from visitors was overwhelmingly positive. Many praised the updated design and faster checkout systems, with one shopper comparing the new store to premium retailers—“like John Lewis & Next but at Asda prices.”
The store also houses Asda’s latest Kitchen café concept, which includes new menu items such as freshly made pizza and a budget-friendly kids’ meal deal. To celebrate Asda’s 60th birthday, the retailer recently dropped the price of the children’s meals to 60p for the month of May.
The George team says this pilot store is part of a broader plan to reimagine how customers shop for fashion and homeware in Asda stores across the UK. Leeds, being the supermarket’s home city, was the natural choice to test the new concept.
Liz Evans, George’s Chief Commercial Officer, spoke about the significance of launching in Leeds and the role Mel B played in making the day memorable. She said “This new concept store represents an exciting step forward for the George brand and we’re incredibly proud to launch it in Leeds first, the home of Asda.
“We’re confident customers will love the expanded collections, inspiring collaborations, and convenient shopping experience the store offers. We were also thrilled to welcome Mel B, a true Leeds icon, to help us celebrate the opening, and equally proud to support Leeds Women’s Aid and the vital work it does to support women and families in the city.”
Nik Peasgood, CEO of Leeds Women’s Aid, also expressed gratitude for the support by stating “Mel B is a wonderful patron of National Women’s Aid and a truly passionate advocate for women and children experiencing domestic abuse. As a proud Leeds lass, she’s been a fantastic supporter of our work, and we’re incredibly grateful to her and to Asda for its amazing generosity.”
The store is now open to the public and welcomes customers throughout the week, offering a new space for fashion lovers and home decorators alike to explore George’s growing collections.
