In a bold strategic move aimed at shaking up Britain’s high-street fashion scene, Asda has launched its first standalone George store, marking the start of an ambitious plan to challenge fast-fashion heavyweight Primark.
The pilot George concept store, which opened in Leeds on 10 May, is the supermarket’s response to the rising demand for affordable, stylish clothing outside of traditional supermarket aisles. The 10,000 sq ft space at Crown Point Retail Park—formerly an Asda Living store—represents the brand’s evolution from in-store staple to independent retail player.
If successful, the format could be rolled out to as many as 100 locations across the UK, forming a chain of George fashion and homeware stores designed to appeal to value-conscious shoppers looking for convenience and style in equal measure.
George Goes High Street
The George brand has long been a key part of Asda’s retail identity, generating £1.5 billion in sales annually. Known for its reliable quality and low prices, particularly in children’s wear and school uniforms, George is now being repositioned to stand toe-to-toe with Primark.
The new store features fashion, homeware, toys and baby items alongside a modern café, self-checkouts and Click & Collect services—enhancing the customer experience beyond what’s typically expected in fast fashion.
“Asda’s strategy is clear,” retail analyst John Mercer told International Supermarket News. “They’re taking a value-led fashion brand and giving it the space and identity it needs to compete with the likes of Primark, not just in price, but in convenience and lifestyle offering.”
Fashion Momentum Amid Retail Challenges
Despite broader challenges for the supermarket, George continues to outperform. In Q1 2025, the clothing brand reported a 3.5% rise in like-for-like sales, outpacing both the market and Asda’s core grocery performance, which saw a 3.1% decline over the same period.
Part of the George resurgence can be attributed to celebrity tie-ins with influencers like Billie Faiers and Sophie Piper, as well as increased online visibility. Schoolwear and denim categories have seen particularly strong growth, up 11% and 8% respectively year-on-year.
“People know George. It’s a trusted name with a strong digital footprint, and now it’s stepping into a retail space that’s ripe for disruption,” said Mercer.
Primark in the Crosshairs
While Primark still dominates with over 450 locations across the UK and Europe, its reluctance to embrace online retail or hybrid formats leaves room for competitors like Asda to fill the convenience gap.
With George now being trialled in a standalone, lifestyle-focused format, Asda’s pitch to the fashion-conscious consumer is simple: high street access, competitive prices, and the bonus of integrated services such as click-and-collect and on-site cafés—none of which Primark currently offers.
Whether this experiment can be scaled across the country remains to be seen. However, the timing is advantageous. Asda is simultaneously growing its convenience store network and rebranding efforts, giving it multiple touchpoints to engage shoppers beyond the big weekly shop.
Outlook
Retail insiders believe that if George can build momentum, particularly in mid-sized cities underserved by dedicated fashion outlets, it could carve out a significant slice of the value clothing market.
“This is not just a brand revival—it’s a retail rethink,” said retail consultant Sarah Thacker. “Asda is essentially telling the British public that supermarket fashion doesn’t have to stay in the supermarket. If George succeeds on the high street, Primark may finally have to look over its shoulder.”
Asda’s move could herald a new era where value fashion merges with multi-channel accessibility—a space where George is increasingly well placed to lead.