Asda is preparing to open another standalone George store in Rotherham as it continues converting parts of its former Asda Living estate into dedicated fashion and home destinations.
The retailer will transform its existing unit at Parkgate Retail Park into the new George format, with the opening expected next month. It is set to be the final standalone George launch planned for 2026.
The store will carry expanded womenswear, menswear and childrenswear ranges alongside a broader George Home offer. The format also includes updated fitting rooms, additional self-service checkouts and simplified Click & Collect services.
Asda accelerated the rollout after early standalone George stores in Leeds and Hull generated what the retailer described as a strong customer response. The company said earlier this year that it intended to launch 10 concept stores during 2026.
Other conversions this year have included Peterborough, Lincoln, Maidstone and Barnsley.
The wider strategy is intended to build George as a retail destination in its own right rather than relying only on space inside Asda supermarkets. Asda has previously said it plans to open 100 standalone George locations over the next five years.
George remains a major part of Asda’s non-food business and is sold through hundreds of supermarkets as well as the growing standalone network.
