George is set to open its seventh standalone store in Rotherham next month, featuring an expanded homeware department as Asda continues the rollout of the format.
The new store will open at Parkgate Retail Park on 1 October, replacing the existing Asda Living site.
Customers will be able to shop George’s full womenswear, menswear and childrenswear collections alongside its homeware range, with the revamped location featuring larger fashion and home departments.
The store will also introduce a number of changes designed to update the shopping experience, including upgraded fitting rooms, self-service checkouts and simplified Click & Collect facilities.
Home will form a significant part of the new format, with the Rotherham location also set to feature a range of bedroom displays, giving shoppers greater opportunity to browse the retailer’s interiors offer in-store.
A combined character and toy shop will also form part of the new-look location.
George Commercial Director Karl Doyle said: “We’re excited to bring our stand-alone George store concept to Rotherham and give local customers an even better way to shop our fashion and home collections.
“The way the stores are presented creates an improved shopping experience, giving customers more opportunities to browse and find inspiration.”
The Rotherham opening will become the seventh former Asda Living location to be transformed into a standalone George store as the supermarket group gradually replaces the Asda Living fascia.
The expansion forms part of much bigger plans for George on the UK high street and in retail parks. Asda revealed in July that it plans to open 100 standalone George stores over the next five years.
To mark the Rotherham opening, customers will have the chance to win a ‘golden ticket’ to spend in-store, while a live DJ and other activities are planned for the opening weekend.
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