Asda chooses Rotherham as latest location for new stand-alone George concept store

Asda has announced that Rotherham will be the latest location to welcome its newest stand-alone George concept store - the seventh Asda Living store in the UK to be transformed into a stand-alone George store.

The store - which will open at 9am at Parkgate Shopping next Thursday (October 1) – will be only the second in South Yorkshire, following the launch of the new George store in Barnsley in August.

The Rotherham store will be the final George stand-alone opening of 2026 and, according to a spokesperson for Asda, follows a “succession of well-received Asda Living store transformations across the UK, where customers have responded positively to the enhanced shopping experience, expanded product ranges and modern store environment.”

Situated at the town’s Parkgate Shopping, the new “contemporary retail space” will bring together an extensive range of George clothing for women, men and children alongside a “significantly expanded” George Home collection.

There will be larger clothing ranges across all departments, including “substantial growth” in the store’s womenswear and menswear offering.

The home department will also feature a much broader selection of bedding and small domestic appliances, as well as expanded ranges across the wider George Home collection.

The store will also stock George’s exclusive new clothing collaboration with broadcaster and former premier league footballer, Micah Richards, which launched across selected stores earlier this month.

The investment forms part of Asda’s “ongoing commitment to growing the George brand and creating contemporary retail spaces that showcase its fashion and home collections while delivering a more convenient and enjoyable experience for customers,” added the spokesperson.

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.

“Our customers are loving the new stores and have responded particularly well to the expanded clothing and home ranges. The way the stores are presented creates an improved shopping experience, giving customers more opportunities to browse and find inspiration.

“This investment reflects our commitment to growing the George brand and continually improving the experience we offer customers and we look forward to welcoming Rotherham shoppers through the doors in October.”

To allow the transformation work to take place, the store’s mezzanine floor close at the end of trading on Thursday, September 17 before the entire store closed at 7pm on Saturday September 19 ahead of the reopening as a stand-alone George store on Thursday, October 1.

On opening day, the first 500 customers to spend £5 or more from 9am will receive a golden ticket, with the chance to win £5–£500 to spend in-store.

Celebrations continue from 10am on Saturday, October 3 with a high-energy cyclone challenge, where customers can win George gift vouchers and other prizes.

There will also be a live DJ on both days to mark the occasion and create a party atmosphere for customers.