Asda has announced the opening of 12 standalone George stores across the UK, with four already operational. The latest addition will be in Maidstone, Kent, opening on June 11, 2026, making it the first George store in the South of England. Other locations include Leeds, Hull, Peterborough, and Lincoln, which have already opened in recent months. Liz Evans, Asda's chief commercial officer for George, emphasized the success of the Asda Living stores in providing a comprehensive non-food shopping experience. She noted that the George brand is well-regarded for its quality and value, and this new store format aims to enhance customer engagement by offering a broader selection of products in a modern shopping environment. The initiative is part of Asda's strategy to establish George as a prominent brand in the retail market.