Asda has announced that Maidstone will be the latest location to welcome its new stand-alone George concept store making it the first in Southern England, as the retailer continues the nationwide transformation of its Asda Living portfolio.
Launching as the fifth stand-alone George store in the UK, and the third to open in 2026, the Maidstone transformation follows the strong success of previous launches, with customers responding positively to the expanded ranges, refreshed layouts and improved shopping experience.
Located at Saint Peter’s Wharf Retail Park, the new Maidstone store will create a one-stop destination for fashion and home shoppers with expanded collections across womenswear, menswear and childrenswear, alongside enhanced George Home departments featuring increased ranges in bedding, bath and dining.
The store will also showcase the latest seasonal collections, including Yasmin Le Bon’s new summer edit, alongside everything needed to refresh both indoor and outdoor living spaces for the season.
As part of the redesign, the new format will include a dedicated character shop, creating a more engaging shopping experience for families, alongside upgraded fitting rooms, new self-service tills and an easier-to-use parcel collection service.
The refreshed format reflects Asda’s continued focus on growing the George brand and creating inspiring, easy-to-shop environments that showcase its hero clothing and home categories.
George managing director, Liz Evans, said: “We’ve been incredibly encouraged by the response to our stand-alone George stores so far, with customers really embracing the new format and expanded offer. Maidstone is another important milestone in the evolution of the George brand giving customers even more choice across fashion and home and creating a more enjoyable and more convenient shopping experience.”
The Maidstone store will close from Monday 1st June and will officially reopen on Thursday 11th June at 9am.
To celebrate the reopening, the first 500 customers to spend £5 or more in store from 9am on launch day will receive a golden ticket, giving them the chance to win between £5 and £500 to spend in store.
Celebrations will continue throughout the opening weekend, with a special event on Saturday 13th June from 10am with a high-energy cyclone challenge offering the chance to win George gift vouchers.
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