Fitch makes over George flagship store

Asda is trialling a radical new retail look for George, its eponymous fashion brand, with the opening of a £1.1m flagship store designed by Fitch.

The intention is to position George as a more fashion-forward label, to compete with high street value-fashion brands, such as Hennes and New Look.

The revitalised interior format will be rolled out across other stand-alone George stores, according to a spokeswoman for George. A George store in Croydon, London, is believed to be the next in line.

The prototype ‘landmark’ 1022m2 store is located in the retail units of the University of Essex’s Southend campus on Southend High Street. It will open on 3 November and will sell childrenswear, baby George and George’s fashion label, G21.

Fitch was appointed in March to design the initial store concept, which was further developed in-house by George’s retail team.