National grocery retailer Asda appointed us to lead the launch of its first-ever standalone George concept store, a rebranded Asda Living site in the retailer’s home town of Leeds.
The store was completely transformed to showcase the best of George Home and George fashion, alongside baby, toys, and everyday essentials. As part of a national pilot scheme, the success of this launch would inform a potential rollout across the UK. PGHL was tasked with delivering media relations, influencer partnerships, and a bold brand activation to drive awareness and footfall.
To create the buzz this high-profile rebrand deserved, we delivered a strategic mix of media relations, social media, video content, and influencer collaborations all building towards a headline-grabbing reopening event.
There designed store launched George’s Spring/Summer 2025 collection, fronted by supermodel Yasmin Le Bon and featuring exclusive celebrity collaborations, including Stacey Solomon. To dial up the excitement, our events team staged ahigh-energy in-store celebration led by Leeds icon and Spice Girl, Mel B. The event featured live music, entertainment, and a cyclone challenge where customers could win thousands in George vouchers with Mel B bringing her trademark charisma, drawing crowds and media attention alike.
Asda marked the launch with a £2,000 donation to Women’s Aid Leeds, a charity Mel B actively supports as patron, along with £1,000 worth of homeware to support families in need.
"Working with PGHL to help open our new standalone George store in Leeds was an absolute pleasure. From the initial brief to the final execution, the team demonstrated creativity, precision, and an in-depth understanding of how to create buzz and drive awareness. They crafted a standout launch event that not only captured our brand essence but also generated significant media coverage and local engagement. Thanks to their strategic planning and flawless execution, the event exceeded our expectations and played a key role in making our launch a success. We wouldn't hesitate to partner with them again." Naomi Dobson, Head of PR George at Asda
Naomi Dobson, Head of PR George at Asda
A high-impact launch that combined retail, celebrity, and community delivering real excitement and strong media and social coverage for the George brand.