Whittam Cox supports George store renewal programme
by Anna Lingard
Marketing Manager
The latest completion at Parkgate, Rotherham follows stores in Peterborough, Lincoln, Maidstone and Barnsley’s Cortonwood Retail Park. All five have been delivered within a year, with initial scoping beginning in late 2025.
The programme is transforming existing Asda Living stores into dedicated George destinations, building on earlier pilots to create contemporary retail environments focused on fashion and homeware. It brings the evolving George identity into established locations, making better use of the existing estate.
At Parkgate, the transformation spans the ground and first floors. Reconfigured sales areas, new fitting rooms and a relocated checkout sit alongside updated lighting, flooring, decoration and signage. Changes to back-of-house spaces complete the renewal.
Across the programme, our team has acted as Architect, Contract Administrator, CDM Principal Designer and Building Regulations Principal Designer, supporting each project from initial scoping and design through to completion.
Working closely with Asda, George, contractors and specialist consultants, we have responded to the constraints of existing buildings, fixed delivery dates and an evolving brief as the concept has been refined for different locations
“Retail is constantly evolving, and programmes like this are about delivering change at pace while maintaining quality and consistency across every location. Our team understands the demands of working across an established retail estate, and it’s been great to play our part in bringing the new George format to life. Across the programme, we’ve worked closely with the George and Asda teams and the wider project team to make sure the design aspirations are delivered in a practical, compliant and buildable way.”
Associate Director
For customers, the renewed stores provide a more contemporary environment, with updated fitting facilities, fixtures and finishes creating a cohesive setting that reflects the George brand.
Our work with Asda and George continues into 2027, exploring further store renewals and opportunities to bring the concept to new locations across the UK.