Retail choice: Asda George, Milton Keynes

I consider myself a true shopaholic and label addict, so George at Asda's 'value' image has meant it has never been top of my shopping itinerary.

But this might be about to change - the George store in Milton Keynes is fantastic.

It has its own entrance and sits next to the electronics and houseware products with no partitions but clear sectioning. Although its garish lighting and warehouse style remind you that you are in a supermarket, it feels more like a department store.

George has created a fashion environment to compete with stores such as New Look, Miss Selfridges and Topshop. Clothing lines are separated into clear category groupings carrying vast ranges: from the high fashion in its G21 section, George Collection, petite, classic, maternity and kids' lines to accessories and lingerie. Although there is a men's section, it is clear the brand is targeting a female audience.

George is well designed, using large lifestyle imagery to inspire customers and graphics to distinguish the sub-brands. It is easy to navigate, if a little inconsistent.

Overall, it is clean and surprisingly sophisticated. It is reminiscent of M&S' new and improved store in Milton Keynes, but considering Asda is a 'value' brand, it is really impressive.

Design: In-house.

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