Asda has appointed Helen Connolly as the new CEO of its George fashion business.
Connolly, who is currently CEO of fashion retailer New Look, will return to Asda to replace Liz Evans, who stepped down as Asda chief commercial officer and managing director of George in June.
The appointment sees Connolly return to the business where she previously spent 15 years across two spells earlier in her career, including as director of buying for womenswear and lingerie. Prior to taking the reins at New Look in 2022, she was also CEO of Bonmarché for four years from 2016 to 2022.
She would join Asda “in due course”, the supermarket said.
“Helen is an exceptionally experienced retailer with a strong track record of leading fashion and retail businesses,” said Asda executive chairman Allan Leighton.
“Just as importantly, she knows George well, having spent more than 15 years with the brand earlier in her career. Her combination of leadership experience, commercial expertise and understanding of our customers makes her the ideal person to lead George through its next phase of growth.”
Connolly joins at a critical time for the George brand, which is in the midst of an expansion plan to bring standalone George concept stores to more places across the UK. Asda has set the goal of George becoming the number one fashion brand in the UK.
EBITDA doubled to £36.6m in latest accounts.
Asda used Evans’ departure to spin out leadership of George from the wider supermarket, with Connolly taking sole ownership of the George business and its wider supply chain.
Responsibility for Asda’s general merchandise and home business, which was overseen by Evans, will now pass to David Lepley, as chief operations officer.
Chief customer and digital officer Rachel Eyre will have ownership of George.com, and will work closely with Connolly as part of the “reshaped” leadership team.
“I’m delighted to be returning to George at Asda,” Connolly said.
“I spent many years with the business earlier in my career, so in many ways this feels like coming home. I know first-hand what makes George such a special business. There’s a real passion for serving customers well and creating products that offer outstanding quality, style and value. I’m looking forward to working with the team to build on that and help shape what’s next.”
No comments yet