Asda has appointed ex-Sainsbury’s senior women’s fashion buyer Victoria Stead to lead its womenswear category at George.
Stead was appointed George director for womenswear buying, quality and design last month. She left Sainsbury’s in May after nearly 12 years in a variety of fashion buying roles, including most recently, head of buying for womenswear.
“We are delighted to have Victoria join the business to oversee our womenswear category,” said George Clothing vice president Karl Doyle, confirming Stead’s appointment, which was first reported by Drapers.
“Victoria brings with her great experience from her time with both Sainsbury’s and Next across the category, that will be vital to George as we continue on our mission to provide our customers with an unmatchable offer across womenswear in the sector.”
Prior to joining Sainsbury’s, Stead spent 13 years at Next.
She joins as Asda looks to double down on the success of George, which is the UK’s second-largest clothing retailer by volume, and along with its fuel business the bright spark in an otherwise unsteady Asda ship.
George sales held up last year despite Asda’s falling grocery market share. Thanks to a boost from the sunny weather, sales were up 3.5% during the first quarter of the current year.
Asda executive chairman Allan Leighton has set the ambition for George to become the number one online and offline clothing retailer by volume.
In April, Asda launched a new standalone George concept store pilot in its native Leeds, ahead of a planned expansion in place of its 30 Asda Living homeware formats.
The store – which is located on the Crown Point retail park opposite Asda’s headquarters in the centre of Leeds – features an expanded George range, alongside homeware, baby items and a new look Asda café.
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