Asda has announced the appointment of Helen Connolly as chief executive officer of its clothing brand George.

She joins the supermarket from fashion retailer New Look where she has worked for over six years, most recently as chief executive. Prior to New Look, Connolly was chief executive of Bonmarché between 2016 and 2020.

Connolly has extensive knowledge of the George business, having spent more than 15 years with the brand across two periods earlier in her career. During that time, she consecutively held several senior leadership roles, including director of buying for womenswear and lingerie.

She replaces Liz Evans, chief commercial officer, non-food and managing director of George, who left Asda after four years with the business.

"Helen is an exceptionally experienced retailer with a strong track record of leading fashion and retail businesses,” said Allan Leighton, chairman of Asda. “ 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.”

George is the UK's third-largest clothing retailer by volume and the country's largest childrenswear retailer. The brand is sold in 580 Asda stores and six standalone George stores.

Asda added that it has ambitious growth plans, including opening 100 standalone locations in the next five years.

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