Asda has appointed Helen Connolly as Chief Executive Officer of George, appointing the experienced retail executive to lead its clothing business as the brand continues its expansion plans.
Connolly will join Asda from New Look, where she has served as Chief Executive Officer since 2022 after previously holding the role of Chief Commercial Officer. Before joining New Look, she was CEO of Bonmarché between 2016 and 2020.
The appointment marks a return to George, where Connolly spent more than 15 years earlier in her career. During that time, she held several senior leadership positions, including Director of Buying for Womenswear and Lingerie, helping shape the retailer’s clothing offer.
She succeeds Liz Evans, who left Asda after four years as Chief Commercial Officer, Non-Food and Managing Director of George.
George is the UK’s third-largest clothing retailer by volume and the country’s largest childrenswear retailer. The brand serves millions of customers through around 580 Asda stores and six standalone George stores.
Asda said George also has ambitious growth plans, including opening 100 standalone locations over the next five years.
What happens next?
Helen Connolly will take up the role in due course and oversee the next phase of George’s development, including the planned expansion of its standalone store network and continued growth of the clothing brand.
