Asda has announced the appointment of Helen Connolly as the next chief executive of George.
The retailer said Connolly will “join the business in due course” from New Look, where she has been chief executive since 2022, having previously been chief commercial officer.
Prior to New Look, Connolly was chief executive of Bonmarché between 2016 and 2020.
It will mark a return to George at Asda for Connolly, having spent more than 15 years at the brand across two spells earlier in her career. She was previously director of buying for womenswear and lingerie at the brand.
Asda chair Allan Leighton said: “Helen is an exceptionally experienced retailer with a strong track record of leading fashion and retail businesses. 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 said: “I’m delighted to be returning to George at Asda. 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.”
Connolly succeeds Liz Evans, Asda’s former chief commercial officer, non-food and managing director of George.
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