Asda to reshuffle senior management team as George boss quits

The retailer said that Evans has “decided to leave the business at the end of June after four and a half years”.

She joined Asda in January 2022 as chief commercial officer, non-food, to lead the George business. She subsequently went on to lead Asda’s retail teams in 2025, and the retailer said she “has made a lasting impact – with our colleagues and the business more widely – and set in place the foundation for success moving forwards”.

With Evans set to leave the business, Asda has announced it is “taking the opportunity to reshape responsibilities around the exec table”.

The retailer said that David Lepley will take on the expanded role of chief operating officer, adding “retail operations to his existing supply chain operations remit”.

Rachel Eyre will become chief customer and digital officer, bringing all online and digital business “together alongside her current remit, including George.com, Asda Money and Mobile”.

The retailer also said that a new permanent chief executive for the George business has been appointed and will be “announced in due course as the business continues with its ambition plans to become the largest fashion retailer by volume in the UK”.

Ahead of that announcement, the George clothing team will report to chief people officer James Goodman, and the George GM team will report to Darren Blackhurst.

Liz Evans said: “It’s been an absolute privilege to be part of this journey. As I step away from my role, I’ll continue to be the biggest supporter of Asda and George, and I’m really confident the business will keep building on the positive momentum we’ve created.

“I also want to say a huge thank you to our colleagues in store, who bring the Asda difference to life for customers every single day, and to the teams across George and General Merchandise – it’s been a pleasure to work so closely with you over the years.” 

Asda executive chairman Allan Leighton said: “Liz has been a fabulous steward during her time with us. Firstly, leading the George business through a period of continued growth and then taking on the leadership of our retail teams. Leading both, she has made a lasting impact – with our colleagues and the business more widely – and set in place the foundation for success moving forward. I am immensely grateful for her leadership and wish her all the very best for the future.”