• George at Asda exec Helen Connolly to replace Beth Butterwick “later in the year”
  • Butterwick leaving to head up Karen Millen
  • Connolly also held roles at Next and Arcadia-owned Dorothy Perkins

Fashion chain Bonmarché has appointed Asda director Helen Connolly to be its new chief executive, as a replacement for Beth Butterwick.

Connolly, who is George at Asda’s senior buying director, will take up the role “later in the year”, Bonmarché said today.

Butterwick announced her departure from the publicly listed womenswear chain in December to take up the reins at Karen Millen, as a replacemen for Mike Shearwood.

Connolly faces a tough task at Bonmarché, which specialises in plus-size clothing, as it issued a profits warning before Christmas. Half-year profits fell 15.6% despite a rise in sales. 

Prior to Walmart-owned Asda, Connolly was head of womenswear and girlswear sourcing for Next’s Asian markets. She has also headed up buying at Arcadia-owned Dorothy Perkins.

Bonmarché non-executive chairman John Coleman said: “With a strong track record in delivering exceptional results, Helen is an ambitious, talented and passionate individual who will make an outstanding leader for the business.”

He added: “Helen’s expertise in buying, merchandising, sourcing, product, and business development is first-class, and she has demonstrated a dedicated focus on delivering a high-quality consumer experience.”