George at Asda is expected to concentrate on value, multichannel operations and international growth when its new managing director Andrew Moore takes the helm next month.

Moore - who was promoted from supply and merchandising director - will take over from Anthony Thompson, who resigned in January to become chief executive of Fat Face. Moore, who joined George in 2008, was a key player in drawing up the strategy of George with Thompson and is likely to step up the growth plan.

George hit a milestone last year when it leapfrogged Marks & Spencer for a period in volume sales, and the retailer then switched its focus to become more customer-centric, and focus on value for money and quality.

One source close to Moore said: “George is in a strong position and Moore is confident that it is going in the right direction. The plans are likely to be stepped up as Asda has pushed the button on the roll-out of Asda Living.”

Asda chief executive Andy Bond said Moore’s “leadership and clear vision” made him the right man to take over. He added: “It is vital for the delivery of our plan that we don’t skip a beat as we build on George’s success in the year ahead.”

Moore, who previously spent 25 years at M&S, is renowned for being a strong merchandiser and a detailed strategist. One source

said: “He is great at controlling stock, product flow and numbers. He knows the business and will steer it well.”

The source added that Moore will need to work on putting his own stamp on George, and drive creativity.