Asda has appointed Helen Connolly as the new chief executive of its George clothing brand, signaling a major push into standalone retail as the supermarket giant plans to open 100 dedicated George stores over the next five years.
Helen Connolly Returns to Lead George
Connolly, who previously spent more than 15 years with George earlier in her career, returns to the business from fashion retailer New Look, where she had been chief executive since 2022. Before that, she served as chief executive of Bonmarché between 2016 and 2020.
During her earlier tenure at George, Connolly held several senior leadership roles, including director of buying for womenswear and lingerie, where she helped develop the retailer's clothing range.
Ambitious Expansion Plans
Her appointment comes as George prepares for a major rollout, with plans to open 100 standalone stores over the next five years. This marks a significant expansion from the current six standalone George shops, complementing the brand's presence in approximately 580 Asda stores.
Asda chairman Allan Leighton commented: "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's Vision for George
Ms 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."
George's Market Position
George is the UK's third-largest clothing retailer by volume and the country's largest children's wear retailer. The brand serves millions of shoppers through its extensive network of Asda stores and standalone shops. Ms Connolly succeeds Liz Evans, who left Asda after four years as chief commercial officer, non-food and managing director of George.
