Asda Appoints Helen Connolly as CEO of George

Asda has today announced the appointment of Helen Connolly as Chief Executive Officer of George. 

Helen is a highly experienced leader with more than 30 years' experience across the fashion and retail sectors.  

She will join the business in due course from New Look, where she has served as CEO since 2022, having previously held the role of Chief Commercial Officer. Prior to New Look, Helen was CEO of Bonmarché between 2016 and 2020. 

Helen returns to Asda with extensive knowledge of the George business, having spent more than 15 years with the brand across two periods earlier in her career.  

During that time, she held a number of senior leadership roles, including Director of Buying for Womenswear and Lingerie, helping to shape George's offer and strengthen its position as one of the UK's leading clothing brands. 

Allan Leighton, Chairman of Asda, 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.” 

Helen 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." 

Helen succeeds Liz Evans, Chief Commercial Officer, Non-Food and Managing Director of George, who left Asda after four years with the business.  

George is the UK's third-largest clothing retailer by volume and the country's largest childrenswear retailer, serving millions of customers through 580 Asda stores and six standalone George stores. The brand also has ambitious growth plans, including opening 100 standalone locations in the next five years.  

Source : Asda

Image : Asda - Helen Connolly

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