George at Asda has appointed Victoria Stead as senior director of womenswear buying, quality and design, as the supermarket brand intensifies its efforts to revive and expand its fashion division.
Drapers reports that Stead joined George in June after nearly 12 years at Sainsbury’s, where she most recently led womenswear buying from January 2024.
Before that, she held responsibility for menswear and childrenswear buying between 2021 and 2024.
Her fashion retail career began at Next in 2000, where she spent 13 years as a buyer across menswear and womenswear.
Her appointment comes as George aims to challenge Primark’s position as the UK’s largest clothing retailer by volume, with plans to invest in up to 100 stores and increase the brand’s visibility in Asda locations nationwide.
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George at Asda vice-president Karl Doyle said: “We are delighted to have Victoria join the business to oversee our womenswear category.
“Victoria brings with her great experience from her time with both Sainsbury’s and Next across the category, that will be vital to George as we continue on our mission to provide our customers with an unmatchable offer across womenswear in the sector.”
The appointment follows the departure of George’s senior womenswear buying and design director Delia Philips, who left the business after three years.
Doyle added: “Delia has left the business having achieved so much in her time with us at George [including introducing premium womenswear line Studio Edit], and we wish her well in all that the future holds in store for her.”
The womenswear category has been identified as a key growth area for George following a period of weaker performance, with managing director Liz Evans highlighting renewed focus on core customers and availability as central to the brand’s turnaround.
George recently opened its first standalone store in Leeds, signalling a broader plan to expand the brand’s physical presence across the UK.
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