George at Asda has appointed New Look boss Helen Connolly as its new chief executive, as the supermarket pushes ahead with ambitious plans to grow its fashion business.

Connolly will join the retailer “in due course” from New Look, where she has served as chief executive since 2022. She previously held the role of chief commercial officer at the fashion chain.

The appointment marks a return to Asda for Connolly, who spent more than 15 years with George across two earlier stints in her career.

During that time, she held several senior roles, including director of buying for womenswear and lingerie, helping to shape the brand’s clothing offer.

Connolly also led Bonmarché as chief executive between 2016 and 2020.

Asda chairman Allan Leighton said Connolly’s experience across fashion and retail, combined with her knowledge of George, made her well placed to lead the brand’s next stage of growth.

Connolly said she was “delighted” to return to George, adding that the move felt “like coming home” after spending many years with the business earlier in her career.

She succeeds Liz Evans, chief commercial officer for non-food and managing director of George, who has left Asda after four years.

The leadership change comes as Asda looks to expand George beyond its core supermarket estate.

George is the UK’s third-largest clothing retailer by volume and the country’s largest childrenswear retailer. It currently serves customers through 580 Asda stores and six standalone George stores.

The brand has set out plans to open 100 standalone locations over the next five years, as Asda looks to build George into a larger destination in its own right.

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