Asda boosts ‘George’ label team

Supermarket giant Asda has reshuffled the senior management team at its George clothing brand as part of a move to strengthen its position as a leading value fashion retailer in the UK.

Asda has appointed Next women’s wear product director Fiona Lambert to the new role of brand director for the clothing line and has also promoted trading director Mark Daynes to chief operating officer of the brand. Both will report to George global managing director Angela Spindler.

The retailer says the creation of both roles represents a “significant step change” in the way the George business is managed and designed in an effort to strengthen its presence as a value fashion retailer. The change comes weeks after the brand’s head of global marketing James Condon left to join rival Tesco as head of brand communications and trade planning (MW January 11).

Lambert will oversee the design, buying and development of the George clothing line while Daynes will take responsibility for all operational areas of the business.

The label was founded 16 years ago by George Davies and now has an annual turnover of over £2bn.

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