As the supermarket brand steps up its attempts to revitalise and grow its fashion section, George at Asda has named Victoria Stead as senior director of womenswear buying, quality, and design.
Stead, who most recently oversaw womenswear purchasing starting in January 2024, spent almost 12 years at Sainsbury’s before joining George in June. Prior to it, she was in charge of purchasing children’s and men’s clothing from 2021 to 2024.
She started her career in fashion retail in 2000 at Next, where she worked as a buyer for 13 years, specialising in both men’s and women’s clothing.
With plans to invest in up to 100 outlets and raise the brand’s profile in Asda stores throughout the country, George hopes to overtake Primark as the biggest clothes retailer in the UK by volume.
After a period of poorer performance, the womenswear category has been selected as a significant development area for George. Liz Evans, managing director, notes that the brand’s revival depends on a renewed focus on core customers and availability.
Karl Doyle, Vice-President at George at Asda, stated that Victoria’s extensive experience from her tenure at both Sainsbury’s and Next would be instrumental in advancing the brand’s womenswear category. He noted that her background across the sector would support George’s ongoing efforts to deliver an unmatched offering in womenswear for its customers.
