Ex-Primark CEO Paul Marchant joins George at Asda as advisor

Paul Marchant, the former Chief Executive of Primark, who resigned last year following an investigation into inappropriate behaviour, has now returned to UK retail as an advisor for Asda's George clothing business.

Marchant has been at George since May, consulting on the business's long-term strategy, Bloomberg reported. An Asda spokesperson confirmed he is providing "consultative support" to the George team.

His appointment forms part of a larger leadership shake-up at the retailer, as it looks to expand its market share. 

Just last Thursday, George appointed former New Look CEO Helen Connolly as its Chief Executive. Connolly previously spent more than 15 years at George across two separate periods, during which she held senior roles, including Director of Buying for womenswear and lingerie. 

Meanwhile, at the end of June, George at Asda's Chief Commercial Officer, Liz Evans, announced that she was leaving the business after four and a half years in the role.

Asda Chairman Allan Leighton said at the time that Connolly's "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".

George at Asda's retail ambitions 

As George at Asda continues to compete more directly with traditional high street retailers, the brand has invested in growing its menswear category, as well as improving its physical retail portfolio and digital experience. 

The retailer said its menswear category recorded year-on-year sales growth ahead of the wider market, with customers drawn to what it described as accessible, style-led products at competitive price points.

George currently ranks as the UK's third-largest clothing retailer by volume and the country's largest childrenswear retailer, with customers reached through 580 Asda stores and six standalone George locations.

After launching standalone George concept stores in Leeds and Hull last year, both of which have delivered consistent double-digit growth, George at Asda plans to transform a further 10 locations in 2026. The concept store format was designed to showcase the retailer's fashion and home offerings in a more contemporary setting.

Alongside improving its physical retail portfolio, the brand is also investing in digital merchandising by creating clearer outfitting options and more editorial-style imagery, with the aim of improving conversion and increasing basket spend.

Marchant's Primark exit

Marchant stepped down from Primark on 31 March 2025 after an investigation into a woman's complaint about his behaviour in a social environment. Associated British Foods, Primark's parent company, said Marchant accepted that his actions fell below expected standards and that he had apologised to the woman.

Marchant had taken over as Primark Chief Executive in 2009, succeeding founder Arthur Ryan. Under his leadership, the chain expanded into a major international value-fashion business known for large stores selling low-priced clothing in prime locations.

Primark accounts for almost half of ABF's revenue and most of its profit. ABF recently re-affirmed its intentions to split off the clothing business by the end of 2027, following a 'resilient' third quarter. 

Before Primark, Marchant held roles at Debenhams, Topman and New Look.