George at Asda bolsters fashion team with ex-Sainsbury’s womenswear buyer
George at Asda has appointed Victoria Stead as its new Senior Director of Womenswear Buying, Quality and Design, as the supermarket fashion label doubles down on its ambitions to become a major player in UK clothing retail.
Stead quietly joined the business in June, following more than a decade at Sainsbury’s. Most recently, she headed up womenswear buying for the grocer’s Tu Clothing division, and previously held senior roles across menswear and childrenswear. Her career began at NEXT, where she spent 13 years honing her skills across both menswear and womenswear buying.
Her arrival marks a strategic move by George to sharpen its womenswear proposition - a category that’s been earmarked as a key driver for growth amid a broader brand reboot. In its latest trading update for Q1 2025, Asda revealed that George delivered like-for-like sales growth of 3.5%, outperforming the fashion market by 2%.
Karl Doyle, Vice President of George at Asda, told TheIndustry.fashion: "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 hire comes at a pivotal time for the business as its fashion credentials are fast-growing. In April, George at Asda opened its first standalone concept store at Crown Point Retail Park in Leeds. The 18,000 sq ft store marks a departure from the traditional supermarket setting, offering a curated shopping experience that emphasises fashion-forward collections.
Asda has committed to investing in up to 100 new George locations, including standalone stores, to build visibility and reach new customers. It's making a push to challenge Primark’s dominance as the UK’s largest clothing retailer by volume.
As competition among value retailers intensifies, and as grocers continue to blur the lines between fashion and convenience, George’s latest leadership move signals its intent to compete.
