Evans, who has led Fat Face as CEO since 2019, will join the Asda leadership team as managing director of George, alongside CFO John Fallon, chief merchandising officer Derek Lawlor, general counsel Helen Selby, chief supply officer Mark Simpson and chief people officer Hayley Tatum. Meg Farren will also join the leadership team in October as chief customer officer.

Prior to joining the family lifestyle brand, she was the CEO of fashion brands Oasis, Warehouse and Coast.

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Evans spent her early career at M&S, joining as a management trainee and progressing through the business in roles across retail, womenswear and international.

“We are delighted to welcome Liz to the Asda leadership team – where she will join a fantastic team of talented leaders of our great business,” says Mohsin Issa CBE and Zuber Issa CBE, owners of Asda alongside TDR Capital Ltd.

“George has a strong heritage in offering amazing quality and value and continues to deliver for customers with both its own ranges and working in partnership with other brands. We are confident that Liz will bring her wealth of expertise to grow the business into the future and complement the expertise of the fantastic George team, who are so passionate about this brand.”

Evans adds: “This is a fantastic time to join Asda as it sets out on the next chapter of its story under new ownership. George is a truly iconic British brand and I am delighted to have the opportunity to lead it and work with some brilliantly talented people.  George is well-known and well-loved for its understanding of customers and ability to provide great quality fashion for all the family…It is a business with a proud history and exciting future that I’m delighted to be part of.”

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The acquisition of Asda for GBP6.8bn by UK entrepreneurs the Issa brothers and private equity firm TDR Capital was completed in February.

In April, Asda announced George would begin selling pre-worn garments across its stores in the UK as part of a new partnership.