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Published
Apr 23, 2021
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Asda's George chief quits for "excellent" new role

Published
Apr 23, 2021

Just as it deals with a change of ownership, Asda’s George fashion and homewares label is losing its MD. Asda veteran Steph Strike is set to step down from the role later this year.


George at Asda



Strike joined the supermarkets giant via its graduate training scheme 26 years ago and held a variety of roles across the business. She became George MD 18 months ago.

The company praised the work she’s done at George and said she’d overseen a successful transformation that positions it for future growth.

It’s not known where she’s headed as she hasn’t revealed the name of the business she’s set to join. But Asda CEO Roger Burnley said the company will be “very sorry to see her go” and her “new opportunity is an excellent one”. 

Asda also said that until a successor can be found, the senior team at George will report to Burnley who will himself be stepping down next year.

It had been thought that Asda might sell its George operation after it was taken over by new owners. But it recently confirmed that it will retain the brand and expand its partnerships in the fashion sector.

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