Sep 15, 2021
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FatFace finance chief steps up as CEO Evans moves on to lead George at Asda

Sep 15, 2021

FatFace CEO Liz Evans is to join Asda as MD of its George unit, a move widely rumoured since the summer. Meanwhile, The FatFace Group has named Will Crumbie as its CEO, succeeding Evans after she “notified the board of her intention to step down as she is moving on to a new opportunity”.


He takes on the role with immediate effect but Evans won’t be Asda-bound just yet as she will remain with the group until the end of the year for a period of handover.

That means she will take up her new role at George in New Year, succeeding Steph Strike. George has been without an MD for some time as Strike left her role earlier this year.

Evans has a strong track record both at FatFace and in her previous role leading Oasis, Warehouse and Coast. She has also worked at M&S.

Mohsin Issa and Zuber Issa, owners of Asda alongside TDR Capital Ltd, said: “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. 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 compliment the expertise of the fantastic George team, who are so passionate about this brand.”

Crumbie has most recently been FatFace CFO and has been with the group for eight years. He’s overseen all key operational areas of the business during this time, including Supply Chain and IT over the last two years. Prior to FatFace, he held senior financial and executive positions within the Walgreen Boots Alliance Group and P&O.

FatFace chairman Colin Porter said “he brings a strong commercial background and deep knowledge of the business and I look forward to continuing to work with him. On behalf of the board, I would like to thank Liz for her significant contribution whilst leading the business through these unprecedented times. She leaves the business in a stronger position than when she arrived, and we wish her the best for her future endeavours.”

Crumbie added that the “external landscape remains challenging, [but] I am excited about the opportunities for FatFace — we have a great product range and first-class multichannel offering that has performed strongly following the major reopening of the UK and US economies in April, with all channels performing ahead of expectations”.

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