Former Primark Chief Advising Troubled Asda on Clothing Strategy

Paul Marchant, the former head of Primark, is advising Asda on the long-term strategy for its George clothing division. Marchant began working with the supermarket in May, according to Bloomberg. His advisory role comes after he resigned from Primark in March of last year, following an investigation into his conduct in a social setting.

Asda, which was acquired by private equity firm TDR Capital in 2021, has been striving to reverse declining sales. The company has lost market share to competitors such as Tesco and Sainsbury’s, as well as discounters like Aldi. Executive chairman Allan Leighton is overseeing the turnaround efforts.

Last week, Asda announced the appointment of Helen Connolly, formerly of New Look, as the new head of George, following the departure of managing director Liz Evans.