Charlotte Rhodes has been named as Asda’s new Vice President of Own Brand.
Set to join in December, she brings more than 20 years of retail experience to the Leeds-based supermarket. That includes a decade at Coles in Australia, where she held a number of roles including General Manager of Own Brand.
“We are delighted to welcome Charlotte to Asda. Her deep expertise in brand development will be important as we strengthen our own-brand ranges to ensure they continue to deliver the quality and value that our customers expect,” said Rachel Eyre, Asda’s Chief Customer Officer.
The newly created role is Eyre’s first major appointment since she arrived at Asda in May. Eyre is the former Chief Customer and Marketing Officer at Morrisons.
Rhodes hasn’t officially commented on the appointment, but after leaving Coles almost a year ago she said she was taking “a well-deserved break before embarking on my next adventure.”
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Earlier this week Asda revealed that supermodel Yasmin Le Bon would be joined by her daughter in a collaboration with its own brand, George.
The pair star in its Autumn/ Winter ’25 campaign.
“We’re so excited to have Amber joining her Mum Yasmin Le Bon for our Autumn campaign,” said Liz Evans, Managing Director, George.
“Their shared love of fashion and close relationship as mother and daughter perfectly embody the cross-generational appeal at the heart of George, making them the ideal ambassadors for this season’s collection.”
