Former Primark chief executive Paul Marchant is advising Asda on its George budget clothing line, Bloomberg reported.

People familiar with the matter told the publication that Marchant has been consulting since May, working on the business’s long-term strategy.

According to the report, an Asda spokesperson confirmed he is providing “consultative support” to the George team.

Marchant resigned from Primark in March 2025 after an investigation into inappropriate behaviour towards a woman.

At the time, Primark owner Associated British (AB) Foods said Marchant accepted that his actions in a social environment fell below expected standards and that he had apologised to the woman in question.

Asda is seeking to revive performance as it loses market share to discounter rivals.

Under executive chairman Allan Leighton, the supermarket has cut some grocery prices and plans to expand its clothing offer by opening more George concept stores in the UK.

Last month, the retailer announced changes to its executive team.

Former New Look chief executive Helen Connolly was appointed CEO of George.

Marchant took over at Primark in 2009, succeeding founder Arthur Ryan, and helped grow the chain into a large international operation.

Known for large stores in prime locations and low-priced basics, Primark contributes almost half of AB Foods’ revenue and most of its profit.

Last month, Asda reshuffled its leadership team ahead of the end-of-month departure of Liz Evans, chief commercial officer for non-food and managing director of George.

Following her departure, the supermarket has reassigned duties across its executive ranks.

David Lepley will expand his role as chief operating officer, taking responsibility for retail operations in addition to his current supply chain brief.

Rachel Eyre will become chief customer and digital officer, bringing together Asda’s online and digital activities with the areas she already oversees, including George.com, Asda Money and Asda Mobile.