LONDON — Andy Bond, the man behind the successful George fashion label, was named Sunday as the new president of Wal-Mart owned Asda.

“Asda has a deep and strong management team, and an equally strong culture,” said John Menzer, president and chief executive officer of Wal-Mart International, in a statement. “We are pleased to have the opportunity to appoint someone from within the business.”

Bond, who was previously Asda’s chief operating officer, replaced Tony DeNunzio, who stepped down as Asda’s chief executive to join Vendex, the private Dutch retail conglomerate.

Under Bond, 40, George has become the U.K.’s leading fashion retailer by volume, with sales of about $1.9 billion a year worldwide. The enthusiastic and youthful Bond has overseen the expansion of George into fast fashion, accessories, lingerie, activewear, and tailored clothing. One of his current projects is setting up George Global, a company within Asda that will oversee the George ranges worldwide. He has said that Asda’s goal is to transform George into the world’s biggest clothing brand. Since Bond was appointed chief operating officer of Asda in September 2004, Tony Page was named nonfood trading director, with responsibility for George.

As president, Bond will report to John Menzer. Before running George, Bond, who joined Asda in 1994, was director of Asda’s private label food business. Asda has not yet announced Bond’s replacement as chief operating officer.

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