Asda has named Charlotte Rhodes as its new vice president for own brand, with the appointment set to take effect in early December.

Rhodes brings more than two decades of retail experience to the supermarket, having previously held senior roles at Coles in Australia and Sainsbury’s in the UK.

During her ten years at Coles, Rhodes was responsible for category management and brand transformation, helping to shape the retailer’s product offering and drive innovation. Before her time in Australia, she served as business unit director for fresh food at Sainsbury’s, where she led strategic initiatives across fresh categories.

The move comes as Asda seeks to strengthen its own-brand ranges and maintain its reputation for quality and value. Rachel Eyre, Asda’s chief customer officer, welcomed Rhodes to the business, stating: “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.”

Rhodes’ appointment follows a series of recent leadership changes at Asda. In June, the supermarket announced the return of Darren Blackhurst as chief commercial officer for food, marking his second stint in the role after previously serving from 2006 to 2010. Earlier this year, Rachel Eyre herself joined Asda as chief customer officer, having previously been marketing director at Morrisons.

The retailer’s focus on own-brand development comes at a time when family budgets are under pressure and shoppers are increasingly seeking value. Asda’s leadership team has emphasised the importance of delivering products that meet customer expectations for both quality and affordability.

Rhodes is expected to play a key role in shaping Asda’s product strategy and driving further growth in its own-brand ranges. Her experience in both the UK and Australian markets is seen as an asset as the supermarket continues to compete in a challenging retail environment.

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