Asda appoints Charlotte Rhodes as vice-president of own-brand

Core Insights - Asda has appointed Charlotte Rhodes as vice-president of its own-brand division, effective from early December 2025, bringing over 20 years of retail experience [1] - Rhodes previously held senior roles at Coles in Australia, where she led the Own Brand Transformation agenda, improving operational capabilities [2][3] - Asda aims to strengthen its own-brand ranges to meet customer expectations for quality and value, leveraging Rhodes' expertise in brand development [4] Company Strategy - The appointment of Rhodes is part of Asda's strategy to enhance its own-brand offerings, ensuring they remain competitive in the market [1][4] - Asda has partnered with Microsoft to transition to a cloud-first operational model, utilizing AI and machine learning technologies to support this shift [4] Technology Initiatives - In early 2025, Asda began a trial of live facial recognition technology in five stores in Greater Manchester to improve safety amid rising retail crime [5]