In a statement, Bonmarché said Connolly had “significant” relevant experience in the value retail sector, with particular expertise in Bonmarché’s core market.
She will succeed Beth Butterwick who is stepping down to head up Karen Millen.
Due to take up her new position later in the year, Connolly is currently responsible for all women's clothing at George at Asda and prior to that was category director for buying and design, and buying manager of womenswear.
Her previous roles also include head of sourcing for womenswear and girlswear from China, Thailand, India and Sri Lanka at Next and head of buying at Dorothy Perkins.
John Coleman, chairman of Bonmarché Holdings, said: “We are delighted to be appointing someone of Helen's calibre and experience to Bonmarché. With a strong track record in delivering exceptional results, Helen is an ambitious, talented and passionate individual who will make an outstanding leader for the business.
"Helen's expertise in buying, merchandising, sourcing, product, and business development is first-class, and she has demonstrated a dedicated focus on delivering a high quality consumer experience.”
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