The former boss of Primark is advising Asda after leaving the fashion chain amid allegations concerning his behaviour.

Paul Marchant, who resigned in March last year after the business investigated his actions towards a woman in a social setting, has been working with the troubled supermarket since May.

He is helping Asda with its long-term strategy for its clothing arm George, according to Bloomberg.

The supermarket announced last week that it had hired Helen Connolly, the boss of New Look, to run George after the departure of managing director Liz Evans.

Asda has been struggling to stem falling sales ever since it was bought by private equity firm TDR Capital in 2021.

Executive chairman Allan Leighton is leading a turnaround effort after Asda lost market share to traditional rivals Tesco and Sainsbury’s and discounters such as Aldi.