DIY chain Great Mills lures Asda boss to key role

Great Mills, the DIY superstore chain owned by the RMC Group, has poached Jill Keen from Asda to be its new marketing director.

Great Mills, the DIY superstore chain owned by the RMC Group, has

poached Jill Keen from Asda to be its new marketing director.



Keen, who takes up her position at the end of June, was head of loyalty

at Asda for six months and before that head of brands. She has been with

the firm for 12 years.



Keen will replace sales and marketing director Peter Bastin, who is

retiring from Great Mills after 20 years.



Bastin has overseen Great Mills’ expansion from just 12 stores in 1978

with a turnover of pounds 14m, to some 94 DIY superstores and a turnover

of around pounds 300m.



Bastin said: ’Keen will continue to expand the business. We are

launching six superstores in the next 12 months and focusing on our

door-to-door ad campaign.’



Bastin will remain as director until December. He has been offered

non-executive director roles at several other companies.



Great Mills has an 8% share of the market. The market leader is B&Q with

15.8%, followed by Homebase, Wickes and Do It All.