Women must overcome their imposter syndrome by gaining confidence, industry knowledge and resilience, and use their platform to advocate for all women in the retail sector, Valerie Aston, a director Proudfoot Supermarkets, has said. 

Proudfoot Supermarkets is an independent family-run group serving communities in Scarborough. Aston was speaking in the run-up to International Women’s Day on March 8. 

“We need to ensure women are recognised, supported and have equal opportunities to progress. It’s not just about getting a seat at the table but about being heard and valued,” she said.  

Diversity initiatives and mentorship crucial for supporting women in the industry

Aston started her retail career in 1980 as an office junior at Barnsley British Co-operative Society. She rose through the ranks, eventually overseeing buying and distribution at a centre supplying stores across the North of England and Wales. Aston joined Proudfoot supermarkets in 1993. In 2015, she was appointed to its board of directors. 

Since joining Proudfoot, which now trades under the Nisa fascia, Aston has played a crucial role in reshaping the business, consolidating operations and modernising stores. 

Aston’s advice to all women aspiring to succeed in retail is to believe in yourself, embrace challenges and build a strong support network. She also highlighted the importance of mentorship, skills development and company initiatives that promote diversity, flexible working and leadership training. 

In 2024 the ACS Local Shop Report showed that despite women making up 65% of the convenience sector, they remain underrepresented in senior roles. International Women’s Day was first celebrated in 1911. The United Nations began marking the event in 1975. 

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