UK retailer ASOS unveils new strategy to boost customer focus

The new structure will help ASOS succeed in its ambition of becoming the number one destination globally for fashion-loving twenty-somethings by:

1. Always putting the customer at the centre of everything it does.
2. Accelerating decision-making.
3. Adopting a culture of continuous innovation and improvement.

As a fashion business powered by tech, the first stage of reorganising was focused on the technology function in Q1 FY25, creating a more agile and effective structure focused on better serving ASOS’ customers and driving growth. ASOS fundamentally reorganised its approach to building technology by transitioning to a Product Operating model, creating Product Development Teams (PDTs) focused on strategic priorities such as Topshop.com, loyalty, and Test & React. Each PDT is led by an Engineering Lead partnered with a Product Manager and ASOS has already hired more than 100 additional software engineers and over 40 product managers. These changes are cost neutral and ensure ASOS has the right support to achieve its ambitions by investing in the areas that have the greatest impact for its customers and business.

ASOS further bolstered its Technology function with the appointment of Przemek Czarnecki, who joined as EVP Technology in February 2025, taking over from Interim EVP Technology, Hugh Williams. Przemek brings 30 years of experience in digital engineering and engineering management, with a strong focus on digital technology and e-commerce. He has worked across Europe and the US, most recently as VP, Software Engineering at Zalando, and his experience and deep insights will be vital to continuing to enhance ASOS’ tech expertise.

With the reorganisation of the Digital Product and Technology functions complete, now is the right time for ASOS to reorganise other key areas of its business, continuing to focus on growth and accelerating decision making to better serve its customers.  

1. Commercial & Customer: Consolidating Commercial and Customer functions into a single team responsible for delivering an exciting customer journey on-site and off-site. This integrated function will further build on the great work of both teams by accelerating decision making and increasing effectiveness. It will be led by a new EVP Commercial & Customer.
2. Geography-based structure: Moving to a geography-based structure to empower the customer and enable more tailored strategies that excite at a local level. This change sees Sean Trend (previously SVP North America) appointed Managing Director, UK & US; and Jag Weatherley (previously SVP Operations) appointed Managing Director, Europe & Rest of World. Teams will become part of the wider Commercial & Customer function.
3. Brand & Creative: Brand and creative strategy are being consolidated to help create a singular creative vision for ASOS that establishes the brand as a destination for style. This newly combined function will be led by EVP Brand & Creative, Vanessa Spence (previously EVP Creative), in an expanded role.
4. Topshop, Topman & Wholesale: To ensure Topshop and Topman can thrive as standalone brands, ASOS has launched a dedicated cross-functional team supported by its infrastructure as a service. The business will be led by Michelle Wilson (previously Chief of Staff and Strategy) as Managing Director Topshop & Topman. Michelle will also manage ASOS’ global wholesale business, which includes partnerships with Nordstrom in the US, Reliance Retail in India, and BESTSELLER in Europe.
5. People, Corporate Affairs & Strategy: People Experience (PX) and Corporate Affairs & Strategy are being consolidated to better align strategic decision-making and communication. Ras Vaghjiani (previously EVP People Experience) will lead as EVP People, Communications & Strategy. Ras will be supported by Rishi Sharma (previously Interim General Counsel & Company Secretary), who has been appointed SVP Corporate Affairs & Strategy. 

All changes will be effective from April 2025 and will streamline decision-making processes, empower teams, and strengthen ASOS' ability to quickly respond to market opportunities.  

José Antonio Ramos Calamonte, Chief Executive Officer, said: "These changes represent an exciting new chapter for ASOS. By reorganising and focusing on our strengths, we're better equipped to seize opportunities and accelerate our growth. The talent and dedication of our teams are our greatest assets, and these organisational updates are designed to harness those qualities more effectively than ever so we can deliver the best product and most exciting experiences for our customers.

We will continue to innovate, collaborate, and lead with our passion and commitment as we relentlessly pursue our goal of becoming the world’s number one destination for fashion-loving twenty-somethings."

Fibre2Fashion News Desk (RM)