British online retailer ASOS has unveiled a series of organisational changes aimed at reinforcing its customer-centric strategy to stimulate growth and strengthen global leadership in fashion.
These adjustments follow significant strategic advancements such as stock level reduction, product improvement, debt refinancing and operational efficiency enhancements.
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The company emphasised that the revamped structure prioritises the customer in all its operations, expedites decision-making and fosters a culture of ongoing innovation and enhancement.
The initial phase of restructuring, which started in the first quarter of fiscal 2025, concentrated on the technology department, leading to a nimbler and more effective framework dedicated to serving ASOS customers better and fostering growth.
The company has transitioned to a product operating model, establishing product development teams (PDTs) that concentrate on key areas such as Topshop.com, loyalty programmes, and Test & React initiatives.
PDTs operate under the leadership of an engineering lead in collaboration with a product manager.
ASOS has augmented its workforce with more than 100 software engineers and more than 40 product managers.
In February 2025, the company appointed Przemek Czarnecki as technology executive vice-president (EVP), succeeding interim tech vice-president Hugh Williams.
With the reorganisation of the digital product and technology functions now complete, ASOS is set to restructure other critical business segments to maintain its growth trajectory and improve customer service efficiency.
The commercial and customer functions will merge into a unified team responsible for delivering an engaging customer experience both on-site and off-site. This amalgamated team will be led by a new commercial and customer EVP.
ASOS is also adopting a geography-based structure to enhance local strategies and customer engagement.
The company appointed Sean Trend as managing director for the UK and US. Jag Weatherley will serve as managing director for Europe and the rest of the world.
Brand and creative strategies are combined under Vanessa Spence as EVP for this area of operations. This move aims to establish a cohesive creative vision for ASOS as a fashion destination.
ASOS has formed a dedicated team for the Topshop and Topman brands, spearheaded by Michelle Wilson as managing director. Wilson will also oversee ASOS’ global wholesale business which involves partnerships with Nordstrom, Reliance Retail and BESTSELLER.
The people experience and corporate affairs and strategy departments have merged to align strategic decision-making with communication efforts.
Ras Vaghjiani will lead as EVP for people, communications and strategy with support from Rishi Sharma as senior vice-president for corporate affairs and strategy.
These changes will take effect in April 2025.
CEO José Antonio Ramos Calamonte stated: “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.
“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.”
In January 2025, ASOS revealed plans to overhaul its global distribution network as it aims to enhance its US operations.
