ASOS has announced a major organisational restructuring to align its operations with its strategic goals and customer-centric approach to growth.
CEO José Antonio Ramos Calamonte described the overhaul as a pivotal step, stating, “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.”
Building on its strong strategic progress, the company has significantly reduced stock levels, enhanced product quality, refinanced its debt, and improved operational efficiency and profitability.
The transformation began in Q1 FY25 with ASOS’s technology division revamp. The company adopted a product operating model, forming product development teams (PDTs) to strengthen its technological capabilities. To support this shift, ASOS has recruited over 100 additional software engineers and more than 40 product managers.
To further reinforce its technology leadership, ASOS appointed Przemek Czarnecki as Executive Vice President (EVP), Technology, in February 2025, succeeding interim EVP Hugh Williams. Czarnecki, a seasoned expert in digital engineering with three decades of experience across Europe and the US, previously held the role of VP of Software Engineering at Zalando.
Following the completion of its digital and technology reorganisation, ASOS is now restructuring its commercial, customer, and regional operations. Sean Trend, formerly Senior Vice President (SVP), North America, has been appointed Managing Director, UK & US, while Jag Weatherley, previously SVP Operations, will now serve as Managing Director, Europe & Rest of World.
The brand and creative divisions are also being streamlined. EVP Brand & Creative Vanessa Spence will lead the expanded function, while Michelle Wilson will be named Managing Director at Topshop & Topman. Wilson will oversee Topshop, Topman, and ASOS’s global wholesale business, which includes key partnerships with Nordstrom (US), Reliance Retail (India), and Bestseller (Europe).
Additionally, ASOS is integrating its people, corporate affairs, and strategy functions. Ras Vaghjiani will head the newly consolidated division as EVP, with Rishi Sharma taking on the role of SVP, Corporate Affairs & Strategy.
Set to take effect in April 2025, these changes aim to enhance agility, empower teams, and streamline decision-making, ensuring ASOS is well-equipped to navigate future market opportunities.
ASOS’s restructuring aims to create a more agile and efficient organisation, aligning its operations with its strategic vision and customer-centric approach. By enhancing its technology, commercial, and operational functions, the company is strengthening its competitive edge in the evolving fashion retail market. With the new leadership team in place and streamlined processes set to take effect in April 2025, ASOS is poised to drive innovation, improve decision-making, and capitalise on emerging opportunities with greater speed and precision.
ASOS’s Fashion with Integrity strategy, first introduced in 2010 and updated in 2024, focuses on sustainability and corporate responsibility across three core pillars: Planet, Product, and People. Under the Planet pillar, ASOS is committed to reducing its environmental impact by addressing climate change and protecting natural ecosystems. The Product pillar emphasises sustainable and circular design, ensuring products are made for longevity and recyclability. In collaboration with the Centre for Sustainable Fashion, ASOS developed a Circular Design Guidebook to help designers integrate circular economy principles. The People pillar prioritises ethical labour practices, human rights protection in the supply chain, and fostering diversity, equity, and inclusion within the company and the wider community.
Despite these commitments, Good On You has rated ASOS’s sustainability efforts as “Not Good Enough.” While the company incorporates some lower-impact materials, such as recycled content, there is no clear evidence that it effectively minimises textile waste or protects biodiversity within its supply chain. ASOS has set a science-based target to reduce greenhouse gas emissions across its operations and supply chain, but its progress towards achieving this goal remains uncertain.
Labour practices are another area of concern. ASOS’s supply chain is not certified by key labour standards that ensure fair wages, worker health, and safety. Additionally, there is no indication that ASOS provides financial security to suppliers, which can lead to substandard working conditions and inadequate pay. Although the company has implemented some diversity and inclusion policies, they appear limited in scope, and there is no evidence that supply chain workers receive a living wage.
ASOS’s animal welfare policies also fall short, as they are not fully aligned with the Five Domains model. The company continues to use materials such as leather, exotic animal hair, and wool. Given these shortcomings, Good On You has assessed ASOS’s overall sustainability efforts as “Not Good Enough.”
