The online fashion retailer ASOS has announced a number of organizational changes that aim to adapt its structure to its strategy and customer-oriented approach to promoting growth.
CEO José Antonio Ramos Calamonte described the changes as a significant step forward for the company and explained: “These changes represent an exciting new chapter for ASOS. With reorganization and concentration on our strengths, we are better equipped to use opportunities and accelerate our growth.”
As a technology -oriented fashion company, ASOS began restructuring the technology department in the first quarter of the 2025 financial year. The company switched to a product operating model and set up product development teams (PDTS) to improve its technology capacities. As part of this changeover, ASOS has over 100 additional software developers: inside and more than 40 product managers: Interior to guide the PDTS.
In February 2025 Przemek Czarnecki, ASOS appointed Executive Vice President Technology to further strengthen its technology sector. He succeeds the interim executive Vice President Technology Hugh Williams. Czarnecki has 30 years of experience in the areas of digital engineering and engineering management and has worked throughout Europe and the USA, most recently as Vice President of Software Engineering at Zalando.
After the reorganization of digital products and technologies has been completed, ASOS now converts other important business areas, including commercial and customers: internal functions and the geographical structure. As part of this change, Sean Trend, previously Senior Vice President North America, takes over the position of Managing Director for Great Britain and the USA, while Jag Weatherley, previously Senior Vice President Operations, takes on the role of Managing Director for Europe and the rest of the world.
ASOS also rationalizes its brand and creative functions. Vanessa Spence, Executive Vice President Brand & Creative, will lead the extended department, while Michelle Wilson as Managing Director, Topshop & Topman, will lead a newly formed team that supports the Topshop, Topman and wholesale. Wilson will also supervise the global wholesale business of ASOS, which includes partnerships with Nordstrom (USA), Reliance Retail (India) and Bestseller (Europe).
The company also consolidates its personnel, company matters and strategy functions. Ras Vaghjiani will lead the combined department as an executive Vice President and will be supported by Rishi Sharma in its new role as Senior Vice President, Corporate Affairs & Strategy.
ASOS explained that these changes that come into force from April 2025 will rationalize decision -making, strengthen teams and improve the company’s agility in response to market opportunities.
This article was used with digital tools translated.
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