ASOS is in a phase of transformation as two key directors prepare to exit, leading to a reorganization of the online fashion retail giant’s product team as part of their comprehensive turnaround strategy. Additionally, ASOS welcomes a new leader for its venture brands.

Stefan Pesticcio, the Menswear Product Director with an impressive 17-year tenure at ASOS, will bid farewell by the end of this year. Similarly, James Barron, the Brands Director, will conclude his role at the end of October.

The replacements for these positions will be selected from within the organization, as reported by Retail Week. In the interim, Tim Phipps, the Director of Sportswear and Outdoors, will take charge of managing the global brands.

In a significant development, Alejandra Mur, the founder and former CEO of Mango’s sustainable fashion brand, Alter Made, has recently joined ASOS as the Director of Topshop, Topman, and Venture Brands, commencing her role at the end of the previous month.

This appointment aligns with the recent promotion of Elena Martínez Ortiz, who transitioned from Womenswear Director to Senior Product Director.

An ASOS spokesperson explained, «These changes are part of our broader strategy to rejuvenate our product teams, a strategy that we are incredibly enthusiastic about. The reshaping of our leadership team and culture was a fundamental component of the vision outlined by José Antonio Ramos Calamonte last year. These changes are aimed at realigning our organizational structure with our strategic priorities and to further support our unwavering commitment to expeditious execution of our Driving Change agenda.

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