Asos strengthens board with retail and technology expertise

Online fashion house Asos has taken action to address its recent dip in performance with a raft of new non-executive hires.

In what represents a newly inflated board of directors, the company announced the arrival or imminent arrival of former Sage Group chief people officer Karen Geary, Ocado Solutions CEO Luke Jensen, ex-Sky chief commercial and strategy Officer Mai Fyfield, and Eugenia Ulasewicz, who was previously long-term president of Americas at Burberry.

Asos, which also announced that current non-exec directors, Hilary Riva and Rita Clifton, will step down in due course, said the new arrivals bring with them “a wealth of knowledge and skills across online retail, fashion, technology, logistics, international markets and people management”.

The board refresh comes at a challenging time for Asos, which has issued a string of profit warnings in recent months mainly due to difficulties and delays in implementing new technology and supply chain systems across its international business. The business continues to maintain sales growth momentum.

Adam Crozier, chairman of Asos, remarked: "On behalf of the board, I'd like to warmly welcome Karen, Luke, Mai and Eugenia to Asos.

“Their world-class experience, skills, and expertise will be essential in guiding the business through the next stage of global growth, fuelled by the substantial investments it has made over the past few years.”

He also thanked the outgoing directors “for the important role they have played in the development of Asos” over what would be six-year tenures by April 2020.

Geary joins the board and the remuneration, audit and nomination committees with immediate effect, and she will become chair of the remuneration committee on 1 December. Jensen and Fyfield will arrive on 1 November and sit on the audit and nomination committees, while Ulasewicz – who has also held senior roles at Bloomingdale's, Galeries Lafayette and Saks Fifth Avenue – is set join Asos in April 2020.

Asos said the decision to create a larger board reflects the company’s “increased size and scale”.