Jan 17, 2022
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Ex-Farfetch COO Robb said to be key candidate for ASOS chief executive post

Jan 17, 2022

Former Farfetch COO Andrew Robb is in the running to be the next CEO of ASOS, a report has claimed. There had been speculation in recent weeks that Robb was a contender for one of the global fashion sector’s major leadership posts and now Sky News has said that ASOS has him on its shortlist of candidates to replace former CEO Nick Beighton.


Neither Robb nor ASOS have commented, however.

Robb was at Farfetch for a decade, leaving in 2020. During his time there, it grew to be one of the biggest names in high-end fashion e-tail. Prior to his arrival he had founded and run Cocosa. He currently advises Felix Capital on its investments. 

While both Farfetch and ASOS are online fashion retail pioneers, the two businesses are otherwise very different. Taking the reins at ASOS would see Robb moving from the luxury sector into the mass-market. 

Unlike Farfetch, ASOS also has a very long history of profitability, although it has seen its share price falling of late as investors worry over where its next phase of explosive growth is coming from. ASOS has also faced a number of logistics challenges — not only those that have hit other fashion sector companies, but also some of its own making.

Robb clearly knows online fashion retail inside out. But he hasn’t yet had the experience of being the top executive at a listed company, which is something that could work against him. And with ASOS planning to move imminently from its AIM listing to the London Stock Exchange’s Main market, any new CEO will be in the spotlight.

It’s not known who the other candidates for the role are and industry sources said we’re unlikely to hear the final outcome until the company reports its results in April.

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