Retail in Asia

In People

ASOS appoints new chief strategy officer


ASOS, one of the world’s leading online fashion retailers, named Patrik Silén as Chief Strategy Officer, reporting to Chief Executive Officer, Nick Beighton.

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This appointment is the third in a series of new hires designed to strengthen the senior management team.

Patrik joins ASOS after an extensive career in management consultancy, largely at McKinsey & Company, where he was appointed partner in 2012. During his 16-year tenure there, Patrik relaunched and built several new practice areas, including the consultancy’s EMEA Retail Operations unit, and focused on delivering insight, strategy and transformation programmes to a range of clients, including online pure-plays and omnichannel retailers. In his role at ASOS, which he starts on 5th May, Patrik will lead the further development and implementation of the company’s strategy with a focus on driving increased performance.

Nick Beighton, Chief Executive Officer, ASOS, said: “I am very pleased to welcome Patrik to our expanding executive team. His market-leading experience across the retail sector both in the UK and internationally will be invaluable to us as we look to capitalise on the growth opportunities ahead of us.”

Patrik Silén added, “I have long harboured ambitions to apply what I’ve learned in strategic consultancy to a dedicated in-house role. The opportunity to make that move, and to a brand of ASOS’ stature and renown, was simply one I could not resist.”

Patrik, who holds an MEng from the University of Manchester and an MBA from Harvard Business School, will become a member of the senior management team led by Nick Beighton, Chief Executive Officer. Fellow executive members are Mat Dunn, Chief Financial Officer; Mark Holland, Chief Operating Officer; Cliff Cohen, Chief Information Officer; Robert Birge, Chief Growth Officer; and Jo Butler, Chief People Officer. ASOS is currently recruiting the final new role, that of Chief Commercial Officer. An announcement is expected in due course.