ASOS has appointed Jon Bennett as Menswear Product Director for ASOS Design “to support the next phase of sustainable growth”.
Bennett joins ASOS from NEXT, where he has been Managing Director of NEXT Wholly Owned Brands since January 2025, having joined from Primark, where he was Trading Director for Menswear for almost four years.
The news comes amid reports that ASOS Director of Brands & Marketplace Shazmeen Malik is stepping down from the role she has held since March 2024, effective 31 August, when Ben Blake, EVP Customer & Commercial, and Przemek Czarnecki, EVP Technology, will also depart the online fashion retailer.
In his new role, Bennett, who was also Global Buying Director for Topshop and Topman between July 2012 and March 2021, as well as Buying Director for Tesco’s F&F Clothing for nine and a half years from July 2002, will lead the strategy and performance of ASOS Design Menswear, with responsibility for strengthening its product proposition, fashion authority and commercial performance.
Elena Martinez Ortiz, EVP Product at ASOS, said: “Jon’s appointment strengthens our product leadership team and underlines the importance of ASOS Design Menswear to our wider product strategy.
“He brings deep menswear expertise and a proven ability to build high-performing product teams at scale. His experience will be invaluable as we continue to sharpen our own-brand offer and deliver more relevant, exciting product for our customers.”
Bennett added: “ASOS is one of the most influential names in fashion, with a unique ability to connect product, style and culture. ASOS DESIGN Menswear has strong foundations, and I’m excited to work with Elena and the wider team to build on that success.
“The opportunity is to create product that feels relevant, directional and distinctly ASOS, while helping customers discover what’s next and make it their own.”
Last week saw ASOS launch an autumn campaign focused on styling advice, supported by the September return of ASOS Magazine and a London Fashion Week pop-up.
In July, ASOS strengthened its commercial strategy and customer experience with two new appointments, naming former Amazon executive Lizzie Jones as Global Head of Trading and model Rina Lipa as its first Style Dilemma Director.