ASOS Boosts Leadership and European Reach with New Executive Hire and I.Am.Gia Partnership

Digital fashion and lifestyle giant ASOS has announced two significant strategic developments: the appointment of its first Customer & Commercial executive VP, and a new partnership making it the exclusive UK & European wholesaler for the popular Australian fashion brand, I.Am.Gia.

The newly created executive position sees Ben Blake joining ASOS to lead and unify several crucial departments into a single, cohesive team. This includes Global Commercial & Trading, Customer, ASOS Media Group (AMG), and Customer Care. His primary remit will be to orchestrate an exciting and seamless customer journey, both on-site and off-site, directly supporting ASOS's overarching strategy to drive sustainable and profitable growth by aligning the business around key customer experiences and commercial performance.

Ben Blake is described as a highly commercial and customer-focused leader with a proven track record in scaling digital businesses, spearheading transformation, and delivering results across global teams. He brings extensive experience in digital and consumer brands, encompassing areas such as performance marketing, brand strategy, product innovation, pricing, partnerships, and trading. Blake joins ASOS from World of Books, where he served as chief commercial officer. Reporting directly to CEO José Antonio Ramos, Blake’s appointment is seen as a key step in strengthening the leadership team and underscores ASOS's commitment to providing inspirational shopping experiences to its fashion-loving customers. Ramos highlighted Blake's experience, commercial mindset, and customer focus as invaluable assets for executing the company’s growth strategy.

Concurrently, ASOS has further bolstered its brand portfolio by becoming the UK & European wholesaler for the acclaimed Australian fashion brand, I.Am.Gia. The initial ASOS collection from I.Am.Gia features a diverse range of pieces, including evening dresses, denim, and various separates. Shoppers will find popular lines such as the label's star Blare Collection and statement looks from its Gia Glam capsule.

I.Am.Gia has cultivated a significant cult following, boasting over 1.4 million Instagram followers and a strong celebrity fan base. This strategic addition, alongside its sister label Tiger Mist, significantly strengthens ASOS’s existing Australian brand portfolio, which already includes successful names like Princess Polly, VRG Girl, and Lioness. Shazmeen Malik, Brands Director at ASOS, expressed long-standing admiration for I.Am.Gia, noting that its fearless aesthetic and cult appeal make it a natural and exciting fit for ASOS customers.