ASOS appoints commercial exec, adds Australian brand I.Am.Gia to fashion roster

Digital fashion/lifestyle giant ASOS has appointed its first Customer & Commercial executive VP and has also become the first UK & European wholesaler for Australian fashion brand I.Am.Gia.

First, that newly-created appointment sees Ben Blake (above) joining to lead and combine Global Commercial & Trading, Customer, ASOS Media Group (AMG), and Customer Care into a single team. His remit will be to “deliver… an exciting and cohesive customer journey both on-site and off-site”.

The retailer said the move supports its strategy “to drive sustainable, profitable growth by ensuring the business is aligned behind the experiences that matter most to customers and commercial performance”.

A “highly commercial, customer-focused leader with a strong track record in scaling digital businesses, leading transformation, and delivering results across global teams”, Blake brings extensive experience across digital and consumer brands, including performance marketing, brand strategy, product innovation, pricing, partnerships and trading. He joins from World of Books, where he was chief commercial officer.

Reporting directly to CEO José Antonio Ramos, his new boss said: “Ben’s appointment is a key part of strengthening our leadership team and reflects our commitment to delivering inspirational shopping experiences to fashion-loving customers. His experience, commercial mindset and customer focus will be great assets as we continue to execute our strategy for sustainable, profitable growth.”

Meanwhile, ASOS has just taken on the role of UK & European wholesaler for Australian fashion brand I.Am.Gia.

The brand’s ASOS collection features pieces across evening dresses, denim, and separates, including the label’s star Blare Collection and statement looks from its Gia Glam capsule.

Claiming cult status with over 1.4 million Instagram followers and celebrity fans, the brand launches alongside its sister label, Tiger Mist, “strengthening ASOS’s Australian brand portfolio”, which already includes names such as Princess Polly, VRG Girl and Lioness.

Shazmeen Malik, Brands director at ASOS, said: “I.Am.Gia is a brand we’ve admired for a long time. Its fearless aesthetic and cult appeal make it a natural fit for our customers.”