Anthony Ben Sadoun joins ASOS as digital product exec

The digital product and the experience customers have while using it is all-important for online retailers so the latest executive appointment at ASOS is clearly a crucial one.

The online fashion retail giant has named Anthony Ben Sadoun as its new executive vice-president of digital product. He’ll become a member of the key management committee next week.

His task is a big one given the problems ASOS has been facing in recent periods since the pandemic-induced boom went into reverse for fashion e-tailers. 

He has plenty of relevant experience although not in the UK and Europe markets. He was most recently chief product officer at Kavak, the Latin American e-marketplace, until 2023. And he held the same post at another online marketplace in the region, Linio, between 2014 and 2019.

His job now at London-based ASOS is to combine the latest technology with the firm’s “fashion creativity” to help drive the site’s customer experience forward.

The importance of his role is reflected in the fact that he’ll report directly to ASOS CEO José Antonio Ramos Calamonte.

As mentioned, ASOS hasn’t had a great time of it in recent periods. And while it hailed its turnaround progress at its last results release back in November, its sales have continued to fall. Admittedly, margins have risen and adjusted EBITDA losses have shrunk, but the company expects sales to contract for the FY24 year.