7 Apr 2020 17:59
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ASOS names Patrik Silén as Chief Strategy Officer
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London, 7th April 2020: ASOS, one of the world's leading online fashion retailers, today named Patrik Silén as Chief Strategy Officer, reporting to Chief Executive Officer, Nick Beighton. This appointment is the third in a series of new hires designed to strengthen the senior management team.
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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.
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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."
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Patrik Silén added, "I've 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 couldn't resist."
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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.
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Notes to editors:
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For further information
Dan Winter, ASOS Tel: 07500 073855
Susanna Voyle, Headland Tel: 07980 894557
Fay Rajaratnam, Headland Tel: 07810 329390
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About ASOS:
ASOS is an online retailer for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be. Through its market-leading app and mobile/desktop web experience, available in ten languages and in over 200 markets, ASOS customers can shop a curated edit of 85,000 products, sourced from 850 of the best global and local third-party brands and its mix of fashion-led in-house labels - ASOS Design, ASOS Edition, ASOS 4505 and Collusion. ASOS aims to give all of its customers a truly frictionless experience, with an ever-greater number of different payment methods and hundreds of local deliveries and returns options, including Next-Day and Same-Day Delivery, dispatched from state-of-the-art fulfilment centres in the UK, US and Germany.
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ASOS's websites attracted 215.4m visits during February 2020 (February 20191: 170.9m) and as at 29 February 2020 had 22.3m active customers2 (28 February 2019: 19.2m), of which 6.8m were located in the UK and 15.5m were located in international territories (28 February 2019: 6.2m in the UK and 13.0m internationally).
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Patrik's recent career history
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McKinsey & Company
Partner
2004 - 2020
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Accucard
Operations Manager & Marketing Manager
2000-2002
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Mitchell Madison Group
Associate
1999 - 2000
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