Former Amazon and Celtic FC director Brian McBride will replace Lord Waheed Alli as non-executive chairman of Asos.

Alli is leaving the fashion etailer after 12 years, when he played a “major role in the Asos story”, said chief executive Nick Robertson.

McBride joins Asos on November 1 and brings experience across technology and retailing, including almost six years as managing director of Amazon in the UK.

He previously held a number of senior positions during a 25-year career at IBM, Dell Computers and T-Mobile, where he was UK managing director.

He is also chairman of mobile specialist Mxdata and holds positions at mobile banking service firm Monitise and IT company Computacenter.

Robertson said McBride would aid the company in its quest to reach a target of £1bn sales per year.

He said: “Brian is joining at an exciting time. He has a wealth of relevant experience, not just in ecommerce and technology but in fast growth international businesses. I am delighted to welcome him to the board and look forward to working with him during this next chapter of the Asos story.”

McBride said: “I believe the company has the platform, proposition and ambition to deliver its vision of becoming the fashion destination for twenty-somethings, globally.”