The fashion sector was left reeling last month by the shock exit of Asos boss Nick Beighton, but attention has quickly turned to who will fill his sizeable fast fashion shoes.

Beighton left the online clothing giant after 12 years as it enters the next stage of growth, with eyes firmly fixed on expansion in the American market.

During his tenure, Beighton led the acquisition of Topshop, Topman and Miss Selfridge, formed a partnership with Nordstrom in the US, and grew the retailer’s own-brand ranges to new heights.

But Asos has now set its sights on doubling sales in the US and EU in the medium term, meaning global experience could prove a determining factor in its hunt for a new boss. 

Sustainability credentials may also prove an important facet for Asos chair Ian Dyson when searching for Beighton’s successor, as well as expertise in marketing, merchandising and branding, as the etailer seeks to localise operations within each of its global markets. 

When asked what the business would be looking for in its new boss at a capital markets day earlier this month, Dyson told analysts: “It’s very much what you’d expect – it’s a global leader very much focused on growth, innovation, disruptive businesses, with a digital focus.”

Retail Week runs the rule over the likely contenders to fill Beighton’s boots. 

Hillary Super, former global chief executive, Anthropologie

Experienced fashion boss Hillary Super left Anthropologie – a subsidiary brand of Urban Outfitters owners URBN – in April 2021, and is on the market for a new chief executive role. 

Super spent four years as global chief executive of the Anthropologie Group, which includes its eponymous brand as well as BHLDN bridal, AnthroLiving, and garden brand Terrai. She previously served as president and co-president of the same group.

During her time at Anthropologie, Super launched the brand’s A Plus plus-sized range, while her experience working with homewares, garden and bridal categories could help Asos diversify into new categories.

A fashion stalwart, Super held senior roles at top American brands including Gap, Guess and American Eagle Outfitters, prior to joining Anthropologie in January 2017. 

Super also spent two years at Maris Collective, a business that designs and operates one-off retail spaces in hotels. Such an interest in creating physical stores and experiences could pique the interest of the Asos board, as the etailer seeks to make a splash physically as well as digitally through its partnership with US department store giant Nordstrom.

One headhunter says Asos are likely to choose an American and a woman as their next leader, in a bid to balance out a male-heavy top team that includes chief financial and operating officer Mat Dunn, and incoming chair Dyson. Super could provide a perfect fit. 

Kristin Scott, president of global brands, Abercrombie & Fitch

The current president of global brands for Abercrombie & Fitch, Kristin Scott would have the experience required to oversee Asos’ stable of own-labels, which includes Asos Design, Collusion, Topshop and AsYou. Asos has flagged the growth of these brands as a key focus for its future strategy.

Scott joined the Abercrombie & Fitch group as president for its Hollister brand in 2016, but moved into her current role leading the five brands under the A&F umbrella – Hollister, Gilly Hicks, Abercrombie Kids, Social Tourist and its eponymous brand – in 2018.

She began her career at Target, working her way through the ranks of the planning and merchandising division during her 16-year tenure, which ended as vice president, general merchandising manager.   

Scott went on to spend eight years at lingerie giant Victoria’s Secret in the same role, before a two-year stint at Gap.

As a global leader with bags of retail and fashion experience, Scott’s skills across multiple categories, in functions such as merchandising, supply chain and marketing, could prove appealing for Asos.

Simon Belsham, president, Equinox Media, and former president, Jet.com

New NotOnTheHighStreet boss Simon Belsham

Simon Belsham has a long track record in both retail and technology, traits that would appeal to the decision-makers at Asos.

Belsham is currently the president of fit-tech company Equinox, which owns brands such as SoulCycle. He joined the company in January 2020 and spearheaded its launch across the US during the coronavirus pandemic.

Prior to that, Belsham served as president of US etailer Jet.com following its $3.3bn acquisition by Walmart in 2016, helping to integrate the online business into Walmart’s existing ecommerce operations. 

Belsham’s retail career began in the UK as a store manager at Tesco. He spent a total of six years at Britain’s biggest grocer, latterly as its online director, either side of a two-year stint as director of non-doos at Ocado

Belsham left Tesco in May 2015 to take the reins at Notonthehighstreet, where he served as chief executive for two-and-a-half years. Such vast digital expertise at some of the biggest online retailers in the UK and US would make Belsham a perfect fit for Asos, according to Altrua founding partner Lucy Harris.

Harris desribes Belsham as a great digital player who thrives in creating immersive experiences and delivering omnichannel change – all of which could help Asos break into new channels in the US.

Clare Gilmartin, former chief executive, Trainline

Clare Gilmartin

Former Trainline boss Clare Gilmartin might represent something of a long shot for the Asos role, but she is a candidate who ticks many of the boxes that Dyson and the board will be seeking to fill. 

Gilmartin led the rapid expansion of Trainline after taking the reins in 2014 and oversaw its listing on the London Stock Exchange in 2019.

Prior to her time at the train ticketing app, Gilmartin spent nine years at Ebay, four of which were as vice president for Ebay Europe. Such experience in the growing second-hand and resale markets could offer vital insight as Asos bids to reach its sustainability goals.

Altura’s Harris believes Gilmartin could bring a broader, non-retail perspective to Asos, in a similar way in which Dame Sharon White was brought in to overhaul John Lewis.

Unlike many of the other candidates, Gilmartin has no experience of working for a physical retailer, but spent three years at both Unilever and Boston Consulting Group in her early career. 

Mum-of-three Gilmartin stepped down from the Trainline in February 2021 to spend more time with her family, so it is unclear whether a return to an all-consuming CEO role would appeal.

With board roles at travel firm Get Your Guide and currency exchange company Wise already secured, a plural career could provide Gilmartin’s more likely path.  

Peter Ruis, president, Indigo, and non-executive director, Dunelm 

Peter Ruis

Another former Anthropologie executive, Peter Ruis currently acts as president for Canadian retail group, Indigo, and is a non-executive at UK homewares chain Dunelm.

Altrua’s Harris suggests Ruis has “ample digital experience” required for the Asos top job, while his ties in both the US and the UK could help to spearhead Asos’ international expansion plans.

Ruis began his career as senior buyer for Marks & Spencer, before becoming head of product at Ted Baker. His vast fashion experience spans 25 years, including roles as executive buying and brand director at John Lewis, chief executive at Jigsaw, and managing director at Anthropologie.

His expertise in digital and omnichannel also fit with MBS Group founder Moira Benigson’s suggestion that Asos’ next CEO will need a strong track record in both online and bricks and mortar.

Jennifer Foyle, chief creative officer, American Eagle Outfitters

Another strong American contender for the Asos hot seat, Jennifer Foyle boasts a CV spanning more than 20 years with US heritage labels and department stores.

Starting her career as a buyer for Lauren by Ralph Lauren at Bloomingdales, Foyle has amassed experience working in merchandising for Gap and J Crew.

She has been in her current role as global brand president for American Eagle Outfitters brand Aerie since 2010, and was promoted to chief creative officer at the parent company AEO Inc in 2020.

Foyle’s expanded role includes oversight of merchandising, design and marketing for the whole company. Such wide knowledge across business functions, could with her omnichannel experience, are likely to prick the ears of Asos, one recruitment agency boss said. 

Whether or not Foyle is entrusted with the Asos role, most headhunters agree that the etailer is likely to look across the pond for its next leader as it seeks to crack America. 

Someone with a strong digital background and a keen knowledge of the US market will be crucial in achieving that, but as Asos makes moves in bricks and mortar overseas and hones its own-brand proposition, the etailer’s next boss will have plenty of plates to juggle.