Fashion giant Asos has named Anthony Ben Sadoun as its new executive vice-president of digital product, effective from February 26, 2024.

In his new role, Sadoun will join the brand’s management committee and report directly to chief executive José Antonio Ramos Calamonte.

Asos said Sadoun will help drive the brand’s customer experience and support its ambitions to deliver “the most exciting experience” for shoppers as part of its bid to be a “leader in inspiration for fashion-loving 20-somethings”.

The fashion retailer added that Sadoun brings “great experience” in digital product innovation to the business.

He joins the fashion retailer from his most recent role as chief product officer at Mexican used car marketplace Kavak and was also previously chief product officer at Latin American marketplace Linio.

Ramos Calamonte said: “I’m very happy to welcome Anthony Ben Sadoun to ASOS as EVP of digital product.

“Most recently serving as chief product officer for Latin American online marketplace Kavak, Anthony will lead our digital product roadmap and drive the continued evolution of our online platform, combining the latest technology with the latest trends in fashion to deliver an inspirational experience for our customers.”

The news comes after a string of senior executives exited the business towards the end of last year with the departure of brands director James Barron, menswear product director Stefan Pesticcio and interim chief people officer Caroline Ross.

Retail Week also reported earlier this week that Asos is forecast to lose its current position as the 26th biggest retailer in the UK by 2027 as it is overtaken by fast-fashion rivals Shein and Zara owner Inditex, according to the annual ranking and forecast of the top 30 retailers in the UK.