Asos names former Primark director Jon Bennett to lead menswear product

The online fashion retailer appoints Jon Bennett as its new menswear product director, aiming to enhance the identity and growth of its in-house menswear collection.

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Jon Bennett Credits: ASOS

By Renan Botelho de Carvalho

Asos has chosen a new menswear product director for its Asos Design line. Jon Bennett will take the job. as announced today by the UK company.

According to a statement from the brand, Bennett will work across product, brand and creative to sharpen the identity of Asos Design menswear and support the next phase of sustainable growth.

“Jon’s appointment strengthens our product leadership team and underlines the importance of Asos Design Menswear to our wider product strategy. He brings deep menswear expertise and a proven ability to build high-performing product teams at scale. His experience will be invaluable as we continue to sharpen our own-brand offer and deliver more relevant, exciting product for our customers,” Elena Martinez Ortiz, EVP product at Asos said.

Before joining Asos, Bennet was a managing director at Next, where he led the launch of a new premium womenswear and menswear brand within Next PLC. He also worked as trading director of menswear at Primark for over three years, and spent eight years as a global buying director for Topshop.

“Asos is one of the most influential names in fashion, with a unique ability to connect product, style and culture. Asos Design menswear has strong foundations, and I'm excited to work with Elena and the wider team to build on that success. The opportunity is to create product that feels relevant, directional and distinctly Asos, while helping customers discover what's next and make it their own,” Bennet said.

One in, two out

Bennet joins Asos as two executives from the company are set to depart. Executive vice president of customer and commercial Ben Blake and executive vice president of technology Przemek Czarnecki will exit Asos after August 31.

“The team changes do not impact on Asos’ overall direction. Our priorities remain unchanged, with a clear focus on accelerating execution, driving growth and delivering for customers," Asos said in a statement, as previously reported by FashionUnited.

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