UK-based online fashion retailer Asos has unveiled significant changes to its executive structure, confirming that Natasja Laheij will assume the role of chair and William Barker of deputy chair.
Laheij’s appointment will be effective from the end of the financial year 2025, while Barker’s appointment is effective immediately.
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Jørgen Lindemann, who has served as chair of Asos since August 2022, will relinquish his board duties following a structured transition period that coincides with the end of his current term.
Lindemann stated:”It has been a privilege to serve on the Asos board over the last four years, throughout an incredibly important period for the business. I have valued the Asos board and Natasja, William and José’s insights and oversight during this time, and I am confident that we have the right leadership to deliver sustainable, profitable growth.”
Natasja joined the Asos board as an independent non-executive director in April 2023. She has three decades of experience in international commercial and financial management.
Her expertise covers sectors including e-commerce and technology, with roles at Deloitte Australia, Sony Ericsson, Apple and as chief financial officer for Amazon Fashion Europe and for Google EMEA [Europe, Middle East and Africa]’s platforms and devices.
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By GlobalDataAsos has initiated the process of appointing a new chair for the Audit Committee. An announcement regarding this appointment will be made in due course.
The introduction of the deputy chair position aims to bolster the chair and management committee in strategy development, cultural enhancement and operational projects as needed.
William joined the Asos board as a non-executive director in September 2023.
As the founder and CEO of Camelot Partners, William brings experience in founding, building and revitalising digitally-enabled businesses.
His portfolio includes leadership roles at Slate Auto, Re:Build Manufacturing and Tapi Carpets & Floors.
Jose Manuel Martínez Gutiérrez, who joined the Asos board as an independent non-executive director in April 2023, will succeed Natasja as senior independent director.
In June 2025, Asos collaborated with global digital payments provider Checkout.com to enhance the online shopping experience for its customers.
