Team size: 28

What are the most significant cases or transactions that your legal team has recently been involved in?

In November 2021, ASOS successfully launched its Partner Fulfils channel in the UK, with a pilot involving adidas and Reebok. ASOS legal team was integral to the design, structuring and project management of this new commercial channel, advising on everything from strategy and organising, to the P2B and payment regulations, and competition law. The team created, with new partners, a bespoke template agreement for use, and participated in the establishment of a dedicated payments entity, ASOS Payments. More recently, we worked to secure FCA authorisation as a regulated e-money business, so that ASOS can operate this new commercial channel in compliance with regulations and further enhance our customer experience.

Furthermore, following on from the successful acquisition of the Topshop, Topman and Miss Selfridge brands, ASOS moved to further intensify its strategic focus for these brands in North America, by entering a joint venture with Nordstrom, with the latter purchasing a 10% share in the above-mentioned brands’ ASOS acquisition vehicle. The legal team lead an enforcement programme for the purchased brands, against unchallenged infringements and trolls, managing over 100 disputes globally.

Over the last 18 months, ASOS legal has been supporting on a new wholesale business model. ASOS took over several Arcadia wholesale relationships in the Topshop, Topman and Miss Selfridge deal. Our legal team worked closely with the acquisition team to onboard a portfolio of approximately 15 partners and manage their contractual transition.

More recently, we worked with the business to develop new contractual documentation, fit for wholesale, the ASOS way. This has involved a cross-functional approach engaging with key teams to enable delivery, including wholesale and commercial, finance, supply chain, tech, tax and marketing.

In June 2022, ASOS’s wholesale channel was extended to ASOS Design, as ASOS launched an in-store and online collection with Nordstrom, marking ASOS’s first bricks-and-mortar presence anywhere in the world. Legal played a key part in the negotiation and launch of the collection, which was lauded in the retail press.

Lastly, I would highlight that in February 2022, ASOS completed its move from AIM to the main market of the LSE, securing its place in the FTSE 250. This was an important next step for ASOS in its maturity journey, given all the benefits that a main market listing presents. General counsel co-sponsored and led the project with our CFO, and ASOS legal were heavily involved in the diligence, drafting and review of the listing documents, preparing the business for its enhanced obligations accompanying a premium listing and negotiating the key ancillary legal documents supporting the listing. This required a cross-functional approach involving finance, investor relations, corporate secretary, business assurance, communications and public affairs, and the wider business functions.