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Founder's Report

Nick Robertson: The Visionary Founder of ASOS

by Editorial Staff 22 Jun 2023

ASOS, the popular online fashion and beauty retailer, has become a household name in the fashion industry. With its vast selection of trendy clothing and accessories, ASOS has revolutionized the way people shop for fashion online. But who is the mastermind behind this successful venture? Let's take a closer look at the founder of ASOS, Nick Robertson.

Early Years and Inspiration

Nick Robertson was born in 1967 in the United Kingdom. His passion for fashion and entrepreneurship was evident from a young age. His parents owned a fashion manufacturing business, which exposed him to the industry and instilled in him a deep understanding of the fashion world.

Robertson's entrepreneurial journey began in the 1990s when he and his business partner, Quentin Griffiths, launched an online business called "As Seen On Screen." The idea behind the business was to replicate the outfits worn by celebrities and make them available for purchase online. This concept laid the foundation for what would later become ASOS.

The Birth of ASOS

In 2000, Robertson and Griffiths rebranded their business as ASOS (which stands for "As Seen On Screen") and shifted their focus to selling a wide range of fashion items, including clothing, accessories, and beauty products. They recognized the growing demand for online shopping and saw an opportunity to create a platform that catered to the fashion-forward and tech-savvy youth market.

Under Robertson's leadership, ASOS quickly gained popularity and became a go-to destination for fashion enthusiasts seeking the latest trends at affordable prices. The company's success can be attributed to its vast product selection, quick response to fashion trends, and a strong emphasis on customer experience.

Innovations and Expansion

ASOS differentiated itself from traditional fashion retailers by embracing e-commerce and leveraging technology. The company invested heavily in developing a user-friendly website, optimizing its mobile shopping experience, and offering convenient delivery and returns options. ASOS also embraced social media and influencer marketing, engaging with its target audience and building a strong online community.

Throughout the years, ASOS expanded its product offering and diversified its brands to cater to a wide range of styles and budgets. The company partnered with numerous established and emerging designers, launched its own private label collections, and introduced beauty and grooming products to its portfolio. ASOS also expanded its presence globally, shipping to customers in over 200 countries worldwide.

Legacy and Impact

Nick Robertson's vision and leadership played a pivotal role in shaping ASOS into the fashion powerhouse it is today. His ability to spot trends, embrace e-commerce, and connect with the desires of the youth market has set ASOS apart from its competitors. ASOS has become a symbol of inclusivity, celebrating individuality and diversity through its vast product range and inclusive sizing options.

Robertson stepped down as CEO of ASOS in 2015 but remained involved with the company as a non-executive director until 2018. His entrepreneurial spirit and contributions to the fashion industry continue to inspire aspiring fashion entrepreneurs around the world.


Nick Robertson's entrepreneurial journey and visionary leadership have made a significant impact on the fashion industry. Through the creation of ASOS, he revolutionized the way people shop for fashion online, offering a diverse range of products and embracing the power of e-commerce and technology. Robertson's legacy as the founder of ASOS is a testament to the power of innovation, adaptability, and understanding the desires of the ever-evolving fashion market.


Hey there! I'm Chuck, the Editor-in-Chief at Local Threads. We’re on a mission to showcase founders of start-ups and help them shine and tell the world about themselves, their products, and their vision in life. We see value in the stories of big brands and their founders as well. Their success can be a source of inspiration for start-ups.

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