// Asos has hired Elena Martínez Ortiz from Inditex brand Stradivarius
// Ortiz will lead its core Asos Design brand, which is responsible for more than £1billion in sales
Asos has hired Inditex design guru Elena Martínez Ortiz as womenswear director of its Asos Design own brand.
Ortiz joins from Inditex’s Stradivarius, where she has spent nearly 18 years.
She is currently product director at Stradivarious, a role she has held since 2013, but was previously sourcing director based in Asia.
Ortiz will relocate to London and take up the position at the end of this month, according to Drapers.
She will report into new Asos CEO José Antonio Ramos Calamonte, who also came from Inditex, until a replacement is found for Calamonte’s previous role as chief commercial officer.
Ortiz will be tasked with strengthening Asos Design, the etailer’s core brand, and expanding the range.
Asos Design accounted for £1.2billion of sales in its last financial year, and offers more than 55,000 options per year.
Ortiz is Calamonte’s first major hire since he was appointed as CEO in June.
Ramos is vying to turn around Asos’ fortunes as the fashion giant struggles amid the cost-of-living crisis.
In June, Asos flagged that it expects sales to grow between 4% to 7%, a far cry from the soaring sales historically seen from the etailer, and adjusted pre-tax profit will fall to between £20m and £60m – a significant downgrade from its previous guidance of £110m to £140m.
Some stock had been completely cancelled over recent weeks at short notice.