José Antonio Ramos Calamonte

José Antonio Ramos Calamonte was appointed Chief Executive Officer of ASOS plc in June 2022. He brought broad international retail experience and fresh energy to one of the UK’s most prominent digital fashion platforms. Since taking charge, Ramos Calamonte has led a bold operational and cultural overhaul, focusing on efficiency, brand leadership, and customer relevance despite tough trading conditions and intensified competition.

Early Life and Career

A Spanish national, Ramos Calamonte holds a double degree in Business Administration and Law from Comillas Pontifical University and an MBA from the MIT Sloan School of Management. After beginning his career at McKinsey & Company, he held senior roles at Inditex (Zara), Esprit, and Carrefour Spain, later serving as CEO of Salsa Jeans until 2021.

Career at ASOS

Ramos Calamonte joined ASOS as Chief Commercial Officer in January 2021, where he quickly drove a reorganization of buying, merchandising, and product innovation. By June 2022, as CEO, he unveiled a game plan centered on:

• Renewing the commercial model and inventory management: Shortening buying cycles, curating assortments, and pivoting from excessive discounting to higher full-price sell-through.
• Simplifying and reducing the cost profile: Aggressive cost controls, a focus on profitable markets, and improved order economics.
• Robust, flexible balance sheet: Cash, banking covenants, and strategic investment in technology for efficiency and customer experience.
• Reinforcing team and culture: Strategic hires for product, finance, and creative, and a push for greater innovation and accountability across leadership.

Recent Developments

• Strengthened Full-Price Business: Moved away from deep discounting, even at short-term cost—writing off £100–130 million of excess stock to reset the platform for profitable growth in 2023–2025.
• Improved Inventory & Cost Efficiency: Cleared excess inventory, cut costs, managed negative cash flows, and renegotiated key credit facilities to maintain a flexible balance sheet.
• Brand Renewal: Relaunched Topshop and Topman visual identity, with a reinvigorated own label and creative direction for Gen Z and millennial shoppers.
• ESG and Governance: Responded to UK CMA over greenwashing, recommitted to authentic sustainable practice and transparent communication, and launched a global supply chain worker rights agreement with the ITF.
• Leadership Impact: Outgoing chair Ian Dyson called Ramos Calamonte “the right person to lead ASOS through the next phase… bringing new energy and enthusiasm… with a track record of driving change”.

Milestones and Achievements

José Antonio Ramos Calamonte’s bold, disciplined strategy is restoring ASOS as a leading, profit-focused digital fashion innovator—with renewed leadership, sharper brand focus, and a culture of innovation ready for the future.