Analysts give mixed welcome as Bostock joins Asos board

Kasmira Jefford
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ANALYSTS yesterday welcomed the long-anticipated announcement that Asos has hired Kate Bostock to join its ranks but questioned whether the former Marks & Spencer executive would fit into the online retailer’s culture.

Asos confirmed that Bostock, would join its board in January as executive director, product and trading. Bostock stepped down from her role as head of general merchandise at M&S last week.

“This is clearly a high profile appointment for Asos as it reaches a scale that requires a different skillset. It will be interesting to see how the fit works, given the very different culture and customer demographic at Asos,” Espirito Santo analyst Sanjay Vidyarthi said.

John Stevenson, analyst at Peel Hunt, said Bostock will bring “the big company retail knowledge” the firm needs as it manages the next phase of its “explosive” growth.