Moses Rashid Takes the Helm at Topshop
LONDON — Moses Rashid, founder of the rare sneaker resale platform The Edit Ldn, has been appointed as the global marketing director for Topshop and Topman at Asos. In this pivotal role, Rashid will shape the marketing strategy, enhance brand awareness in global markets, and reengage audiences over the next year as Topshop.com prepares for its relaunch.
“Topshop was an institution for many of us, known for being innovative, rebellious, and inspirational,” Rashid stated. Reporting to Michelle Wilson, managing director of Topshop and Topman, he expressed excitement about expanding the brand's reach and forming exciting partnerships with creative talents and international retailers.
Rebuilding the Brand
Wilson emphasized that the leadership team is focused on rebuilding Topshop and Topman's presence beyond the Asos platform, aiming to attract new consumers through the relaunch of topshop.com and new retail collaborations.
Rashid's extensive brand-building experience and entrepreneurial spirit are seen as crucial in complementing the talented team of London-based designers and product developers.
Strategic Moves by Asos
Asos, which entered a joint venture with Heartland last September to acquire a 75% stake in Topshop and Topman, raised ÂŁ135 million ($178 million) to manage debts amid refinancing efforts. This deal includes design and distribution rights for the brands, allowing Asos to continue marketing and selling them online.
Rashid's Journey
After founding The Edit Ldn in 2020, Rashid successfully expanded the platform to Harrods and launched pop-ups in Galeries Lafayette Doha and Harvey Nichols in Riyadh. He secured $4.8 million in seed funding, attracting investments from notable sports figures.
However, due to cash-flow constraints in late 2023, The Edit Ldn was sold to BrandAlley, a British off-price online retailer, in early 2024. After a year as CEO post-sale, Rashid departed from the company last month.
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