Asos opened its first international office in Sydney, Australia in 2012.
Now the man responsible for bringing the icon to local shores is stepping down.
Asos founder Nick Robertson will step down as CEO after 15 years in the position.
Asos COO Nick Beighton will take over the role, having first joined the company as CFO in 2009.
Roberton will remain as non-executive director.
The change is effective immediately.
Asos chairman Brian McBride acknowledged the legacy left behind by Robertson.
"On behalf of everyone who works at ASOS, I'd like to acknowledge Nick Robertson's extraordinary achievement.
"His passion and vision have built a start-up into a world class company. We are all delighted that Nick will continue to contribute to the company that he started.
"We are fortunate to have such an able successor for the CEO role in Nick Beighton.
"Nick has unique experience of the Company built over six years, equipping him to drive ASOS along its growth trajectory to become the world's leading online fashion retailer for 20 - somethings."
Robertson co-founded ASOS.com in 2000.
His career began in 1987 at the advertising agency Young and Rubicam.
In 1991, he moved to Carat, the UK’s largest media planning and buying agency.
In 1995, he co-founded Entertainment Marketing, a marketing services business.
Robertson was awarded an OBE in 2011 for his achievements in the world of fashion retailing.
"ASOS is intently focused on winning the online fashion race," he said.
"Our target market is the global population of twenty-somethings who love fashion – we see our customers and ourselves as being part of the same worldwide fashion community."