Asos Australia has a new leadership team ready to raise the stakes for the global online giant.
Jo Shapland has been appointed to the role of country manager.
Shapland has been working for the brand for 15 months as a senior marketing manager.
She has also led the execution of the company's global strategy in Australia.
Key activations included Vogue Fashion Night Out's Asos Wedding Chapel, Student Ambassador Program and a relaunch of its Premier service to include free returns.
Asos Australia has also appointed a new senior editor to the team, Jerico Mandybur.
Mandybur is the former online editor at Oyster magazine and has had her work featured in Guardian, Dazed and Confused, V Magazine, MTV and more.
Asos international director Shaun McCabe said the two appointments would be a strategic benefit for the market.
"Australia continues to be one of ASOS' most strategically important international markets and we’re excited to see the brandcontinue to grow with a new leadership team to support it."
The appointments come at a crucial time for Asos Australian sales, driven by the strength of the British pound against the local dollar.
Asos revealed a fall in international sales last December, down two per cent in the first quarter to £145.5 million ($289.47 million).
"Rest of world" sales, which include Australia, fell by six per cent to £58.5 million ($116.38 million) in the three months ended November 30.
This followed a five per cent fall in the previous quarter.