ΓÇ£We wanted to get in there firstΓÇ¥ ΓÇô ASOS Heads to Birmingham
Online fashion giant ASOS knows how to spot an opportunity. So now that theyΓÇÖve chosen Birmingham as the location for their new offices , itΓÇÖs a safe bet that the fashion and business worlds will be sitting up and taking notice.
Since launching in 2000 under the name As Seen On Screen, ASOS has become one of the biggest success stories of the online retail age. In June 2012 the company reported 8.7 million registered users across 160 countries. Last month it announced a 34% increase in sales over the previous six month period.
Speaking about the reasons behind ASOSΓÇÖs choice of location, Chief Information Officer Pete Marsden said: ΓÇ£Birmingham feels like a city that has some big plans and is on the cusp of big things. We wanted to get in there first.ΓÇ¥
The company plans to complete the move to its new offices by the end of April. Initially, it is recruiting for 20 senior positions, but expects to employ as many as 50 workers on the site. The new offices will be dedicated to the companyΓÇÖs fasting-growing international market which now accounts for 59% of its total retail sales.
Birmingham will be the first ASOS office outside the south east, and it is clear that the cityΓÇÖs ambitious Big City Plan has played a key role in their decision. ΓÇ£Since we started our search for a new office location, our sense has been that Birmingham is a city with the talent, cost effectiveness, physical infrastructure, plans and will to help our business succeed,ΓÇ¥ says Marsden.
Meanwhile, BirminghamΓÇÖs trendy Custard Factory proved it has the cool factor to accommodate the fashion-forward company. Located in the Digbeth area of the city, it is already home to a number of creative businesses and has benefited from development support as part of the City Centre Enterprise Zone.
Back in January, we predicted that Birmingham was set to steal the property spotlight in 2013 , with a number of sizeable developments either in the planning or construction phases. It looks like fashion-conscious businesses like ASOS are already picking up on the trend.
Will we see more businesses follow ASOSΓÇÖs lead and head to Birmingham? What will it mean for the city? Share your opinion in the comments below.
Image from DaveOnFlickr via Flickr.