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Why ASOS Needed to Redefine Its Workplace Strategy

ASOS, a global leader in online fashion, needed to redefine its workplace strategy to align with the demands of a hybrid working model. ASOS sought to understand the true demand for physical office space, using this as an opportunity to optimise its property portfolio and ensure the workplace experience supported collaboration, innovation, and employee wellbeing. With over 2000 employees at its London HQ, ASOS needed a strategy that balanced flexibility with the energy of a thriving in-office environment.

Our Approach – Developing a Comprehensive Workplace Strategy

We partnered with ASOS to develop a comprehensive workplace strategy tailored to their needs.

  1. Insight gathering – through all-staff surveys, focus groups, and senior leader interviews, we gathered insights into how their employees worked and what they required from their office. Common themes emerged, including more substantial collaboration spaces, creative work settings, and an environment that better reflected the ASOS brand. Employees desired more in-person collaboration and social interaction, supported by a consistent and flexible hybrid working model.

 

  1. Conducted a detailed workplace utilisation study to understand how their current spaces were being used to identify areas of under and over use.

 

  1. Developed a workplace strategy to optimise the existing space based on our findings. This included recommendations on improving the layout, resizing meeting rooms to fit usage patterns and creating more collaborative zones. We also worked closely with ASOS to develop hybrid working principles, ensuring alignment across HR, Facilities, and IT teams to deliver a cohesive and seamless workplace experience.

Outcome

ASOS implemented significant changes to optimise their space. Based on our recommendations, they re-modelled an entire floor of the building to better support hybrid working and collaboration. Meeting rooms were resized to reflect actual usage needs, and new collaborative and creative work settings were introduced to enhance employee productivity and engagement.

 

To further improve efficiency, ASOS re-stacked their office, ensuring that teams were better organised within the space. Additionally, with our insights on space utilisation, ASOS was able to sub-let part of their office, reducing costs while maintaining an effective work environment.

 

Crucially, ASOS ensured that HR, Facilities, and IT teams worked in close collaboration to deliver a cohesive workplace experience that supports their employees’ needs. The reimagined space now reflects ASOS’s dynamic brand, fostering collaboration and innovation while supporting their commitment to employee wellbeing and inclusivity.