The Edit Ldn Founder Moses Rashid Named Topshop Global Marketing Director
LONDON — Moses Rashid, founder of the rare sneaker resale platform The Edit Ldn, has joined Asos as global marketing director for Topshop and Topman.
In his new role, Rashid is charged with shaping the marketing strategy, building awareness within global markets, reengaging the brand with relevant audiences and executing a plan across the next 12 months to support the relaunch of topshop.com.
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“Topshop was an institution for many of us, it was known for being innovative, rebellious and inspirational,” said Rashid, who reports to Michelle Wilson, managing director of Topshop and Topman. “There continues to be a lot of love for the brands through the Asos platform and we’re excited to bring the best of fashion to a broader audience. You can expect some exciting partnerships with both exciting creative talent and international retail partners.”
Wilson said the Topshop leadership team is rebuilding Topshop and Topman’s presence outside of the Asos platform and aims to acquire new consumers through the relaunch of topshop.com and new retail partnerships.
“Rashid brings great brand-building experience and an entrepreneurial and innovative spirit to complement the talented team of London-based designers and product developers that create exciting fashion for our customers,” Wilson said.
As reported, Asos last September entered a joint venture with Heartland, the investment and holding company representing the interests of Bestseller owner Holch Povlsen and his family, to purchase a 75 percent stake in the Topshop and Topman brands.
The move raised 135 million pounds, or $178 million, to help Asos repay debts amid refinancing. As part of the deal, Asos has certain design and distribution rights for the Topshop and Topman brands in return for a royalty fee to enable it to continue marketing and selling the brands online.
Asos acquired Topshop, Topman, Miss Selfridge and HIIT from the now-collapsed Arcadia in 2021 and revealed new identities for Topshop and Topman in September 2022. Nordstrom, which acquired a minority interest in the Topshop and Topman brands in 2021, still holds a minority interest in Asos.
After founding The Edit Ldn in 2020, Rashid expanded the platform to Harrods in London, and launched pop-ups in Galeries Lafayette Doha and Harvey Nichols in Riyadh.
He was able to secure $4.8 million in seed round funding led by the New York-based Regah Ventures, an early investor in Uber, Coinbase and Reddit, with participation from sports celebrities including NBA player PJ Tucker, Premier League star Jesse Lingard and New York Giants captain Xavier McKinney. Soccer player Ollie Watkins and sports presenter Josh Denzel later invested in The Edit Ldn as well.
Due to cash-flow constraints in the last quarter of 2023 amid a challenging trading environment that saw e-commerce giants like Farfetch and Matches being sold at a fraction of their peak market valuations, The Edit Ldn was sold to BrandAlley, a British off-price online retailer, at the beginning of 2024.
After staying for another year as CEO, Rashid parted ways with The Edit Ldn last month.
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