Office profile
ASOS Headquarters & offices · London, United Kingdom
ASOS · London, United Kingdom
ASOS works from a former Art Deco cigarette factory in Camden, where two open courtyards were filled in to make a three-storey “central street”.
Inside Greater London House: the central street with its amphitheatre, the ASOS Studios where every product is shot, and a lower ground floor of learning rooms, gym and beauty rooms — then the benefits, from Summer Hours to a shared staff discount. Every number from ASOS's own announcements, careers site and its designers' project pages.
- 190,000 → 250,000sq ft occupied after the refit
- 2,500+people the HQ was planned for
- 3pmFriday finish in June–August
- 17mactive customers (FY2025)
Sources: Spacelab project page · asoscareers.com · ASOS final results FY2025 (RNS, 21 Nov 2025)
Companies / United Kingdom / Online fashion retail / ASOS
THE HEADQUARTERS · CAMDEN, LONDON
A cigarette factory turned into one connected workplace
ASOS's head office is Greater London House on Hampstead Road in Camden. ASOS describes it as a former cigarette factory, an Art Deco building now renovated with open office areas, the ASOS Studios where it shoots its products, beauty rooms, a free gym, and a subsidised canteen and café. Designer Spacelab enclosed the building's two external voids — it had been shaped like a figure of eight — to add three storeys of floor space and a “central street” of meeting rooms, a tech bar, lounges, a restaurant, coffee shops and an amphitheatre with a large digital screen. The lower ground floor is the ASOS Academy, with a gym, fitness studios, beauty rooms and rooms for prayer and meditation. Original Art Deco railings inspired the new balustrades, and the Crittall windows were largely kept.
- Former cigarette factory, Art Deco
- 250,000 sq ft occupied
- Central street + amphitheatre
- ASOS Studios on site
- Free gym and beauty rooms
- BCO regional award 2022
The former cigarette factory
ASOS's head office is Greater London House on Hampstead Road in Camden, an Art Deco former cigarette factory.
The central street (Spacelab)
Spacelab enclosed the building's two external voids to add three storeys and a central street of meeting rooms, lounges, a restaurant, coffee shops and an amphitheatre with a large digital screen.
Workspaces and lounges
The renovated building has open office areas, the ASOS Studios, beauty rooms, a free gym and a subsidised canteen and café.
Sources: asoscareers.com, “About us” · Spacelab, “A central street at ASOS” · 8build project page
Greater London House, Camden
| Building | Address |
|---|---|
| Head office and registered office | Greater London House, Hampstead Road, London NW1 7FB |
Source: asosplc.com · Companies House · See them on the map ↓
Source: Spacelab, “A central street at ASOS” and BCO award story (2022) · 8build project page
Benefits (United Kingdom)
25 days of annual leave plus a “Celebratory Day” for birthdays, cultural holidays, weddings and other big days.
Finish at 3pm on Fridays in June, July and August, with no cut in salary.
Matched contributions up to 5%.
An exclusive staff discount, which you can share with one nominated family member or friend.
Optional private medical care scheme for fast access to medical cover.
A free gym and beauty rooms at the Camden HQ and at the Leavesden office.
A subsidised canteen and café at the Camden HQ.
Staff sample sales, with all proceeds donated to the ASOS Foundation.
Source: asoscareers.com, “Working Here” and “About us” (2026)
How ASOS keeps people, in its own words
Authentic, Brave, Creative and always Deliver — the values ASOS says have always been at the core of what it does.
The lower ground floor of the HQ is the ASOS Academy, a flexible learning and development centre and wellness hub.
Personalised learning and in-the-moment experiences to help people grow in their role.
Founder Nick Robertson, CEO for the company's first 15 years, remains a non-executive director.
On average the Studios teams in the HQ shoot 5,000 products every week; the record week in May 2022 was 6,731.
Source: asoscareers.com, “About us” and “Working Here” · asosplc.com, About us and Board of Directors · Spacelab project page
Who works here
employees (end of August 2018), most at the Camden HQ and the Leavesden customer care site
employees (31 August 2017)
employees in the London office (2008)
founded; incorporated 2 June 2000
Source: ASOS final results 2008, 2017 and 2018 (RNS) · Companies House · asosplc.com
Office history: from Kingsway to a Camden factory
- 2000 Founded
ASOS was founded in 2000; the company now called ASOS Plc was incorporated on 2 June 2000.
Source: asosplc.com, About us · Companies House (company 04006623)
No free-to-use photo found yet.Have one? We’d love to add it. - 2001 1 Kingsway, London WC2B
From January 2001 the company's registered office was 1 Kingsway, London WC2B 6XD, the address ASOS gave for its annual and interim reports in the mid-2000s. In 2005/06 the head office team grew from 47 to 68 people.
Source: Companies House filing history · ASOS RNS (2003 annual report notice, interim results) · final results 2006
Shell Corner, 1 Kingsway, 1920s · Country Life / Public domain · Wikimedia Commons - 2007 Moving to Camden
When its lease expired, ASOS moved its London office to Greater London House in Camden in May 2007, almost quadrupling its office space to 24,000 sq ft. Staff numbers were planned to rise from 128 to about 210.
Source: ASOS final results 2007 and 2008 (RNS) · change of registered address (RNS, 2007)
No free-to-use photo found yet.Have one? We’d love to add it. - 2010 More floors in the same building
ASOS acquired additional head office space to make room for more staff.
Source: ASOS final results 2010 (RNS)
No free-to-use photo found yet.Have one? We’d love to add it. - 2016 A 36-month refit begins
ASOS announced a 36-month refit of its head office at Greater London House; by 2017 it described the work as an extension and refit of the Camden head office.
Source: ASOS final results 2016 and 2017 (RNS)
No free-to-use photo found yet.Have one? We’d love to add it. - 2022 The central street
Spacelab's project, begun in 2015 with a discovery phase, enclosed the building's two courtyards to add three storeys and raise ASOS's occupied area from 190,000 to 250,000 sq ft. It won the BCO London regional award for Best Refurbished / Recycled Workplace in 2022.
Source: Spacelab project page and BCO award story (2022)
No free-to-use photo found yet.Have one? We’d love to add it.
| Annual report | HQ space (sq ft) | m² | As described |
|---|---|---|---|
| 2007 (RNS 2008) | 24,000 | 2,230 | Greater London House, after the move from Kingsway |
| Before the refit | 190,000 | 17,652 | Occupied area, Greater London House |
| 2022 | 250,000 | 23,226 | Occupied area after the courtyards were enclosed |
Map: how the headquarters moved
ASOS has moved only once: from Kingsway in Holborn to Greater London House in Camden in 2007, about 2.5 km north — and has grown inside that building ever since.
- 1 · 20011 Kingsway, London WC2B 6XD — Registered office and company address until 2007
- 2 · 2007Greater London House, Hampstead Road, London NW1 7FB — Head office since May 2007
Addresses: Companies House · ASOS RNS · asosplc.com · Locations: OpenStreetMap
What ASOS does
ASOS is an online fashion retailer selling its own brands — including ASOS DESIGN, Topshop and Topman — alongside partner brands to 17 million active customers in more than 150 markets.
Revenue reported by market: UK, EU, US and Rest of World.
Where the money came from · total revenue by market, FY2025 (52 weeks to 31 August 2025)
Source: ASOS final results for the 52 weeks to 31 August 2025 (RNS, 21 Nov 2025), Financial review
Source: ASOS final results for the 52 weeks to 31 August 2025 (RNS, 21 Nov 2025)
Growth: revenue vs. people
£0.17B → £2.48B
128 → 4,386
Group revenue: ASOS final results announcements (RNS). FY2009 is the year to 31 March; from FY2013 the year ends around 31 August. Employees: final results 2007 (128 at year end), 2017 and 2018. Multiples calculated by eciffo.
Chief executives
Appointed CEO in June 2022; joined ASOS in January 2021 as Chief Commercial Officer.
Joined as CFO in 2009; CEO from September 2015 until October 2021.
Founder; CEO for 15 years, now a non-executive director.
Founder: Nick Robertson.
Source: ASOS RNS “Board changes” (2 Sep 2015), “Statement re Board changes” (11 Oct 2021), “ASOS announces Board changes” (16 Jun 2022) · asosplc.com, Board of Directors
ASOS: questions people ask
Where is ASOS's headquarters?
Greater London House, Hampstead Road, London NW1 7FB, in Camden, north London.
Source: asosplc.com
What was ASOS's headquarters building before?
ASOS says its Camden HQ was once a cigarette factory; the Art Deco building has been completely renovated.
Source: asoscareers.com, About us
Who designed the ASOS headquarters?
The recent refit was designed by Spacelab with HLW and fitted out by 8build, with CBRE as project manager. It won a BCO London regional award in 2022.
Source: 8build project page · Spacelab
How big is the ASOS HQ?
Enclosing the two courtyards raised ASOS's occupied area from 190,000 to 250,000 sq ft (about 23,200 m²).
Source: Spacelab, “A central street at ASOS”
When did ASOS move to Camden?
In May 2007, when the lease on its previous London office expired; the move almost quadrupled its office space to 24,000 sq ft.
Source: ASOS final results 2007 and 2008 (RNS)
What is inside the ASOS office?
A central street with meeting rooms, a tech bar, lounges, a restaurant, coffee shops and an amphitheatre; the ASOS Studios; and the ASOS Academy floor with a gym, fitness studios, beauty rooms and prayer and meditation rooms.
Source: Spacelab · asoscareers.com
What benefits do ASOS employees get?
In the UK: 25 days' annual leave plus a Celebratory Day, a 3pm finish on Fridays in summer, pension contributions matched up to 5%, a staff discount you can share, a private medical care scheme, and a free gym at the HQ.
Source: asoscareers.com, Working Here
Who runs ASOS?
José Antonio Ramos Calamonte has been CEO since June 2022. Founder Nick Robertson, CEO from 2000 to 2015, is a non-executive director.
Source: ASOS RNS (2015, 2022) · asosplc.com
When was ASOS founded?
In 2000; the company was incorporated on 2 June 2000.
Source: asosplc.com · Companies House
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ASOS's official social accounts
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