Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Drapers 30 Under 30 2018: Holly Smith, menswear buyer, Asos

Age: 26

9880053 holly smith

What she’s learnt: “A good buyer doesn’t tick a box and move on. You go back over that box again and again.”

Holly Smith has helped drive impressive growth within her department at Asos, resulting in improved sales and profits. She started her career at Arcadia Group, working as an assistant buyer at menswear retailer Burton, before joining Asos in 2015. After nine months she was promoted to junior buyer in the menswear swim and underwear department and, after a year in the role, was promoted again to buyer.

During her time at Asos, she has brought on new suppliers from around the globe, worked on moving all cotton to the Better Cotton Initiative and polyester to recycled fibres, and improved fits across products in her department. She is known as a passionate manager, helping both her buyer’s assistant and assistant buyer achieve promotions.

Smith points to Dorothy Perkins merchandising director Caroline O’Carroll as one of her industry inspirations: “Caroline was at Burton while I was working there as an assistant buyer, and was the first woman in the industry I had worked with who was in a director position surrounded by a male executive team. She gave me great advice and was strong, clear with her ideas and really inspirational.”

Career path:

2017 Buyer, Asos

2016 Junior buyer, Asos

2015 Senior assistant buyer, Asos

2014 Assistant buyer, Burton

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.