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Former ASOS CFO Helen Ashton founded a management consultancy in the UK. Shape Beyond, based in London, will act as a strategic transformation partner for ambitious companies.

For nearly three decades, Helen Ashton has worked to help retail companies adapt to their ever-changing markets. She is experienced in transformation, finance, leadership, retail, financial services and business strategy, and has a proven track record in a number of C-suite roles in public and private equity portfolio companies. Now she has decided to use this expertise to introduce a new consulting brand.

After 25 years of transforming complex, high-growth companies, Ashton founded Shape Beyond, a consulting firm that is relevant in a rapidly changing business environment. As a strategic transformation partner, the company will complement strategic thinking with operational know-how, practical experience and performance in order to support high-growth, ambitious companies.

Ashton, who will take on the role of CEO at Shape Beyond, said, “Continuous development is critical to business success in today’s never-ending world. We partner with determined, courageous leaders to create sustainable value. Always stay one step ahead. And we embed changes in their culture in order to achieve a lasting impact. “

Ashton most recently worked as Group CEO for commercial laundry, catering and heating company JLA – this role since 2019. Before that, she spent three eventful years at British fashion retailer ASOS, where she was CFO, before leaving in early 2018 the company’s value more than doubled to £ 6.5 billion, with sales growing by over 30%. In continuation of this, shortly before its exit, Asos had reported a 30% increase in sales to £ 790.4 million in three months.

Early in her career, Ashton also held senior positions at Capquest, Lloyds Banking Group, Barclays and Asda. Thanks to this experience, she has in-depth knowledge of the retail industry and is a passionate advocate of digital transformation and agile, diverse cultures.