Asos Foundation

Quick Stats

• Annual Giving: £858,675 (2023/24)
• Total Income: £1,161,175 (2023/24)
• Decision Time: N/A (invitation only)
• Grant Range: Strategic multi-year partnerships ranging from tens of thousands to £1.2 million+
• Geographic Focus: UK, India, and Kenya
• Application Method: Invitation only - no public application process

Contact Details

Registered Charity Number: 1153946

Charity Commission: Register entry

The Foundation does not publish direct contact details for funding inquiries, as they work exclusively through pre-selected strategic partnerships.

Overview

The ASOS Foundation was established in 2010 as the charitable arm of online fashion retailer ASOS, and formally registered as a Charitable Incorporated Organisation in 2013 (charity number 1153946). Since launch, the Foundation has distributed over £8 million to support disadvantaged young people aged 8-25 in the UK, India, and Kenya. The Foundation's mission is to create opportunities that enable young people to reach their potential by providing inspiration, education, support, infrastructure, and training to help them overcome barriers and progress towards economic independence. The Foundation is funded by ASOS plc, its employees, suppliers, and customers, and operates through long-term strategic partnerships with a carefully selected group of established charities. In 2023/24, the Foundation had total income of £1,161,175 and distributed £858,675 in charitable grants.

Funding Priorities

Grant Programs

The ASOS Foundation does not offer open grant programs. Instead, it operates through multi-year strategic partnerships with selected charities aligned with its mission. Recent partnership investments include:

• OnSide Youth Zones: £1.2 million commitment (announced 2021) to support youth workers across four London Youth Zones, expanding to six additional Youth Zones by 2028
• The Prince's Trust: Over £1 million provided over the course of a decade-long partnership, including over 200 development grants for educational courses and equipment
• Centrepoint: Multi-year partnership supporting service delivery, fundraising, volunteering, and the 2017 launch of the Centrepoint Helpline
• Caramel Rock (East London): 12-month project funding to empower NEET young people and young offenders

Priority Areas

The Foundation focuses exclusively on disadvantaged young people aged 8-25 in three geographic regions:

UK Focus:

• Youth unemployment and NEET (Not in Education, Employment, or Training) young people
• Young people experiencing homelessness
• Access to education, training, and employment opportunities
• Youth services infrastructure and youth work career pathways
• Young offenders

International Focus:

• India (New Delhi region): Support through Udayan Care
• Kenya (rural areas): Support through SOKO Community Trust and Wildlife Works Trust

Strategic Approach: The Foundation leverages ASOS's expertise in technology and fashion to provide sector-specific support, combining financial grants with employee volunteering, skills sharing, and infrastructure support.

What They Don't Fund

Based on their strategic focus, the Foundation does not fund:

• Organizations working outside the UK, India, or Kenya
• Projects not focused on young people aged 8-25
• Organizations not addressing socioeconomic disadvantage or barriers to economic independence
• One-off projects (preference for multi-year partnerships)
• General fundraising appeals or sponsorship requests

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Governance and Leadership

Chair of the ASOS Foundation: Nick Robertson (ASOS founder and former CEO)

Trustees: 6 trustees serve on the board, all serving without remuneration

Oversight: The ASOS plc Sustainability Committee monitors the Foundation's performance and partnerships. Committee members include:

• Anna Maria Rugarli (Chair)
• Wei Gao
• Jose Manuel Martínez Gutiérrez
• Marie Gulin-Merle
• Nick Robertson

Volunteers: 3 volunteers support the Foundation's work

Governance Structure: The Foundation operates as a Charitable Incorporated Organisation (CIO), regulated by the UK Charity Commission, with no trading subsidiaries.

How to Apply to Asos Foundation

How to Apply

This funder does not have a public application process.

The ASOS Foundation works exclusively through pre-selected strategic partnerships with established charities. Organizations cannot submit applications for funding. The Foundation proactively identifies and selects charity partners based on:

• Strategic alignment with the Foundation's mission to support disadvantaged young people aged 8-25
• Geographic presence in the UK, India, or Kenya
• Established track record and operational capacity
• Potential for multi-year partnership with measurable impact
• Opportunities for ASOS employee engagement and skills sharing
• Alignment with ASOS's expertise in technology and fashion

Partnership Approach: The Foundation favors long-term partnerships (typically multi-year) rather than one-off grants. For example, the partnership with The Prince's Trust lasted over a decade, and the OnSide Youth Zones partnership was structured as a multi-year commitment through 2028.

Getting on Their Radar

While there is no formal application process, research suggests the following factors may influence partnership selection:

Employee Connections: The partnership with Centrepoint was "kickstarted by ASOS employees' enthusiasm," suggesting that employee advocacy and engagement may play a role in partner selection. Organizations with existing connections to ASOS employees or that align with employee interests may have an advantage.

Strategic Alignment with Corporate Mission: Partners are selected based on alignment with ASOS's corporate values and expertise. Organizations that can demonstrate how ASOS's skills in technology, fashion, e-commerce, or digital innovation could enhance their work with young people may be of interest.

Established Impact: The Foundation partners with established, well-known charities with proven track records (The Prince's Trust, Centrepoint, OnSide Youth Zones). Organizations should have demonstrable impact, strong governance, and capacity to manage significant multi-year partnerships.

Geographic Priorities: Focus on the Foundation's three priority geographies: UK, New Delhi (India), and rural Kenya.

Decision Timeline

Not applicable - partnerships are formed by invitation only based on strategic Foundation decisions.

Success Rates

Not applicable - no open application process exists.

Reapplication Policy

Not applicable - no application process exists. Partnership opportunities arise through strategic Foundation decisions rather than applications.

Application Success Factors

Since there is no application process, these insights focus on what characterizes successful ASOS Foundation partnerships:

Long-term Partnership Potential: The Foundation explicitly seeks “long-lasting, important change” through multi-year partnerships. Organizations should be positioned for sustained collaboration rather than short-term project funding.

Scale and Infrastructure: Recent partnerships involve significant infrastructure investments (e.g., £1.2 million for OnSide Youth Zones, support for the Centrepoint Helpline launch). The Foundation appears interested in partners capable of delivering programs at scale.

Youth Employment Focus: The Foundation's mission specifically emphasizes “progress towards economic independence,” with partners like The Prince's Trust providing “development grants for educational courses and equipment” and Caramel Rock addressing NEET young people.

Employee Engagement Opportunities: The Foundation values partnerships that enable ASOS employee involvement. The Centrepoint partnership was described as “special” because of staff engagement, suggesting that organizations offering meaningful volunteer and skills-sharing opportunities may be preferred.

Innovation and Learning: Partners that can leverage ASOS's expertise in technology, digital innovation, and fashion to enhance their work appear to be favored. For example, OnSide's partnership involves rolling out a “youth worker career pathway programme.”

Measurable Impact: While specific metrics aren't published, the Foundation highlights concrete outcomes such as “over 200 development grants” through The Prince's Trust, suggesting a focus on quantifiable impact.

Key Takeaways for Grant Writers

• No public application process exists - the ASOS Foundation operates exclusively through invitation-only strategic partnerships with pre-selected charities
• Geographic restriction: Only organizations working with disadvantaged young people (aged 8-25) in the UK, India (New Delhi), or Kenya (rural areas) are considered
• Multi-year commitment required: The Foundation seeks long-term partnerships (typically multi-year) capable of creating “long-lasting, important change” rather than funding one-off projects
• Strategic partnerships, not grants: Funding typically includes financial support, ASOS employee volunteering, skills sharing, and infrastructure investment - not just grant awards
• Employee connection may help: The Centrepoint partnership originated from employee enthusiasm, suggesting organizations with ASOS employee advocates may have an advantage
• Scale matters: Recent partnerships involve substantial investments (£1+ million) with established national charities, suggesting the Foundation prioritizes significant partnerships over numerous small grants
• Leverage corporate expertise: Organizations that can articulate how ASOS's strengths in technology, digital innovation, and fashion can enhance their youth programs may align better with the Foundation's strategic approach

Similar Funders

These funders have a similar focus and geographic reach:

• N And R Karnani Trust
• The Kiawah Charitable Trust
• Ps Foundation
• The Kilroot Foundation
• The Clarkson Foundation
• The South Street Green Room Foundation
• The Medlock Charitable Trust
• Belron Ronnie Lubner Charitable Foundation
• The Cosaraf Charitable Foundation
• Anglo American Foundation

References

• Charity Commission Register of Charities: ASOS Foundation (1153946) - https://register-of-charities.charitycommission.gov.uk/charity-details/?subid=0&regid=1153946
• ASOS plc: “OnSide announces new partnership with the ASOS Foundation” - https://www.asosplc.com/news/onside-announces-new-partnership-asos-foundation/
• ASOS plc: "The ASOS Foundation hits £1m donation milestone with The Prince's Trust" - https://www.asosplc.com/news/asos-foundation-hits-gbp1m-donation-milestone-princes-trust/
• Third Sector: “Business Charity Awards: Mid-term partnership – The ASOS Foundation and Centrepoint” - https://www.thirdsector.co.uk/business-charity-awards-mid-term-partnership-%E2%80%93-asos-foundation-centrepoint/management/article/1871614
• Third Sector: "Corporate partnerships: It's Asos staff who make Centrepoint link special" - https://www.thirdsector.co.uk/corporate-partnerships-its-asos-staff-centrepoint-link-special/fundraising/article/1413148
• ASOS plc: “ASOS partners with East London charity Caramel Rock to support and empower disadvantaged young people” - https://www.asosplc.com/news/asos-partners-east-london-charity-caramel-rock-support-and-empower-disadvantaged-young-people/
• ASOS: “Discover the ASOS Foundation ASOS official charity” - https://www.asos.com/responsible-fashion/partner/meet-the-asos-foundation/