London, United Kingdom, November 2025 — AllSaints has announced the appointment of Sean Trend as its next Chief Financial Officer, marking an important milestone in the brand’s global growth journey. Trend will officially assume the role in February 2026, succeeding Elaine Deste, who will retire after nearly six years of dedicated service as CFO.
Bringing over 14 years of financial leadership and strategic expertise, Sean joins AllSaints from ASOS.com, where he held several senior roles spanning finance, strategy, and international operations, including Managing Director – UK & US, SVP – North America, and SVP – Strategy and Insights. His experience in driving operational efficiency, financial transformation, and cross-market expansion across major global regions will be instrumental in advancing AllSaints’ long-term growth and innovation goals.
Prior to ASOS, Sean held key financial leadership positions at Cancer Research UK (CRUK), where he served as Group Financial Controller, and earlier began his career with Deloitte as Assistant Manager – Audit and Advisory, gaining robust experience in financial governance, audit, and corporate strategy.
Commenting on the transition, CEO Peter Wood praised both leaders, acknowledging Elaine Deste’s “rigour, professionalism, and dedication,” while expressing confidence that Sean’s “financial, operational, and management experience” will play a crucial role in driving AllSaints’ continued success in global markets.
About AllSaints
AllSaints is a leading contemporary fashion brand known for its distinctive, customer-centric approach and in-house creativity. The company designs and curates everything—from store architecture and brand imagery to clothing and accessories—within its own creative teams. Operating globally, AllSaints remains agile and purpose-driven, with a vision to craft modern fashion that inspires emotion and authenticity for customers around the world.
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