Cheryl Cole Foundation Partners With ASOS

LONDON, June 14, 2011 -

Cheryl Cole
Launches Debut Fundraiser With Asos to Raise Funds for Prince’s
Trust

ASOS is confirmed as the
retail partner for the launch of The Cheryl Cole Foundation’s first
fundraising event.  In the 3 hours since the auction went
live, there has already been a frenzy of bids reaching over 6500 at
a rate of 50 per minute, with a new dress dropping in every weekday
over the next two weeks.

Dedicated to supporting projects in the North East spearheaded
by youth charity The href="www.princes-trust.org.uk/">Prince’s Trust, the
Cheryl Cole Foundation is raising funds to help disadvantaged young
people from the region - birthplace of the singer. The launch
of the Foundation follows a meeting in February, when Cheryl
met HRH The Prince of Wales, President of The Prince’s Trust, at
Clarence House.

ASOS - the UK’s leading independent online fashion and beauty
retailer - in partnership with the Cheryl Cole Foundation, will
retail a capsule collective of twenty looks from the musician’s
show-stopping wardrobe to be sold from 13^th June for two
weeks on ASOS Marketplace. To launch the auction, ten looks will be
released on first day, followed by one new release on each week day
of the sale.

For each item, ASOS
Marketplace is running a ‘lowest unique bid’ auction. The
lowest unmatched bid received - per item of clothing - will win the
auction for that individual piece.

Cheryl Cole says: “As we are still in the early planning stages
for my Foundation, we’re still working out what the fundraising
events will be. However, when I was clearing out my wardrobe it
occurred to me that the clothes I was bagging up for charity could
now benefit my own charity, which is really how the idea for the
clothes auction started.”

All proceeds raised through the clothes auction will be matched
by ASOS Foundation - doubling the amount raised. The money will be
donated in full to the Cheryl Cole Foundation and distributed by
The Prince’s Trust to projects in the North East determined by the
Foundation to be the most in need of financial support.

ASOS Marketplace, the digital platform where boutiques, vintage
collectors, individuals, wardrobe recyclers and designers -
established or undiscovered - can open virtual stores to sell
fashion to the world, will host the sale of personally-selected
pieces from Cheryl Cole’s wardrobe, some of which have created the
most recognisable looks throughout her solo career. 

Rob Bready, ASOS product and trading director, says:
“As an online fashion retailer with an audience of young
adults, ASOS is always keen to support charitable initiatives that
benefit or resonate with our customer. So working with the Cheryl
Cole Foundation, which is supporting the Prince‘s
Trust - one of ASOS Foundation‘s
existing partners - is a pleasure.“

__________________________________________________________________

Editor‘s Notes

The new Cheryl Cole Foundation website, href="www.cherylcolefoundation.org/">www.cherylcolefoundation.org,
has gone live with details of the popstar’s charity and the debut
fundraiser with ASOS.

Additional Quotes

Cheryl said: “I know from first-hand experience what it is like
growing up in a tough neighbourhood in the North East - but I also
know that, with the right support, situations can change.

“I hope I can help young people from difficult backgrounds
change their lives for the better and that my foundation can help
raise valuable funds for those people most in need of support.”

__________________________________________________________________

About ASOS

Established in June 2000 and admitted to AIM in October 2001, href="www.asos.com/">ASOS.com is the UK’s largest
independent online fashion and beauty retailer, offering over
40,000 branded and own label product lines across womenswear -
including href="www.asos.com/Women/Dresses/Cat/pgecategory.aspx?cid=8799">
dresses, href="www.asos.com/Women/Shoes/Cat/pgecategory.aspx?cid=4172">
shoes, href="www.asos.com/Women/Jewellery/Cat/pgecategory.aspx?cid=4175">
jewellery and href="www.asos.com/Women/Beauty/Cat/pgehtml.aspx?cid=1314">beauty
- and menswear, including href="www.asos.com/Men/Jeans/Cat/pgecategory.aspx?cid=4208">jeans,
href="www.asos.com/Men/Shoes/Cat/pgecategory.aspx?cid=4209">shoes
and href="www.asos.com/Men/Shirts/Cat/pgecategory.aspx?cid=3602">
shirts. 1,500 - 2,000 new product lines are being introduced
each week. ASOS
Marketplace, launched in 2010, is a democratic retail platform
that facilitates the sale and purchase of product between fashion
lovers. Aimed primarily at fashion forward 16 - 34 year olds, ASOS
attracts over 11 million unique visitors a month and as of
31^st December 2010 had 4.8 million registered users and
1.9 million active customers.

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For further information, please
contact Annette Burke or Justin Padgett at ASOS: href="mailto:annetteb@asos.com">annetteb@asos.com
+44(0)20-7756-1026 / href="mailto:justinp@asos.com">justinp@asos.com
+44(0)20-7391-0353

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