Cheryl Cole Foundation Partners With ASOS

Cheryl Cole Foundation Partners With ASOS

LONDON, June 14, 2011/PRNewswire/ --

Cheryl Cole Launches Debut Fundraiser With Asos to Raise Funds

for Prince's Trust

ASOS [http://www.asos.com ] 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 Prince's Trust [http://www.princes-trust.org.uk ], 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 13th 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,
http://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, ASOS.com
[http://www.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 dresses
[http://www.asos.com/Women/Dresses/Cat/pgecategory.aspx?cid=8799 ], shoes
[http://www.asos.com/Women/Shoes/Cat/pgecategory.aspx?cid=4172 ], jewellery
[http://www.asos.com/Women/Jewellery/Cat/pgecategory.aspx?cid=4175 ] and
beauty [http://www.asos.com/Women/Beauty/Cat/pgehtml.aspx?cid=1314 ] - and
menswear, including jeans
[http://www.asos.com/Men/Jeans/Cat/pgecategory.aspx?cid=4208 ], shoes
[http://www.asos.com/Men/Shoes/Cat/pgecategory.aspx?cid=4209 ] and shirts
[http://www.asos.com/Men/Shirts/Cat/pgecategory.aspx?cid=3602 ]. 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 31st December 2010 had 4.8 million registered users and 1.9
million active customers.

__________________________________________________________________

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

Source: ASOS

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