AllSaints appoints Sean Trend as CFO

AllSaints has appointed Sean Trend as its new chief financial officer. 

Trend will join the group in February 2026, replacing  Elaine Deste who is retiring after nearly six years in the role. 

He joins from ASOS, where he has held a variety of senior executive roles since joining in 2017, including director of Finance, SVP Strategy and Insights, SVP North America, and managing director of the UK and US. 

He was previously group financial controller for Cancer Research UK, and began his career at Deloitte in Audit and Advisory. 

Trend qualified as a chartered accountant with the ICAEW in 2012 after graduating from the University of Bristol.

Peter Wood, CEO of AllSaints, said: “I am delighted to welcome Sean to our senior leadership team as our CFO.  He has a fantastic mix of hugely relevant financial, operational and management experience, much of it in the fashion sector and also across the key regions in which we operate.  I am confident that he will fit in brilliantly in our group and play an integral role in helping us to achieve our exciting long-term growth plans.

“Elaine has made an enormous contribution since she joined us in early 2020, and her rigour, professionalism and dedication will all be missed. I would like to thank her sincerely on behalf of everyone here, and to wish her every happiness for her retirement.”