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Traded as LSEASC
Industry Clothing industry, online shopping
Founded 3 June 2000
Headquarters London, UK
Key people
Products Clothes, shoes, accessories, beauty
Revenue £1.9 billion (2017)
Number of employees
Website (/ˈsɒs/ AY-soss)[1] is a British online fashion and beauty shop. Primarily aimed at young adults,[2] Asos sells over 850 brands as well as its own range of clothing and accessories. Revenue for the financial year ending 31 August 2016 was just under £1.445 billion.[3] As of August 2016, ASOS PLC has net assets of £200.4 million (a decrease of 16% from 2015).[3] is a global online fashion and beauty retailer, offering womenswear, menswear, footwear, accessories, jewellery and beauty products. It sells over 80,000 branded and own-brand products online and through mobile experiences.[4] Asos has websites targeting the UK, Australia, USA, France, Germany, Spain, Russia and Italy. It also ships to over 140 countries from fulfilment centres in the UK, US and Europe.[2]

Asos' headquarters are in Camden Town, at Greater London House. As of 2013, their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,000 workers.[5][6] The Customer Care department is based in Hertfordshire, United Kingdom.[7]

In 2012, the company launched its first drama-game show series, called #DIGIDATING, starring AJ Odudu. It was billed as an Internet dating show with backstage drama.[8] In September, 2016 an investigative report from Buzzfeed News alleged poor working conditions at Asos' warehouse. However, company spokespersons contended that the isolated complaints reported in the Buzzfeed article were not reflective of the general working conditions there.[9]


Asos was established on 3 June 2000, by Nick Robertson[5] and Quentin Griffiths. Despite deprecating its original meaning (AsSeenOnScreen[10]), Asos is still written as an uppercase acronym; the exception to the rule is the new logo designed by Ben Lewin in 2008, where it is stylistically shown all in lower case.

  • 2001, Asos was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange.[11]
  • 2003, Asos shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to Asos PLC and Limited.
  • 2004, Reports a maiden profit, with sales almost doubling in its first half.[12]
  • 2004, Introduced Asos own label for women.[13]
  • 2005, the Buncefield Fuel Depot explosion closed the business for six weeks and £5m of stock was lost.[14]
  • 2008, Asos debuted kidswear on its site but the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers. In 2010 Asos announced it would no longer offer kidswear, to concentrate on its core young fashion market.[15]
  • 2013, Asos opened its first office outside the South East, in Birmingham.[16] Asos recalled belts contaminated with radioactive cobalt-60.[17] Asos Russia and China were launched.[5]
  • 2014, a fire in their Barnsley warehouse caused them to stop taking orders for almost three days.[18][19]
  • 2015, Asos has over 4,000 employees and is the UK's largest independent online and fashion beauty retailer.[20] The company teamed up with breast cancer awareness charity CoppaFeel in order to raise awareness of the disease. Asos rolled out the charity's #BraHijack campaign labels on its own-brand lingerie.[21] In September 2017, Asos along with Hotel Indigo launched travel-inspired collection Asos x Hotel Indigo Edits.[22][23]
  • 2016, Asos' 'Talent Supports' initiative to showcase poetry performance.[24]
  • In September 2017, ASOS launched its makeup collection.[25][26]
  • In November 2017, ASOS teamed up with GLAAD, to launch a gender-neutral capsule collection.[27]
  • In February 2018, Asos launched activewear line for both men and women. [28]

Asos International[edit]

In the final quarter of 2010, Asos launched three international online shops in France, Germany and the US. In September 2011, they launched three more sites in Australia, Italy and Spain.[29] In 2012, Asos opened its first international office in Sydney, Australia, followed by an office in New York.[30]


During the 2014 Formula One season, Asos was a sponsor of the McLaren Formula One team.[31][32]

Digital Marketing[edit]

In November 2009, Asos claimed a ratio of one Twitter follower to eight Facebook fans to 100 active e-mail subscribers. Their 2008 report pointed out that nearly 10% of sales could be directly attributed to email marketing.[33]

In 2017 Asos launched a campaign intended to take full advantage of the 'Instagram Stories' feature, encouraging users to upload videos of purchased Asos products. 3 million people interacted with the video in the UK.[34] Asos uses the #AsSeenOnMe hashtag and any use of the hashtag adds the photos to an Asos online database.[35]

A large proportion of the company's resources are invested in their mobile app.[citation needed] As of March 2018 it has 10 million downloads and a key feature allows users to upload images of clothing they like and the app will return a range of matching or similar items that the company stock. Asos claims that in the UK 58% of purchases happen on mobile devices.[36]


  1. ^ Wang, Connie; Marinelli, Gina (19 March 2012). "29 Of Fashion's Biggest Mysteries, Solved!". Refinery29. Archived from the original on 7 April 2012. Retrieved 7 April 2012. 
  2. ^ a b "About ASOS". Retrieved 1 November 2015. 
  3. ^ a b "ASOS PLC ANNUAL REPORT AND ACCOUNTS 2015" (PDF). Retrieved 1 November 2015. 
  4. ^ [1]
  5. ^ a b c Young, Vicki M. (30 October 2013). "WWD CEO Summit:'s Nick Robertson Looks to the Future". WWD. Retrieved 1 November 2013. 
  6. ^ ASOS sees significant growth OneHydra
  7. ^ "Jobs at ASOS – FAQs". ASOS. Retrieved 2014-02-23. 
  8. ^ [2]
  9. ^ Spary, Sara; Silver, Laura (2016-09-16). "The Real Cost of Asos's Fast Fashion". Retrieved 2016-09-30. 
  10. ^ "From AsSeenOnScreen the world's number one fashion destination for 20-somethings". Archived from the original on 29 May 2015. Retrieved 29 May 2015. 
  11. ^ Richard Fletcher (2014-06-06). "Darling of the dotcoms was a born survivor". Retrieved 2014-07-01. 
  12. ^ "The timeline of - Telegraph". Retrieved 2018-03-22. 
  13. ^ "The timeline of - Telegraph". Retrieved 2018-03-22. 
  14. ^ Card, Jon. "Growing Business Success Stories – ASOS". Archived from the original on 27 December 2010. Retrieved 2014-02-23. 
  15. ^
  16. ^ Enda Mullen (2013-04-01). "Fashion chain ASOS opens up in Birmingham". Retrieved 2014-02-23. 
  17. ^ Simon Neville (2013-05-27). "Asos pulls belts in radioactive scare". The Guardian. Retrieved 2014-06-03. 
  18. ^ Scott Campbell (2014-06-21). "ASOS fashion warehouse "badly damaged" in fire". The Telegraph. Retrieved 2014-06-21. 
  19. ^ "ASOS status monitoring". Retrieved 2014-07-03. 
  20. ^ "ASOS". Business of Fashion. Retrieved 21 August 2015. 
  21. ^ "ASOS teams up with cancer prevention charity". Dial2Donate. Retrieved 21 August 2015. 
  22. ^ Anyanwu,, Obi. "Asos launches travel-inspired collection with Hotel Indigo". Retrieved 2017-10-12. 
  23. ^ "Hotel Indigo, Asos Partner on Travel-Inspired Fashion - Hotel Business". Hotel Business. 2017-09-20. Retrieved 2017-10-12. 
  24. ^ "Asos' 'Talent Supports' initiative to showcase poetry performance". Retrieved 2018-03-22. 
  25. ^ "Asos to launch its own brand of makeup this september". Premium Beauty News. Retrieved 2018-05-21. 
  26. ^ "Alert: ASOS Is Launching Its Own Makeup Collection". Marie Claire. 2017-09-05. Retrieved 2018-05-21. 
  27. ^ Davis, Ellie. "ASOS team up with GLAAD to create a gender-neutral collection". Retrieved 2018-05-21. 
  28. ^ "Asos launches first ever fitness range for men and women". The Independent. 2018-02-21. Retrieved 2018-05-21. 
  29. ^ "ASOS profits jump 41pc on international expansion". The Daily Telegraph. London. 2 June 2011. 
  30. ^
  31. ^ "ASOS join McLaren sponsors for Australian GP". Archived from the original on 7 October 2014. Retrieved 1 October 2014. 
  32. ^ "The History of ASOS". Retrieved 19 March 2018. 
  33. ^ Chaffey, Dave (2010). "Applying organisational capability models to assess the maturity of digital-marketing governance". Journal of Marketing Management. 26:3-4: 187–196 – via DOI: 10.1080/02672571003612192. 
  34. ^ "Great Work: ASOS on Instagram Stories". Creative Review. 18 December 2017. 
  35. ^ Hobbs, Thomas (20 March 2017). "Asos on why digital must be a balance between mass reach and targeting". Marketing Week. 
  36. ^ Milnes, Hilary (14 August 2017). "How Asos gets 58 percent of customers to buy on mobile". 

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