Feb 10, 2018
Asos rides the wave of online shopping boom
Emmanuelle Koffi, a 20-year-old Parisian bought her designer sweatshirt from Asos, "My fav website ever". Asos sales soared 33 per cent in 2017 to £1.9bn, the fourth time that revenue growth has exceeded 25 per cent in the past five years. When Asos started out 17 years ago, few thought that internet shopping had a future beyond books. Asos has ploughed the proceeds of growth into better delivery services and new infrastructure that help shorten the wait between inspiration and gratification, keeping profit margins at about 4 per cent even as it becomes more efficient. Mr Beighton reckons that Asos will soon have the logistics capacity to handle £4bn worth of sales, double that of today, more than half of which comes from outside the UK. "Everything could always go wrong," he says, "[so] we stay very restless, very focused on our customer proposition.
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