Asos Goes International with More Than 60% of Sales Now Taking Place Overseas

The UK online fashion and beauty store Asos announced in a fourth quarter trading update that international sales were already accounting for 62% of its turnover by the end of 2011, up from 51% in 2010. Oversales sales had doubled, largely as a consequence of its launch of three new international websites in Italy, Spain and Australia, boosting an online sales presence that already included the UK, Germany, France and the US.

In the year to 31 March, UK sales rose by a more modest 7% to £197.8m while total group retail sales rose by 49% to £481.6m. During the fourth quarter of 2011, total retail sales were up by 34% at £124.2m, with UK sales up by 4%, at £47.1m and international sales up by 63% at £77.0m.

Chief executive Nick Robertson said: “I am pleased to report a strong fourth quarter performance for both our UK and international businesses, particularly as we annualised against the introduction of global free shipping last year.”

By the end of the year, Asos had registered 8 million users, of which 4.4 million were active, from 160 countries. As well as its international sites, Asos also boasts a mobile-optimised site and marketplace site. Asos said pre-tax profits and exceptional items for the year to March 31 would be in line with expectations.