Asos international business outgrows UK

Asos sales jumped 70% to £93.4m in quarter four driven by its growing international business, which overtook its UK business for the first time.

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International sales now account for 52% of Asos’s annual sales.

UK sales increased 24% for the three months to 31 March while international sales soared 161% during the period, both ahead of the previous three months.

The online retailer launched US and French and German language sites in October last year.

Asos expects full year profit to be towards the upper end of expectations but adds that its investment in offering free international shipping and returns has reduced its overall margin.

For the year, total sales increased 58% to £324.8m.

Nick Robertson, CEO, says international sales are “increasingly significant” for the future of the business adding that Asos has started the new financial year “with confidence”.

Asos’ sales growth is performing better than its high street rivals but also outpaces online retail, which the British Retail Consortium says slowed in March.

Asos has invested in social media and mobile innovations such as introducing Facebook and Twitter sign ins on its website and the launch of one of the UK’s first Facebook commerce stores.

The etailer is also bringing its ad sales in house in a bid to focus its marketing on bigger campaigns with fewer brand partners.

Asos claims to attract 13 million unique visitors a month and counts 3 million active customers, who have shopped in the last year, from more than 160 countries.

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