Our business

At a glance

Founded in 2000, ASOS has 17m active customers in over 150 markets. Our c.2,800 employees aim to bring fashion lovers around the world the best and most relevant fashion through our unique own brands, styled with the most exciting products from local and global partner brands.

With an agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.

Own brand (40)
Partner brand (60)

% of GMV in FY 2025

Own Brands

Our own brands and labels, including 4505, ASOS Design, ARRANGE and Topshop, are designed by our c.20 in-house teams and offer our customers relevant and quality products at compelling price points.

Having launched in FY23, we have scaled our market-leading Test & React model to >20% of our own brand sales as at the end of FY25. We can test demand with our customers before committing in depth and bringing product from design to site in as little as three weeks to:

Offer the most exciting and fashion-forward product to our customers
Support a cleaner stock profile with faster stock turn
Drive customer engagement, improving our full-price mix and resulting in an increased average basket value

Partner Brands

We provide hundreds of the best third-party brands across clothing, accessories and face & body. From premium names to cutting-edge fashion, and commercial favourites, we give customers more of what they love all in one place.

Our differentiated partner brand offering allows us to provide an unmatched assortment. Our Flexible Fulfilment model, including ASOS Fulfilment Services and Partner Fulfils, enables us to be more agile in how we collaborate with our partner brands whilst providing increased depth of product to our customers.

At the heart of this model is our ability to help customers discover complete looks, making fashion feel more personal and relevant.

ASOS Fulfilment Services (AFS)

We hold stock in our warehouses on behalf of our partners, who maintain ownership of the inventory. Once a sale is made, we use our existing logistics network to manage the customer journey including delivery and returns. This unlocks potential for both established global fashion names and newer brands to access our expansive customer base whilst streamlining logistics.

Partner Fulfils (PF)

Partners can hold their owned stock at their fulfilment centres and sell directly through our platform, fulfilling the orders directly to the customer. This enables us to offer customers a broader and more locally relevant range of products with greater stock availability.

ASOS Media Group (AMG)

AMG helps brands target relevant ASOS customers with tailored content on and off ASOS that inspires emotion and drives measurable results. It plays a vital role in supporting brands to achieve their goals with ASOS regarding brand positioning, awareness, customer engagement, and conversion.

Our markets

Our fulfilment centres in Barnsley, UK and Berlin, Germany, power fast and scalable distribution, offering competitive delivery speeds in key regions. To maximise our flexibility, we can also service our US customers out of a smaller site in Dallas, Texas.

We have created a personalised, localised and mobile-first shopping experience on our site and app across major global markets including the UK, France, Germany and the US.

We work with a global network of suppliers across key sourcing regions, including the UK, Türkiye, China, India, and Bangladesh, enforcing a rigorous ethical sourcing programme under our Fashion with Integrity (FWI) strategy, ensuring fair labour practices and environmental standards.

UK (50)
EU (34)
US (10)
RoW (6)

% of sales. Data accurate as at the end of FY25