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ASOS Story – Empowering 20-somethings to look, feel and be their best so they can achieve amazing things

The ASOS story

Empowering 20-somethings to look, feel and be their best so they can achieve amazing things

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Who we are

We’re creative and authentic to our core

We don’t just live and breathe our customers – we are our customers. ASOS’ 2,000+ employees are immersed in the creative worlds, live on their mobiles and have a truly entrepreneurial attitude. As a company, we’re not trying to mimic or profit from youth culture – we are part of that youth culture.

ASOS is at its heart about people: every single person helping us to achieve our goals of becoming the number-one online fashion destination for 20-somethings in the world.

19m Social
69% Traffic from
mobile devices.
£384,556 Raised by ASOS employees
for the ASOS Foundation in the FY2015 & 2016.
13.4m Active

Our Journey

Bravery is in our blood

We set up to sell fashion online at a time when most people said it couldn’t be done. We proved it could.

We still take risks to this day. We back new trends, brands, platforms and people we believe in, and always go for them full throttle.

We have always put the customer first – launching free delivery and returns, Premier, ASOS Magazine, ASOS A-LIST, customer care on social – and we work hard to make shopping at ASOS easy for our customers, wherever they are.

Meet Nick Beighton, CEO

We love doing things differently. Today’s iteration of our values is authenticity, bravery and creativity.

What we do

We grow fresh talent and keep fashion moving forward

There’s nothing that excites us more than spotting new trends, or finding young talent, fuelling it, then letting it fly. When we decide to back a new trend or brand, we don’t dilute it – we go for it big time.

Whether it’s developing the careers of our staff, growing the social followings of our Insiders, investing in a new tech platform, or growing small brands, nothing excites us more than knowing that we truly keep fashion moving forward.

6 weeks Time from sketch to site. 60% Of product sold on ASOS is exclusive to us.

Life at ASOS

300,000Dresses sold each week.

How we do it

We’re fundamentally changing the way our customers shop

We believe there should be no barriers to getting that new outfit, whoever and wherever you are, so we’re constantly revamping our technology, warehousing and delivery services in order to make shopping ASOS the best experience possible.

We are as much a technology company as a fashion company. The same restlessly innovative and creative approach our designers take to our products is equally felt by our tech teams. They’re constantly looking to develop the next big thing in online shopping, whether that be a new app, a cool shopping hack like having your saved items sync across all your devices, or making our search function even slicker, nothing is too big or too small.

10m Active installs of the ASOS app. 69% Of all traffic now comes from mobile devices.

The ASOS Shopping App

Why we do it

Fashion thrives on individuality and should be fun for everyone

We get excited by interesting individuals, whether that’s our customers or our people. We want to feed this individuality, empowering people to look, feel and be their best so they can achieve amazing things.

Bringing our customers the latest trends and amazing content is about more than driving sales. It’s about turning those sales into loyal customers and advocates of the ASOS experience.

124k #AsSeenOnMe looks submitted between Jan-July 2016. 60,000+ Pieces of content per month.

My favourite thing about ASOS is the diversity – the fact that we can work with so many different people and brands. It’s amazing to get out there, find new talent, work with that new talent and help nurture it.

Nikki Tattersall,
Womenswear Buying Director