Asos Xmas sales up 41%

Fashion e-tailer Asos has recorded a 41 per cent surge in sales over the Christmas period, a trading statement revealed today.

While the e-tailer saw total sales soar to £78 million in December 2012, its UK sector was “particularly strong” with sales up 34 per cent.

Commenting on the results, Asos‘ CEO Nick Robertson said that UK sales were “driven by better conversion of traffic alongside continued investment in both our proposition and pricing.”

“We remain positive in our outlook for 2012/13 as we continue our journey to becoming the number one fashion destination for twenty-somethings, globally,” he added.

International sales were also “healthy”, rising by 47 per cent and representing 54 per cent of the total business, up from 52 per cent last year.

Orders were up by 40 per cent year on year, two million having been despatched in December, and the number of active customers, those who have shopped with Asos in the last 12 months, also increased by 40 per cent to 5.6 million.

Asos‘s strong results continued the trend of success for online retailing over Christmas, which George Scott, retail consultant at analyst firm Conlumino described as a “dotcom Christmas”.

Scott commented: “In a competitive, dynamic online market, Asos has continued to invest in its accessible, fashion-forward proposition, which has enjoyed strong traction with twenty-somethings over the Christmas period.”

“The e-tailer continues to develop its own relevancy, investing in both its brand proposition and price rivalry.”


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