ASOS, the UK‘s largest independent online fashion and beauty retailer, is developing mobile apps for iPhone, iPad and Android to deliver specifically to the Chinese market.

Working with retail technology specialists Red Ant, ASOS will launch the apps in the summer as part of its global growth strategy.

Dan Mortimer, CEO of Red Ant said: ‘We are delighted to be the mobile partner of choice in the Far East for one of the world‘s most successful and reputable online retailers. With around 700m smartphone and tablet users, China is currently the biggest mobile market in the world, and our AppCommerce platform will allow ASOS to tap into this vibrant and growing area.”

The online fashion giant has been steadily improving its international business and last month, sales from overseas reached £163.5m. The move was the result of an investment in reducing prices outside the UK to make them more competitive within local markets. This decision, along with investments in the e-tailer’s global distribution network, cost Asos profits. In the six months to 28 February, profits were driven down 10%, a small price to pay for the long-term benefits non-domestic customers will bring to the fashion pureplay.
 

“Delivering the best possible experience to our customers, wherever, whenever and however they want to shop is the ASOS DNA” comments Shaun McCabe, International Director of ASOS.

ASOS really is a global fashion destination for 20-somethings, delivering from fulfilment centres in the UK, US, Europe and China, to almost every country in the world.