Asos Black Friday sales smash £1bn despite profit warnings

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Asos Black Friday Nick Beighton
The online fashion retailer saw its sales reach £1.07 billion in the period ending December 31
// Asos’ total revenue, including revenues from third parties, rose to £1.11bn in the 4 months to December 31
// The retailer said it rebuilt “customer momentum”
// Asos delivered 27.7 million orders in the 4 months

Asos has seen its revenues break through £1 billion in the last four months of 2019 thanks to a record Black Friday.

The online fashion retailer saw its sales reach £1.07 billion in the period ending December 31.

Total group revenue, which also includes revenues from third parties, rose to £1.11 billion.


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Both measures were 20 per cent up on the year before.

Asos said it rebuilt “customer momentum” but did not disclose the proportion of clothes that were sold at a discount.

“Asos has delivered an encouraging start to the year. Strong customer acquisition activity, supported by robust operational performance, has driven good momentum in all our markets,” Asos chief executive Nick Beighton said.

The retailer’s outlook for the full year remains unchanged, and will now focus on preserving its newly joined customers.

Meanwhile, UK retail sales hit almost £409 million, 18 per cent up on the year before, while international retail sales climbed 22 per cent thanks to a 23 per cent boost in the US.

The UK’s share of retail sales is 38 per cent, down from nearly 39 per cent a year earlier.

“As we said in October, the focus for this year is to further enhance our capabilities and leverage the investments we have made,” Beighton said.

Asos delivered 27.7 million orders in the four months, a 20 per cent rise on the same period in 2018.

The retailer also recorded an increase of 23 per cent more visits to its website.

Moreover, Europe retail sales rose to 21 per cent, reaching £332.5 million.

“We remain confident in our ability to capture the substantial opportunity ahead of us,” Beighton said.

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