ASOS launches Australian website and eyes Chinese market


ASOS, Britain’s largest online fashion retailer has launched, the company’s Australian standalone website and is targeting China in 2012.

Aimed at fashion forward 16-34 year olds globally, ASOS attracts over 13m unique visitors a month and, as of 30 June 2011, had 5.8m registered customers from the 160 countries the e-tailer ships to.  

According to ASOS, the Australian website will offer customers a customised experience with pricing in Australian dollars, bespoke editorial content, free shipping and local returns. Australian customers will also benefit from culturally relevant marketing including newsletters, site banners and a tailored social media campaign, it said. The company currently has over 1m fans on Facebook and is actively engaged with its 200,000 followers on Twitter. For more information, please visit

The company recently launched standalone websites in France, Germany and the US to much success with international growth up 167% on the previous year. The international business now makes up over half of the company’s turnover.  

“We knew early on the enormity of the growth opportunity abroad and our customers wanted their own ASOS experience,” said Nick Robertson, the founder and CEO of ASOS, who established the company 11 years ago with three employees.  

ASOS now employs over 1,500 employees and posted sales of £325m (AU$507 million dollars at current exchange) last year, which ended in April of 2011.  

“We’re more than just an online shop. Our aim is to be an online destination for all things fashion,” he said.

ASOS offers customers over 50,000 branded and private label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty; with approximately 1,500 new product lines being introduced each week. Its own ASOS private label accounts for 50% of the company’s profits.