Sales soar at Asos during lockdown
Profits up 253pc for online retailer
BUSINESS: Online fashion giant Asos has revealed that sales soared during the latest Covid-19 lockdown as high street stores remained closed. Revenues jumped 24 per cent to £1.98bn in the six months to the end of February, with pre-tax profits up 253 per cent to £106.4m.
The business said it benefited particularly from strong UK sales during the period.
ONLINE FASHION giant Asos has revealed that sales soared during the latest Covid-19 lockdown as high street stores remained closed.
Revenues at the retailer jumped 24 per cent to £1.98bn in the six months to the end of February, with pre-tax profits up 253 per cent to £106.4m.
The business said it benefited particularly from strong UK sales during the period – which covered the second English lockdown in November, the subsequent tiering and eventual third lockdown.
High street fashion rivals have been unable to open their doors throughout 2021 so far, but will be allowed to welcome back customers from next Monday.
In the UK, Asos sales were up 39 per cent to £800.4m, compared with 18 per cent in the EU, 16 per cent in the US and 16 per cent in the rest of the world.
It said: “Overall we saw a net Covid-19 tailwind of £48.5m – a benefit which we expect to reverse once we see restrictions lifted on the hospitality and tourism sectors.”
The integration of the Topshop brands, which Asos bought out of administration earlier this year, is also progressing to plan, the company said.
And it has remained flexible in responding to demands for ‘lockdown’ products, as sales of formal and outfits for social events remained low.
Instead, shoppers turned to ‘activewear’ and ‘casualwear’ categories.
Profit margins fell during the period, however, by 200 basis points – or 2 per cent – due to increased freight and duty costs, alongside foreign exchange rate movements going against the company.
Bosses said they hope to be in a strong position, ready to capitalise on “event-led” products, when social restrictions ease. The company said: “We believe the shift to online retail as a result of the pandemic and the accelerating consolidation of offline retail has increased consumer confidence in shopping online.
“In the coming months we expect a portion of consumer demand will move back to stores as restrictions are eased throughout our markets, but we expect online penetration to remain structurally higher than pre Covid-19 levels.”
Richard Hunter, head of markets at interactive investor, commented: “There may be challenges to come, but for the moment ASOS is firing on all cylinders as pandemic lockdowns largely play to its strengths.
“The company has managed to retain its young and trendy following and, following a partial return to the workplace and the renewed ability to socialise, ASOS could well benefit from many a refreshed wardrobe.
“The addition of the Topshop brands are seen as both complementary to its existing offerings as well as providing another route to its youthful audience, and the initial signs of the integration are promising.
“Although the pandemic has resulted in a net tailwind of £48.5m, this is expected to reverse and so will shave some margin growth.”
Mr Hunter added: “At the same time, the company has highlighted that the economic prospects for its core ‘20-somethings’ market are unclear once life returns to some kind of normality and unemployment potentially spikes as the various government aid schemes are withdrawn.”