Learn How ASOS was Established and subsequently became one of the World’s Largest Retailers and its Key Success Drivers
ASOS is a British online fashion and cosmetic retailer
The company was founded in 2000 in London, primarily aimed at young adults.The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe.
ASOS originally stood for AsSeenOnScreen with the tagline “Buy what you see on film and TV” because it exclusively sold imitations of clothing from those mediums (for example, Brad Pitt’s red leather jacket from the 1999 film Fight Club). However, it no longer has that meaning and is generally stylised as an uppercase acronym, although the company’s logo represents it in lower case.
Learning Case Study Video Guide on The Rise of ASOS
ASOS’ headquarters are in Camden Town, at Greater London House, with additional offices in Berlin and Birmingham. As of 2013, their main fulfilment centre is in Barnsley, South Yorkshire, where they employ 3,500 workers. The customer care department is based in Leavesden. The Danish company Bestseller A/S, owned by the business magnate Anders Holch Povlsen, is ASOS’ largest stakeholder, with a 26% share.The company is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.
ASOS Inception and Subsequent Name Change
ASOS was established on 3 June 2000, by Nick Robertson, Andrew Regan, Quentin Griffiths, and Deborah Thorpe. In 2001, ASOS was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange. In 2003, ASOS shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to ASOS plc and ASOS.com Limited. In 2004, the company reported a maiden profit, with sales almost doubling in its first half. In 2004, ASOS introduced their own label for women’s clothing