ASOS PLC
OTC:ASOMF
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ASOS PLC
ASOS Plc engages in in the operation of a multi-platform offering fashion products for 20-somethings. The firm sells and offers a range of fashion-related content on ASOS.com. The firm's segments include UK, US, EU and RoW. The firm and its subsidiaries sell products across the world and has websites across United Kingdom, United States of America, Australia, France, Germany, Spain, Italy, Sweden, the Netherlands, Denmark, Poland and Russia. The firm offers approximately 90,000 products. The firm's brands include ASOS DESIGN, ASOS EDITION, ASOS 4505, AsYou, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and HIIT. The company offers separate clothing ranges, spanning women's wear and menswear, footwear and accessories, alongside its jewelry and beauty collections. The firm caters a range of customer segments and sizes, across all categories and price points. The firm offers local delivery and returns options, dispatched from centres in the United Kingdom, United States of America and Germany.
ASOS Plc engages in in the operation of a multi-platform offering fashion products for 20-somethings. The firm sells and offers a range of fashion-related content on ASOS.com. The firm's segments include UK, US, EU and RoW. The firm and its subsidiaries sell products across the world and has websites across United Kingdom, United States of America, Australia, France, Germany, Spain, Italy, Sweden, the Netherlands, Denmark, Poland and Russia. The firm offers approximately 90,000 products. The firm's brands include ASOS DESIGN, ASOS EDITION, ASOS 4505, AsYou, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and HIIT. The company offers separate clothing ranges, spanning women's wear and menswear, footwear and accessories, alongside its jewelry and beauty collections. The firm caters a range of customer segments and sizes, across all categories and price points. The firm offers local delivery and returns options, dispatched from centres in the United Kingdom, United States of America and Germany.
Cash Generation: ASOS delivered its best cash generation in H1 since 2017, with free cash flow improving by GBP 240 million compared to last year.
Stock Reduction: Inventory was cut to below GBP 600 million ahead of schedule, representing a 45% reduction and unlocking GBP 175 million in cash.
Sales Decline: Sales fell by 18% year-on-year, driven by deliberate actions to clear unprofitable sales and reduce intake.
Gross Margin Impact: Heavy discounting to clear old stock reduced gross margin by 260 bps to 40.3%, but margin is expected to recover as inventory normalizes.
Cost Efficiency: Cost to serve improved by 120 bps despite lower sales, with fixed costs down 20% and delivery cost per unit down 20%.
Transformation Progress: Strategic initiatives like Test & React (now 5% of own brand sales, 58% margin) and Partner Fulfils (5% of third-party sales) are on track.
Guidance Reiterated: Management reaffirmed full-year guidance: sales down 5–15%, positive adjusted EBITDA, stock below GBP 600 million, CapEx ex-Lichfield GBP 130 million, and reduced net debt.
Outlook: Focus for H2 is on finalizing stock normalization, scaling new initiatives, and further improving efficiency.