Overview
ASOS is a UK-based global online fashion retailer for young, fashion-loving customers. It sells its own brands, such as ASOS DESIGN, Topshop and Topman, alongside hundreds of partner brands, and ships to customers in more than 200 markets. For a fashion, accessories or beauty brand targeting younger shoppers, ASOS is one of the biggest online fashion channels, especially in the UK.
Who is behind ASOS
ASOS was founded in London in 2000 and is listed on the London Stock Exchange. It has around 18 million active customers. In its financial year to 31.08.2025, group revenue was GBP 2.48 billion, down 15%, as ASOS went through a multi-year turnaround focused on profitability, full-price sales, faster product and a more flexible business model. In FY26 it is focusing on winning back customers, and it reported new UK customers up about 10% early in the year.
How ASOS works with partner brands
- Wholesale. ASOS buys products from brands and holds them in its own warehouses.
- ASOS Fulfilment Services. The brand keeps ownership of its stock but stores it in ASOS's warehouses, and ASOS ships it.
- Partner Fulfils. The brand lists on ASOS and ships orders from its own warehouse, which adds range without ASOS holding stock.
- Advertising. ASOS's media offering helps brands reach ASOS customers with tailored content on and off ASOS.
These flexible fulfilment models reached about 10% of ASOS's third-party GMV in 2025. ASOS added about 100 new partner brands that year, such as Arket, Good American and House of CB, and expanded its flexible fulfilment programmes into seven new markets.
What a brand needs to sell on ASOS
- A fashion-forward brand that fits ASOS's young, trend-led customers.
- Strong product imagery and content, including size information.
- Fast fulfilment and easy returns, either through ASOS's warehouses or the brand's own.
- Compliance with product rules in each market, such as textile labelling and cosmetics rules.
Why ASOS matters for brands
ASOS reaches a large, global audience of young fashion shoppers, and its flexible models make it easier for brands to join without selling all their stock wholesale.
How eBrands looks at ASOS
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see how ASOS could sit alongside the channels you already use, we are happy to talk it through.
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