• Asos is a 17-year-old e-commerce fashion brand based in the UK.
  • The brand has found success with targeting twenty-somethings in the UK and Europe, with nearly $3 billion in sales globally.
  • Asos is now taking its success to the US, doubling down with a new warehouse fulfillment center in Atlanta.

The name of British e-commerce store Asos stands for “as seen on screen” — shorthand for a website aimed to sell the looks you saw on TV and in movies, bringing them off the screen and into real life.

“That was how we got on the map,” CEO Nick Beighton told Business Insider.


But over the nearly 18 years the company has been around, the “screen” has changed from silver to small to smartphone, and Asos has changed with it.

The company is now seen as one of the foremost online apparel sellers geared toward millennials — Beighton says the brand’s target is twenty-somethings, but 30% of sales are from shoppers over 30.

As of 2017, global annual sales for the brand are now nearly 2 billion British pounds sterling in sales (roughly $2.8 million). The company has been profitable for 13 years, and an analyst from Global Data called the brand the biggest success story of holiday 2017.

“Asos continues to streak ahead of its multichannel competitors,” Sofie Willmott told the Guardian. “Its agility and willingness to adapt to changing shopping habits coupled with its confidence to invest in new initiatives are key contributors to its ongoing success.”

Asos has now has 16 million customers globally shopping 85,000 product. It recently launched a beauty brand selling skincare and makeup that has already become one of the biggest in its native country.

Asos is invading the US

In August, it commissioned a new fulfillment center in Atlanta to better serve American consumers. The new warehouse Read More Here