Asos.com: Unicorn Diagnostics, January 2017
Asos is no longer a disruptor and in many ways, it has turned into what it once disrupted - a high street retailer. It has been unable to leverage its early advantage into a leading market position in Europe and is now also facing a challenge from domestic online retailers such as Boohoo.
Up to the recent profit warnings in 2014 the company performed in line with market expectations. However, the Asos road has been anything but straight since then. Nick Robertson, the co-founder of Asos, had to step aside from the CEO position in 2015 and is now a Non-Executive. A painful acceptance that the Chinese market is harder to crack than thought cost the company £10m in closing down costs in 2016. The lustre around Asos, which attracted the many top end brands early on, has turned matte and the company is in need of huge IT Capex.
Still, Asos is a £1.4bn company and likely to grow beyond £2bn in 2018.
Yes, but it has chosen to occupy the mid-market focusing on its own branded ranges accounting for 44% of sales in 2016. Its marketplace now also offers Boohoo and Missguided ranges. The thinking seems to be that of Amazon - at least we should get a % of our competitor's sales as well... which is great when you are a $100bn+ giant, but possibly not excellent when it is a growing competitor you are helping.
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