ASOS Case Study

Fast fashion. Faster Growth.

  • This UK-based online fashion retailer knew reaching beyond its borders would sustain its remarkable growth

  • Worked with MotionPoint to optimise sites for 7 key international markets

  • ASOS’ strategy doubled sales & boosted international from less than 30% to over 60% of sales in 3 years


In 2009, after only 9 years in business, UK-based ASOS was one of the most-visited online fashion destinations in the UK. At the time, the company despatched to more than 100 countries. These international transactions accounted for 25% of its £150 million in annual sales.

However, to sustain the company's incredible year-over-year growth rates, ASOS' leadership realized that international expansion was crucial. Executives identified 3 especially strategic markets-the United States, Germany, and France. ASOS' new goal was ambitious, but achievable: To become the world's #1 online fashion destination for twentysomethings around the world.


After extended conversations and corporate diligence, ASOS partnered with MotionPoint. In the fall of 2010, with zero IT integration, MotionPoint and ASOS launched localised websites for the U.S., Germany, and France.


7 months after the successful deployment of those websites, ASOS asked MotionPoint to help launch 3 more localised sites: Italy, Australia, and Spain. A year after that, ASOS added Russia. ASOS' brilliantly-executed international strategy accelerated growth and increased international sales from less than 30% to more than 60% in less than 3 years.


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