Asos sales hit by cyber attack

Online fashion firm Asos has disclosed that a cyber attack in early last month led to a temporary reduction in group sales. The company estimates the incident reduced gross merchandise value by approximately 2% to 4%. Despite this disruption, Asos reported that overall sales have remained flat since its year-end on 30 August. This resilience has led the company to express confidence that the impact will be short-lived.

Asos conducted a full internal investigation into the cyber attack. The findings indicated that while some basic customer data, including names and contact details, was accessed, no payment information or account passwords were compromised. The company confirmed that its website and app remained operational and safe for users throughout the incident. As a precautionary measure, Asos temporarily paused certain marketing and customer relationship management activities immediately after the attack, resuming planned activities within two days.

Financial Outlook and Previous Performance

Looking ahead, Asos has guided for underlying core profits in the range of £180 million to £200 million for the current financial year. This follows a reported 39% jump in earnings to £170.3 million for the 2025/26 financial year. The company also reported a halving of its underlying pre-tax losses, which fell to £46.4 million from £98.2 million in the previous year.

Asos stated that it has since implemented further security measures across the business to strengthen its defences. The group maintained that its customer base continues to grow, reinforcing its belief in the temporary nature of the sales impact from the cyber incident.