ASOS plc (GB:ASC)
LSE:ASC
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ASOS plc
(LSE:ASC)
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Rating:49Neutral
Price Target:
272.00 p
▼(-5.88% Downside)
Action:Reiterated
Date:05/23/26
The score is driven primarily by weak financial performance (declining revenue and ongoing losses, with leverage risk on the balance sheet). Technicals are more neutral-to-slightly constructive in the near term but still below longer-term averages. Valuation is constrained by negative earnings (negative P/E) and no dividend yield data.
Positive Factors
Direct-to-consumer global e-commerce
ASOS's DTC online platform serves multiple regions (UK, Europe, US, international), providing scale in customer acquisition, logistics leverage and direct customer data. These structural assets support durable revenue channels and faster product-market feedback over months to years.
Negative Factors
Declining revenue trend
A persistent top-line decline reduces operating leverage and constrains ability to cover fixed costs, pressuring margins and scale economics. If sustained, shrinking revenue undermines investment capacity and competitiveness across channels over the medium term.
Read all positive and negative factors
Positive Factors
Negative Factors
Direct-to-consumer global e-commerce
ASOS's DTC online platform serves multiple regions (UK, Europe, US, international), providing scale in customer acquisition, logistics leverage and direct customer data. These structural assets support durable revenue channels and faster product-market feedback over months to years.
Read all positive factors
ASOS plc (ASC) vs. iShares MSCI United Kingdom ETF (EWC)
Market Cap
£326.64M
Dividend YieldN/A
Average Volume (3M)302.80K
Price to Earnings (P/E)―
Beta (1Y)0.93
Revenue Growth-15.00%
EPS Growth21.71%
CountryUK
Employees3,027
SectorConsumer Cyclical
Sector Strength84
IndustrySpecialty Retail
Share Statistics
EPS (TTM)-1.94
Shares Outstanding119,821,460
10 Day Avg. Volume250,882
30 Day Avg. Volume302,802
Financial Highlights & Ratios
PEG Ratio0.09
Price to Book (P/B)1.57
Price to Sales (P/S)0.14
P/FCF Ratio2.83
Enterprise Value/Market CapN/A
Enterprise Value/RevenueN/A
Enterprise Value/Gross ProfitN/A
Enterprise Value/EbitdaN/A
Forecast
1Y Price Target
£362.00Price Target Upside25.26% Upside
Rating ConsensusModerate Buy
Number of Analyst Covering6
EPS Forecast (FY)-0.38
Revenue Forecast (FY)£2.25B
ASOS plc Business Overview & Revenue Model
Company Description
ASOS Plc operates as an online fashion retailer worldwide. It offers womenswear and menswear products. The company sells its products under the ASOS Design, ASOS Edition, ASOS 4505, Collusion, Reclaimed Vintage, Topshop, Topman, Miss Selfridge and...
How the Company Makes Money
ASOS makes money primarily by selling fashion and beauty products directly to consumers through its online storefronts. Its core revenue stream is product sales, which include (1) ASOS-owned and exclusive brands (private-label products where ASOS ...
ASOS plc Earnings Call Summary
Earnings Call Date:Nov 21, 2025
(Q4-2025)
| % Change Since: |
Next Earnings Date:Oct 12, 2026
Earnings Call Sentiment Positive
ASOS has made significant strides in reducing stock and debt, improving profitability, and increasing consumer engagement. Despite a decline in GMV and some challenges in the U.S. market, the company has a clear strategic direction with positive developments in its Test & React model, flexible fulfillment, and loyalty program.Positive Updates
Significant Reduction in Stock
ASOS has reduced its stock from GBP 1.1 billion to less than GBP 400 million, a decrease of between 50 million and 70 million units over three years.
Negative Updates
Decline in GMV
GMV reduced by 12% year-on-year due to cautious consumer backdrop and deliberate profitability actions.
Read all updates
Q4-2025 Updates
Positive
Negative
Significant Reduction in Stock
ASOS has reduced its stock from GBP 1.1 billion to less than GBP 400 million, a decrease of between 50 million and 70 million units over three years.
Read all positive updates
Company Guidance
During the call, ASOS provided guidance for fiscal year '26, emphasizing an expected improvement in GMV trajectory and projecting a gross margin expansion of at least 100 basis points, surpassing 48%. The company anticipates adjusted EBITDA to range between GBP 150 million and GBP 180 million, driven by continued efficiency improvements and a focus on profitability without necessitating a return to growth. ASOS reported reducing its stock to just over GBP 400 million and net debt to GBP 185 million. The company highlighted a successful structural refinancing, extending the term to 2030, increasing liquidity by GBP 87.5 million, and reducing interest rates, resulting in cash interest benefits of approximately GBP 5 million. ASOS showcased a strategic focus on enhancing its customer proposition with AI-driven personalization, expanding its Test & React model to 25% of its business, and increasing flexible fulfillment to 15%. The company also expressed confidence in its ability to achieve medium-term goals, including an adjusted EBITDA margin of 8% and sustainable structural free cash flow generation.ASOS plc Financial Statement Overview
Summary
Income Statement
45
Neutral
Balance Sheet
50
Neutral
Cash Flow
55
Neutral
| Breakdown | TTM | Aug 2025 | Aug 2024 | Aug 2023 | Aug 2022 | Aug 2021 |
|---|---|---|---|---|---|---|
Income Statement | ||||||
| Total Revenue | 2.29B | 2.46B | 2.90B | 3.54B | 3.94B | 3.91B |
| Gross Profit | 953.60M | 995.10M | 1.08B | 1.39B | 1.57B | 1.64B |
| EBITDA | 135.30M | -47.70M | -153.60M | -79.50M | 140.90M | 325.80M |
| Net Income | -230.90M | -298.40M | -338.70M | -223.10M | -30.80M | 128.40M |
Balance Sheet | ||||||
| Total Assets | 1.43B | 1.67B | 2.27B | 2.63B | 3.00B | 2.88B |
| Cash, Cash Equivalents and Short-Term Investments | 209.50M | 318.90M | 382.90M | 353.30M | 323.00M | 662.70M |
| Total Debt | 729.00M | 728.10M | 977.70M | 1.00B | 856.00M | 792.10M |
| Total Liabilities | 1.34B | 1.46B | 1.75B | 1.76B | 1.98B | 1.85B |
| Stockholders Equity | 85.20M | 212.40M | 521.30M | 866.70M | 1.01B | 1.03B |
Cash Flow | ||||||
| Free Cash Flow | 106.60M | 117.80M | 160.30M | -190.60M | -313.50M | 52.60M |
| Operating Cash Flow | 111.40M | 125.70M | 196.70M | -12.70M | -130.60M | 209.70M |
| Investing Cash Flow | -79.30M | 49.10M | -133.50M | -177.90M | -182.90M | -443.50M |
| Financing Cash Flow | -42.90M | -246.90M | -26.00M | 222.70M | -26.30M | 489.10M |
ASOS plc Technical Analysis
Positive
289.00
Price Trends
230.62
Positive
259.50
Positive
262.49
Positive
Market Momentum
8.45
Negative
65.16
Neutral
81.80
Negative
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For GB:ASC, the sentiment is Positive. The current price of 289 is above the 20-day moving average (MA) of 238.15, above the 50-day MA of 230.62, and above the 200-day MA of 262.49, indicating a bullish trend. The MACD of 8.45 indicates Negative momentum. The RSI at 65.16 is Neutral, neither overbought nor oversold. The STOCH value of 81.80 is Negative, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Positive sentiment for GB:ASC.
ASOS plc Peers Comparison
UnderperformOutperform
Sector (61)
Name | Overall Rating | Market Cap | P/E Ratio | ROE | Dividend Yield | Revenue Growth | EPS Growth |
|---|---|---|---|---|---|---|---|
65 Neutral | £1.57B | 10.53 | 105.88% | 3.99% | 4.39% | -1.37% | |
63 Neutral | £520.04M | 44.69 | 7.92% | ― | 13.21% | -54.35% | |
61 Neutral | $18.38B | 12.79 | -2.54% | 3.03% | 1.52% | -15.83% | |
56 Neutral | £661.71M | 15.06 | -113.93% | 1.40% | 3.94% | ― | |
52 Neutral | £599.96M | 9.93 | 12.75% | ― | -1.91% | ― | |
49 Neutral | £326.64M | -1.41 | -155.17% | ― | -15.00% | 21.71% | |
41 Neutral | £277.79M | -1.22 | -9999.00% | ― | -65.42% | 27.73% |
* Consumer Cyclical Sector Average
GB:ASC
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ASOS plc Corporate Events
Regulatory Filings and Compliance
Insider-Linked Investor Boosts Stake in ASOS with Fresh Share Purchases
Positive
May 29, 2026
Camelot Capital Partners, a person closely associated with ASOS deputy chair William Barker, has increased its stake in the online fashion retailer through recent purchases of ordinary shares on the London Stock Exchange. The investment vehicle no...
Business Operations and StrategyFinancial DisclosuresM&A Transactions
ASOS seals £67.5m sale of Lichfield fulfilment hub to M&S
Positive
May 28, 2026
ASOS has completed the sale of its Lichfield fulfilment centre to Marks Spencer for total cash consideration of £67.5 million, generating net proceeds of at least £66 million. The transaction is expected to deliver a one-off profit befo...
Business Operations and StrategyFinancial DisclosuresM&A Transactions
ASOS Sells Lichfield Fulfilment Centre to M&S in Balance Sheet Push
Positive
May 11, 2026
ASOS has agreed to sell its Lichfield fulfilment centre and associated automation machinery to Marks and Spencer for £67.5m, crystallising net proceeds of at least £66m. The deal follows a competitive sale process and reflects structural...
Executive/Board ChangesRegulatory Filings and Compliance
ASOS CFO Increases Shareholding After Long-Term Incentive Vesting
Neutral
May 1, 2026
ASOS has disclosed that Chief Financial Officer Aaron Izzard received 20,141 ordinary shares following the vesting of awards under the company’s Long Term Incentive Scheme on 29 April 2026. After selling 9,490 shares to meet tax and fee obli...
Business Operations and StrategyRegulatory Filings and Compliance
ASOS Updates Share Capital After Incentive Scheme Vesting
Neutral
May 1, 2026
ASOS plc has issued 207,608 new ordinary shares of 3.5p each to satisfy vesting under its Long Term Incentive Scheme, with the shares admitted to trading on the London Stock Exchange’s Main Market and ranking pari passu with existing stock. ...
Business Operations and StrategyDelistings and Listing Changes
ASOS Seeks Block Listing of Shares for Long-Term Incentive Awards
Neutral
Apr 28, 2026
ASOS plc has applied for the admission of 550,000 new ordinary shares to the Official List and to trading on the London Stock Exchange, with admission expected to take effect on 29 April 2026. The shares will be used to satisfy awards vesting unde...
Regulatory Filings and Compliance
Insider-Linked Investor Increases Stake in ASOS with £3.8m Share Purchase
Positive
Apr 24, 2026
ASOS plc disclosed that Camelot Capital Partners LLC, a person closely associated with Deputy Chair William Barker, has acquired 1,627,693 ordinary shares in the company. The purchase, executed on 23 April 2026 on the London Stock Exchange at an a...
Business Operations and StrategyFinancial Disclosures
ASOS Boosts Profitability and Confirms Outlook as Turnaround Gains Traction
Positive
Apr 23, 2026
ASOS reported a 51% rise in adjusted EBITDA for the first half of fiscal 2026, despite a 9% decline in GMV and a 14% drop in revenue, as higher gross margins and lower supply chain costs helped narrow losses. The company highlighted improving tren...
Business Operations and StrategyExecutive/Board Changes
ASOS Chair Natasja Laheij Joins Supervisory Board of PostNL
Positive
Apr 15, 2026
ASOS plc has announced that its chair, Natasja Laheij, has joined the Supervisory Board of Dutch mail, parcel and e-commerce services provider PostNL N.V., effective 14 April 2026. She will also serve as Chair of PostNL’s Audit Committee, ad...
Business Operations and StrategyFinancial Disclosures
ASOS Sets Date for Half-Year Results as Online Fashion Retailer Highlights Global Reach
Neutral
Apr 9, 2026
ASOS plc, the London-listed global online fashion retailer, serves 17 million active customers in over 150 markets with a portfolio of own-label brands such as ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman. It complements these with local a...
Business Operations and StrategyFinancial Disclosures
ASOS lifts profitability and reiterates guidance as womenswear and app revamp drive gains
Positive
Mar 25, 2026
ASOS reported a sharp improvement in profitability in the first half of its financial year, with adjusted EBITDA up about 50% year on year despite a 9% fall in gross merchandise value, as price discipline, lower returns and cost-cutting lifted adj...
Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
Disclaimer
This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.