Asos reveals ‘temporary’ sales hit from cyber attack

Online fashion firm Asos has revealed a sales hit from a recent cyber attack but said the impact was set to be temporary as trading remained resilient.

The group said the incident early last month was estimated to have knocked group sales, as measured by gross merchandise value, by around 2% to 4%.

But overall sales had remained flat since its August 30 year-end despite the disruption, “giving us confidence that this impact will be temporary”, according to the group.

The group said it had completed a full internal investigation into the cyber attack, which it said concluded that while the hacker accessed some basic customer data – including names and contact details – this did not include payment information or account passwords.

Asos said: “Our website and app remained operational and safe to use throughout.

“The group has since implemented further measures to strengthen security across the business.”

“As a precaution, the group temporarily paused certain marketing and customer relationship management activity immediately following the incident, returning to planned activity within two days.”

It added: “The group has remained resilient with broadly flat GMV growth and our customer base continuing to grow, giving us confidence that this impact will be temporary.”

Asos guided for underlying core profits of £180 million to £200 million for the current year to August next year, up from earnings reported on Thursday showing a 39% jump to £170.3 million in 2025/26.

It halved underlying pre-tax losses to £46.4 million from £98.2 million the previous year.