ASOS does it in style as sales surge 70%

BOOMING demand for celebrity lookalike fashion boosted sales at internet retailer ASOS by 70% over Christmas and chief executive Nick Robertson is 'very confident' about further growth.

Founded in 2000 and floated on Aim the following year, ASOS specialises in supplying styles worn by celebrities such as Kate Moss and Sienna Miller.

The name stands for As Seen on Screen, a legacy of its origins as a supplier of clothes worn by stars in films, such as Brad Pitt's leather jacket in Fight Club.

Now it specialises in celebrity fashion, targeting 'internet-savvy' 18-to-34-year-olds. Its big sellers over Christmas were the faux fur stoles, gilets and cowboy boots favoured by Moss and Miller.

Robertson says he expects a strong finish to the end-March financial year, predicting profits in line with City expectations of around £1.5m, more than double the previous year. The group is also sitting on £1.7m of cash.

The strong Christmas performance takes sales for the nine months to 31 December to £9.4m, up 69%. 'I am pleased with the performance, given the comparables were slightly tougher this year,' Robertson said.

The buying team and ranges have been expanded and there were good contributions from the new jewellery and beauty ranges. Asos now offers around 1600 lines, including menswear.

Around a third of its 460,000 customers live in London and the South-east.