Foreign orders help Asos thrive despite bad weather

Booming demand from overseas helped online fashion store Asos to shrug off a hit from the snow in Britain during the run-up to Christmas.

Shares in the AIM-listed company, whose customers are style-savvy 16-34 year-olds, surged 45p to 1595p today as chief executive Nick Robertson said revenues from outside the UK would make up half of sales "within the next six months".

Revenues climbed 59% to £100 million in the three months to the end of December, with international sales up 156% and the US up 267%.

Asos launched country-specific sites in the US, Germany and France last year, and plans to launch a "handful" more this year.

Robertson said: "Country-specific sites drive up conversion [from browsing to sales]. We also increase marketing following the launches."

Sales in the UK were up 23% on last year, but Robertson said growth would have been 26 or 27% without the snow.

Best-sellers over Christmas included faux fur, sequins, and clothes with a Sixties shape, while Robertson said that maxi-length skirts, clothes with floral detailing and jumpsuits are now proving the most popular with shoppers.