Asos stock falls after missing sales expectations

Published 21/11/2025, 10:36
Asos stock falls after missing sales expectations

Investing.com -- Asos stock dropped 2.5% after the online fashion retailer reported fiscal year 2025 results that fell short of expectations, with sales declining more than anticipated.

The company reported a 14.9% decline in FY25 sales, significantly worse than company consensus expectations of -8.7%. Adjusted EBITDA came in at £131.6 million, 4.6% below consensus estimates of £138 million, while adjusted profit before tax was -£98.2 million, broadly in line with expectations.

Regional performance showed weakness across all markets. UK gross merchandise value (GMV) declined 7% YoY with revenue down 9%. European GMV fell 16% with revenue dropping 19%, while US GMV decreased 18% with revenue plunging 25%. Rest of World markets saw GMV decline 15% and revenue fall 16%.

Despite the disappointing results, Asos highlighted some positive developments, including scaling its test-and-react model to over 20% of own-brand sales and reducing supply chain costs by approximately 20% YoY.

The company also noted improved customer retention and average spend, with UK new customers up approximately 10% YoY year-to-date for FY26.

Looking ahead, Asos provided guidance for FY26, expecting GMV to show improving trajectory throughout the year, with performance 3-4 percentage points ahead of revenue. The company forecasts gross margin expansion of at least 100 basis points to 48-50%, and adjusted EBITDA growth to £150-£180 million, supported by cost discipline.

Asos also outlined mid-term targets including an adjusted EBITDA margin of 8%, gross margin approaching 50%, and capital expenditure of 3-4% of sales over time.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers
© 2007-2025 - Fusion Media Limited. All Rights Reserved.