ASOS expands into China and Russia with new websites
According to a conversation between Dow Jones and the company’s chief executive Nick Robertson, ASOS.com will launch websites in China and Russia “within a year”. Not just translations of the existing site, the company will operate specifically tailored technology platforms for the two countries: “we do need technology capability in-country, but it’s more to do with getting parcels through their customs and borders,” Robertson added.
The company is aiming for 1 billion pounds ($1.61 billion) of sales in five separate markets by 2015. The company wants to match Spanish company Inditex (owner of Zara) and Swedish fashion giant H&M, which are both currently buying much larger volumes.
Customers in China and Russia can expect the sites to go live sometime in 2013. A spokesperson for the brand told Relaxnews confirmed that it was “expanding into these territories” but could not provide precise dates.
Established in 2000 in the UK, the company initially expanded to France, Germany, and the United States. In 2011 ASOS.com launched in Australia, Italy and Spain, and the ASOS site currently has over 13.6 million unique visitors a month.