Recent events
Recent events tied to this brand in public sources.
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2026
ASOS confirms customer data breach linked to stolen employee credentials
UK fashion retailer ASOS notified customers that a threat actor had accessed personal and customer account data in an October 6 data breach, and confirmed in an October 8 email that payment information was not compromised and that operations were not affected. ASOS discovered the attacker obtained an employee's login credentials by impersonating a trusted contact and used them to access information on certain third-party platforms used by ASOS, which enabled the threat actor to send a legitimate-looking push notification to customers. In a London Stock Exchange statement published on October 6, ASOS said it is investigating the third-party platforms used to communicate with customers. Snowflake said it began an investigation after becoming aware of the push notification and found no compromise of its platform, while the threat actor, using the names 'Xuanyewen' and 'Xuanye group,' told the BBC that a Simon AI instance was compromised to gain access to the data; the BBC did not say whether the sample data it received had been verified by cybersecurity experts.
2026
Asos says hackers took detailed customer data beyond initially reported scope
Asos has told customers that hackers are in possession of detailed profiles of potentially millions of users of the online store, including names, addresses, phone numbers, emails, customer numbers and website search terms, after cyber criminals contacted the BBC saying this week's breach went beyond the "basic contact details" Asos previously said might have been accessed. Asos confirmed data profiles were taken but said no bank details or passwords were accessed, said it is still investigating the data breach, and said it has already taken additional steps to strengthen security controls. The hackers gained access to an employee account by impersonating a trusted contact to obtain login credentials, and customers are being warned about potential impersonation scams.
2026
Hackers send extortion message via ASOS app push notifications claiming Snowflake compromise
Dozens of ASOS users across the UK received push notifications from the retailer's app on 6 October 2026 that appear to have been sent by hackers trying to extort the company. The message, addressed to ASOS's data protection officer and IT team, claims the attackers have 'fully compromised the Snowflake instance' and demands engagement or data will be leaked. Security experts noted that sending the push notifications would require access to ASOS's notification system, separate from the claimed Snowflake compromise. A new group calling itself Xuanye Group created a Telegram channel the same day and posted about the ASOS hack. ASOS did not immediately respond to requests for comment.
2026
Unauthorized push notification sent to Asos app users in apparent extortion attempt
On 6 October 2026, unauthorized pop-up messages appeared on Asos app users' screens across the UK, apparently sent by hackers calling themselves Xuanye who claimed to have fully compromised Asos's Snowflake instance and threatened to leak it unless engaged. Asos said it took immediate action to restrict the apparent hackers' access, was investigating with advisers and relevant authorities, and told customers any accessed information may include basic personal information such as name and contact details, while saying it did not believe payment-card information or account passwords were impacted. Asos emailed customers apologising for the unauthorised push notification; data storage company Snowflake said its investigations found no compromise of its platform.
2026
ASOS discloses data breach exposing customer names and contact details
British online fashion retailer ASOS disclosed a data breach that hit its customers on Tuesday. According to ASOS' initial investigation, an unauthorised party gained access to an ASOS employee account by impersonating a trusted contact to obtain login credentials, and those credentials were used to access information on certain third-party platforms used by ASOS. The breach exposed customers' names and contact details as well as certain non-personal account-related information, while the company said payment card information and account passwords were not breached. Hackers had sent an unauthorised notification to users claiming to have fully compromised the Snowflake instance. ASOS immediately locked down the affected third-party platforms, apologised to its 16.5 million customers for any uncertainty caused, and said it is actively cooperating with law enforcement and regulatory authorities.
2021
ASOS launches Halloween sale with discounts up to 70%
ASOS launched a Halloween sale offering discounts of up to 70% on clothing, accessories and sportswear; the sale was scheduled to run through October 29 while stocks lasted.
2021
ASOS forecasts lower adjusted pre-tax profits for 2022
ASOS said it expects adjusted profits before taxes to fall between £100 million and £140 million in 2022, citing supply-chain disruptions, rising costs and Brexit duties.
2021
ASOS announces CEO Nick Beighton's departure
ASOS announced that CEO Nick Beighton is leaving the company after 12 years.
2021
Superdry sues Asos over alleged use of Osaka branding
Superdry sued Asos in the High Court, claiming Asos copied its “Osaka” branding on T-shirts and sweatshirts. Superdry said the products were designed to reproduce the look of its goods and mislead customers; the claim is presented as an allegation.
2021
Nordstrom gains expanded exclusive retail rights for Topshop and Topman
Nordstrom would have exclusive multi-channel retail rights for Topshop and Topman throughout North America, including Canada, and become the brands’ only brick-and-mortar presence worldwide.
2021
Nordstrom announces minority-stake acquisitions in ASOS-owned brands
Nordstrom announced that it would acquire minority stakes in Topshop, Topman, Miss Selfridge and the activewear brand HIIT, which ASOS had acquired as part of Arcadia Group.
2021
Nordstrom to sell ASOS-owned brands online and in stores
Under an agreement announced by Nordstrom, it will sell Topshop, Topman, Miss Selfridge and HIIT on its website and in 350 stores.
2021
Nordstrom acquires minority interests in ASOS brands
Nordstrom acquired minority interests in ASOS’s Topshop, Topman, Miss Selfridge and HIIT brands; ASOS retained operational and creative control of the Topshop brands.
2021
ASOS acquires Topshop, Topman, Miss Selfridge and HIIT
ASOS acquired the Topshop, Topman, Miss Selfridge and HIIT brands in a deal worth £295 million plus £30 million worth of stock. The article says approximately 300 employees in design, buying and retail partnerships within the four brands would transfer to ASOS.
2021
ASOS raises full-year profit forecast
ASOS forecast full-year profit at the top end of market forecasts after Christmas trading exceeded its expectations, with strong demand during pandemic lockdowns.
2020
ASOS standard delivery service in Italy changes
DHL expanded its service for ASOS, and the article reports a change to ASOS's standard delivery service in Italy. DHL Express provides the Parcel Connect standard service in Italy.
2020
ASOS launches #AySauce TikTok campaign
ASOS launched a TikTok campaign in the UK and US featuring a hashtag challenge that asks users to post 15-second videos showcasing three outfits.
2020
ASOS launches See My Fit augmented-reality technology
ASOS launched See My Fit, augmented-reality technology that digitally shows customers how clothes might look on their body type using images of models.
2020
ASOS unveils Made in Kenya collection
ASOS unveiled its limited-edition unisex Made in Kenya collection, created in collaboration with SOKO Kenya, an ethical clothing manufacturer based in Nairobi.
2019
ASOS DESIGN x Christian Cowan collection launches
The ASOS DESIGN x Christian Cowan collection launched on ASOS.com. The range includes more than 35 pieces across women's clothing, ASOS Curve, accessories and shoes, with some unisex pieces.