Key facts
- Asos estimated the October cyber attack disrupted trading equal to 2% to 4% of gross merchandise value.
- Asos said its adjusted loss before tax was £46.4 million, better than the £61 million analysts forecast.
- Revenue fell 9% to £2.2 billion, in line with market expectations, Asos said.
- Chief executive José Antonio Ramos said the impact of the attack would dilute over time.
- Ramos said womenswear gross merchandise value grew 8% in the second half while menswear is still in recovery.
- Asos said sales growth was broadly flat in recent weeks and it expects no long-term effect from the incident.
Asos said on November 5, 2026 that it returned to profit in the year to the end of August, posting a £24.4 million pretax profit against a £282 million loss a year earlier. The retailer's £46.4 million adjusted loss before tax was better than the £61 million analysts had forecast, and revenue fell 9% to £2.2 billion, in line with market expectations.
The results follow a cyber attack in October. Asos said pausing some marketing and customer-related activity after the incident caused a short-term disruption to trading estimated at 2% to 4% of gross merchandise value in October. The group typically generates £200 million in gross merchandise value each month, which values the lost sales at between £4 million and £8 million.
An unknown group claimed it had hacked Asos systems and gained access to customers' personal details, and the share price fell 12%. Asos later said the hackers obtained an employee's login information by posing as a trusted contact, and it assured shoppers that payment details had not been accessed.
Chief executive José Antonio Ramos told reporters: "We're confident that this [impact] is going to dilute over time. So I don't think it that it is such a big thing, to be honest." He added that Asos is "in a significantly better position now to avoid that this happens again" through work with cyber experts.
Asos said sales growth has been broadly flat in recent weeks and that it does not expect a long-term effect from the incident. Ramos pointed to 8% gross merchandise value growth in womenswear in the second half of the year, while menswear "is still in recovery". The company said it will expand its use of artificial intelligence with a new Stylist tool.