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Affiliate-shy fashion etailer ASOS.com has reported an 83% rise in sales in the six months to the end of September, with its registered user base also increasing sharply.
 
The company’s profit before tax for the period increased from £300,000 to £3.4m as revenues reached £31.8m, up from £17.4m in the same period last year. The business looks in solid shape.

But there was no mention of a return to the affiliate marketing space after chief executive Nick Robertson’s infamous attack on the sector earlier this year.

In a statement, Robertson said:

“Sales for the 9 weeks to 2nd December 2007 are 101% ahead year on year and as a result sales for the year to date are 89% ahead.

“With several peak Christmas trading weeks and the January sale still to come, it is too early to assess whether this performance will continue for the remainder of the financial year.”

ASOS, which is listed on AIM, said it had 1.6m registered users at the start of this month, compared to 1.1m at the same point last year. It attracted 2.6m unique users to its website last month. According to Hitwise, it is the second most visited online fashion store in the UK, behind Next.

ASOS has matured nicely and shareholders are starting to reap the benefits. Shares have almost doubled in the past 12 months, and anybody who had the foresight to buy in 2003 is sitting on a veritable 'fifty bagger'.

The company's profitable performance and established market position suggests ASOS may become a bigger blip on a few Big Retailer acquisition radars.

For now though, it's a cash-generative, pureplay internet business sitting on top of a rising tide. And if it ain't broke...

Related research:
Affiliate Marketing Agencies' Report 2007

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Published 5 December, 2007 by Richard Maven

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