Online fashion retailer Asos launches Chinese website

Online fashion retailer Asos launches Chinese website is eighth country-specific website for e-tailer, which operates in 237 countries and has seen soaring sales

Sarah Butler, Tuesday 12 November 2013 16.17 GMT

Nick Robinson, chief executive of Asos, says the fashion brand’s Chinese website will ‘break down barriers’. Photograph: Suki Dhanda

Fashion website Asos is aiming to tap into the fast-growing Chinese market with the launch of a dedicated website for the country. “China continues to impress us with its steady growth. The launch will not only help navigate and break down existing barriers, but also dramatically improve the Asos experience for our fast-growing number of Chinese customers,” said Nick Robertson, the chief is the eighth country-specific site for the e-tailer, which has seen the value of its shares nearly trebled to £57.32 in the past year amid soaring sales. Sales are expected to break through the £1bn barrier this financial year as the company benefits from shoppers’ switch to the internet and rapid expansion overseas. Asos, which operates in 237 countries and sells more than 65,000 products, made a profit before tax of £54.7m in the year to August, up 37% on the year before, while sales rose 40% to £753.8m.

Asos China will feature more than 6,000 different products priced in local currency by spring 2014, and will include both womenswear and menswear. It will stock the Asos own label and gradually introduce brands at all price levels including American Apparel, Mango, Ted Baker and Sonia by Sonia Rykiel.

The launch, on which Asos is spending up to £6m this year, will be supported by local editorial content and newsletters in a bid to drive traffic on Chinese social media sites such as Sina Weibo, in the same way that Asos has prospered from using western sites such as Twitter and Facebook.

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Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (, the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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