ASOS reports on 5 November: first results since the customer data hack

ASOS will publish its full-year results on Thursday 5 November 2026. They are the first full set of numbers since a cyber attack in early October, when hackers sent a rogue “ASOS HACKED” alert straight to shoppers’ phones through the retailer’s own app. For investors the results will show whether the online fashion group’s slow recovery survived the incident. For the millions of UK customers whose details may have been taken, they are the first scheduled point at which the company has to account to the market for what happened.

The numbers themselves will hold few surprises on profit. In a pre-close trading update on 24 September, ASOS said adjusted earnings for the year to 30 August 2026 would land above the midpoint of its guidance and that sales had returned to growth in the final quarter. The questions that remain are about trading since the hack, the cost of the breach, and what the company now tells customers about their data.

When does ASOS report, and what exactly is being published?

ASOS will release final results for the 52 weeks to 30 August 2026 on Thursday 5 November, according to the Alliance News report of its September trading update and a Press Association preview of next week’s retail diary published on 30 October. As a London-listed company, it normally publishes its regulatory announcement at 7am, followed by a presentation for analysts.

The announcement covers the year that ended before the cyber attack. That matters. The headline figures (sales, margin, earnings and debt) will describe a business that had not yet been hit. Anything about the breach will come in the outlook section, in trading since the year end, and in any note on exceptional costs or events after the balance sheet date.

The full results will update the pre-close statement with audited figures, a statutory profit or loss (which last year was very different from the adjusted figures), and guidance for the 2026/27 financial year. The company has not yet said what it expects for 2026/27.

ASOS reports in one of the most crowded weeks of the British retail calendar. Marks & Spencer publishes half-year results on Wednesday 4 November, according to its own financial calendar. Next has a trading update on Thursday, the same day as ASOS, and Associated British Foods, which owns Primark, also reports full-year numbers next week. Our preview of Primark’s results, home delivery plans and planned demerger sets out what that group is expected to say.

That puts ASOS beside three of its most direct high street and online rivals for fashion spending. Analysts will be reading the four sets of numbers together for clues about how much British shoppers are spending on clothes ahead of Christmas.

What has ASOS already told the market about the year?

The pre-close update on 24 September set out most of the headline numbers. ASOS said adjusted EBITDA (earnings before interest, tax, depreciation and amortisation, its main profit measure) would come in above the midpoint of its £150m to £180m guidance range, which implies more than £165m. Drapers reported that this was an increase of more than 25% on the previous year.

Adjusted gross margin, the share of each pound of sales kept after the cost of goods, rose above 50%. That beat the company’s guided range of 48% to 50% and reached what had been a medium-term target a year early. ASOS credited better sourcing, fewer returns and tighter cost control.

The weaker part of the picture is size. Group GMV, which includes sales made through partner brands fulfilling their own stock, fell 5% for the year. ASOS said the rate of growth improved in every quarter and turned positive at a low single-digit rate in the fourth quarter. Drapers reported that the UK and Germany returned to GMV growth in the second half, while the US grew in the final quarter.

ASOS ended the year with 16.4 million active customers (people who shopped in the previous 12 months), broadly flat on 16.5 million at the half year. The company said the fourth quarter brought the first quarter-on-quarter rise in active customers since the second quarter of its 2022 financial year, helped by recruiting new shoppers. Drapers said the UK and Germany both grew their customer bases in the second half.

Womenswear, which ASOS treats as a priority category, grew GMV by 3% for the year and 8% in the second half. The company said its spring and summer 2026 range achieved a record sell-through rate, up 4% year on year, and that it added about 30 partner brands.

Net debt fell to about £110m at the year end from £184.7m a year earlier. Most of the improvement came from about £116m raised by selling its Lichfield and Atlanta warehouses, which ASOS had classed as non-core. Free cash flow was slightly negative, against guidance of broadly neutral.

Chief executive José Antonio Ramos Calamonte said in the update: “We are pleased to have delivered 2025/26 adjusted EBITDA in the upper half of our guided range,” adding that “our recovery is broadening despite the macro backdrop.”

The table below sets the September guidance against the audited 2024/25 results and the interim figures published in April. Figures are as reported by ASOS; the full-year 2025/26 column will be replaced by audited numbers on 5 November.

Measure	FY 2024/25 (to 31 Aug 2025)	H1 2025/26 (to 1 Mar 2026)	FY 2025/26 pre-close (to 30 Aug 2026)
Gross merchandise value	£2,456.3m (down 12%)	£1,170.1m (down 9%)	Down 5%; Q4 low single-digit growth
Adjusted group revenue	£2,464.8m (down 14%)	£1,113.5m (down 14%)	Not yet given
Adjusted gross margin	47.1%	48.5%	Above 50%
Adjusted EBITDA	£131.6m	£64.0m	Above midpoint of £150m to £180m
Adjusted loss before tax	£98.2m	£52.4m	Due 5 November
Statutory loss before tax	£281.6m	£137.9m	Due 5 November
Net debt	£184.7m	See note	About £110m
Active customers	About 17m (company description)	16.5m (down 9%)	16.4m

Note: the interim statement reported net debt excluding leases of £294.9m at the half year, which included non-cash interest building up on convertible bonds; the warehouse sales came later in the year.

Two points stand out. First, ASOS is still a much smaller business than it was: adjusted revenue fell 14% in each of the last two reporting periods. Second, profit has risen sharply anyway, because the company has cut stock, sold less on discount and reduced the cost of returns. The statutory loss of £137.9m at the half year included a £67.3m non-cash write-down of technology assets, a reminder that the gap between adjusted and reported profit can be large.

What happened in the ASOS cyber attack?

Shortly after 10am on Tuesday 6 October, ASOS app users across the UK received a push notification headed “ASOS HACKED”. The message, addressed to the company’s data protection officer and IT department, came from a group calling itself Xuanye Group. TechCrunch reported that it claimed to have “fully compromised” ASOS data and ended: “Engage with us, or we will leak it.” BleepingComputer reported that the message urged staff to contact the group on Telegram.

ASOS confirmed a cyber incident the same day. In an update on 8 October, the company said: “We discovered that an unauthorised party gained access to an ASOS employee account” by “impersonating a trusted contact to obtain log in credentials.” It added: “Those credentials were then used to access information on certain third-party platforms used by ASOS.”

In other words, ASOS described a social engineering attack: someone was tricked into handing over a login, and that login opened systems run by outside suppliers. The hackers’ message named Snowflake, a cloud data company, as the host of the data. Snowflake told Sky News it had found no compromise of its own platform.

What data was taken

ASOS first described the exposed information as basic personal information, including names and contact details, plus certain non-personal account information. The BBC then reported that a sample shared by the hackers went further. According to the BBC, it included home addresses, phone numbers, email addresses, customer numbers, dates of birth and the date each customer started using ASOS, as well as notes on customer profiles such as searches made on the website.

The company has said consistently that payment card details and account passwords were not accessed, and that its website and app remained safe to use. ASOS told customers there was no action they needed to take on their accounts, and warned them to be cautious of unexpected messages or calls claiming to be from the retailer.

Neither ASOS nor the hackers has said how many customers were affected. TechCrunch noted that ASOS says it has 17 million customers. Some reports have suggested millions of records were involved, but that has not been confirmed by the company.

Type of data	Status	Source
Names and contact details	Accessed	ASOS statement, 8 October
Home addresses, phone numbers, email addresses	Reported in hackers’ sample	BBC, cited by TechCrunch
Customer numbers, dates of birth, customer start date	Reported in hackers’ sample	BBC, cited by Malwarebytes
Search histories on the ASOS site	Reported in hackers’ sample	BBC, cited by Malwarebytes and the Guardian
Payment card information	Not accessed, according to ASOS	ASOS statement
Account passwords	Not accessed, according to ASOS	ASOS statement

How the market reacted

ASOS shares closed down 9.56% on 6 October, according to the Guardian, as reported by Mediaweek. Bloomberg, cited by Insurance Business, said they fell as much as 15% during the day before closing about 10% lower. The Press Association reported on 30 October that the shares had fallen 15% since the start of the month.

The company said it holds cyber security insurance with a large global provider, including business continuity cover, and that it was too early to quantify any impact on trading. Ed Ventham of cyber insurance broker Assured told Insurance Business that, with no operational disruption disclosed, “it feels like a privacy event”.

Did the hack change how UK shoppers feel about ASOS?

The best evidence so far comes from YouGov. It surveyed 4,746 UK adults between 7 and 9 October, in the days after the alert, and published the results on 16 October.

Awareness was high. Some 65% of adults had heard about the incident, and 3% said they had been directly affected. Among 18 to 24-year-olds, 7% said they were affected, against 1% of those aged 55 and over. Younger people mostly heard about it on social media (51% of 18 to 24-year-olds who were aware), while older people mostly heard about it on television news.

The trust findings are less comfortable for the company. YouGov found 56% of adults were concerned about the incident, 46% were less trusting of ASOS and 41% felt uncomfortable using it. Only 14% felt reassured by ASOS’s initial response, while 30% did not.

Shopping intentions by age

Asked about the future, 42% of UK adults said they were less likely to use ASOS, 45% said their likelihood was unchanged and 3% said they were more likely. The figure was highest among 25 to 34-year-olds, ASOS’s core market, at 48%. In that age group 54% said they were less trusting of the company, compared with 41% of over-55s.

Polls about stated intentions often overstate what people actually do, and many of those saying they are less likely to use ASOS may not have been regular customers anyway. But the survey shows the scale of the reputational problem the company is trying to manage before Christmas.

What should investors and shoppers look for on 5 November?

The full-year profit figure is largely known. The more useful information will be in the parts of the announcement that look forward.

1. Trading since 31 August. Any figure for the first nine or ten weeks of the new year, which includes the five weeks since the hack, will be the first hard evidence of whether customers stayed away.
2. Breach costs. Whether ASOS reports exceptional costs for the investigation, customer communications and security work, and how much it expects insurance to cover.
3. The scale of the breach. Whether the company gives a number of affected customers, or says any more about the data taken.
4. 2026/27 guidance. What ASOS expects for EBITDA, GMV and cash flow, and whether it keeps its medium-term target of an adjusted EBITDA margin of about 8%.
5. Statutory profit. Whether there are further write-downs, like the £67.3m technology impairment at the half year.
6. US tariffs. The interim report said ASOS absorbed about £7m of US tariffs in the first half and had begun claiming refunds; PA said it is still seeking to recover that sum.

For anyone following ASOS as a shopping destination rather than a share, the customer figures matter most. The company has said the fourth quarter brought the first rise in active customers in more than four years. If the new financial year shows that growth reversing after October, it will suggest the hack has cost the company customers it had only just won back.

ASOS has also tied its recovery to the app. Its September update said app changes and AI-based personalisation were increasing engagement and conversion. That is the same channel the hackers used to reach customers, which may make the company’s plans for the app harder to sell to cautious shoppers.

How does ASOS compare with its UK fashion rivals?

ASOS has lost ground to rivals in the UK. Accounts for Shein’s UK business showed revenue of £2.58bn in 2025, and our report on how Shein’s UK revenue now outsells all of ASOS explains the comparison. Meanwhile Next and Primark have used shops and their own websites to hold on to fashion spending.

The market backdrop is mixed. The Office for National Statistics said retail sales volumes fell 0.4% in September, more than expected. But the BDO High Street Sales Tracker showed a stronger October, with online sales up 10.1% as shoppers bought winter clothes while in-store sales grew 2.2%. If that trend held, the hack came at a time when demand for online fashion was picking up.

Retailer	Report	Date	What has been flagged
Marks & Spencer	Half-year results to September	Wednesday 4 November	Profit expected to roughly double to about £390m (PA), still below £413.1m two years earlier, before its own 2025 cyber attack
ASOS	Full-year results to 30 August	Thursday 5 November	Adjusted EBITDA above midpoint of £150m to £180m; GMV down 5%
Next	Trading update	Thursday 5 November	Cut second-half sales growth forecast to 2% from 2.8% in September (PA)
Associated British Foods (Primark)	Full-year results	Next week	Primark sales expected to have dipped 2.6% over the year (PA)

What M&S’s recovery shows

The comparison with M&S is the most useful one. M&S suffered a major cyber attack in spring 2025 that halted online orders for weeks and cut its profits sharply. PA expects its half-year profit to have roughly doubled to about £390m, which would still leave it below the £413.1m it made two years ago. M&S’s experience suggests that recovering profit after a breach can take more than a year, even for a retailer with strong customer loyalty.

The ASOS incident differs in an important way: so far it has been a theft of data rather than a shutdown of the business. ASOS has said its website and app were operating as normal throughout. That should limit the direct hit to sales, but the YouGov figures suggest the damage to trust may still be significant.

What are your rights if your ASOS data was taken?

Under UK data protection law, a company that suffers a personal data breach must normally report it to the Information Commissioner’s Office (ICO) within 72 hours if it poses a risk to people’s rights. Where the risk is high, it must also tell the people affected without undue delay. ASOS has said it is working with law enforcement and regulatory authorities but has not published details of those contacts.

The ICO can investigate and, in serious cases, issue fines. Customers who suffer financial loss or distress because of a breach can, in principle, claim compensation under UK GDPR. Whether any claim would succeed depends on the facts, and it is too early to say whether ASOS will face regulatory action.

What to do now

• Treat any unexpected email, text or call that mentions your ASOS account, an order or a refund as suspicious, even if it quotes your name, address or date of birth correctly.
• Do not give out passwords, one-time codes or card details in response to a message. ASOS has said it will never ask for these in an unsolicited message or call.
• Go to the ASOS app or website directly, rather than following links in messages, if you need to check an order.
• If you used the same password for ASOS and other sites, change it on the other sites, even though ASOS says passwords were not taken.
• Consider adding a free alert with a credit reference agency if you are worried your date of birth and address could be used for identity fraud.

Stolen personal details are often used to make scam calls and messages more convincing. The pattern is similar to the fraud described in our report on Amazon impersonation scam calls that took £86,837 in nine days, where callers used plausible details to persuade victims to share screens and approve payments.

Why did ASOS need a recovery in the first place?

ASOS grew quickly in the 2010s as a destination for young online shoppers, but by 2022 it was struggling with too much stock, high returns and heavy discounting. Its revenue has fallen in each of the last three years as it has cut unprofitable sales.

The strategy under Ramos Calamonte, who became chief executive at the end of the 2022 financial year, has been to shrink the stock pile, sell more at full price and get new styles to customers faster. The 2024/25 results said inventory had fallen by more than 60% since 2022, from £1.1bn to about £400m. Its “Test and React” model, which orders small batches of new designs and reorders the ones that sell, accounted for more than 20% of own-brand sales.

Returns and the UK customer

Returns have been central to the plan. ASOS has tightened its fair use policy for customers who send back unusually large shares of what they buy, while keeping free returns for most shoppers in its core markets. In December 2025 it updated its returns policy and launched a tool in the app that shows each customer their own return rate. The half-year report said the underlying returns rate improved by 160 basis points.

The UK, where ASOS had 6.5 million active customers at the half year, has been more resilient than other markets. In 2024/25, UK GMV fell 7% while the average order value rose 6%. The return to UK growth in the second half of 2025/26 was one of the clearest signs the plan was working, which is why any slowdown in Britain since the hack would matter.

Other UK online fashion groups have followed similar routes back to profit. Very Group’s record earnings for 2025/26 also came from tighter costs and margins rather than strong sales growth.

What could happen next?

The results will not settle the questions raised by the hack. ASOS has said its investigation will continue, and the hackers threatened to publish data if the company did not engage with them. ASOS has not said whether it has had any further contact with the group.

After 5 November, the next scheduled update is likely to be a Christmas trading statement in the new year. That will cover Black Friday on 27 November and the peak weeks of December, when online fashion retailers make a large share of their annual sales.

There is also a wider lesson for UK retailers. The Independent has reported on cyber attacks at both Hobbs and ASOS this autumn, after a series of incidents at large retailers in 2025. In each case the attackers targeted people and third-party systems rather than breaking in through the main website. For shoppers, the practical advice is the same whichever retailer is involved: stay suspicious of unexpected contact, even when it seems to come from a brand you trust.

Investors can find the announcement on the ASOS plc investor relations site from 7am on 5 November.

Frequently asked questions

When are ASOS results in 2026?

ASOS publishes full-year results for the 52 weeks to 30 August 2026 on Thursday 5 November 2026. London-listed companies normally release results at 7am.

Was my ASOS payment card information stolen?

ASOS says payment card information and account passwords were not accessed. It says the attackers took names, contact details and some non-personal account information. The BBC reported that a sample from the hackers also included addresses, dates of birth, customer numbers and search histories.

Do I need to change my ASOS password?

ASOS has told customers there is no action they need to take on their accounts. If you used the same password on other websites, it is still sensible to change it there and to use a different password for each account.

How did the ASOS hack happen?

ASOS says an attacker impersonated a trusted contact to get an employee’s login details, then used them to access information on third-party platforms the company uses. The hackers used ASOS’s own app push notifications to tell customers about the breach on 6 October 2026.

How much profit will ASOS report?

ASOS has said adjusted EBITDA for 2025/26 will be above the midpoint of its £150m to £180m guidance, which implies more than £165m. That compares with £131.6m in 2024/25. The company has made statutory losses before tax in recent years, and the statutory figure will be published on 5 November.

Is ASOS still safe to shop with?

ASOS says its website and app were safe to use throughout and remain safe. The main risk for customers is scam messages or calls that use stolen personal details to appear genuine. Only use the official app or website, and never share passwords or codes in response to a message.

Who else reports results the same week?

Marks & Spencer publishes half-year results on Wednesday 4 November. Next has a trading update on Thursday 5 November, and Associated British Foods, owner of Primark, also reports full-year figures that week.

Can I claim compensation for the ASOS data breach?

UK GDPR allows people to claim compensation for financial loss or distress caused by a data breach, but success depends on the facts of each case. It is too early to say whether the Information Commissioner’s Office will take any action against ASOS.