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ASOS to migrate independent ASOS Marketplace sellers to main site

Chloe Burney
24 January 2025

Amid turnaround efforts, online fashion giant ASOS has announced that it will migrate its vintage and independent boutique sellers from ASOS Marketplace to ASOS.com by April of this year.

According to the e-tailer, "integrating sellers onto ASOS.com will benefit customers by offering one central destination for style". This means that ASOS will offer its own-brand assortment, high-profile brands and independent and vintage pieces all in one central destination.

Independent brands that move to ASOS will be exposed to a larger customer base, as well as enhanced site functionality such as ‘Buy the Look’, which enables customers to buy entire outfits from multiple sellers in one click.

Shazmeen Malik, Brands Director at ASOS, said: "We’re excited to integrate vintage and boutique sellers onto ASOS.com. This migration embodies our commitment to curating the very best product for our customers and empowers our sellers with increased visibility and enhanced customer experiences whilst maintaining inventory control. We look forward to the future possibilities this integration brings."

Integrated brands will service customers through Partner Fulfils, part of ASOS’ flexible fulfilment offering. Partner Fulfils offers brands greater control over their inventory and customers an even broader assortment.

ASOS Marketplace brands will have the opportunity to migrate, subject to meeting the required criteria.

This comes as the retailer's boss, José Antonio Ramos Calamonte, leads a major turnaround programme, designed to return it to profitability and halt a recent sales slump.

In November, the group revealed it slumped deeper into the red with pre-tax losses of £379.3 million for the year to 1 September, against losses of £296.7 million the previous year.

It revealed the challenges of battling to clear a £1.1 billion stock mountain since 2022, with £520 million still outstanding and about a £100 million write-down on the value of its remaining stock.

Earlier this month, ASOS revealed plans to close its US warehouse in Georgia as part of the ongoing turnaround.

The group expects a £10 million to £20 million benefit to pre-tax earnings from 2025-26 as a result of the warehouse changes, although it will take a £190 million impairment in 2024-25.


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