ASOS

UK-headquartered global online fashion retailer targeting 20-somethings, with operations across Europe, the US, and Australia. Relevant to retail AI coverage for its investments in personalisation, size and fit prediction, and supply chain technology. ASOS operates as a pure-play online retailer with no physical stores, carrying over 850 brands alongside its own-label lines, and serves roughly 26 million active customers globally. The company has spent several years under sustained financial pressure, making its technology investment decisions — particularly around reducing returns through fit prediction — a direct test of whether AI can repair unit economics in high-return fashion categories.

First mentioned: April 2026