The Brand Story
Origins
ASOS started with a brilliantly simple idea: let people buy the clothes they see celebrities wearing on screen. Founded in 2000 as 'As Seen On Screen,' the London-based startup initially sold replicas and similar styles to what appeared in movies and TV shows. Co-founders Nick Robertson and Quentin Griffiths launched the site from a small office above a pub in Camden, London, with just £2.4 million in funding. The concept was ahead of its time — this was before Instagram, before influencer culture, before 'shop the look' became a thing. ASOS essentially invented it.
Growth & Global Expansion
ASOS evolved from a celebrity copycat site into one of the world's largest online fashion retailers, carrying over 850 brands plus its own ASOS Design label. The platform stocks over 85,000 products at any given time and adds approximately 7,000 new styles every week. With 26 million active customers across 200+ countries, ASOS generates over £3.5 billion in annual revenue. The company pioneered the online fashion model — free delivery, free returns, and a 'try before you decide' culture that transformed how an entire generation shops for clothes.
Presence in UAE & GCC
ASOS ships to all GCC countries with competitive delivery rates and times. UAE shoppers benefit from express delivery options, easy returns, and pricing in AED. The platform has become hugely popular among young UAE fashion enthusiasts who want access to British and European brands not available in local malls. ASOS's inclusive sizing — from petite to plus-size to tall — and its modest fashion collection have made it particularly relevant for the diverse UAE market.
Why Shop Here
ASOS is the fashion-forward shopper's paradise. With 850+ brands under one roof — from Nike and Adidas to Topshop and its own ASOS Design line — you'll find everything from streetwear to formal wear. ASOS adds 7,000 new products weekly, so there's always something fresh. The ASOS Premier delivery service offers unlimited next-day delivery for a flat annual fee. Their visual search feature lets you snap a photo of any outfit and find similar styles instantly. For UAE shoppers, ASOS is the go-to for trends that haven't hit local stores yet.