ASOS may be the Beyoncé of e-commerce fashion during the pandemic as its profit jumps 275% amid online boom

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ASOS is reaping the rewards of surging demand for online shopping during the global health crisis. It says it's also benefited from fewer products being returned by shoppers, as well as investment in pricing and marketing.

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The group made an adjusted pretax profit of over $155 million (just over R2 billion) for the six months to 28 February 2021. Sales rose 25 percent as its active customer base increased by 1.5 million to almost 25 million.

The company said it was retaining caution on the near term outlook due to uncertainty over the economic prospects of its 20-somethings customer base as well as the timing of global restrictions lifting.

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In February, ASOS bought brands including Topshop and Topman from the administrators of Philip Green's collapsed Arcadia group.

The company recently said it was "highly likely" to acquire more brands. ASOS shares are up 21 percent this year.

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