Profits double for online fashion boutique ASOS, the site that trades in celebrity style

Shoppers may be deserting the High Street but that doesn't mean they're not shopping. They're just logging on first.

As a result, the fashion website Asos  -  which stands for As Seen On Screen  -  says its profits have doubled in a year.

With a few clicks and a handy credit card its customers can buy outfits similar to those they've spotted celebrities wearing in the movies, on TV or pop videos.

High summer: ASOS has defied the credit crunch positing healthy profits that have doubled in the past year to £7.3 million

High summer: ASOS has defied the credit crunch positing healthy profits that have doubled in the past year to £7.3 million

Demand for gladiator sandals like those worn by the stars of the Sex and the City movie or the black strapless mini shown off by Gwyneth Paltrow on the red carpet has fuelled a massive surge in profits for Asos  -  up to £7.3million from £3.4million last year.

The company, set up just eight years ago, is currently selling 1940s-style fashions inspired by the movie The Edge of Love. In the film, the story of poet Dylan Thomas's complicated love life, Keira Knightley and Sienna Miller float around in floral tea dresses and little cardigans.

The online splurge comes as many High Street retailers report shoppers are staying away.

Pollsters Gfk NOP have found consumer confidence is at its lowest since 1990.

But Asos chief executive Nick Robertson, a great-grandson of a founder of the High Street menswear firm Austin Reed, said he had seen 'no noticeable slowdown' in business.

'Whilst the macroeconomic conditions appear to be deteriorating, I believe we have, and will continue to benefit from the significant migration to online shopping,' he added.

Overall sales during the year were £81million, 90 per cent ahead of the previous year. Asos said it had 3.4million visitors to its website in May, a 60 per cent increase on the previous year.

The company, which is based in Hemel Hempstead, Hertfordshire, now has around 1.65 million registered users.

Mr Robertson said: 'With three quarters of the year to go, including Christmas, it is too early to assess whether this performance will continue for the full year. That said, I believe ASOS can look forward to another year of strong progress.'

Femail's verdict on the top five ASOS best-sellers 


Not only is this the perfect little black dress for sizzling summer nights, but also a key look for autumn/winter.

For £35 it's a fashion double whammy. I also rate this dress because it's 100% cotton, which makes for a change from the usual cheap nasty high street fabrics at the usual cheap prices!


Simple stunners: ASOS's tiered hem prom dress and twisted strap maxi dress

The dress also has great flattering pleated details and a cute sweetheart bust line. For those with a penchant for all things Posh Spice this is very her.


This fabulous shoe combines two footwear trends this season, namely the gladiator sandal and the wedge.

For designer fanatics this a perfect fashion combination of Balenciaga and Christian Louboutin at a snip of the price.


Celeb-inspired: Gwyneth Paltrow's shoe of choice, the gladiator sandal and the Jackie O-style t-bar flat

For the celeb luvvie, think of the all new Gwyneth Paltrow in her teetering black leather gladiator heels.

The contrasting patent and texture materials and the fact that the shoe is an elegant beige and tan, not black, make this look a lot more expensive than it is.


Foxy: The Dolce & Gabbana-style zebra print bikini


You've by now seen countless starlets at movie premieres and charity bashes, draped in fabulous jewel coloured maxi dresses.

For £35, this is an elegant take on the asymmetric maxi-dress, another key look of the season.

The gentle draping gives the dress a flattering Grecian feel and the deep blue colour is wonderful. It's very Hollywood red carpet.


This bikini is a great mix of Elizabeth Hurley beachwear with a dash of Dolce & Gabbana thrown in for good measure.

I love the added detail of the red beading as it gives the whole look the air of Palm Beach luxury.


Ever since Jackie 'O sauntered down the cobbled streets of Capri in her leather flats, the sandal has been a fashion staple.

I like this great fuchsia t-bar flat.

It's got beautiful jewel detailing, it's made of leather and suede so at least it's up there on the quality front.

And for a simple £25, you've got both a lunch-at-the-beach shoe and a night-on-the-town stunner.

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