ASOS plc is a British online fast-fashion and cosmetic retailer founded in 2000 in London. It sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe. Its headquarters are in Camden Town, London, with additional offices in Berlin and Birmingham. The company is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.

2026 data breach

In 2026, ASOS experienced a data breach in which cyber criminals accessed detailed customer profiles. According to an update issued by the company after the BBC contacted it, names, addresses, phone numbers, emails, customer numbers, and dates of birth were taken. The criminals also obtained customers’ search histories on the website. ASOS stated that no bank details or passwords were accessed.

The breach initially came to public attention when hackers used ASOS’s own app system to send a pop-up notification to potentially millions of users. ASOS later confirmed to shareholders via the London Stock Exchange that the pop-up was sent by an “unauthorised third party” and that “basic personal information including name and contact details may have been accessed.” The company subsequently sent an email to customers with similar wording.

ASOS explained that hackers gained access to an ASOS employee account by “impersonating a trusted contact to obtain log in credentials.” With that login to an unnamed service, the hackers were able to download customer data. The cyber criminals, calling themselves Xuanyewen, claimed to the BBC they used a platform built natively on top of Snowflake, called Simon AI, to gain access to the data. Snowflake previously said its platform had not been breached.

ASOS said customers are not being asked to take any action, but cyber security experts have warned users to change passwords as a precaution and be alert for suspicious activity. ASOS said its website and app are safe to use and that it has taken additional steps to further strengthen security controls.