All4 Aug 2010 11:36
From THe Sunday Times article dated 13.6.10. Quote - These are good days to be Nick Robertson. "I just love it, can't get enough of it. Our management mantra is we can be big as we want to be and it is really like that. This world is unravelling in front of us and we're going to get one shot at the title".
Its a bull's eye not to be missed and he's been like that all week, making presentations to analysts, talking through the firm's record reults with the press. ASOS the mass market fashion e-tailer he co-founded 10 years ago , just keeps on growing. Not for nothing does one broking house describe it as the small cap company that big cap investors shoul now consider very seriously. - unquote
There is more to the article. The most important points are as follows. ASOS has 350 fashion buyers (used to be 25), the ranks of young women that are buying in the stock that is flying out of ASOS warehouses. - in the main maxi dresses, festival wear, denim shorts, wellies&clogs. Sales of £223 million should grow 60% according to Robertson. He is putting ASOS into America and launching a new business so that customers can re-sell their clothes e-bay style. That way his core market of 18-35 year old women can raise more money for ASOS purchases. Soon the company will have dedicated websites for Germany, France and America. ASOS is already taking orders from 167 countries and distributing its own freebie magazine. "This about fashion going out to the world", says Robertson. All from a new base in Barnsley, a mega shed giving a potential capacity for £1 billion in sales.
Critics are saying that cracking America from Barnsley is a sign that Robertson is over reaching himself. He has to go quickly for overseas sales because growth in Britain is slowing and online competition is fierce. Top Shop, New Look, H&M, River Island and Zara won't sell ASOS brands. THe next 5 years will be more challenging than th first ten.
I still think this business has further to go. After the buncefield fire, he managed to pay his suppliers, refund his customers and then rebuild the business. Its a tough outfit with talented motivated staff. Success breeds nay sayers but are they necessarily right? When other retailers are limping alog ASOS has found a successful formula with new websites abroad leading to strong export led growth. There is probably in the pipeline expansion of distribution centres abroad as well. As long as the business does'nt become unwieldy and management is able to cope effectively with its overseas operations ie keeps the customers satisfied, I believe this company is on an interesting journey with plenty of road ahead.