Primark will extend its trial with Asos to 140 items according to the etailer’s chief executive Nick Robertson, up from the 20 SKUs it launched with last week.
Robertson said that the collection had got off to a phenomenal start on site and said it will expand it to 70 womenswear and 70 menswear items as part of the trial. It has already upped Primark’s collection to almost 70 SKUs since its debut on the site.
The Primark launch bolsters Asos’s value offer and follows the addition of New Look to the site. Robertson said the strengthened value range was helping drive sales from its hard-pressed twenty-something customer.
New Look, which launched on site late last year, became its top selling brand soon after its debut.
Asos is set to capitalise on the trend towards low-cost fashion by launching its own value range, named Style Steal.
Asos retail sales surged 45% in its third quarter to May 31 after its investment in lower prices continued to pay off.
UK turnover at the online fashion giant jumped 39% to £64.3m while international revenue, which now makes up 67% of total sales, rocketed 48% to £129.3m.
The etailer launched its Russian site during the quarter which Robertson said had created the “step change” in sales that Asos expected. He said Asos is “dialing up social” and expanding its range to boost sales in the country. Asos is set to launch in China in October.
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