Asos is poised to axe around 100 jobs at its London head office as the business grapples to revive slowing sales.

The online fashion giant has launched a consultation with workers, many of whom are employed in its marketing department, The Sunday Times reported.

The move comes as Asos battles to revive its fortunes.

Having enjoyed stellar growth for a number of years and gobbled up market share from more traditional bricks-and-mortar rivals, the etailer issued a profit warning in December.

Its half-year results in April revealed the extent of its problems, as pre-tax profit slumped 87% to £4m in the six months to February 28.

Asos boss Nick Beighton said at the time that the business had suffered from “significant disruption and transition costs” associated with a “major capex programme”.

The opening of a new warehouse in Atlanta failed to cope with higher-than-expected demand from US shoppers. Asos said in April those issues had now stabilised.

The group said it was “confident of an improved performance in the second half”.