Asos’ total retail sales rose 30% to £165.8m in the first quarter, as an investment in price in the UK and rapid international growth drove sales.

UK sales rose 24% on last year to £62m in the three months to November 30, driven by “better conversion of traffic alongside continued investment in both our proposition and pricing,” chief executive Nick Robertson said. Retail gross margin fell 100 basis points.

US retail sales rose 57% to £19m, European sales were up 15% to £33.3m and the rest of the world experienced a 42% uplift to £51.4m.

Total international sales rose 34% collectively to £103.7m in the first quarter and now account for 63% of the sales.

Asos now has 10.1 million registered users and 5.4 million active customers from 160 countries.

Robertson said: “Once again the performance of countries where we have dedicated websites was significantly better than the EU performance as a whole.

“The retail gross margin performance reflects a combination of a particularly strong comparative period, the UK accounting for a larger percentage of the total retail sales mix than initially planned and continued price reinvestment.”

He added: “We remain positive in our outlook and continue to trade in line with expectations.”