In 2009, after only 9 years in business, UK-based ASOS was one of the most-visited online fashion destinations in the UK. At the time, the company shipped to more than 100 countries. These international transactions accounted for 25% of its £150 million in annual sales.
However, to sustain the company’s incredible year-over-year growth rates, ASOS’ leadership realized that international expansion was crucial. Executives identified 3 especially strategic markets—the United States, Germany, and France. ASOS’ new goal was ambitious, but achievable: To become the world’s #1 online fashion destination for twentysomethings around the world.
After extended conversations and corporate diligence, ASOS partnered with MotionPoint. In the fall of 2010, with zero IT integration, MotionPoint and ASOS launched localized websites for the U.S., Germany, and France.
7 months after the successful deployment of those websites, ASOS asked MotionPoint to help launch 3 more localized sites: Italy, Australia, and Spain. A year after that, ASOS added Russia. ASOS’ brilliantly-executed international strategy accelerated growth and increased international sales from less than 30% to more than 60% in less than 3 years.