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.