Do we like them?

Do we like ASOS?

Online fashion and beauty retailer selling own-label and third-party brands worldwide, based in London, UK.

Our score: 5 out of 10. Mixed. It is cleaning up its business and the supply-chain record has some old black marks. We'd hold off on backing it until we see more recent evidence.

ASOS is a London-based online fashion retailer. It is listed on the stock exchange. In 2022 it named José Antonio Ramos Calamonte, a former Inditex executive, as CEO. Jørgen Lindemann became chair, and Natasja Laheij has since taken over as chair.

Its reputation took a knock in 2016. BuzzFeed's investigation alleged staff at the Barnsley warehouse, run by XPO, couldn't take regular toilet or water breaks for fear of missing targets. ASOS pushed back, and MPs called for an inquiry.

In 2020, after an undercover report on a Leicester supplier, ASOS said it would take action. It reserved the right to delist brands that fall short of its ethical standards. A 2023 Know The Chain scorecard said it didn't disclose enough about how it handles the risk of alleged Uyghur forced labour.

The business is shrinking and trimming costs. At the April half-year results it reported lower revenue but a narrower loss, and it has sold its Lichfield fulfilment centre. We like the effort, but the ethics record is only so-so. That leaves it in the middle.