{
  "id": 18279923,
  "title": "Asos returns to profit as cyber attack ‘not a big thing’",
  "url": "https://urgent.news/2026/11/05/asos-returns-to-profit-as-cyber-attack-not-a-big-thing",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-11-05T07:30:02.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/asos-returns-to-profit-as-cyber-attack-not-a-big-thing/"
  },
  "original_language": "en",
  "account": "Asos has returned to profit after a cyber attack last month, according to its chief executive José Antonio Ramos. The London-listed retailer paused some marketing and customer-related activities, resulting in a short-term disruption to trading estimated at 2-4% of its gross merchandise value (GMV) in October. The impact on sales was valued at £4m to £8m. Ramos expressed confidence that the turnaround efforts have not been derailed by the attack, stating, \"I don’t think that it is such a big thing, to be honest.\"\n\nRamos has been leading efforts to reduce Asos's stock, simplify the supply chain, and boost margins since taking charge in June 2022. The group posted a £24.4m pre-tax profit in the year to the end of August, compared to a £282m loss in the previous year. Adjusted loss before tax was £46.4m, better than the £61m forecast by analysts, with revenue dipping 9% to £2.2bn.\n\nAsos has pivoted towards growth, building on progress made through transformation. The fast-fashion seller expects to implement a new 'Stylist' tool powered by AI, which will create a personalized store experience for each customer, reflecting their wardrobe and style. The company reassured customers that their payment details were not accessed during the breach. Ramos highlighted that Asos is confident it is in a better position to prevent future cyber incidents, having taken appropriate measures in collaboration with cybersecurity experts.",
  "summary": "Asos has returned to profit despite the cyber attack that rocked the fast-fashion seller last month, as its boss insisted the incident was “not a big thing”. The London-listed retailer said its decision to pause some marketing and customer-related activity in the aftermath of the incident resulted in a “short-term disruption” to trading, estimated at [...]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}