Investing.com -- ASOS (LON:ASOS) has returned to positive EBITDA ahead of expectations, reporting £34 million in adjusted earnings for the first half of 2025.
The news sent shares soaring over 22% on Friday, as the company’s efforts to improve margins and control costs showed signs of paying off.
Gross margin gains, a better mix of full-price sales, and disciplined inventory management have contributed to the turnaround.
Revenue for the period is expected to be in line with market forecasts, down 13% in constant currency terms.
Analysts at Jefferies and RBC Capital Markets attribute the profitability improvement to lower markdown activity, increased full-price sales, and strict cost control measures.
"Clearly ASOS’ opportunity to grow its own-brand full-price revenue has been helped materially by the write-off/disposal of c.£100m of stock in H2’24, as well as the highly promotional comp," said analysts at Jefferies in a note.
RBC analysts also flag ASOS’ "Test & React" model, now accounting for over 15% of own-brand sales, as a key driver of consumer engagement and trend-setting.
"ASOS has stated that it is expecting a profitability improvement despite continued volume deleveraging, driven by a strong gross margin development as a result of lower markdown activity and increased full price sales, and continued cost discipline," noted analysts at RBC Capital Markets.
ASOS’ stock clearance of approximately £100 million in excess inventory in the second half of 2024 has played a major role in improving margins.
This, along with the shift toward full-price sales, has contributed to the recovery after years of margin compression.
Between H1 2021 and H1 2024, ASOS’ margins declined by approximately 500 basis points, including a 260-basis-point drop in the first half of last year.
Despite the strong first-half update, Jefferies maintained a ’hold’ rating on the stock, citing a lack of full-year guidance and ongoing execution risks.
RBC, which holds a ’sector perform’ rating with a 450p price target, sees potential in ASOS’ international markets due to its existing infrastructure but cautions that further investment in brand awareness could weigh on short-term returns.
Jefferies’ price target of 375p suggests a potential 47% upside, though risks remain, including macroeconomic pressures, operational challenges, and the pace of cost savings.