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ASOS shares jump 9% as profit margins improve despite weak sales trends

Company Fundamentals
23 Apr 2026
Proactive Investors
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Bullish
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ASOS PLC's shares rose over 9% to a six-week high after reporting improved profitability in the first half of the year. Gross margins increased by over three percentage points to about 48.5%, boosting adjusted EBITDA by 51% to £64 million, while losses before tax narrowed significantly. However, sales trends remain weak with a 9% drop in gross merchandise value, though there are signs of stabilizing demand, including a 10% rise in new UK customers and higher average basket values. Analysts highlight margin gains and better customer metrics as positive signs but stress the need for sustained profitability and sales stabilization to strengthen the balance sheet. ASOS maintained its full-year guidance for adjusted EBITDA between £150 million and £180 million.

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