Online fashion retailer Asos has revealed that last month's cyber attack cost it up to around £8 million in sales, but said the impact was temporary and that the group has returned to profit. The incident on 6 October is estimated to have knocked group sales, measured by gross merchandise value, by around 2% to 4%, with UK trade particularly affected.

With the group making around £200 million in sales each month, that implies a hit of roughly £4 million to £8 million. Chief executive Jose Antonio Ramos Calamonte said the knock to sales had dissipated so far in November, and that sales had remained broadly flat since the 30 August year-end despite the disruption, giving the group confidence the impact will be temporary.

Only basic contact data was accessed

Asos said it has completed a full internal investigation into the attack. It concluded that the hacker accessed some basic customer data, including names and contact details, but that this did not include payment information or account passwords. The website and app remained operational and safe to use throughout, the group said, and as a precaution it temporarily paused certain marketing and customer relationship management activity, returning to planned activity within two days.

The results themselves showed a turnaround. Asos swung to a pre-tax profit of £24.4 million for the year to August, against losses of £281.6 million the previous year, while adjusted core earnings jumped 39% to £170.3 million. Group gross merchandise value sales returned to growth for the first time in four years over the final quarter, although like-for-like sales fell 5% over the year as a whole. Asos guided for underlying core profits of £180 million to £200 million for the current year.

Sources: PA Media via Hargreaves Lansdown, Asos reveals 'temporary' sales hit from cyber attack, 5 November 2026; Asos full-year results, 5 November 2026.