ASOS have dropped quite significantly in the past week for no particular reason and I view this as the perfect opportunity to invest as I can see them bouncing right back up to the 5.50p mark in the next 2-3 weeks. STRONG BUY!!

Fidelity obviously have confidence in this stock

ASOS PLC
03 January 2006


ASOS plc ('ASOS' or 'the Company')

Holding in Company

ASOS was advised on 29 December 2005 that Fidelity International Limited, and
its direct and indirect subsidiaries, have acquired a further 750,000 ordinary
shares in the Company and now hold a total of 8,794,359 ordinary shares, which
represent approximately 12.26 per cent. of the entire issued share capital of
the Company.

Of the total shareholdings notified: 1,792,600 ordinary shares are held in the
name of Bank of New York Brussels; 600,000 ordinary shares are held in the name
of Northern Trust London; 534,000 are held in the name of Mellon Bank; 56,000
ordinary shares in the name of Clydesdale Bank plc; 694,500 are held in the name
of Citibank London; 394,600 ordinary shares are held in the name of State Str
Bank and Trust Company London; 3,519,359 ordinary shares are held in the name of
Brown Bros Harriman Ltd Lux; 153,600 ordinary shares are held in the name of
Brown Brothers Harriman and Co; and 1,049,700 ordinary shares are held in the
name of Bank of New York Europe London.

hi guys, thinking of buying into asos, any views, i am a bit loathed to as i was contemplating buying at 10p but never did, they still seem good value long term though

Well done to all those who have the dogs dangly bits and holding on and not panick selling (baaaaaa), now making a steady rise to original price before the fire.

Perhaps they should make more of their phoenix style online return. Investor confidence is impressive. When is the next trading statement due?

have a look at http://www.companyannouncements.net/ will give you all the answers.

I'm still in. Sweated a little but faith seems justified today. Onwards & upwards from here!

Business



The Times January 17, 2006

Asos returns with record sales
By Sarah Butler



ASOS, the internet clothing retailer, enjoyed its best sales day yesterday as it relaunched its website after its warehouse was shut down by a fire.



Customers rushed on to the site to buy the Victoria pencil dress, reminiscent of Roland Mourets Galaxy dress, and the Sienna lace bow dress, a copy of a dress won by Sienna Miller, the actress.

Asos was forced to close its warehouse in Hemel Hempstead five weeks ago. The buildings doors were blown off and its sprinkler system activated by a series of explosions at the Buncefield fuel depot 750 yards away.

Nick Robertson, chief executive, said that sales were double those forecast: Anybody with any doubt that we would have kept customer goodwill over the closure will have those cleared up.

The company offered discounts of up to 75 per cent on its range.

The warehouse in Hemel Hempstead was now fully operational and insurance would cover loss of profits and damage to assets, the company said.

It said that profits for the full year were likely to fall within market expectations and that new spring/summer ranges would be available in days.

Mr Robertson said: Its been a frustrating five weeks for all of us, especially the 19,000 customers whose orders we had to refund in the run up to Christmas but were back now and stronger for the experience.

Asos shares were suspended after the fire, which damaged the firms warehouse, holding about 5.5 million of stock.

The shares resumed trading on December 23. They rose 5p or 6.8 per cent to 78p yesterday on hopes that recent trading had gone well.

Interesting article woodie which shows how strong the ASC customer loyalty is, and how wrong some of the doom & gloom merchants on this thread have been.

queen1 might not all be loyalty copied this part from above article
The company offered discounts of up to 75 per cent on its range.
what is not clear is how much stock is being sold at a heavy discount and if it is fire related to clear and coverd by insurance.what the derampers have got wrong is the amount of traffic that is currently being shown in the figs.if they can get a full year without any problems the s/price will be over a 1 heres hoping.

Can't believe it has held up so well , well done to all those who kept the faith.

Regards

I think the traffic is key Woodie although good spot on the discounting.

Just reviewed the mens sale section. At a glance most stuff is 50% and sale ends 31 Jan. You can grab a fly wool coat for fifty quid--- a snip.

The great british disaster(thankfully no loss of life this time). While the fires raged the name ASOS was cleverly inserted into the brains of the viewing public or everyone in the entire country and large parts of the western english speaking world and once the company assesesd the damage the media again helped them announce a date of the comeback and more mental notes were made. This synaptic trickery combined with the simian part of the human brain which controls bargain hunting has led to the phenomena seen this week.
F

dil thanks.frodo thanks for feedback do you know if these discounts are the same as last year? or are the discounts larger

frado - whooossh, right over my head im afraid, looks impressive, any chance of saying what you said again but in simple english for a simple man. cheers

Kivver I will let Homer Simpson explain.

Hello Kivver my name is Homer Simpson and I like watching TV. Information goes into my eyes and into my brain thing. How or why I dont know. One day i was watching a news report about a fire at work dohh. A few weeks later i found myself online and according to marge all I was saying was Mmmmmm ASOS.

The paper on this will be published next month entitled
How ASOS left the Bears in the woods without their picnic baskets. The chronicles of investment. Baggins,F Simpson,H

Boy am i glad i held on.

Still chugging on and in case anyone missed this:

RNS Number:6875X
ASOS PLC
31 January 2006



ASOS plc ("ASOS" or "the Company")


Holdings in Company

ASOS was notified on 30 January 2006 that Fidelity International Limited, and
its direct and indirect subsidiaries, have acquired non-beneficial interests in
a further 625,159 ordinary shares in the Company and now hold a total of
9,419,518 ordinary shares, which represent approximately 13.13 per cent. of the
entire issued share capital of the Company. These notifiable interests also
comprise the notifiable interest of Mr Edward C Johnson 3d, a principal
shareholder of Fidelity International Limited.

Of the total shareholdings notified: 1,494,700 ordinary shares are held in the
name of Bank of New York Brussels; 600,000 ordinary shares are held in the name
of Northern Trust London; 534,000 are held in the name of Mellon Bank; 56,000
ordinary shares in the name of Clydesdale Bank plc; 1,144,800 are held in the
name of Citibank London; 630,600 ordinary shares are held in the name of State
Str Bank and Trust Company London; 3,756,118 ordinary shares are held in the
name of Brown Bros Harriman Ltd Lux; 153,600 ordinary shares are held in the
name of Brown Brothers Harriman and Co; and 1,049,700 ordinary shares are held
in the name of Bank of New York Europe London.

Very nice uptrend (ignoring the warehouse damage blip over Xmas), more than doubling since May's low of 41p. Only 4.5p to go to hit November's all time high. If we break through this, we may continue north a fair bit higher.

I guess next real news will be a trading update around the end of their year in March/April. By then the finsurance settlement should be thorugh and we'll see how much of a discount they had to squeeze their margins by to shift Xmas stock and get people back on line to them.

sd

Galling! My old friend sockdog has done a post on 30th and I'm not able to read it - the last psot I have is that of another old friend,Kivver, on 19th Jan.

Nevertheless, its good to see ASC attacking its highest original peak which may, of course, provide a deal of resistance. I suspect a lot of the recent buying has been 'informed' in the sense that long-term investment worth is outweighing the predilections of short-term players.

Anyway, I am back in to enjoy the next phase. Amusing to see the Canutes (and Canutesses) trying to hold back the tide!

Eric

Eric, you can't escape that easily - here it is again, spelt correctly this time - doesn't say much really.

Very nice uptrend (ignoring the warehouse damage blip over Xmas), more than doubling since May's low of 41p. Only 4.5p to go to hit November's all time high. If we break through this, we may continue north a fair bit higher.

I guess next real news will be a trading update around the end of their year in March/April. By then the insurance settlement should be through and we'll see how much of a discount they had to squeeze their margins by to shift Xmas stock and get people back on line to them.

Anyway, where have you been and how are you? No doubt you missed a couple of days on SEO and have taken two months to catch up with the scintillating repartee.

DGT up 10% today - no particular reason.

sd