Asos is working with technology provider Red Ant on a "major project" to deliver mobile apps for its growing customer base in China.

The UK-based online fashion house will be launching apps for iPhone, iPad and Android this summer as part of its continued expansion into international markets. The plan is to use Red Ant's mobile commerce platform, AppCommerce.

Shaun McCabe, international director at Asos, said that a key focus for the retailer centres on delivering what its customers want "wherever, whenever and however they want to shop".

He added: "We chose to work with Red Ant for this major project because they share this philosophy with us – they have an excellent track record in partnering with international retail brands to develop best-in-class transactional apps, and they have the ability to integrate quickly and easily with our existing systems across all channels.

"Their expertise in Asian markets will ensure our customers in China will receive the superior mobile-first experience that they've come to expect."

Asos launched localised versions of its Android and iOS apps in France, Germany and the US during the first half of the financial year, and added those tech platforms for its customers in Italy, Spain and Russia last month.

A recent interim trading statement from the retailer said traffic from mobile devices now represents over 50% of all web visitors and, in acknowledgment of this trend, Asos has started running mobile-only promotions.

In other Asos news this week, the company has appointed Helen Ashton to the role of group chief financial officer. Assuming the position on 1 September 2015, the former Barclaycard and Lloyds Banking Group manager will succeed Nick Beighton, who has taken the job of Asos group chief operating officer.

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