Asos looks to Oracle to support international growth plans

It is clear international expansion is on the agenda at online fashion house, Asos, with the business's new CEO Nick Beighton recently announcing he will be putting significant focus on developing the company's French and German markets.

While the majority of Asos's overseas investments in 2016 are set to be targeted in the Eurozone, the new boss explained in October that the US is a "third focus" for the business, and also in the pipeline for investment. Recent developments in Asia – which have seen Asos and tech firm build mobile apps specifically for the Chinese market – indicate that the growth strategy is a multi-continental one.

And with those plans on the horizon, it was announced on Thursday that Asos has turned to Oracle Retail to provide the organisation with a suite of tools that it is hoped will result in the implementation of integrated, systemised processes that boost buying, stock management and merchandising decision-making.

Since launching in 2000, Asos has developed into a business that ships to over 190 countries and territories around the world, and it has identified Oracle as a key planning partner for optimising growth across these international markets.

Oracle exhibited at RBTE in 2015 and will return to the expo this year

Cliff Cohen, chief information officer at the fashion e-tailer, remarked: "We have ambitious global plans and need a solution that can keep up with our pace as we continue to grow.

"This means bringing the right mix of products to the right customers at the right time. Oracle Retail's planning and merchandising solutions will allow us to be more efficient in the way we target, ship and stock products globally."

Oracle has promised to provide Asos with increased visibility into its international customer demand, sales and stock across its business. It will also help shape the offering to suit a growing global demand and unique customer preferences within each market.

In October Asos reported a full-year retail sales increase of 17% to £1.1 billion, with international trading up 11% to £646.1 million.

Commenting on opportunities in France and Germany in the wake of those results, CEO Beighton said: "We think those markets will be extremely exciting for us over the next three to five years."

On China, where Asos is still effectively in start-up mode, he added: "We're planting seeds for future growth, so China will be getting an awful lot of attention too, but it's still very early doors in our China investment."

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