ASOS set to launch own-brand homewares line

Global online fashion giant ASOS is reported to be poised to launch its own-brand homewares line to add to its own label fashion, beauty and activewear lines.

The Camden, London-based business is said to be recruiting a design team to develop the collection. ASOS already sells some lifestyle products on its site, including cushions, bedding, crockery and glassware from third-party brands, but the latest move would see it selling such items under its own label as well.

In a report in The Observer newspaper, analysts from City broker speculated that ASOS would employ technology to disrupt the market, as it has done with fashion. “ASOS maintains a fashion focus, although it recently expanded into beauty. What could be next? We speculate homeware, supported by the 3D printing technology revolution. From there, the sky is the limit,” Stifel's report said.

The new beauty line from ASOS

ASOS, which is targeted at style-obsessed 20-somethings, launched its beauty line last autumn and it unveiled its new activewear line 4505 in February. It has also been investing heavily in technology to improve its service offer including a try before you buy service and same-day delivery in London, Leeds and Manchester.

The AIM-listed business is due to update the market on its interim results on Wednesday when it is expected to announce an increase in spending on infrastructure from £200m to £220m.