Asos navigates US tariffs with resilience and flexibility

Asos's CEO stated the online retailer is "resilient" despite looming US tariffs and a challenging global trade environment. The company is adopting a "flexible approach" to navigate the evolving policies. The retailer is preparing for potential new US tariffs on cheaper imports, particularly the possible elimination of the "de minimis" rule. Asos reported early signs of its turnaround plan working, with a focus on full-price sales and own-brand growth. Asos reported a revenue decline of 14% for the first half of the year, but narrowed pre-tax losses. The company is diversifying its supply chain and focusing on agility to adapt to changing regulations.