6th Oct 2026 11:02
(Alliance News) - Asos PLC shares took a tumble on Tuesday morning in response to news that the company's software had been hacked.
Users of the London-based online fashion retailer's app received a push notification titled "ASOS HACKED" in which the hackers said they had "fully compromised the Snowflake instance", which is a data management cloud service.
Operating through Snowflake is an artificial intelligence platform called Simon AI, which collects customer data, Sky News reported.
The hackers addressed their message to Asos DPO and IT, the former of which stands for data protection officer.
"Engage with us, or we will leak it," the hackers threatened.
This was followed by a link to a Telegram page, the PA news agency reported.
Aside from the notification, Asos's website appears to be functionally normally on Tuesday morning.
The incident sent Asos stock tumbling 11% to 446.00 pence per share. The stock is up 73% over the past year, but down 84% over the past five years.
This follows an optimistic statement from the company late last month, when it noted that it had returned to growth in gross merchandise value in the fourth quarter.
However, GMV in financial 2026 fell 5% compared with a year earlier.
It also reported that it had 16.4 million active customers at the end of financial 2026, down 0.6% from 16.5 million at the end of the first half.
Still, total customers grew on a quarterly basis for the first time since 2022.
The company expects to report an annual gross margin of over 50%, ahead of its previous guidance of between 48% and 50%, when it releases full-year earnings on November 5.
By Holly Munks, Alliance News reporter
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