ASOS beats the forecasts again with UK sales soaring 23pc

The fashion website, which has six million customers, said UK sales rose 28 per cent in the three months to the end of February, with global sales up 37 per cent to £186.5m.

That was better than a market forecast for a 34 per cent sales rise and ahead of a 30 per cent jump in its first quarter.

Chief executive Nick Robertson called it a “robust” performance and said UK trading continues to beat hopes after a strong December, when all-in-one adult pyjamas, known as ‘onesies’, were among best sellers.

The company has banished fears that its home market is stagnating by refocusing its marketing on its core twenty-something customer base and delivering more price cuts.

Initiatives such as ‘Complete the Look’, where the website suggests other clothes and accessories to go with an outfit, have also helped accelerate sales.

The strong UK sales performance following the company’s focus on pricing has hit the group’s margin but the group’s shares have improved by more than 25 per cent in the year to date.

Matthew McEachran, retail analyst at N+1 Singer, said: “This update is a great achievement, and testament to the strengthening of the proposition afforded by better stock control, buying and warehousing efficiencies.”

ASOS said that international sales were 45 per cent higher at £110.9m in the quarter, driven by growth in the US and Europe.

While the traditional high street has suffered as consumers worry about jobs and squeezed household incomes, online retailers are faring far better, with ASOS in particular bucking the gloom.

The firm targets young women looking to emulate the designer looks of celebrities like Nicole Scherzinger and Cara Dele-vingne.