Online fashion group Asos has said the pandemic forced it to “rip up the playbook” as its young customers came to terms with being cooped up at home.

Chief executive Nick Beighton said its 20-something core market normally bought clothes for going out.

Asos added one and a half million customers in the past six months, giving it a total of 24.9 million.

Mr Beighton told a conference call that under lockdown, there had been a greater emphasis on activewear, casual wear and beauty products.

“The business is in great shape, with cash on its balance sheet and the acquisition and integration of brands such as Topshop yet to be fully reflected in performance,” she added.

VR Niti Sejpal