#1Kw T asos Acceleration of ASOS Brands Strategy Acquisition of Topshop, Topman, Miss Selfridge, HIIT 1 February 2021 SHITEJATE KAITWA KATI#2Compelling Strategic Opportunity Acquisition of strong, iconic brands We will use our market leading capabilities and platform to drive growth globally ... ... alongside selecting best retail partners; accelerating US strategy with Nordstrom partnership that resonate with the core ASOS customer in the UK and internationally ... ... ● delivering attractive financial returns Double-digit return on capital (post tax) in first full year Fully funded from cash reserves; cash position remains robust 2 asos#3LEGRA 20 To be the #1 destination for fashion loving 20-somethings worldwide L.IFNEN:L.11 2. The ASOS Brands The ASOS Strategy Design that can't be found anywhere else HENJU. 1. Truly global retailer 3. The ASOS Platform One platform with all the relevant product, all of the time si 4. The ASOS Experience Inspiring, exciting, friction-free and personalised 5. Effective, efficient and sustainable model 2-3 MEESILA ANTESIS PNTEST SEVER 3 asos#4Accelerating our ASOS Brands Strategy WEREMI Transforming brands with leading 20-something online experience The ASOS Experience Inspiring, exciting, friction-free and personalised asos 7. F The ASOS Platform One platform with all the relevant product, all of the time The ASOS Brands asos Design that can't be found anywhere else asos COLLUSION AS YOU MINTAGE TOPSHOP TOPMAN Miss Selfrdge HIIT WERELD 2974 Effective, efficient and sustainable model Bringing iconic 20-something F brands in-house Leveraging our effective and efficient online model 4 asos#5Established brands with international revenue base J1 IBANEZ.. Revenue through online and retail partnership was c.£265m in FY20... Retail Partnerships ● CEREDEN WEDERZENI Brand Online I I SAJ BA ...generated from a broad international base with strong presence in US and Germany 2 Germany Other US UK 5 asos#6Iconic brands that resonate with 20-somethings JE JEANEL Brands continue to grow well through effective models and retail channels... 5% Brand Online Arcadia FY20* Ferra 16% Retail Partnerships 41% ASOS Platform ASOS P1 FY21* GREY DA *More recent Arcadia data not available, ASOS FY20 growth rate inflated by increasing YoY options, P121 best indication of YoY performance AJ JEA ......as customer engagement and brand equity remains strong TOPMAN TOPSHOP Miss Selfridge 3.3M 11.8M Active customers Instagram followers >200M Site visits TESTNEGYE 6 asos#7Brand Identity TOP SHOP Target customer Hero categories Price Point Opportunity An iconic UK brand with an established fashion heritage Top end of 20-something customer styled for our "Scenester" girl Denim, knitwear, coats & day dresses Elevated above ASOS Design Build into curve and inclusive sizing making it accessible to all and revive the footwear offer 7 asos#8Brand Identity Target customer Hero categories Price Point Opportunity ΤΟΡΜΑΝ A unique UK menswear brand with an established smart to casual aesthetic Top end of 20-something, shopping for every moment from modern essentials to formal wear Denim & jersey tops Elevated above ASOS Design Build inclusive sizing, accelerate the hero categories, develop footwear offer Copenhagen Z#9Brand Identity Target customer Hero categories Price Point Opportunity Miss Selfridge A uniquely feminine womenswear brand with a girly playful look Young 20-something, taking her from day to date night Dresses, jersey tops & petite Lower than ASOS Design Enhance the current offer, focus on creating ranges for all her milestone moments, grow the inclusive opportunity 9 asos#10Brand Identity Target customer Hero categories Price Point Opportunity HIIT Accessible activewear for lifestyle & working out Young 20-something looking for elevated athleisure essentials Co-ordinating leggings & tops In line with entry level ASOS 4505 Grow meaningfully into menswear and expand into a wider range of sports HIIT HIT HIT R HIIT HIIT#1159 Leveraging our market leading capabilities Overlaying ASOS capabilities to capitalise on opportunity... World class design, buying & merchandising Driving 20-something customer momentum ...allows us to integrate these brands straight onto our platform... Engaging, friction free online experience Established warehouse and technology infrastructure ...to drive growth globally at a low incremental cost to serve 5:67 11 asos#12Maximising the opportunity through selective strategic partnerships Demand for fashion continues to grow through the right retail channels and platforms Selecting the best partners will accelerate global multi-channel opportunity Excited to be working closely with Nordstrom to capitalise on opportunity in US 12 asos#13Delivering a low-risk integration Clear integration principles Prioritise customer transition Migrate acquired brands into ASOS processes and systems Execute integration as fast as possible TUI 201 Planning Fully scoped integration plan Clear migration plan agreed with Administrators Talent Retaining key talent across design, buying and retail partnerships Integration led by dedicated ASOS talent ¡T ZEJF¹B/¬Z Delivery Clear accountabilities defined at executive level Integration activity built into broader business governance Business plan built into operational plan (3 F.: 13 asos#141 Financially Attractive Transaction Cash consideration of £265m; cash position remains robust Additional sales in FY22 broadly in line with FY20 acquired brand sales; driving growth through our ASOS platform alongside strategic review and rationalisation of retail partnerships Accretive to retail and EBIT margin in FY22 with double-digit return on capital (post tax) PLAZZATEPALAZARPALIZIABFAL. FY21 Impact Expect incremental EBITDA to be offset by initial investment and ramp up costs as we focus on integration, partner engagement and stock build to support future trading plans Additional one-off restructuring and transaction costs of c.£20m No change to underlying FCF guidance [" Headline financial metrics MTAHLIETU TANLIGTUNAYANLIEGTU WW 14 asos#15Summary A compelling opportunity to acquire strong, iconic brands ... ... alongside selecting best retail partners; accelerating US strategy with Nordstrom partnership that resonate with the core ASOS customer in the UK and internationally ... ... ● We will use our market leading capabilities and platform to drive growth globally ... delivering attractive financial returns Double-digit return on capital (post tax) in first full year Fully funded from cash reserves; cash position remains robust E 15 asos#16Q&A Please type your question into the question box 16 asos