Success stories: ASOS

Established at the dawn of the new millennium, a tiny UK-based online fashion retailer with huge ambition craved for success and with time proved to be highly effective. ASOS stands for As Seen On Screen. This is wise, because everybody likes the "what you see is what you get" e-shopping without any unpleasant surprises. They started as a trio but now have several thousand employees. Initially, they were duplicating chic fashion products and making them more accessible; today they have several fancy collections of their own. Being just a store is obviously not enough and ASOS is very close to becoming a popular designer brand.