ASOS Plc (ASC.L) said it is investigating after thousands of users of its mobile app received a push notification on Tuesday claiming that hackers had 'fully compromised' the online fashion retailer's data. The notification, titled 'Asos hacked', contained a link directing recipients to the Telegram messaging service and read: 'Dear Asos DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it.' [Source: ITV News] The message appeared to address ASOS's data protection officer and referred to Snowflake Inc., the cloud data platform used to store, process and analyse data for major companies. ASOS told customers contacting its support chatbot that it is 'aware of the notification and are currently investigating.' [Source: BBC] An ASOS spokesperson had no immediate comment, and Snowflake did not immediately respond to a request for comment. The ASOS website and app appeared to remain operational on Tuesday morning.
ASOS shares slumped the most in a year following the notification. The stock traded at 436.50p at 11:50 on 6 October 2026, down 65.50p or 13.05% from the previous close of 502.00p, with an intraday range of 430.00p to 503.00p. The Guardian reported the decline at more than 14%, with different figures across outlets reflecting different snapshot times during the trading session. ASOS has approximately 119.65 million shares in issue on the London Stock Exchange, and ahead of the incident the stock had a 52-week range of 206.50p to 517.00p.
The incident comes against a backdrop of recent cyber attacks targeting UK retailers. ASOS's situation follows similar events at Marks & Spencer and Harrods over the past two years. ASOS itself has been navigating a difficult financial period: the company reported annual losses of £282 million for the year to 31 August 2025, with sales having fallen 12%. In May 2026, ASOS agreed to sell its Lichfield fulfilment centre and related automation equipment to Marks and Spencer for £67.5 million. The hack claim itself remains unverified; ASOS has not confirmed any compromise and the attackers' assertion regarding the Snowflake instance has not been independently substantiated.
Sources: The Guardian, ITV News, Bloomberg, Insurance Journal, BBC, London Stock Exchange, Shareprices.com, ADVFN