{"id":135258,"date":"2025-11-21T14:40:01","date_gmt":"2025-11-21T13:40:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=135258"},"modified":"2025-11-21T14:40:01","modified_gmt":"2025-11-21T13:40:01","slug":"le-nouvel-asos-est-pret-apres-une-reinitialisation-douloureuse","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-nouvel-asos-est-pret-apres-une-reinitialisation-douloureuse\/","title":{"rendered":"\u00ab Le nouvel Asos \u00bb est pr\u00eat apr\u00e8s une \u00ab r\u00e9initialisation douloureuse \u00bb"},"content":{"rendered":"\n<p><strong>Asos <\/strong>voit \u00e0 nouveau son chiffre d&rsquo;affaires reculer, mais enregistre une forte hausse de ses b\u00e9n\u00e9fices et affirme \u00eatre \u00e0 un tournant dans son redressement. La boutique de mode en ligne britannique se pr\u00e9sente comme un \u00ab nouvel Asos \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ordre n\u00e9cessaire<\/h2>\n\n\n\n<p>Au cours des 52 semaines pr\u00e9c\u00e9dant le 31 ao\u00fbt, le chiffre d&rsquo;affaires a baiss\u00e9 de 14 % pour atteindre 2,46 milliards de livres sterling (2,88 milliards d&rsquo;euros) et le GMV a diminu\u00e9 de 12 %. N\u00e9anmoins, l&rsquo;EBITDA ajust\u00e9 a augment\u00e9 de 60 % pour atteindre 132 millions de livres sterling (154 millions d&rsquo;euros) et la marge brute s&rsquo;est am\u00e9lior\u00e9e de 370 points de base pour atteindre 47,1 %, son plus haut niveau depuis des ann\u00e9es.<\/p>\n\n\n\n<p>Le d\u00e9taillant affirme que la \u00ab douloureuse r\u00e9initialisation \u00bb de ces derni\u00e8res ann\u00e9es est d\u00e9sormais derri\u00e8re lui.  Ou, comme le dit le PDG Jos\u00e9 Antonio Ramos Calamonte : \u00ab Le chemin que nous avons parcouru a n\u00e9cessit\u00e9 de la patience, beaucoup de travail et des d\u00e9cisions difficiles pour en arriver l\u00e0 o\u00f9 nous en sommes aujourd&rsquo;hui. Il fallait suivre un ordre clair et r\u00e9fl\u00e9chi. Nous devions d&rsquo;abord reconstruire \u00e9conomiquement et stabiliser l&rsquo;entreprise afin de pouvoir investir dans ce qui est le plus important pour les clients. \u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9initialisation op\u00e9rationnelle<\/h2>\n\n\n\n<p>Au cours des deux derni\u00e8res ann\u00e9es, Asos a r\u00e9duit de moiti\u00e9 l&#8217;empreinte de ses entrep\u00f4ts, diminu\u00e9 ses stocks de 60 % depuis l&rsquo;exercice 2022, ren\u00e9goci\u00e9 ses contrats de distribution et renforc\u00e9 ses r\u00e8gles en mati\u00e8re de retours. Cela s&rsquo;est traduit par une augmentation de 30 % du b\u00e9n\u00e9fice par commande et une r\u00e9duction de la dette nette de plus de 110 millions de livres sterling (129 millions d&rsquo;euros).<\/p>\n\n\n\n<p>Dans le m\u00eame temps, les d\u00e9lais de livraison s&rsquo;acc\u00e9l\u00e8rent : gr\u00e2ce au mod\u00e8le Test &amp; React, certains mod\u00e8les passent du croquis au site web en trois semaines environ ; ce segment repr\u00e9sente plus de 20 % des ventes des marques propres. Asos souhaite porter leur part \u00e0 30 % \u00e0 moyen terme.<\/p>\n\n\n\n<p>Environ 100 nouvelles marques partenaires externes ont rejoint le groupe cette ann\u00e9e. Inditex est pass\u00e9 \u00e0 un mod\u00e8le Asos Fulfilment Services et le d\u00e9taillant a conclu un accord de collaboration exclusive pluriannuel avec Adidas dans le domaine de la mode f\u00e9minine, qui a g\u00e9n\u00e9r\u00e9 \u00ab deux commandes par seconde \u00bb lors de son lancement. Les relancements de Topshop et Topman devraient \u00e9galement attirer les clients.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Asos enregistre une nouvelle baisse de son chiffre d&rsquo;affaires, mais affiche une forte hausse de ses b\u00e9n\u00e9fices et se dit \u00e0 un tournant dans le redressement de la boutique de mode en ligne britannique. L&rsquo;entreprise se pr\u00e9sente comme un \u00ab nouvel Asos \u00bb.<\/p>\n","protected":false},"author":5,"featured_media":135259,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[744],"topic":[266],"region":[381],"class_list":{"0":"post-135258","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-asos","11":"topic-resultats-financiers","12":"region-royaume-uni"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Le nouvel Asos \u00bb est pr\u00eat apr\u00e8s une \u00ab r\u00e9initialisation douloureuse \u00bb - RetailDetail 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