Shein UK revenue jumps to £2.58bn in 2025, overtaking ASOS

Shein’s UK revenue rose 26% to £2.58bn in 2025, pushing it ahead of ASOS’s £2.48bn group sales for the year to 31 August. Its UK workforce grew from 91 to 113 employees, as shown in Companies House filings. The ASOS figure covers international markets, making a direct UK‑to‑UK comparison imperfect.

Shein’s international quarterly profits fell 67% in September amid higher freight costs and weaker sales in Europe and the US. The UK government plans to end the customs duty exemption for low‑value imports of £135 or less by October 2028, which could raise Shein’s cost base.

Shein’s international results were not so positive. In September, its quarterly profits tumbled 67 per cent due to higher freight costs and weaker sales across Europe and the US. The retailer posted adjusted net profit of $228m (£169m) for the second quarter, down from a year earlier, while its margin narrowed sharply to 2.1 per cent from 6.2 per cent.

What we know

Shein’s UK revenue climbed by 26 per cent to £2.58bn in 2025, with pre-tax profits increased 18 per cent to £45.2m.
Accounts filed at Companies House also showed its UK workforce grew from 91 to 113 employees.
The figures put Shein ahead of ASOS, which reported total group revenue of £2.48bn for the year to 31 August 2025.
In September, its quarterly profits tumbled 67 per cent due to higher freight costs and weaker sales across Europe and the US.
Its future UK sales could also take a hit as the UK government is planning to end the customs duty exemption for low-value imports worth £135 or less by October 2028.