Asos will almost double its marketing spend next year to raise its profile, as the online fashion retailer’s interim results smashed market expectations.

Marketing spend will rise to up to£7 million in the next financial year, from£3.7 million for the year to March 2008.

In the six months to September 30, Asos sales soared 83 per cent to£31.8 million. They have rocketed 101 per cent in the nine weeks to December 2.

Chief executive Nick Robertson was bullish about the run-up to Christmas, with sales last week reaching a record£4.2 million and this week’s set to be even higher. “We have to wait until after returns to see how far ahead of expectations we will be in the new year. I am confident, though, that this will be our strongest week ever,” he said.

The retailer’s pre-tax profit also soared, to£2.4 million for the six-month period, compared with just£300,000 last year.

Next year, Asos will add 40 more premium brands to its web site, including Sass & Bide, Dittos and Cheap Monday. Karen Millen will be the next high street brand to launch on the site.

Robertson also said he was considering adding a credit payment facility to the site. “Credit cards are not as attractive a proposition as they once were, but we want to do something that would give significant value to customers.”

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