ASOS stock fell as much as 13% on Tuesday after customers of the British online fashion retailer received a push notification through its app claiming that hackers had broken into the company's systems.
The notification, which Bloomberg reported seeing and which spread widely on social media, was directed at ASOS's data protection officer and IT department. "We have fully compromised the Snowflake $SNOW instance," it read. "Engage with us, or we will leak it." The message included a link to a Telegram chat.
An ASOS spokesperson said the company had seen the reports but declined to confirm or elaborate. Snowflake did not respond to requests for , according to Bloomberg .
ASOS stock recovered some ground after the initial selloff, which Bloomberg noted was the steepest single-day move for the shares since September 2025. Snowflake stock fell as much as 3.2% in premarket trading in New York.
At the close of its 2026 fiscal year, ASOS counted 16.4 million active customers in over 100 markets worldwide.
Dray Agha, senior manager of security operations at cybersecurity platform Huntress, said Snowflake is a cloud database where retailers typically store sensitive customer data. "Sending a ransom demand directly to consumer devices is an aggressive extortion tactic designed to force the business into a quick negotiation," Agha told Reuters . The notification also suggests attackers gained access to the systems controlling the ASOS mobile app, Agha added.
The incident is the latest in a series of cyberattacks targeting U.K. businesses. Marks & Spencer Group spent months dealing with fallout after a cyberattack last year halted its online clothing and sales, and Co-op and luxury department store Harrods faced similar intrusions in the same period, according to Bloomberg. Jaguar Land Rover similarly fell victim to a serious cyberattack last year, which caused production facilities across multiple countries to halt operations.
Before Tuesday's decline, ASOS stock had gained more than 60% over the course of 2026, according to Reuters. The company has been divesting assets and last month issued an upbeat profit forecast for fiscal 2026.
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