Asos Confirms Data Breach After Customers Receive Threatening Messages

POLICY WIRE — London, United Kingdom — Asos has confirmed that an unauthorized customer notification was sent to users, raising concerns about a potential cybersecurity breach. The message, which appeared to come from hackers, warned of compromised systems and linked to a Telegram chat.

The notification, sent on Tuesday morning, included a threat from what appears to be a group calling itself Xuanye Group. The message stated that the company’s Snowflake instance had been fully compromised and urged the data protection officer and IT team to engage or face leaks. The message did not specify what data was accessed, but Asos later confirmed that basic personal information, such as names and contact details, may have been exposed.

Asos has not yet issued a public statement about the incident, though its website chatbot acknowledged the situation and said it is under investigation. The company reported revenues of £2.5 billion in 2025, down from £2.9 billion the previous year, and faced an operating loss of £212 million. Its stock price dropped by around 13% following the notification, though it has since stabilized. Cybersecurity experts urge customers to avoid clicking on suspicious links and to reset passwords, while also warning that the full impact of the breach could take weeks to assess.

Reporting by Policy-Wire (PW)