The incident first gained attention when numerous users in the UK received pop-up notifications on their mobile devices titled “ASOS hacked.” The messages contained a direct threat to the company’s data protection officer and IT department, stating: “We have fully compromised the Snowflake instance. Engage with us, or we will leak it.” ASOS has not officially confirmed the compromise of Snowflake, a data analysis and AI platform, nor has it identified the specific third-party communication platform targeted or the group responsible.
ASOS stated that the attackers may have accessed basic user information, including names and contact details. The company explicitly noted that it does not believe payment-card information or account passwords were impacted. Furthermore, ASOS confirmed that its website and main application have not been affected and that its operational capabilities have not been disrupted. The retailer is currently working with internal and external specialist advisers, as well as relevant authorities, to contain the situation and investigate the scope of the breach.
Emerging reports suggest the breach may be more extensive than initially disclosed. While ASOS limited its initial confirmation to names and contact details, subsequent claims indicate that hackers may have accessed postal addresses, phone numbers, email addresses, and details relating to product purchases. The full extent of the compromised data remains under investigation. A hacking group calling itself the “Xuanye Group” claimed responsibility for the incident on a newly created Telegram channel. The name suggests a Chinese-speaking threat actor, though cybersecurity experts note this could also be a false flag.
The direct approach of contacting customers via the ASOS app highlights a tactic often used by extortion groups to generate publicity and apply pressure on victim organizations. Security analysts have drawn parallels to previous attacks on Snowflake instances, such as those conducted by the ShinyHunters group in 2024, which affected over 160 organizations. However, the initial access vector for this specific incident has not been confirmed. Experts warn that if the breach involved a vulnerability in the Snowflake environment, it could potentially impact other organizations using the same platform, prompting calls for a priority investigation.
The incident has had a tangible impact on the company’s market perception, with ASOS shares falling sharply following the news of the breach. The situation underscores the risks associated with third-party integrations in large-scale retail operations. While the company works to determine exactly how the attackers gained entry and whether additional systems were compromised, customers are advised to remain cautious of suspicious emails, messages, or calls requesting personal information or payments, as criminals may attempt to exploit the breach for further scams.
ASOS has not yet announced a specific timeline for the completion of its forensic investigation or any further regulatory disclosures. The company continues to monitor the situation and will provide updates as more information becomes available regarding the nature of the intrusion and the specific data points involved.
