British online retailer ASOS used to boast that it made a sale in Australia every six seconds. 
So besotted were local consumers with the website in   June 2013 that management talked about flying the equivalent of four jumbo jets full of ASOS clothes and accessories into Australia every week.  
However, the weaker Aussie dollar, increased competition from local "bricks and mortar" retailers such as Myer and more attractive opportunities in other overseas markets means Australia is no longer such a critical part of ASOS's expansion plans. 
Once the digital fashion house's largest single foreign market, Australia barely rated a mention during chief executive Nick Beighton's full-year results presentation on Tuesday.  
Mr Beighton, who took over from founder Nick Robertson last month, said the company would focus its efforts on the four larger markets of Britain, the US, Germany and France. 
"In Australia we have a great business and enjoy the leading market share," he said. "We will continue to improve that experience for our customers but it won't be attracting the same level of investment as the other territories I've referred to."
ASOS does not break out the performance of individual countries but conceded the weak Australian currency had "erroded" some of the gains made from a decision to cut prices in Australia. 
The London-listed company launched a &shy;dedicated Australian website in 2012 and introduced zonal pricing in   November last year in a bid to reverse declining sales as the Australian dollar began to fall against the pound.
The only other reference to Australia came after management was asked about the impact of the government's proposed changes to the GST treatment of goods bought from overseas. In   August, the federal and state treasurers agreed to broaden the GST to cover overseas online transactions under $1000 from   July 2017.
"We are mindful (that) may hit us in 2017. How large a proportion of our sales Australia will be by that point in time I'm not convinced," said chief financial officer Helen Ashton. 
Mr Beighton added: "Some people think Australia is over 10 per cent of our sales mix. It's not. Certainly, by 2017 it will be substantially less than it is now."
ASOS shares slumped in 2014 as the onetime market darling issued three profit downgrades with its weaker Australian operations contributing to the malaise. Management was forced to reinvest a larger-than-expected proportion of earnings back into reducing prices and improving service for its "20 something customers".
However, the latest results suggest the business is recovering. ASOS met forecasts with a 1 per cent rise in 2014-15 profit and said trading in its new financial year had started well. Mr Beighton declared the group's "poise had been regained". 
ASOS posted a &pound;47.5 million pretax profit for the year to   August 31 with sales up 17 per cent to &pound;1.12 billion. UK sales rose 27 per cent while international sales were up 11 per cent.