Analysts said Asos' management already had experience in dealing with such issues, noting its Hemel Hempstead warehouse was damaged by explosions at the Buncefield fuel depot in 2005.
"Roll forward, Asos are now bigger, uglier, more global and one would imagine less agile perhaps in their response,"
Said analysts at Jefferies.
The fire at the Asos distribution centre broke out at about 22:00 BST on Friday, 2014.
South Yorkshire Police said the incident was being treated as deliberate following initial investigations with the fire service.
More than 60 firefighters tackled the blaze and about 500 people were evacuated from the five-storey building.
The fire came just two weeks after Asos warned in early June that its full year profits would miss forecasts.
At the time, Asos blamed the strength of the pound, which hurt overseas sales and forced it to launch a series of promotions.