Asos.com has closed footwear website Crooked Tongues, which specialised in trainers, to avoid confusion with its own offer.
A spokeswoman for Asos said: “We have seen evidence of growing search and subsequent sneaker sales within our own Asos site. As our customer is key here, we have decided to no longer confuse anyone by offering a separate site for sneakers.
“Going forward the Crooked Tongues experience and sneaker fix our customer loves will continue to be available on Asos.”
Shoppers can return any shoes purchased on Crooked Tongues until February 28.
Asos’s initial 50% stake in Crooked Tongue cost £150,000. In May 2013, Asos bought a further 45% stake in the business for an undisclosed amount.
Crooked Tongues made a £65,000 loss on revenues of £1.79m in the year to August 31, 2013.