U.K.-based online fashion retailer ASOS Plc said Oct. 11 that it launched a same-day delivery service to customers in London, adding to other offerings it already has in place at a time that the competition to provide wider and speedier delivery options is intensifying.

The London-based company, which sells on its site its own labels as well as global and local brands aimed at buyers in their 20s, said under its new service, "ASOS Instant," customers in the city who place orders before 10 a.m. on any days excluding Saturday can receive their parcels between 6 p.m. and 10 p.m. the same day. The service will cost £12.95. ASOS plans to expand the service to other major U.K. cities in the coming months.

The announcement by ASOS, which sells brands ranging from adidas AG and Hugo Boss AG to Industria de Diseño Textil SA's Pull&Bear, comes at a time that an increasing number of apparel rivals are offering wider and faster online deliveries options. In September, German online fashion retailer Zalando SE said it launched a pilot program in which customers can decide when their parcels should be delivered in a preferred 60-minute time frame. E-commerce behemoth Amazon.com Inc., whose Amazon Fashion business is its fastest-growing category, offers fee-paying members in the U.K. same-day delivery seven days a week for orders placed by noon. Swedish apparel retailer H&M Hennes & Mauritz AB also said in September that it was testing same-day and time-slot deliveries.

ASOS already offers next-day delivery, click-and-collect and free return services. In 2017, the company also introduced a one-hour delivery time service, in which customers can choose the day and the hour of delivery.

ASOS, whose site went live in 2000, has seen its revenue roughly double between fiscal 2012 and fiscal 2016 from £571.3 million to £1.44 billion, according to S&P Capital IQ. It is present in eight locations, including the U.K., the U.S., France and Russia. It had 15 million customers as of June 30, up from 12 million a year earlier.