Asos Breaks Into U.S. Retail With First Pop-up Store in New York City's SoHo
'The U.S. is a hugely important market for Asos, and our customers here come to us because they love the unique mix of styles and brands we offer, especially those that can be hard to find elsewhere. This pop-up is about bringing that experience to life in a real, physical way,' Sean Trend, Asos managing director, told WWD via email.
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According to Trend, New York City was the obvious place for Asos to debut its first pop-up store in the U.S. 'SoHo, especially, felt like the perfect fit. The neighborhood has high foot traffic and strong cultural relevance among our target audience. It's vibrant, creative, and always ahead of the curve, just like our customers,' he said.
The Asos pop-up will feature spring and summer 2025 pieces from Asos' own collections, as well as exclusive products, seasonal updates and items from other partner brands. Shoppers will also find Arrange, Asos' elevated premium brand, which debuted in March. The store's design highlights different themes, including occasion wear and summer essentials, with prices ranging from $10 to $300.
'This pop-up brings that curated mix into a physical space. It reflects what customers love about shopping Asos online: a diverse and inclusive range of styles across brands, sizes and aesthetics. That includes our extended size ranges like plus, tall and petite, which we see as a genuine point of difference in this market,' Trend said.
Inside the pop-up, customers can also browse and order from the full Asos online collection, creating a seamless experience between in-store and digital shopping. The pop-up also includes interactive launch events, giveaways and exclusive treats during the opening weekend. Some experiences require advanced sign-up through the event platform Partiful.
The pop-up is seen as a test-and-learn moment for Asos, according to Trend. 'We're focused on making this first activation a success and exploring how we might bring similar experiences to other U.S. cities. While permanent retail isn't the immediate plan, it's something we may revisit in the future if the opportunity feels right,' he said, adding that the brand is already planning a mini pop-up at Surf Lodge in the Hamptons over Fourth of July weekend. 'This is just the beginning,' Trend said.
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