British Online Fashion Retailer Asos Enters U.S. Market with First Pop-up Store in SoHo, NYC

Asos has opened its first pop-up store in the US, located in New York City's SoHo neighborhood. The temporary retail space, named "Summer, Styled by Asos," features men's and women's clothing and accessories from Asos' own collections and partner brands, including its premium brand Arrange. The pop-up is open from Friday to June 22 and offers a curated mix of styles and brands that Asos customers love online.

Asos, a British online fashion retailer, has made a significant foray into the U.S. market by opening its first pop-up store in New York City's SoHo neighborhood. The temporary retail space, named "Summer, Styled by Asos," is located at 120 Wooster Street and will be open from June 13 to June 22 [1].

The pop-up store features a curated selection of men's and women's clothing and accessories from Asos' own collections and partner brands, including its premium brand Arrange. The store offers a diverse range of styles and brands that Asos customers have come to love online [1].

Asos Managing Director Sean Trend highlighted the importance of the U.S. market for the brand and the strategic choice of New York City, particularly SoHo, for its debut pop-up. "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," Trend said [1].

The pop-up store is designed to reflect the diverse and inclusive range of styles and sizes that Asos is known for, including extended size ranges such as plus, tall, and petite. Customers can browse and order from the full Asos online collection, creating a seamless shopping experience between in-store and digital platforms [1].

In addition to the product offerings, the pop-up will host interactive launch events, giveaways, and exclusive treats during the opening weekend. Some experiences require advanced sign-up through the event platform Partiful [1].

This pop-up store is seen as a test-and-learn moment for Asos, with the brand focused on making the first activation a success and exploring the potential for similar experiences in other U.S. cities. While permanent retail is not an immediate plan, Asos is considering the possibility in the future [1].

References:
[1] https://wwd.com/pop-culture/culture-news/asos-pop-up-store-new-york-city-soho-1237916135/
[2] https://www.nycforfree.co/events/summer-styled-by-asos-nyc-pop-up
[3] https://www.asos.com/women/dresses/cat/?cid=8799
[4] https://www.asos.com/us/asos-design/asos-design-oversized-t-shirt-with-new-york-back-graphic-in-black/prd/209036299