UK-based online fashion retailer ASOS is making a short-term retail debut in the US with a pop-up in New York City’s SoHo neighborhood for a summer campaign.
The new pop-up named “Summer, Styled by ASOS” features women’s and men’s apparel and accessories between June 13 and June 22.
Asos will offer its spring/summer 2024 apparel from its online collections alongside selected collaborative brands, with the items priced between $10 and $300.
The brand’s collection on sale also includes ASOS’ specialty occasion wear line Arrange, which made its debut in March.
Vanessa Spencer, executive VP of creative at ASOS said: “Opening our first-ever US pop-up is a major milestone for Asos.
“We’ve created an immersive experience that brings our trend-led fashion to life. Curated with exclusive products, premium collections, and everything you need to style the season ahead.”
The fashion brand currently runs direct-to-consumer operations and has no brick-and-mortar locations in the UK and US.
This is part of the fashion retailer’s strategy to bring in more customers by creating a more engaging shopping space with immersive elements.
As part of the pop-up experience, shoppers will get to browse through and purchase from ASOS’ e-commerce platform. The UK online fashion giant currently has 20 million active customers.
International fashion brands have been expanding across the US recently, with Primark securing leases for new locations in March and Mango opening two locations in April.
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