ASOS, the British online fashion giant known for its vast selection of trend-driven apparel, accessories, and beauty products, has debuted in physical retail in the United States with a pop-up store in New York City’s fashionable SoHo neighborhood.
Brin Snelling
07.17.25
ASOS, the British online fashion giant known for its vast selection of trend-driven apparel, accessories, and beauty products, has debuted in physical retail in the United States with a pop-up store in New York City’s fashionable SoHo neighborhood. The store, located at 120 Wooster Street, welcomes customers from June 13th to June 22nd, marking a significant milestone for ASOS as it transitions from exclusively online shopping to offering a tangible, immersive brand experience.
Since its founding in 2000, ASOS has carved out a prominent spot in the competitive fashion landscape by leveraging a unique online business model emphasizing trend cycles and diverse global brands. With 20 million active customers in over 200 markets worldwide, ASOS has gained substantial traction in the U.S.
“The U.S. is a hugely important market for us, and our growth here is driven by two key strengths: our unique product assortment and our ability to engage a passionate community of fashion lovers,” said Sean Trend, ASOS’ Managing Director. “ASOS offers a mix that’s hard to find elsewhere, from standout European brands with limited distribution in the U.S. to cult favorites like Oh Polly and sought-after pieces from global brands like Adidas.”
The decision to establish a physical presence in the U.S. is based on recognizing a key difference in size inclusivity across various categories, including Plus, Tall, and Petite. ASOS’ robust online sales in the U.S. have underscored the need to offer customers an experiential interaction with the brand, reinforcing its identity beyond digital screens.
The “Summer, Styled by ASOS” pop-up offers a carefully curated selection from the spring/summer 2025 collection, including exclusive drops, seasonal staples, and a blend of ASOS-owned brands like Arrange alongside select partner brands. Arrange, launched in March 2025, is ASOS’ new premium line that combines directional design with a distinctively feminine aesthetic, perfect for standout summer moments.
“The ASOS NYC pop-up is our first in-person brand experience in the U.S. designed to bring our trend-led fashion to life. Customers can shop a curated edit of spring/summer 2025 styles, including exclusive drops, seasonal staples, and pieces from ASOS-owned and partner brands,” Trend explained.