Asos Breaks Into U.S. Retail With First Pop-up Store in New York City's SoHo
Asos, the British online fashion retailer, has opened its first pop-up store in the U.S. The temporary retail space, named 'Summer, Styled by Asos,' is located at 120 Wooster Street in SoHo, New York City. The pop-up will be open from Friday through June 22 and features a selection of men's and women's clothing and accessories across two floors.
'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.
More from WWD
Germany Emerges as Europe's New Capital of Fashion E-commerce
Top 10 Fashion Brands on TikTok
Asos Offloads Topshop to Bestseller, Partners With H&M Group for Cheap Monday's Comeback
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.
Best of WWD
Every Winner in Miss World History: Opal Suchata Chuangsri, Priyanka Chopra and More
French Open's Most Memorable Tennis Outfits and Kits: Serena Williams' Fierce Nike Catsuit, Naomi Osaka's Sakura-Inspired Look and More
Labubu Street Style Wave: How the Viral Charms Are Styled as Accessories, Photos
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Newsweek
4 hours ago
- Newsweek
Why Williams Just Bet Their Future on James Vowles - And Why It Matters
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Williams F1 announced a contract extension for its team principal, James Vowles, securing his future with the team. Vowles joined the team back in 2023. Many in the paddock considered it a backmarker team, forever doomed to struggle at the bottom of the grid. He was comfortable at Mercedes, excelling as an important figure within the team as the Motorsport Strategy Director. A move to Williams represented a massive risk for Vowles — considering how poorly the team had performed in the past. Team principals rarely get a second chance in F1. He would have one shot at establishing himself as a quality leader of a racing team. Vowles could have waited for another chance, but he believed in the project and new ownership. He gained enough confidence based on those two factors to dive into the deep end with Williams. Williams Team Principal James Vowles walks in the garage during qualifying ahead of the F1 Grand Prix of Canada at Circuit Gilles-Villeneuve on June 14, 2025 in Montreal, Canada. Williams Team Principal James Vowles walks in the garage during qualifying ahead of the F1 Grand Prix of Canada at Circuit Gilles-Villeneuve on June 14, 2025 in Montreal, Canada. Photo byThe move paid off for Vowles - he solidified himself as a team principal, and Williams is progressing up the grid. Almost halfway through the season, Williams sits fifth in the Constructors' standings, the highest it has been since 2016. Before the former Mercedes official took over, the British racing team's points-scoring performances were considered mere blips on the radar. This season, the team's expectations are to score points at every race. The change in expectations comes from a new car development philosophy. Rather than make a car only suited for a specific track type - under Vowles' leadership - the team designed the FW47 to be balanced and versatile across the calendar. Vowles brought a new mindset for the team, pushing expectations higher every season and demanding more from the entire team, from the engineers to the pit crew. He diligently evaluated the performance of the entire team. He kept those who contributed and removed anyone who did not fit the team's new direction. I am absolutely delighted to have signed a new long-term contract with Atlassian Williams Racing. Remaining at Williams was never in doubt, but I'm really pleased to have formalised it. This team has felt like home from the moment I walked through the door. It really is a… — James Vowles (@JV_F1) June 19, 2025 The cost cap brought an element of parity to Formula 1, giving smaller teams like Williams a fighting chance against the top flight. Everyone in the F1 paddock noticed the revolution happening at Williams, which has led to some shocking acquisitions. The most notable believer in the Williams project is Carlos Sainz Jr. Sainz was one of the most accomplished free agents on the market last season, and after all the top teams were full, he was left looking for the best of the rest. Despite massive interest from other teams, Sainz chose to believe in Vowles and joined Williams. The tangible progress Williams has made under Vowles' leadership makes him the team's most valuable asset, more than the drivers or engineering teams. Vowles injected energy and belief into the team. He introduced a methodical and practical approach that created a faster car on track. Vowles is an architect who can craft a well-oiled racing machine, making him worth every penny of the extension for a Williams team that has been stuck in mediocrity.
Newsweek
5 hours ago
- Newsweek
Mercedes Formula One Team Reports Massive $120 Million Revenue Boost
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. The Mercedes Formula One team has reported a significant revenue increase of approximately $120 million (as per today's exchange rates). Sixty percent of the earnings come from sponsorship and licensing. From the data published by the UK's Companies House, as published by Mercedes Grand Prix Limited, the parent company of the Mercedes F1 team, reported a turnover of approximately $856 million (£636 million) in 2024, which is a stark increase from 2023's $735 million (£546.5 million). Consequently, profits too have jumped significantly. Mercedes recorded an approximate $112.7 million (£83.8 million) net profit in 2023, with the number rising to $162 million (£120.34 million) in 2024, an increase of approximately $50 million. Mercedes' British driver George Russell pulls into pit lane after winning the 2025 Formula 1 Grand Prix du Canada at Circuit Gilles-Villeneuve in Montreal, Canada, on June 15, 2025. Mercedes' British driver George Russell pulls into pit lane after winning the 2025 Formula 1 Grand Prix du Canada at Circuit Gilles-Villeneuve in Montreal, Canada, on June 15, 2025. TIMOTHY A. CLARY/AFP/Getty Images It is noteworthy that Mercedes received a significant share of the F1 prize money for securing second place in the 2023 Constructors' Championship, which increased its revenue in 2024 since payments are processed the following year. As a result of the positive earnings, the team's three shareholders, Mercedes-Benz Group, team principal Toto Wolff, and Ineos, will receive an ordinary dividend of approximately $168 million (£125 million). However, it remains to be seen what impact Mercedes' performance in the 2024 season will have on its earnings, considering it secured fourth place in the championship. In addition, it would be interesting to see a change in the percentage of earnings from sponsorships, given seven-time world champion Lewis Hamilton's exit from the team after the 2024 season. Speaking of 2025, the season has been dominated by McLaren thus far. Mercedes achieved its first win in the previous round in Montreal, where the team's lead driver, George Russell, started from pole position and led the race for the majority of the laps to secure his first win of the year. However, rumors are doing the rounds that Russell is on Aston Martin's radar for the 2026 season, when the sport enters a new era of regulations. Newsweek Sports reported Russell's comments, who confirmed the interest shown by other teams but emphasized his intention to continue racing for Mercedes. He said: "No, I'm not talking with anybody else and any teams who have shown interest. I have been quite open to say my intentions are to stay with Mercedes. That's always been clear. "And, you know, I am loyal to Mercedes. They gave me this chance to get into Formula 1. There haven't been any hard feelings with any of the talks that have been going around, you know, especially around Max because, like I said numerous times, why wouldn't teams be interested in Max if everybody could, if every driver had a clean, no contracts for next year, Max would be the number one for every single team. And that's understandable. "But ultimately there are two seats for every race team and I knew if I continued to perform as I'm doing, my position would not be under threat whatsoever. So, I feel in a good place. We're in no rush to do contract negotiations."
Yahoo
7 hours ago
- Yahoo
Bride-to-Be Goes Viral for Warning That Getting Married Past 28 Changes Bachelorette Party ‘Vibes' (Exclusive)
After taking part in three of her friends' bachelorette parties, Miriah Hadley had been eagerly awaiting her own However, in a recent TikTok video, the 29-year-old warned that getting married after 28 can seriously affect the 'vibe' of a bachelorette party Now, Hadley is making sure her celebration is something all of her friends can enjoy - no matter what phase in life they are inWhen it comes to weddings, timing can be everything – at least according to one woman who believes getting married past a certain age comes with unexpected downsides. Miriah Hadley, a 29-year-old from Dallas, Texas, is currently in the process of planning her own wedding, and took to TikTok to reflect on how much 'fun' her friends' bachelorette parties were a few years earlier. Back then, everyone was on the same page: no babies, no dietary restrictions, no 10 p.m. curfews. But now, with some friends pregnant, others already mothers, and a few living alcohol-free, Hadley is realizing that her own celebration will have to strike a different tone. 'I originally envisioned my bachelorette party in the wine country of Texas – something light and fun, where we'd hop between wineries, enjoy good wine, laugh a lot, and just celebrate together,' Hadley tells PEOPLE exclusively. 'It felt like the perfect mix of relaxation and celebration.' Since getting engaged in February 2025, the soon-to-be-bride is planning on having her bachelorette party in October, followed by her wedding on New Years Eve. Used to lively activities such as boat rides, loud music, nonstop dancing and drinks at previous bachelorette parties she's attended, Hadley was eagerly looking forward to her own girls' celebration. However, since most of her friends tied the knot between ages 25 and 28, her bachelorette will most likely look very different. 'One of the more challenging aspects of getting married past 28 – especially being from the South, where many of my peers are already married, settled down, and starting families – is feeling a bit out of sync with your social circle,' she explains. Most of Hadley's close friends have been married for a few years and are either starting to plan for a family or already have children, making late-night outings, casual drinks, or even regular meetups increasingly difficult to coordinate. Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories. 'As things started coming together, I realized that about five out of my eight bridesmaids may not be able to drink either due to the fact that they will be pregnant or other personal reasons. And I'll be honest—it gave me a bit of a 'what's the point?' moment,' she admits. 'Not because I think alcohol is necessary for a good time, but because the original vision just doesn't align anymore.' Nevertheless, Hadley has chosen to take a positive approach to the situation. She's come to realize that the true purpose of a bachelorette party isn't about the event itself, but about being surrounded by friends who love and respect her. 'I'm grateful that I have amazing, lifelong friends that I know will show up and support me regardless,' she shares. 'I'm now shifting my mindset to focus on how we can still have a great experience that fits everyone. At the end of the day, it's about creating memories and celebrating love, not sticking to a script.' What she is most excited about is the energy – simply spending time with her friends, letting loose, dancing, and creating those "remember when" moments they'll laugh about for years to come. Hadley intends to keep the bachelorette party fun and inclusive by planning a mix of shared experiences like a private chef dinner, a playful lingerie party, and a relaxing spa day. She's also considering sticking with the original wine tour by choosing wineries that offer mocktails and non-alcoholic options so no one feels left out. 'It's not about comparison or regret, but it does require a shift in how you manage friendships and find community,' Hadley tells PEOPLE. 'At the same time, I've learned to really value this season for what it offers – new beginnings, clarity, and learning how to support friends in different phases of life.' Read the original article on People
