You can shop ASOS IRL at the brand's first-ever U.S. pop-up this week in NYC
Want to give your wardrobe a summery boost? You can do what you usually do and give the "New In" section of ASOS a quick digital browse— or you can shop that beloved British retailer IRL at the brand's first-ever U.S. pop-up store, which has taken over Soho 's 120 Wooster Street through Sunday, June 22.
'Bringing its trend-forward aesthetic to SoHo, NYC, one of the city's most iconic neighbourhoods for style and culture," per the brand, the immersive two-story pop-up shop features a curated edit of spring/summer 2025 styles across women's and men's clothing, accessories, and shoes, spanning exclusive drops, seasonal pieces and e-commerce collections.
Shoppers are able to peruse both ASOS-owned and partner brands, including Arrange, ASOS's "premium, craft-focused label designed in London by a women-led team (and yes, that does mean dresses with pockets)" that launched this past March. And as with the usual ASOS digital experience, the sartorial stock at the pop-up boutique is separated into themed sections (think "Euro Summer" and "Party Vibes"), with items priced between ten bucks and $300.
Can't find your size or favorite color in store? Given that ASOS is first and foremost an "e-tailer," customers will be able to scan the QR code on any given item, which will then take them to the product's specific purchase URL on the ASOS website.
The UK-based fashion giant, which boasts 20 million active customers in over 200 markets worldwide, debuted its first pop-up store in London in November 2023. And if all goes well in New York, the retailer will continue to expand its physical presence stateside with even more planned activations throughout the U.S.
"Right now, this is a test-and-learn moment," Sean Trend, ASOS' Managing Director, told Forbes. "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, if the response is strong, we would love to take the concept to other cities, and we may even invite our customers to help decide where we go next."
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Independent
22 minutes ago
- The Independent
River Island eyes store closures following £33m losses
Fashion retailer River Island is undergoing a restructuring process that could lead to the closure of 33 UK stores and put hundreds of jobs at risk. An additional 71 stores face uncertainty as the company seeks improved rental deals with landlords to combat a recent slump in trading. The family-owned chain, which employs around 5,500 people, has hired advisors from PwC to oversee the restructuring. The proposals, aimed at securing fresh funding and turning around the business, will be put to a vote by the firm's creditors in August. River Island reported a 33.2 million pound loss in 2023, with sales down 19 per cent, attributed to weaker consumer spending and competition from online rivals.
BBC News
26 minutes ago
- BBC News
Revamped Kirkstone Pass Inn will 'not be aimed' at hens and stags
The newest owners of a historical pub have dismissed rumours its rooms may be marketed at stag and hen highest pub, the Kirkstone Pass Inn, had provided respite for travellers for centuries and was bought by Supreme Escapes in firm is renovating the already existing rooms and turning the old keeper's house into holiday accommodation, but said the bar area would not change and operate for the public, whether there was a booking or Lake District National Park Authority (LDNPA) said it recognised concerns about "potential loss of historic character" and had opened an investigation to monitor the use of the building. The centuries-old former pub stands at 1,481ft (451m) above sea level, on an exposed hillside above was frequented by visitors who made it up the Kirkstone Pass - known locally as "the struggle" - before it was put on the market in 2021, sitting empty for works sparked concerns online about the future use of the site and whether the changes were kept within the building's character and location. 'Almost derelict' Jerry Huppert, a partner in Supreme Escapes, told BBC Radio Cumbria the building was being renovated sympathetically and they had already spend about £3m on the building."The pub was very, very tired - almost derelict beyond repair," he added while located four miles (6.4km) away from the nearest neighbours, the accommodation was not being marketed to hen and stag parties - as had been speculated added: "Although our company generally specialises in holiday lets, we have recently moved into a new business model of boutique hotels and this is our first one."The building would also continue to operate as a pub, Mr Huppert said, and he was hoping it would reopen in the summer. Car park plans Planning manager for LDNPA Julie Birkett said the building was not listed and therefore internal works did not require planning permission, "regardless of their impact on internal historic features or character".She added a previous investigation concluded the building's new and renewed roughcast render was not an act of development as defined by law, and therefore did not need planning had also been raised online about preserving public access to the pub's car park, which is used by Huppert said there was a long lease on the carpark to the LDNPA."We have approached [the LDNPA] to see what their plan is at the end of the lease and they said they will touch base to us about a year or two before the end of the lease," he LDNPA confirmed the lease was due to expire in 2029 and renewal options would be considered closer to that date. Follow BBC Cumbria on X, Facebook, Nextdoor and Instagram.
The Independent
27 minutes ago
- The Independent
Mulberry in talks over £20m cash-call as losses widen
Struggling luxury handbag maker Mulberry has revealed talks to raise more than £20 million as the group warned over widening annual losses and worsening trading conditions. The Somerset-based firm said it was launching the cash-call after a 'post-2024-25 year-end review by the executive management, and in light of an even more challenging trading environment'. It added: 'The board has concluded that the company will require additional capital to fund its growth strategy and achieve its desired financial targets.' Mulberry said it was in discussions with majority shareholder Challice – a group controlled by Singaporean entrepreneur Christina Ong and husband Ong Beng Seng – and major stakeholder Mike Ashley's Frasers Group over the fundraising. It comes as Mulberry expects to slump to an underlying pre-tax loss of around £23 million for the year to March 29 against losses of £22.6 million the previous year. The group is set to report annual revenues tumbling 21% to around £120 million, adding that it does expect 'material overall revenue growth' in the new financial year. Andrea Baldo, chief executive of Mulberry, said the group had taken action to overhaul the business and cut costs as part of plans laid out in January, including shutting some stores. It already axed around 85 jobs in the run-up to Christmas – around a quarter of its workforce – largely impacting head office workers. Mr Baldo said: 'In the near term, we are firmly in turnaround mode, focused on rebuilding profitability and gross margin, while strategically investing in brand building initiatives.' He added: 'We've taken action to reduce costs – restructuring head office and exiting unprofitable stores, delivering a lower run-rate cost base into 2025-26. 'Following our year-end review, the board and I are confident that, with additional funding, we can accelerate momentum and deliver against our targets at pace.' The firm said shareholder Challice was willing to underwrite the fundraising in full, but Mulberry said it hoped Frasers would also take part. 'Whilst these discussions are ongoing, the board notes that it may not be possible for all parties to agree fully on the structure of the fundraising, in which case the board… will conclude on the most appropriate structure for the company,' Mulberry said. It expects to complete the fundraising in July, to coincide with the publication of its annual results.
