Latest news with #SeanTrend
Time Out
2 days ago
- Business
- Time Out
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."
Forbes
3 days ago
- Business
- Forbes
ASOS Opens First US Pop-Up In NYC And Shares Future Retail Plans
ASOS' NYC pop up is running from June 13th to June 22nd. 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." Customers can shop a curated edit of spring/summer 2025 styles, including exclusive drops, seasonal ... More staples, and pieces from ASOS-owned and partner brands. 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. Visitors will encounter an environment that echoes the online shopping experience but brings it vividly to life through distinct occasion edits, including Euro Summer, Party Vibes, Occasionwear, and Capsule Wardrobe. Each section offers customers an easy way to build complete looks across clothing, shoes, and accessories, organized by the vibe, moment, or mood they seek. ASOS offers a mix that's hard to find elsewhere, from standout European brands with limited ... More distribution in the U.S. to cult favorites like Oh Polly and Arrange. "The space reflects the ASOS brand: bold, inclusive, and built for discovery," Trend added. "It's a seamless, in-person reflection of how our customer shops online." Moreover, to bridge the digital-physical gap, the store features a digital shopping experience that allows customers to browse and order from ASOS' complete online inventory directly in-store, enhancing convenience and encouraging deeper engagement with the brand. This NYC pop-up is the first in a planned series of physical activations in the U.S., reflecting ASOS' interest in leveraging real-world retail to complement its strong digital presence. Though the company has experimented successfully with pop-ups in the U.K., boosting brand visibility and customer engagement, permanent physical stores are not yet on the immediate horizon. "Right now, this is a test-and-learn moment," Trend said. "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." The store also features menswear and distinct occasion edits like Euro Summer, Party Vibes, ... More Occasionwear, and Capsule Wardrobe, Next up, ASOS plans a mini pop-up at the popular Surf Lodge in the Hamptons over the July 4th weekend. Depending on customer reception and the impact of these initial events, ASOS may expand its physical retail strategy with additional U.S. activations. Trend emphasized the long-term vision: "With any pop-up, our aim goes beyond short-term awareness. We're focused on building long-term consideration and loyalty. We want customers to walk away from the experience with a clear understanding of who ASOS is and why they'll want to come back." ASOS' foray into the U.S. physical retail space mirrors a broader trend among British e-commerce brands seeking to deepen their stateside presence. Gymshark, known for its activewear and fitness community, recently established its first permanent U.S. flagship in New York. The fashion-forward label Never Fully Dressed also expanded into the U.S. with brick-and-mortar locations. These moves underscore the strategic importance British brands place on combining digital prowess with tangible retail experiences, reflecting shifting consumer expectations and the growing value of experiential shopping. For ASOS, entering the physical retail landscape represents an exciting and calculated expansion strategy. One that will deepen relationships with U.S. customers and continue to solidify the brand's position as a versatile and accessible fashion retailer.
Yahoo
13-06-2025
- Business
- Yahoo
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
