ASOS plotting opening of first permanent store
ASOS is reportedly planning to open a first permanent store as it looks to extend its reach beyond online.
According to The Sun, the fashion retailer is seeking sites spanning 4,000 to 8,000 square feet in high footfall locations in London, including Oxford Street, Regent Street, Covent Garden’s Long Acre and Chelsea’s King’s Road. ASOS has operated online for 26 years.
Subscribe to TRBThe news follows the brand’s pop-up at the Adidas flagship store in Oxford Street in April, which celebrated the two brands’ third collaboration. It also operated a pop-up in Carnaby Street late last year.
An ASOS spokesperson told Drapers: “We’re exploring new ways to bring the Asos experience to life for our customers.
“We’ve learnt a lot from recent pop-ups and partnerships, and while there’s nothing to share just yet, we believe physical retail can play a role in how we continue to meet customers where they are.”
In March, ASOS reported an almost 50% increase in first half underlying profitability (adjusted EBITDA) as its turnaround strategy gathered pace. At the time, it said its performance was boosted by enhancements made to the customer experience, including a revamped app.
