ASOS grows fashion roster with Oh Polly and sister brand Bo+Tee

ASOS is expanding its third-party fashion offering once again - this time by adding two powerhouse brands to its platform: Oh Polly and its activewear sister, Bo+Tee.

Known for their body-contouring, feminine aesthetic, Oh Polly and Bo+Tee are now officially shoppable on ASOS.com. Expect sculpted occasionwear, party pieces and trend-led looks that dominate Instagram.

Launched in 2015 by Claire Henderson and Mike Branney, Oh Polly’s rise from eBay startup to global fashion player is nothing short of meteoric. With an in-house design team churning out viral-ready collections and a combined Instagram following of 7.5 million, the Glasgow-born brands have become staples in the wardrobes of Gen Z and beyond.

Bo+Tee, Oh Polly's athleisure arm, brings performance wear with aesthetic appeal, from multiway sports bras and squat-proof leggings to matching gym sets that are perfect for transitioning from Pilates to brunch.

Shazmeen Malik, Brands Director at ASOS, said: "We are delighted to welcome Oh Polly and Bo+Tee to the ASOS family. With their impressive social media presence and dedicated following, many of our customers are already huge fans.

"Their trend-driven designs align perfectly with our mission to offer the most relevant product to our fashion-loving community — from Saturday night glam to off-duty athleisure."

Mike Branney, Co-Founder and Managing Director of Oh Polly, added: "Joining forces with ASOS marks an exciting new chapter. Styling our pieces through ASOS’s unique fashion lens gives us the opportunity to inspire and empower an even wider audience."

Last month, ASOS also introduced ultra-feminine premium fashion brand For Love & Lemons to its site. The collection delivers 80 pieces spanning dresses, tops, skirts, swim and lingerie.

At the time, For Love & Lemons’ Marketing Director, Nicolette Gazsi, said: "We’re so excited to bring For Love & Lemons to ASOS. This partnership allows us to bring our signature designs to a global audience that embraces our distinct femininity. We can't wait to see how our brand resonates with ASOS customers."