ASOS' latest turnaround effort? Launching premium edit ARRANGE

ASOS, amid its turnaround plans, has today launched a new premium brand, ARRANGE, made up of elevated styles that blend "directional design with a feminine edge".

ARRANGE is a 201-piece collection of standout occasion dresses and luxe essentials; think beaded halterneck tops and tasselled embellished gowns. What's better, each piece is designed and pattern-cut in-house in London from premium materials. Plus, ASOS isn't just claiming to have inclusive sizing, it's putting its money where its mouth is by offering looks from sizes 4 to 30.

The collection features signature design details from oversized paillettes to hand-painted prints and experimental silhouettes. The theme? Unexpected pairings... A dramatic embellished skirt is paired back with an oversized white T-shirt; an ice-blue trapeze top is styled with tobacco suede trousers; a red co- ord reveals an impressive attention to detail in its white contrast stitching.

Vanessa Spence, Executive Vice President, Brand & Creative at ASOS said: "We’re really excited to be the exclusive launch partner for ARRANGE, continuing our commitment to giving ASOS customers the best in fashion.

"The designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection. Our customers are going to love what ARRANGE has to offer."

This comes as the retailer's boss, José Antonio Ramos Calamonte, leads a major turnaround programme designed to return it to profitability and halt a recent sales slump.

In November, the group revealed it slumped deeper into the red with pre-tax losses of £379.3 million for the year to 1 September, against losses of £296.7 million the previous year.

It revealed the challenges of battling to clear a £1.1 billion stock mountain since 2022, with £520 million still outstanding and about a £100 million write-down on the value of its remaining stock.

In January, the e-tailer revealed plans to close its US warehouse in Georgia as part of the ongoing turnaround. The group expects a £10 million to £20 million benefit to pre-tax earnings from 2025-26 as a result of the warehouse changes, although it will take a £190 million impairment in 2024-25.

ARRANGE is available now exclusively at ASOS with sizes ranging from 4 to 30 and prices ranging from £25 to £325.