ASOS weighs permanent store presence following pop-up success
ASOS is exploring the possibility of a permanent physical retail presence, telling TheIndustry.fashion that it believes "physical retail can play a role in how we continue to meet customers where they are".
The online fashion retailer said it is currently assessing how brick-and-mortar spaces could complement its digital-first model.
The company has been drawing on insights from recent experiments, including pop-up shops and brand partnerships, as it looks at how its online experience might translate into physical environments.
A spokesperson for ASOS said there are no concrete plans to announce at present, but reiterated the company’s view on the potential role of stores in its broader strategy.
"We’re always 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," it said.
The comments reflect a broader trend across the fashion industry, as digitally native brands increasingly reassess the role of physical retail in strengthening customer engagement, loyalty and brand identity.
Separately, there have been reports of renewed activity around Topshop’s physical retail strategy. The brand has reportedly engaged retail property advisory firm Vedra Group as it considers expanding its standalone store presence, following recent partnerships with John Lewis and Liberty.
All Topshop and Topman stores were closed after ASOS acquired the brand for £265 million in 2021. In 2024, ASOS completed the sale of a majority stake in Topshop and Topman to a joint venture led by Heartland, representing ASOS shareholder Anders Holch Povlsen and his fashion business Bestseller.
