ASOS is reportedly planning to open its first ever permanent high street store in the UK, marking a significant shift for the online fashion giant. The company is seeking a London location spanning between 4,000 and 8,000 square feet in high-traffic areas, according to Drapers.
Potential Locations
The brand is considering popular retail spots such as Oxford Street, Regent Street, Long Acre in Soho, and Chelsea’s King’s Road. ASOS stated it is currently assessing how brick-and-mortar spaces could complement its digital-first model.
Insights from Experiments
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.
New Creative Director
This news follows the appointment of Andrew Tiller as the new creative director of ASOS. Tiller joins from Stella McCartney, where he served as visual director for over two years. He confirmed the news on LinkedIn, expressing gratitude and excitement for the future.
Prior to Stella McCartney, Tiller held design-led creative roles at Meta as a creative strategist for two years, overseeing marketing for luxury clients like Chanel, Dior, and Louis Vuitton.
Company Statement
A spokesperson for ASOS told The Sun: “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.”
