Fashion e-tail giant ASOS is continuing its comeback drive, this time with its first-ever brand-owned pop-up in the US. The company said it’s “bringing its trend-forward aesthetic to SoHo, NYC, one of the city’s most iconic neighbourhoods for style and culture”. 

Located at 120 Wooster Street, the ‘Summer, Styled by ASOS’ pop-up offers womenswear and menswear, as well as accessories, across two floors from 13-22 June.

The launch of the curated retail space echoes similar moves the online retailer has made in its London home to interact with its customers physically.

The store assortment includes an edit of SS25 pieces from ASOS’s extensive e-commerce collections, including exclusive drops, seasonal staples, and a curated mix of its owned and partner brands. The company said one of the highlights is Arrange, its own elevated premium brand, that only launched in March. The womenswear-only label focuses on “directional design with a distinctly feminine edge” for “standout occasion dresses and luxe essentials”. 

The pop-up’s selection is also tailored for New York City’s summer season with prices starting at $10 and rising to $300.

Of course, ASOS is a digital-first brand and customers will also be offered a digital shopping experience inside the pop-up, enabling them to browse and order from ASOS’s entire online collection. 

The opening weekend has seen a number of in-store activities and the pop-up itself kicks off a series of retail experiences reflecting the brand’s US focus. There will be several more activations set to roll out across key cities, with more locations to be announced throughout 2025.

Vanessa Spence, executive VP, creative, said that “opening our first-ever US pop-up is a major milestone for ASOS. We’ve created an immersive experience that brings our trend-led fashion to life”.