First Look: Asos opens first-ever U.S. store

Online fashion retailer Asos has entered the world of physical retail in the United States – for a limited time.

The U.K.-based company has opened its first-ever brand-owned pop-up location in the U.S., bringing its “trend-forward aesthetic” to New York City’s SoHo neighborhood. The space, billed as “Summer, Styled by Asos,” offers women’s and men’s clothing and accessories across two floors from June 13-22. The retailer has no permanent physical presence in the U.K. or U.S.

The curated retail space will give New York City shoppers the opportunity to shop the brand in-person, offering an immersive, standalone brand experience. The store assortment includes spring/summer 2025 pieces from Asos’ extensive e-commerce collections, showcasing exclusive drops, seasonal staples, and a curated mix of Asos-owned and partner brands.

Among the highlights is Arrange, Asos’ elevated premium brand, which launched in March. Blending “directional design with a distinctly feminine edge,” Arrange offers standout occasion dresses and luxe essentials. The pop-up’s selection varies from $10 to $300.