The online fashion retailer Asos is continuing its experiments in stationary retail. After there were already promotions in New York and Montauk in the USA in the summer, a premium pop-up is now opening on London’s Carnaby Street.
The temporary store, open until November 16, features over 200 items with a curated selection of party wear, winter layering, beauty highlights and gift items.
Highlights include the newly launched menswear line ‘Asos Collection’ as well as the latest collections from Topshop and Topman and a hand-picked selection of leading partner brands such as Good American, Carhartt WIP and AllSaints.
Additionally, the pop-up is the only brick-and-mortar location where the second drop of the exclusive ‘Adidas x Asos’ collaboration will be available, which will be showcased on a statement sneaker wall alongside other models from Adidas and other premium footwear brands.
“Asos has always been committed to inspiring confidence through fashion and beauty, and this pop-up store is a tribute to that,” said Anessa Spence, executive vice president of brand and creation at Asos. “We’re bringing together our most exciting products in one place, giving customers the opportunity to discover and create outfits from our unique selection of brands and styles live on site. There’s no better time to do this than in the run-up to Christmas, right in the heart of London.”
The London pop-up store will be followed by a second opening in New York City later this month to further its expansion in the US.
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