ASOS to open Carnaby Street and NYC pop-ups next month

ASOS may be almost exclusively an online retailer but it’s been doing a lot physically lately from US and UK pop-ups to physical retail deals for Topshop/Topman. And now it’s set to open another pop-up, this time on London’s Carnaby Street.

The “premium” pop-up will run from 7-16 November, offering “a rare opportunity to experience ASOS’ unique curation of own brands and partner brands in person, just in time for the festive season”.

It’s the first of two ASOS pop-ups launching over the next two months, with a second set to open in New York City later next month. 

For the London event, there will be more than 200 pieces available there, spanning “statement cold-weather pieces, partywear, and beauty heroes, perfect for winter layering, festive celebrations, and standout gifting”.  

Shoppers will also be able to browse and try on the newly-launched menswear range ASOS Collective, the “elevated” Arrange line, the latest edits from Topshop and Topman, and a “handpicked selection from leading partner brands” such as Good American, Carhartt WIP and AllSaints.  

It will also be the only physical location where consumers can buy the second drop of the exclusive Adidas x ASOS collaboration, which launches online on 30 October. With that in mind, the store will have a “statement sneaker wall” that will include “top picks” from Adidas as well as from other premium footwear brands. 

Beauty will be on the agenda too with Face + Body pieces from brands including Charlotte Tilbury, Medicube, Ouai and Bubble. There will also be interactive installations that blend the physical and online experience, as well as beauty goody bags. 

ASOS.World loyalty members can book personal styling sessions during the exclusive early access event on 7 November.

For those unable to make it to central London, ASOS.com and the ASOS app will showcase all 200+ pieces featured in-store, so customers can “explore the full collection from anywhere”.  

Vanessa Spence, EVP of Brand and Creative at ASOS, said: “ASOS has always been about inspiring confidence through fashion and beauty, and this pop-up is a celebration of that. We’re bringing together our most exciting products in one place, giving customers the chance to discover and create outfits from our unique curation of brands and styles in real life.”