Online fashion giant ASOS is planning its first permanent physical store in London, marking a significant shift for the ecommerce powerhouse that has operated online for over two decades.
Location Scouting Underway
ASOS is reportedly scouting for a unit between 4,000 and 8,000 square feet in a high-footfall London location. Potential sites include Oxford Street, Regent Street, Long Acre, and King's Road, according to sources familiar with the matter.
Previous Pop-Up Success
ASOS has been gradually testing physical retail. In 2023, the brand staged a four-storey 'In Real Life' pop-up on Rathbone Place, featuring an augmented reality catwalk where visitors could view life-sized virtual models through their phones. In 2025, ASOS opened a winter pop-up on Carnaby Street with exclusive collaborations and partywear. Most recently, the brand partnered with Adidas for a pop-up at the sportswear chain's Oxford Street flagship to celebrate a third collaborative collection.
Official Response
Speaking to Drapers, an ASOS spokesperson said the brand is 'always exploring new ways to bring the ASOS experience to life' for customers. However, the spokesperson added that 'there's nothing to share just yet,' indicating plans are still in early stages.
