ASOS is launching its first ever in-store shop for customers

Shoppers strolling down the streets of London’s West End will be able to buy ASOS clothes IRL this month.

The online fashion juggernaut is launching its first ever in-person store in the Capital later this month.

ASOS fanatics will be given the chance to experience the brand ‘first hand’ and will get a glimpse of the online retailer’s latest garments in person.

ASOS/Instagram

Forget opening dozens of tabs while trying to find your next purchase, visitors will be able to sort through clothes racks and touch and experience the clothes before parting with their cash. This should come as a major relief for those guilty of returning a good portion of their hauls on the regular.

The pop-up will consist of two floors, ensuring customers will be given the chance to shop ‘til they drop. It will include some of the retailer’s most beloved brands, like ASOS Design, ASOS Edition, Topshop, Topman, Collusion, Nike, The North Face, New Balance, Sol De Janeiro and much more.

Now that we’re fully in the run-up to Christmas, keen shoppers can grab items for their loved ones this festive season as well.

ASOS/Instagram

Not only will ASOS fans be able to shop the most in-demand looks for autumn/winter, visitors can expect to be entertained with DJ sets, live music, panel talks and workshops, and surprise giveaways. If you adore cosmetics, you’ll be pleased to hear that there will be free beauty treatments courtesy of Charlotte Tilbury and hair styling from Drybar.

The ASOS pop-up is also hosting a skincare masterclass with The Ordinary, and a running club with New Balance, plus an augmented reality catwalk show in partnership with Snapchat.

So, just in case it wasn’t clear already – the pop-up is set to be more than just a shop, but a whole experience!

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ASOS recommends you sign up to the pop-up events in advance to avoid disappointment. They are being hosted to celebrate Black Friday from 23-26 November.

Dan Elton, senior customer director at ASOS, said in a statement: “The ASOS In Real Life pop-up is a brand first, with the takeover of an entire Central London location that is shoppable both physically and digitally for visitors.

“At ASOS, our goal is to inspire fashion lovers. We want to connect with, excite and engage our consumers across multiple touchpoints. We look forward to delivering an exciting mix of products, experiences and events at ASOS In Real Life, and meeting our customers in London soon!”

The ASOS In Real Life pop-up will be held at 11 Rathbone Place, W1T 1HR from Thursday 23 to Sunday 26 November 2023. Doors open from 11am to 7pm.