The online fashion giant single handedly responsible for the nation’s ‘jeans and a nice top’ epidemic is reportedly eyeing up its first ever permanent physical space.
ASOS is apparently currently scouting for a unit of between 4,000 and 8,000 sq ft in a high footfall London location. On the shortlist are the usual suspects for big-brand shopping in the capital: Oxford Street, Regent Street, Long Acre and King’s Road.
The ecommerce powerhouse has spent over two decades operating online but has been slowly dipping its toes into physical retail. In 2023, ASOS staged a four storey ‘In Real Life’ pop-up on Rathbone Place, complete with an AR catwalk where visitors could watch life-sized, virtual models through their phones.
ASOS followed that up with a Carnaby Street winter pop-up in 2025 featuring exclusive collabs 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.
Speaking to Drapers, an ASOS spokesperson said the brand is ‘always exploring new ways to bring the ASOS experience to life’ for customers.
That said, little else is confirmed about ASOS’ potential new bricks-and-mortar London shop. The spokesperson added that ‘there’s nothing to share just yet’, so for now Londoners will have to keep adding to their digital shopping bags. But rest assured, we are keeping our eyes firmly peeled for any sign of those iconic black and white delivery boxes turning into a real-life storefront.
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