Asos Steps into the Retail Scene on Carnaby Street as Part of Relaunch Strategy

Asos is strengthening its local market. The British ecommerce company will open a temporary store on Carnaby Street in London’s Soho on November 7, followed by another in New York at the end of November. In its latest results, the company was able to halve its red numbers during the first half of the current financial year.

The first of two temporary stores to be opened by the company in the coming months will be located at 10 Carnaby Street, London, from November 7th until November 16th.

With a wide range of exclusive products on offer, including the second release of Asos’ collaboration with Adidas, available from October 30th, the pop up will feature more than 200 pieces from brands such as Asos Collective, Asos’ premium line Arrange, Topshop, Topman, Carhartt Wip and AllSaints.

The company’s new space will feature a selection of beauty products from brands such as Charlotte Tilbury, Medicube, Ouai and Bubble, available to members of its loyalty program, who will be able to book personal styling sessions during the event.

Asos has managed to reduce its red numbers during the first half of the financial year

Asos also offers the pop up experience online. Through the company’s app, customers will be able to browse the full collection available in the temporary store. The company will also raise the shutter on another ephemeral store in New York at the end of November, although the location has not yet been released.

According to the latest figures published, the British fashion ecommerce group managed to halve its red numbers in the first half of the year, despite the persistent fall in sales. Losses were reduced by 56.2 million pounds ($74.9 million), while gross profit fell by 3.31% to 584.2 million pounds ($778.7 million).

Asos sales stood at 1,291.6 million pounds ($1.721 billion), down 13.75% from 1,497.6 million pounds ($1.99 billion) in the first half of the year.