Fast fashion retailer ASOS is planning to open a new site in London, which would be its first permanent physical store, according to a report by Drapers.

The fashion news company reported that ASOS is looking at sites between 4,000 and 8,000 sq. ft, in locations such as Oxford Street and Regent Street, as well as other high-footfall areas such as Long Acre near Covent Garden and King’s Road, Chelsea.

An ASOS spokesperson told Drapers: “We’re always exploring new ways to bring the ASOS experience to life for our customers. We’ve learnt a lot from recent pop-ups and partnerships, and while there’s nothing to share just yet, we believe physical retail can play a role in how we continue to meet customers where they are.”

In April, ASOS launched a pop-up store within Adidas’ Oxford Street store, celebrating the two companies’ third athleisure collaboration called Drop 3.
ASOS said the first customer through the pop-up’s doors bought the entire collection in a single transaction and reported 400 per cent growth in new and reactivated customers compared to the previous collaboration.

Alongside its in-person activities, ASOS has this year announced several online innovations aimed at improving its customer experience. In February, it partnered with AI fashion platform AIUTA on a virtual try-on service within its iOS app, and in May launched its ChatGPT-integrated shopping tool ASOS Stylist.

There is form for online retailers to return to the UK in physical form. In February, Topshop launched in all 32 John Lewis department stores, with the retailer serving as the exclusive route for shoppers to access Topshop’s in-store spring/summer 2026 collection.

In May, Drapers reported that Topshop is targeting a physical store opening in London within the next 12 months.

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