Online fashion retailer Asos has announced it will launch a physical pop-up shop on London’s Carnaby Street.

Asos said the temporary shop will give customers a rare opportunity to experience the company's own brands and partner brands in person in time for the festive season.

Around 200 pieces will be available in the Carnaby Street pop-up, including a wide range of items, such as cold-weather garments, partywear and gifts.

The pop-up will feature interactive installations which blend the physical and online experience.

Asos will also share the pop-up experience online, with customers able to explore the items available through its app and website.

Shoppers will be able to browse and try on outfits from the newly-launched menswear range Asos Collective, the latest items from Topshop and Topman, and a handpicked selection from leading partner brands such as Good American, Carhartt WIP and AllSaints.

Asos said the pop-up is the only physical location where customers can purchase items from its collaboration with adidas.

The pop-up will also feature a range of beauty products from brands including Ouai, Carlotte Tilbury and Medicube.

Additionally, members of its loyalty scheme Asos World will be able to book personal styling sessions.

“Asos has always been about inspiring confidence through fashion and beauty, and this pop-up is a celebration of that,” said Vanessa Spence, EVP of brand and creative at Asos. “We’re bringing together our most exciting products in one place, giving customers the chance to discover and create outfits from our unique curation of brands and styles in real life.

“There’s no better time to do it than in the lead-up to the holidays, right in the heart of London.”

Asos added that it plans to open another pop-up in New York City later next month.

---