ASOS Sells New Collection IN STORE For First Time!

03 May 2012 by

Online giant ASOS and brilliant London boutique-slash-label b store have collaborated on a new capsule collection, which for the first time for anything ASOS, will be sold both online AND in store. Whoop!

The nine piece collection, which will be available on both on ASOS.com and in b store’s new London boutique from today, was launched last night. Naturally; we love it. There are two patterns - a navy spot, triangle and square pattern over a white Oxford base, and a blue tropical print inspired by Palm Springs. Comprising dresses and separates, the shapes are a little bit 90s, a little bit 50s and a lot cool. Our favourite item? The awesome wedges which are the capsule’s standout piece.

b store has seen a huge amount of success over the past ten years. Established in 2001, it was originally a men’s shoe brand, with an accompanying multi label boutique. Fast forward to the present day, and it’s one of the key names in London fashion, with two London stores and lines of mens and womens clothing stocked in over 100 locations globally.

Meanwhile, ASOS is, well, ASOS. Founded in 2000, it is one of the biggest fashion successes of the past decade, going from selling the lamp from ‘Friends’ (the business’ initial plan was to sell all manner of on-screen items, not just clothing; hence the As-Seen-On-Screen title) to being one of the planet’s most popular and democratic shopping destinations, worn by virtually everyone from wraiths like Grazia Daily through to important people like Michelle Obama. It has never, however, sold anything offline before - and the fact that it has chosen this collection to experiment with selling on the high street is a mark of how confident the retailer is with it; since for the first time, customers will be given the chance to look at all those things which can be lost online (texture, fabric weight, quality) before purchase. Exciting stuff!


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