When you Google whether Asos has stores, it takes you to a page on the brand’s website explaining its raison d’être. «At ASOS everything is online, so you won’t find us in your local mall. We have hundreds of brands and thousands of products that don’t fit in a store,» the message read.

 

The pioneering online e-tailer that debuted in 2000 will soon update that version. Starting May 20, the British-based fast-fashion retailer aimed at Generation Z and younger millennials will be available in real life at select Nordstrom stores.

The Seattle-based retailer has been offering a wide selection of the brand’s products online since November 2021. After testing a physical retail model in recent months at several Nordstrom stores with pop-up stores, the department has committed to offering the products physically.

The breadth of the ASOS assortment (with more than 850 brands) is one of the reasons the team claims it has no stores. Nordstrom will commit to offering more than 650 models, most of which will be priced under $100 and range in size from 00 to 26 (between XXS and XXL).

ASOS products will be refreshed monthly both online and in stores and will be available in 10 Nordstrom markets: in New York (both men’s and women’s); Los Angeles, California; Bellevue, Washington; Chicago, Illinois; Dallas, Texas; Aventura, Florida; Scottsdale, Arizona; Brea, California; and San Diego, California.

The co-branded «ASOS | Nordstrom» at The Grove Nordstrom in Los Angeles highlights the new in-person offering. The two-story, 20,000-square-foot space will include a unique selection of merchandise from a variety of brands including Topshop, Nike, WAYF, Levi’s Denim remake and vintage partners.

Nordstrom plans to test activation concepts in the space referred to as a «young adult incubator,» it said in a statement. This will include flexible content creation spaces that will evolve, exclusive services offered by influencers and brands, ear piercing and more. The goal is to discover what inspires 20-something customers and bridge the gap between digital and physical commerce.

Jason Markk, a line of eco-friendly sneaker care products, will offer a sneaker cleaning service. The service is a natural for Nordstrom, founded as a shoe store in 1901. Garment customization will be provided by Lot, Stock and Barrell, known for its elaborate and colorful embroidery.

Recognizing this generation’s values of environmental sustainability and circularity, Nordstrom will offer ways for customers to dispose of packaging and garments or reuse clothing. In addition to sneaker cleaning, the space will facilitate clothing donation, BeautyCycle and garment repair for customers.

 

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