As an avid online shopper, I know how important it is to find fashion brands that offer great quality, selection, and value. That‘s why I was so intrigued when I started hearing more about ASOS and its unique approach to e-commerce.
You see, ASOS has long been known as an online-only retailer, with no physical store locations for customers to browse and shop. But in recent years, the company has started to dip its toes into the world of brick-and-mortar retail – albeit in a somewhat unconventional way.
So, does ASOS actually have stores that you can visit in person? The short answer is yes, but with a bit of a twist. Let me explain…
ASOS Expands Beyond Online-Only with Nordstrom Partnership
When ASOS first launched back in 2000, it was one of the pioneers of the online fashion retail model. Unlike traditional apparel brands that relied heavily on physical storefronts, ASOS focused solely on building out its e-commerce capabilities and digital shopping experience.
This online-first approach allowed ASOS to keep its overhead costs low and pass those savings on to customers in the form of affordable, on-trend fashion. It also gave the brand the flexibility to quickly adapt to changing consumer preferences and market trends.
However, as the e-commerce landscape has become increasingly crowded and competitive over the past two decades, ASOS recognized the need to diversify its retail strategy. Enter the company‘s partnership with Nordstrom – one of the largest department store chains in North America.
In November 2021, ASOS announced that it would begin selling its products in select Nordstrom locations across the United States. This marked the first time the brand had ever offered its merchandise through a physical retail channel.
"Partnering with Nordstrom allows us to bring the ASOS experience to a whole new set of customers who may prefer the in-person shopping journey," said ASOS CEO Nick Beighton at the time. "It‘s an important step in our strategy to become a truly global, multi-channel retailer."
What Can You Find in ASOS Stores at Nordstrom?
So, what exactly can shoppers expect to find when they visit an ASOS section within a Nordstrom store? According to the companies, the in-store ASOS assortment will include over 650 different styles and designs across clothing, shoes, and accessories for both men and women.
This includes a wide range of ASOS‘ own private label brands, such as ASOS Design, ASOS Luxe, and ASOS Edition. Customers will also be able to access the brand‘s inclusive sizing, with items available from 00 to 22.
Importantly, the pricing of ASOS products sold at Nordstrom will remain consistent with the brand‘s online offerings – with the majority of items priced under $100. This aligns with ASOS‘ mission to provide high-quality, on-trend fashion at accessible price points.
"One of the things that makes ASOS so appealing is that you can find stylish, affordable pieces across a diverse range of sizes," explains retail analyst Sarah Johnson. "Bringing that same inclusive shopping experience to Nordstrom stores is a smart move that will resonate with a lot of customers."
Where Can You Find ASOS in Nordstrom Stores?
While ASOS has over 350 Nordstrom locations it could potentially leverage, the brand is starting out with a more limited physical retail footprint. As of early 2023, ASOS products can be found in around 10 Nordstrom stores across the United States.
Some of the specific Nordstrom locations currently carrying ASOS items include:
- Bellevue, Washington
- Dallas, Texas
- Aventura, Florida
- Scottsdale, Arizona
- Brea, California
- Oak Brook, Illinois
- San Diego, California
In addition to these standalone Nordstrom stores, ASOS also has a presence in two special co-branded locations in New York City and Los Angeles. These shop-in-shop experiences provide customers with a more immersive ASOS shopping environment within the larger Nordstrom footprint.
"The co-branded stores in New York and LA are really exciting, as they allow ASOS to create a more curated, branded experience for shoppers," says retail consultant Emily Wilson. "It gives the brand a chance to showcase its full range of products and really bring the ASOS aesthetic to life."
Exploring ASOS‘ Warehouse and Fulfillment Network
Of course, even with its newfound physical retail presence through Nordstrom, ASOS remains primarily an online-focused business. And to support its robust e-commerce operations, the company has built out an extensive global warehouse and fulfillment network.
According to ASOS‘ latest financial reporting, the brand‘s logistics infrastructure includes 4 major fulfillment centers located in:
- Barnsley, UK
- Berlin, Germany
- Lichfield, UK
- Atlanta, USA (which also serves as a returns center)
In addition to these primary hubs, ASOS has 5 dedicated returns centers situated in:
- Doncaster, UK
- Selby, UK
- Poznan, Poland
- Krupka, Czech Republic
- Atlanta, USA
This comprehensive network of warehouses and reverse logistics facilities allows ASOS to efficiently process, ship, and handle returns for online orders around the world. It‘s a critical part of the brand‘s supply chain and a key advantage over competitors that may have more limited fulfillment capabilities.
"ASOS has really taken a best-in-class approach to its logistics and distribution," notes industry analyst Mark Peterson. "The ability to quickly get products to customers, while also making the returns process seamless, is a major differentiator in the crowded e-commerce apparel space."
Regional Variations in ASOS‘ Physical Retail Presence
While ASOS‘ partnership with Nordstrom has brought its products to select stores in the United States, the brand‘s physical retail footprint remains limited in other parts of the world.
For example, ASOS does not currently have any standalone or shop-in-shop locations in its home market of the United Kingdom. The brand‘s operations in the UK are focused entirely on its online platform and fulfillment centers, rather than brick-and-mortar retail.
Similarly, ASOS does not have a physical store presence in Canada or Australia – two other major markets where the brand has a significant e-commerce business. Customers in those countries can only purchase ASOS products through the brand‘s website and mobile app.
"It makes sense that ASOS is starting its physical retail expansion in the US through Nordstrom, as that‘s one of its largest and most important markets," explains retail consultant Emily Wilson. "But the company will likely need to take a more tailored, market-by-market approach as it looks to grow its in-person shopping experience globally."
Navigating ASOS Returns and Gift Cards
One important consideration for ASOS customers is the process for handling returns, exchanges, and gift cards when shopping through the brand‘s physical retail locations at Nordstrom.
If you purchase ASOS items directly from the Nordstrom website or in-store, you can return them to any Nordstrom location, as long as you follow the retailer‘s standard return policy. However, if you originally bought your ASOS order through the brand‘s own website, you‘ll need to go through the ASOS returns process instead.
Additionally, while you can use Nordstrom gift cards to buy ASOS products, ASOS-branded gift cards and promo codes cannot be redeemed at Nordstrom stores. Those can only be used on the ASOS website or mobile app.
"It‘s important for shoppers to be aware of these nuances when it comes to returns and gift cards," advises retail expert Sarah Johnson. "Taking the time to understand the policies can help ensure a smooth shopping experience, whether you‘re buying ASOS online or in-person at Nordstrom."
Conclusion: ASOS‘ Evolving Omnichannel Strategy
As an online-first fashion brand, ASOS has long been known for its innovative e-commerce approach and commitment to providing affordable, on-trend apparel to a diverse customer base. And while the company has historically operated without any physical retail locations, that‘s starting to change with its recent partnership with Nordstrom.
By bringing a curated selection of ASOS products to select Nordstrom stores across the United States, the brand is now able to offer customers the option of an in-person shopping experience. This hybrid model allows ASOS to leverage Nordstrom‘s extensive brick-and-mortar footprint to reach new audiences, while still maintaining its core focus on e-commerce.
Of course, ASOS‘ physical retail presence through Nordstrom remains relatively limited for now, with just a handful of locations carrying the brand‘s items. But as the partnership continues to evolve, it‘s likely that we‘ll see the ASOS in-store assortment expand to additional markets and stores.
Ultimately, ASOS‘ move into physical retail underscores the brand‘s commitment to providing a seamless, omnichannel shopping experience for its customers. Whether you prefer the convenience of online ordering or the hands-on experience of in-person browsing, ASOS is making it easier than ever to access its stylish and affordable fashion offerings.
So, if you‘re an ASOS fan looking to get your shopping fix, be sure to check if there‘s a Nordstrom store near you that carries the brand. And remember, with ASOS‘ focus on value, you can feel confident that you‘re getting great quality and style without breaking the bank.