ASOS is reportedly planning its first permanent physical store in London.
The retailer is said to be looking at Oxford Street, Regent Street, Long Acre and King’s Road.
ASOS has previously hosted pop-ups on Rathbone Place, Carnaby Street and at Adidas Oxford Street.
The online fashion giant is reportedly looking at some of London’s busiest shopping streets for its first permanent retail address.
ASOS could be swapping the screen for the shop floor. The online fashion giant is reportedly planning to open its first permanent physical store in London, marking a major move for a brand that built its name through e-commerce.
While the brand has not yet confirmed an opening date or location of its ASOS London store, the retailer is said to be searching across some of the capital’s best-known shopping districts. Possible areas reportedly include Oxford Street, Regent Street, Long Acre and King’s Road, all of which are known for high footfall, major fashion names and strong tourist appeal.
According to reports, ASOS is looking for a unit measuring between 4,000 and 8,000 square feet. If the plans go ahead, the store would mark the brand’s first permanent retail space, which has operated mainly online for around two decades.
The move would signal a new chapter for ASOS, which has become a go-to destination for affordable fashion, trend-led edits, beauty, footwear, and accessories. Since launching in 2000, the brand has grown into one of the UK’s most recognisable online retailers, serving customers across the world and building a strong following among younger shoppers.
Although ASOS is best known as a digital-first business, it has tested physical retail before. In 2023, the brand launched a four-storey ‘In Real Life’ pop-up on Rathbone Place in London. The experience included an AR catwalk, allowing visitors to use their phones to view life-sized virtual models and interact with the collection in a more immersive way.
The brand returned to the high street in 2025 with a winter pop-up on Carnaby Street. The temporary space showcased partywear, seasonal edits and exclusive collaborations, giving shoppers a chance to browse selected pieces away from the online checkout.
More recently, ASOS partnered with Adidas on a pop-up at the sportswear brand’s Oxford Street flagship store. The activation celebrated the pair’s third collaborative collection and brought together streetwear, sportswear and London shopping culture under one roof.
For now, further details surroundign the proposed ASOS London store surroundingremain under wraps. There is no confirmed store address, launch date or information on what the permanent space may include. Still, if ASOS does land on one of London’s landmark retail streets, it could become a notable addition to the capital’s shopping scene.
Until then, shoppers will have to keep scrolling, saving and adding to the basket.
Contact: www.asos.com