Home / The Brits Have Landed! ASOS Joins Online Rush For U.S. Market

Boudoir lace plunge bra | ASOS
Boudoir linear burnout corselette | ASOS
Boudoir lace bodysuit | ASOS
Boudoir angel sleeve slip | ASOS

Listen up, lingerie-holics! U.K. fashion merchant ASOS recently launched a U.S. e-commerce site that allows Americans to shop online for their favorite skivvies.

I’m sure most of you have heard of ASOS, one of the online destinations to get your fashion and beauty fix. Established in June 2000, ASOS has grown to stock over 35,000 branded and in-house label products, with over 1,500 new lines added each week.

Sounds great, right? Alas, before last month these facts only added salt to a fashion-deprived wound, because the items could only be purchased by residents of the United Kingdom.

This exclusivity was a major bummer (remember when we didn’t have access to uber-cool retail chain TopShop?), but much to the delight of online shoppers, all that has changed. Now ASOS has launched dedicated websites that can be accessed by residents of America, France and Germany.

And the push into the U.S. appears to be paying off. U.S. sales for ASOS jumped nearly 300% in the three-month period ending September 30 — and that takes into account just the first few days of U.S. activity. Watch for a huge year-end leap in the next quarter!

ASOS founder Nick Robertson told WWD that he expects the company’s U.S. revenues will actually equal those from the U.K. within four years.

Apart from selling dangerously addictive duds, ASOS.com also has a killer lingerie department. Industry darlings like Elle Macpherson Intimates, La Perla, Mimi Holliday, Princesse Tam Tam, among others, are yours at the click of a button! There is also maternity lingerie from labels like Cake Lingerie and HotMilk, and an entire section devoted to bustier women.

What’s more, ASOS has its own in-house lingerie label that, dare I say, is incredible. The photos above are all from ASOS’ own Boudoir range.

You can purchase the ASOS Boudoir ruched lace plunge bra (top left photo) that is comparable in style to many high-end designers, for only $31, with matching brief at $20! Not only are the prices unbeatable but the site is also easy to navigate — trust me, there is nothing more infuriating than a confusing and visually overwhelming website.

As if all this wasn’t enough, ASOS entered the battle for the U.S. consumer with an ace up its sleeve — would you believe free shipping and free returns? Yes, what you see is what you pay — no hidden costs or fees, and even taxes are included in the price.

So at any time of the day, you can peruse your favorite underthings by color, style or brand for stress-free shopping experience. For now, all items will be shipped from ASOS’ U.K. warehouse, but in time one will open stateside.

Now to devise a plan to entice Mr. Robertson and his team to expand just a little further north …

Posted in Lingerie News

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