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Asos teams up with Nordstrom to build brand awareness

By Dan Moore

07:49, 12 July 2021

ASOS packages

Online retailer Asos has formed a joint venture with US multi-channel retailer Nordstrom to boost awareness of its key brands in Canada and the USA.

The deal focuses on raising awareness of the Topshop, Topman, Miss Selfridge and HIIT brands. The financial details of the deal have not been divulged,

Strong North American presence

Nordstrom has a strong physical presence in the US and Canada, with more than 350 stores. Additionally, its online market attracts almost two billion visits per year. The US retailer is already acquainted with Topshop, being the first American retailer to offer the UK brand’s wares to the market.

Under the terms of the deal, Asos will retail operational and creative control, while Nordstrom will use its footprint to build up awareness of the various brands among American shoppers.

The Asos arrangement represents Nordstrom’s the first tie-up with another retailer, and both parties are keen to explore further avenues of mutual interest. It is already seeking to strengthen the collaboration by introducing Asos click-and-collect services to Nordstrom stores.

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Building on a strong relationship

Commenting on the reinforced relationship between the two retailers, Asos CEO Nick Beighton said: "With its long-established connection to Topshop, extensive US consumer insight and unparalleled reach right across North America, Nordstrom is the right partner to help Asos accelerate the growth of our Topshop and Asos brands in this key market.

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"Asos is all about giving customers the confidence to be who they want to be. Partnering with Nordstrom will support our US strategy, allowing us to offer that to even more 20-somethings in North America.

“We're excited about the opportunities ahead, collaborating to deliver the best product through engaging, friction-free multi-touch experiences and we can't wait to see our Asos edit in Nordstrom stores."

Outlook in North America

Pete Nordstrom, Nordstrom's president and chief brand officer, added: “We could not have found a better partner in Asos,  the world leader in fashion for the  20-something customer.

“We're excited about offering the Asos brands to our customers and we know we can help further amplify the recognition of the already popular Topshop and Topman brands."

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Read more: Asos seeks to raise £500m for international push

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