Dive Brief:
- ASOS launched a new women’s fashion brand called Arrange on March 3, according to a press release.
- The collection includes dresses and essentials, and prices range from $34.99 to $458. Sizes range from 0 to 26, and the line is sold through the retailer’s website.
- Arrange is being positioned as a premium brand launching exclusively at ASOS. It joins other labels in the company’s stable, including Collusion, Miss Selfridge and Reclaimed Vintage.
Dive Insight:
With the launch of Arrange, ASOS joins other fast fashion retailers including H&M, Uniqlo and Target in bringing more elevated fashion concepts to customers.
The new line is led by Vanessa Spence, who was promoted to executive vice president of brand and creative at all ASOS-owned brands last month.
“We’re really excited to be the exclusive launch partner for Arrange, continuing our commitment to giving ASOS customers the best in fashion,” Spence said in the release. “The designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection.”
ASOS launched Arrange “to expand offerings and cater to the premium-minded shoppers,” a spokesperson said in an email. The line is designed to expand the age demographic of ASOS customers, and primarily targets customers in their 30s, added the spokesperson.
Arrange is expected to release new pieces seasonally, per the spokesperson.
Last year, ASOS sold a 75% stake in the Topshop and Topman brands to Heartland, after buying both brands in 2021. In its 2024 annual earnings release, ASOS reported a 28% year-over-year sales decline in the U.S. and a 12% sales decline in the U.K.
