Asos has introduced Arrange, a new premium womenswear brand exclusively available on its e-commerce platform. This launch represents an expansion of Asos’s own-brand portfolio, which already includes Asos Design and Collusion, and aims to provide a more elevated fashion offering.
Arrange combines couture-inspired designs with practical elements, utilising premium materials and offering inclusive sizing from UK size four to 30. The brand features a wider price range than Asos’s existing lines, with pieces ranging from 25 to 325 pounds.
The initial collection, showcased in a launch campaign, includes items such as an embellished skirt, trapeze top, suede trousers, a co-ord set, and barrel-leg jeans. Signature design elements include hand-painted prints and oversized paillettes.
Vanessa Spence, executive vice president of brand and creative at Asos, expressed excitement about the launch, highlighting the designers’ attention to detail and craftsmanship. She emphasised Asos’s commitment to providing customers with the best in fashion and anticipated strong customer reception to the new brand.
The launch of Arrange occurs during a period of transformation for Asos, which has been navigating declining revenue. Recent strategic initiatives aimed at improving performance include expanding third-party brands on its site, partially selling the Topshop brand, and integrating Asos Marketplace sellers into its core platform.
