British online fashion retailer ASOS has announced a new strategic partnership with US multi-channel retailer Nordstrom. This partnership goes beyond their previous collaboration on the Topshop brand and includes a joint venture that involves a minority investment by Nordstrom in ASOS-owned brands such as Topshop, Topman, Miss Selfridge, and HIIT. The investment aims to support the growth of these brands and explore further cooperation between the two retailers.

While ASOS will retain control over operations and creative decisions, they will leverage Nordstrom’s expertise and customer reach in the US market. This collaboration will allow ASOS to expand its presence beyond its primarily online operations by launching an edit of ASOS brands on Nordstrom’s online platform as well as selected physical stores. This move is significant for ASOS as it provides an opportunity to tap into Nordstrom’s extensive physical and digital reach.

Nordstrom currently operates over 350 physical stores and online platforms that attract nearly two billion visits every year. By partnering with Nordstrom, ASOS aims to establish a stronger presence in its second-largest market, the North American market. ASOS plans to leverage its complementary retail models and customer insights to redefine the wholesale/retail partnership and enhance the customer experience.

As part of this partnership, ASOS will also expand its click & collect services across Nordstrom’s store estate. This collaboration not only provides ASOS with access to a wider customer base but also allows Nordstrom to amplify the recognition of Topshop and Topman brands and expand their product offering to a broader audience.

Both companies express excitement about the potential of this partnership. ASOS CEO, Nick Beighton, is confident in Nordstrom’s ability to accelerate the growth of their brands in the US market. Meanwhile, Pete Nordstrom, President and Chief Brand Officer of Nordstrom, sees an opportunity to increase awareness and engagement with the Topshop and Topman brands.

In conclusion, the joint venture between ASOS and Nordstrom signifies a new chapter in their strategic partnership. This collaboration will not only support the growth of ASOS-owned brands but also enable ASOS to establish a stronger presence in the North American market. With Nordstrom’s extensive physical and digital reach, ASOS can leverage their complementary retail models and customer insights to reimagine the wholesale/retail partnership and enhance the customer experience.

Useful links:
1. ASOS
2. Nordstrom