ASOS reveals its new premium brand ARRANGE, a collection of 201 stylish pieces aimed at enhancing financial performance amid challenging times.
ASOS has unveiled a new premium brand named ARRANGE as part of its strategic turnaround efforts aimed at improving its financial performance. The launch occurred today and features a collection of 201 pieces that focus on elevated styles with a mix of “directional design with a feminine edge.” Each item in the ARRANGE collection is crafted in-house in London using premium materials, underscoring ASOS’s commitment to quality and design.
The collection offers a variety of standout occasion dresses and luxe essentials, including beaded halterneck tops and tasselled embellished gowns. Unique design elements are evident throughout the pieces, with features such as oversized paillettes, hand-painted prints, and experimental silhouettes. For example, the collection showcases unexpected combinations like pairing a dramatic embellished skirt with an oversized white T-shirt, and ice-blue trapeze tops styled with tobacco suede trousers. Additionally, a red co-ord stands out with impressive white contrast stitching.
Vanessa Spence, the Executive Vice President of Brand & Creative at ASOS, expressed enthusiasm about the launch, stating, “We’re really excited to be the exclusive launch partner for ARRANGE, continuing our commitment to giving ASOS customers the best in fashion. The designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection. Our customers are going to love what ARRANGE has to offer.”
The introduction of ARRANGE arrives during a challenging time for ASOS as its CEO, José Antonio Ramos Calamonte, implements a turnaround plan aimed at reversing a recent sales decline. The company’s financial struggles were highlighted in November when it disclosed pre-tax losses of £379.3 million for the year ending September 1, compared to losses of £296.7 million the previous year. The retailer has been grappling with a substantial backlog of inventory, currently sitting at around £1.1 billion, of which £520 million remains unsold, forcing management to undertake significant write-downs of about £100 million.
In conjunction with the launch of ARRANGE, ASOS has also made operational changes, including the planned closure of its warehouse in Georgia, USA, which is expected to yield a £10 million to £20 million benefit to pre-tax earnings by the 2025-26 fiscal year, albeit with a projected £190 million impairment in the 2024-25 fiscal year.
The ARRANGE collection is available exclusively on the ASOS website, featuring sizes from 4 to 30 with prices ranging from £25 to £325.
Source: Noah Wire Services
