On March 3, ASOS unveiled its latest women’s fashion brand, Arrange, according to a company press release.
The new collection features dresses and wardrobe essentials, with prices ranging from $34.99 to $458. Sizes are available from 0 to 26, and the brand is exclusively sold on ASOS’s website.
Positioned as a premium fashion label, Arrange joins ASOS’s portfolio alongside Collusion, Miss Selfridge, and Reclaimed Vintage. This move aligns ASOS with other fast fashion retailers such as H&M, Uniqlo, and Target in offering elevated fashion options to consumers.
Vanessa Spence, who was recently promoted to executive vice president of brand and creative for all ASOS-owned brands, is leading the new line.
“We’re thrilled to be the exclusive launch partner for Arrange, reinforcing our dedication to providing ASOS customers with top-tier fashion,” Spence stated in the press release. “The designers’ passion is evident in the craftsmanship and attention to detail in the collection.”
An ASOS spokesperson noted via email that Arrange was created to enhance the retailer’s offerings and appeal to shoppers seeking premium fashion. The brand primarily targets customers in their 30s and aims to broaden ASOS’s customer demographic.
Arrange is set to introduce new collections seasonally, according to the spokesperson.
The launch comes after ASOS sold a 75% stake in Topshop and Topman to Heartland last year, following its acquisition of both brands in 2021. In its 2024 annual earnings report, ASOS reported a 28% year-over-year sales decline in the U.S. and a 12% decline in the U.K.
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