Abercrombie & Fitch prepares to sell on Asos

By

Olivier Guyot

Published
Jun 3, 2014

This holiday season, the American retail brand evocative of Californian style will become available online on Asos. It’s a first for the American group, which is beginning to break out from a model based on its flagship stores and website.

For now, the agreement only involves Abercrombie and Fitch, but company COO Jonathan Ramsden said that the model might be applied to Hollister, noting that discussions are ongoing.

The agreement with Asos would be a real test for the American company, which might then attempt to forge links with other distributors depending on its success.

Most likely because of lower results, the company appears to be more open than in the past to bringing partners into its business model. It recently partnered with the brands Keds and SeaVees for a new range of shoes, apparel and accessories distributed in its stores.