ASOS Signs On to Sell American Apparel
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American Apparel, the vertically integrated clothing manufacturer based in downtown Los Angeles, is announcing an extension of its partnership with the global e-commerce sensation ASOS. The UK-based fashion site, which has more than 3.7 million members, has expanded its buy of American Apparel products based on a 100 percent sell-through rate of a test buy earlier this year.
In recent months, American Apparel has expressed its intention to aggressively pursue new distribution and sales channels for its sweatshop-free basics. ASOS is an exciting strategic advancement considering its strong base in the United Kingdom, as well as its popularity in Denmark, Russia, New Zealand, Singapore and Hong Kong, countries where American Apparel does not currently have stores.
"American Apparel is excited to work with an independent, forward-thinking site like ASOS through our wholesale division. This is a partnership that leverages their strengths as an online platform and ours as a manufacturer and global brand. We're going to grow our businesses together," says Dov Charney, CEO and founder of American Apparel.
The product categories currently offered are men's, women's, swim and accessories, though footwear will be added in 2012. Inventory is purchased directly by ASOS through American Apparel's wholesale business, and is then displayed and marketed through ASOS's unique and highly successful platform.
"ASOS' interest in American Apparel stemmed from their position as a global fashion player. Initial consumer reaction was extremely positive as expected, hitting 100% sell through on first delivery. With re-orders we're forecasting a large increase on our original sales forecast and look forward to working in partnership to build this," said Robert Bready, ASOS product and trading director.