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Super-Fantastic Online Shopping Destination Alert: ASOS USA

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For anyone who's been a longtime shopper at ASOS, this news might elicit a "huh?" response—but the favorite UK online shopping destination is finally launching a US site this September.

Okay, so what's the big deal, right? has been shipping to the United States for ages now—and loads of Americans have been taking advantage of the site's amazing search functions (filter by size, sleeve length, arrivals, price, virtually any criteria) and great prices (cool spring dresses for $17? Yes, please.).

"We've already established quite a bit of a U.S. business, but our goal is to create an easier shopping experience for American customers," said Nick Robertson, ASOS' CEO. "The new site will have prices in dollars, different vocabulary and a locally relevant homepage."

So, it all chalks up to different verbage? The company even acknowledges that order fulfillment will still be managed out of London:

After the debut of the U.S. site, product will still be shipped from the main Asos warehouse outside of London. Once sales in the U.S. reach a certain level, Asos will likely open a U.S. distribution center, said Robertson.
The company also plans on creating dedicated sites for France and Germany as well.
· ASOS [Official Site]
· U.K. Fashion E-Tailer to Debut U.S. Web Site [WWD]