Oh Polly and athleisure sister brand Bo+Tee have launched on asos.com, as the etailer looks to “provide the most relevant product to fashion-loving customers”.
Oh Polly has introduced a handpicked lineup of pieces to Asos, including premium occasion dresses and ‘going-out’ tops, while Bo+Tee delivered multiway sports bras and squat-proof leggings.
Launched in 2015 by Claire Henderson and Mike Branney, Oh Polly evolved from an eBay store to afashion brand with trend-driven styles designed in-house. In 2020, they introduced Bo+Tee for women’s activewear and athleisure. Together, these brands boast a combined following of 7.5 million on Instagram.
Shazmeen Malik, brands director at Asos, said: “We are delighted to welcome Oh Polly and Bo+Tee to the Asos family. With their impressive social media presence and dedicated following, many of our customers are already familiar with these brands.
“Their on-driven designs perfectly align with our mission to provide the most relevant product to our fashion-loving customers, whether they’re dressing up for a night out or putting together the perfect off-duty athleisure look.”
In March, Asos was named Leading in the RetailX UK500. The report features a company profile on the etailer, detailing its growth into more than more than 200 markets and its two-year transformation programme.
This is one of eight profiles in RetailX UK500 2025 report, authored by Chloe Rigby. Tesco, Amazon, Next, John Lewis, Cotswold Outdoor, Watches of Switzerland and Simba are all studies to show how leading retailers are innovating in today’s fast-paced environment.
The 11th annual report evaluates the performance of retailers, brands and marketplaces selling in the UK. Going beyond simple turnover or traffic, the UK500 measures how these businesses deliver value across the entire retail ecosystem, taking into account evolving consumer behaviour, economic headwinds and disruptive technologies such as AI.
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