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3 ecommerce brands embracing physical retail this weekend

Asos face and body range

This weekend three ecommerce giants are embracing physical retail with the launch of their pop-up events.

From the launch of new spring collections to the expansion of skincare products, InternetRetailing rounds up the three online retailers reaping the benefits of physical retail this weekend.


Over the weekend, online fashion retailer Asos is hosting a series of one-day pop-ups celebrating the expansion of its face and body range, visiting Liverpool, London, and Manchester.

Customers of the pop-ups will be able to use an interactive vending machine to get free product samples tailored to their needs and interests.

The event is being supported by nine of the top Face + Body brands sold by the ecommerce giant, including, Harry’s, L’Oreal Paris Elvive, NYX, Olaplex, Sunday Riley, The Ordinary, Thisworks, Too Faced and Urban Decay.

“Self-care is more important than ever for our 20-something customers, who we know want to protect their spending on Face + Body and fashion even when times are tough,” Asos face and body director Bernadette Sullivan said.

“That’s why we’re excited to be adding more leading brands to our platform as we continue to grow our Face + Body offer, so our customers know they can find everything they need at ASOS for every moment in their life.”

The pop-up will take place in Manchester’s, Arndale Centre tomorrow (24 March), before hitting the road to Liverpool One Paradise Street on Saturday (25 March) and finally to London’s Old Truman Brewery in Ely’s Yard on Sunday (26 March).

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Boohoo is also opening its first-ever pop in London to showcase its new spring season collection.

The pop-up store located on Great Portland Street, central London, will feature a collection of new products and trending staples, which are available to purchase in real-time.

The store will also feature a range of services for customers “to provide them with the best possible shopping experience,” the company said in a statement.

Boohoo’s pop-up store is located at 6-10 Great Portland Street, London, W1W 8QL.


In a continuation to expand its physical retail strategy, ecommerce giant Shein is hosting a pop-up event in Birmingham, also showcasing its Spring collection.

Located in Birmingham’s Bullring, the space will feature the company’s newly launched pieces from statement partywear, spring staples and new-in swimwear.

It will also feature complimentary manicures and offer exciting giveaways in celebration of the opening.

The ecommerce giant said it is “passionate about connecting with their loyal brand following” and is “pleased to be able to offer their customers the opportunity to immerse themselves in a brand experience in person for a limited time”.

Discover the pop-up at SU739 Upper Mall East, The Bullring, Birmingham B5 4BG, UK.

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