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American Apparel announces expanded ASOS partnership
Aug '11
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% 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 began as a wholesaler and built its reputation as a brand through high-end boutiques and trendy shops. Collaborating with an independent, forward-thinking site like ASOS is a return to our roots in a way. We're continuing to explore these options and grow our business through them," said 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 has the ideal online platform to deliver to a worldwide fashion audience. There has been a terrific consumer reaction to a strong presentation of American Apparel, selling through the majority of lines in the first couple of weeks. American Apparel has since turned into substantial repeat orders and ASOS has now planned an exciting autumn and winter program and is looking forward to this expanded partnership," said James Barron, ASOS Head of Menswear.

American Apparel is a vertically integrated manufacturer, distributor, and retailer of branded fashion basic apparel based in downtown Los Angeles, California. As of June 30, 2011, American Apparel employed approximately 10,000 people and operated 254 retail stores in 20 countries, including the United States, Canada, Mexico, Brazil, United Kingdom, Ireland, Austria, Belgium, France, Germany, Italy, the Netherlands, Spain, Sweden, Switzerland, Israel, Australia, Japan, South Korea, and China.

American Apparel Inc

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