Asos launches American site

British success-story Asos has launched a sister site in the USA today.
The online boutique tailored its site for American shoppers with a U.S.-focused homepage, prices in dollars, and no British terminology.

Separate sites for France and Germany are also on deck after the U.S. launch.

It's no wonder the site, which features the hottest trends at completely affordable prices, is branching out to America. Out of the $331.4 million that Asos made between March 2009 and March 2010, the U.S. accounted for almost 7 percent of those sales, which is more than any other country outside the U.K.

Nick Robertson, the founder and CEO of Asos, tells WWD that within 3 to 4 years, he thinks Asos's business in the U.S. will actually equal that within the U.K.

While Asos already has a huge amount of variety -- they stock 37,000 styles for men and women, with 1,500 new styles added each week -- the U.S. site will add even more options, with a company representative being assigned to scout the U.S. market to focus on homegrown merchandising strategies.

Products on the U.S. site will initially be shipped from Asos's London headquarters but once Stateside business hits a certain level, a warehouse will open. As the US homepage states: 'Welcome America to the world's biggest wardrobe.'