Topshop re-enters Europe as a standalone with 23-country webstore launch

Topshop’s revival as an international fashion brand continues apace with the launch a dedicated European website across 23 countries EU countries.

The site has launched in (deep breath) Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Luxemburg, Malta, Netherlands, Portugal, Romania, Slovenia, Slovakia and Spain.

The Shopify-powered eu.topshop.com site offers product across denim, dresses, evening wear, tailored items, and footwear with the new website “designed to deliver a faster and more seamless shopping experience”, it noted.

Topshop/Topman managing director Michelle Wilson said: “Topshop is already available worldwide on ASOS.com but this site gives our community access to our full brand experience.

“Customers can get access to the latest collections, shop bestsellers, browse our curated edits, sign-up to our newsletter to stay up-to-date with fashion moments and product launches. We’ll be adding new features to the site every month to make the experience even more engaging and convenient.”

Topshop has certainly come a long way in its revival having only announced a website relaunch last spring before reintroducing Topshop.com in the summer.

Only last month, Topshop also announced its return to Australia from next month with a comeback launch in all 56 of key department store retailer Myer’s stores.

That fits in with Wilson’s ambitions to return the storied Topshop and Topman brands as “thriving” standalone names.

In September 2024, ASOS sold a majority stake (75%) in the twin brands to Danish holding company Heartland for £135 million, controlled by the Holch Polvsen family, the owner of Bestseller, creating a joint venture.

However, ASOS retains certain design and distribution rights to the brands, continuing to market and sell them online, alongside its retail partnerships.