Fashion brand Topshop launches dedicated European online store

Topshop has launched a dedicated European online store. The new website is active across 23 markets in Europe. The brand, which was formerly known as a high‑street brand, has undergone a digital transformation.

Topshop was a well‑known fashion store in the United Kingdom, especially during the ’90s. It was owned by Arcadia, which also owned Topman, Miss Selfridge and HIIT. In 2020, it fell into administration. In 2021, ASOS bought Topshop, along with the other brands.

In 23 markets

Now, Topshop has come back digitally. It has launched eu.topshop.com, across 23 markets in Europe, including Germany, France, Italy and Spain. Customers get full access to the brand’s denim, tailoring, dresses, eveningwear, footwear and accessories.

“The new site gives our community access to our full brand experience.”

“This new site gives our community access to our full brand experience. Customers can get access to the latest collection, shop bestsellers, browse our curated edits or sign‑up to our newsletter to stay up‑to‑date with fashion moments and product launches,” said Michelle Wilson, managing director of Topshop and Topman. “We will be adding new features to the site every month to make the experience even more engaging and convenient.”

Pressure from competitors

The fact that Topshop would return this year was already known last year. “If it has got any credibility left, it is rooted in what it was,” said retail expert Richard Hyman at the time. “Getting back to its heyday? There is no chance. Those days are gone. The market is completely different.”

“Although the target markets are different, there is still an overlap with the likes of Marks & Spencer and NEXT. They are doing well, which means everyone else has an even more squeezed offer.” Additionally, other online fashion sellers like Temu and Shein are also increasing their market share in Europe, placing further pressure on Topshop.

Physical outlets

In the United Kingdom, the brand is also preparing for a physical launch. It will open physical outlets in 32 John Lewis stores around the country next month.