Fashion brand Topshop has launched a specialized European online store. The new website is active in 23 markets in Europe. Previously known as a high street brand, the brand has undergone a digital transformation.
Topshop was a well-known fashion store in the United Kingdom, especially in the 1990s. It was owned by Arcadia, which also owned Topman, Miss Selfridge and HIIT. It went into administration in 2020. And in 2021, Asos bought Topshop along with other brands.
In 23 markets
Now Topshop is back, digitally. Launched eu.topshop.com in 23 markets in Europe. These include Germany, France, Italy and Spain. Customers will get full access to the brand’s denim, tailoring, dresses, evening wear, footwear and accessories.
“The new site gives our community access to the full brand experience”
“These new sites give our community access to the full experience of our brand. Customers can access the latest collection, shop our bestsellers, browse our curated edits or sign up to our newsletter to keep up to date with fashion trends and product launches,” said Michelle Wilson, CEO 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
It was already known last year that Topshop would return this year. “If it has any credibility left, it’s rooted in what it was,” retail expert Richard Hyman said at the time. “Going back to the heyday? Not a chance. Those days are gone. The market is completely different.”
“Although the target markets are different, there’s still overlap with Marks & Spencer and NEXT. They’re doing well, which means everyone else has their offer squeezed even more.” In addition, other online fashion retailers such as Temu and Shein are also increasing their share of the European market. This puts pressure on Topshop as well.
Physical sockets
In the UK, the brand is also preparing for a physical launch. It is opening brick-and-mortar stores in 32 John Lewis stores across the country next month.