Topshop has launched a dedicated European e-commerce site, eu.topshop.com, extending direct access to the brand across 23 EU markets: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Portugal, Romania, Slovenia, Slovakia, and Spain.
The Shopify-powered platform offers the full range of Topshop product categories — denim, dresses, evening wear, tailoring, and footwear — with a focus on faster load times and streamlined checkout. The site includes latest collections, bestseller sections, curated edits, and newsletter sign-up for product launches and updates. Additional features are scheduled for monthly rollout.
Michelle Wilson, managing director of Topshop/Topman, stated: “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.”
Brief History of the Brand
Topshop began in 1964 as a youth-focused section in the basement of the Peter Robinson department store in Sheffield, UK. It quickly expanded nationwide and became a standalone brand known for affordable trend-led fashion. Through the 1980s and 1990s it built a reputation for rapid response to runway trends, and in the 2000s it gained global recognition through high-profile designer collaborations (Kate Moss, Christopher Kane, Celia Birtwell) and its Oxford Circus flagship store, which at its peak was one of the world’s highest-grossing fashion retail spaces per square foot.
In 2002 Topshop became part of Philip Green’s Arcadia Group. The brand reached its commercial zenith in the mid-2010s with over 500 stores worldwide and annual sales exceeding £1 billion. Structural challenges in UK high-street retail, combined with the impact of COVID-19, led to Arcadia’s administration in November 2020.
In February 2021 ASOS acquired the Topshop, Topman, Miss Selfridge, and HIIT brands (but not the physical stores) for approximately £330 million. ASOS initially relaunched the brands exclusively on its own platform. In September 2024 ASOS sold a 75% stake in Topshop and Topman to Heartland, the Danish holding company controlled by Anders Holch Povlsen (owner of Bestseller), for £135 million, forming a joint venture. ASOS retained design and distribution rights for continued online sales and select partnerships.
Recent Expansion Steps
The EU site follows Topshop’s standalone website relaunch in spring 2025 and the full reopening of topshop.com in summer 2025. In December 2025 the brand announced its return to physical retail in Australia starting February 2026 through concessions in all 56 Myer department stores.
The moves align with stated plans by Heartland and the remaining ASOS stake to rebuild Topshop and Topman as independent, globally relevant brands separate from the ASOS marketplace ecosystem.
The Shopify-powered platform offers the full range of Topshop product categories — denim, dresses, evening wear, tailoring, and footwear — with a focus on faster load times and streamlined checkout. The site includes latest collections, bestseller sections, curated edits, and newsletter sign-up for product launches and updates. Additional features are scheduled for monthly rollout.
Michelle Wilson, managing director of Topshop/Topman, stated: “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.”
Brief History of the Brand
Topshop began in 1964 as a youth-focused section in the basement of the Peter Robinson department store in Sheffield, UK. It quickly expanded nationwide and became a standalone brand known for affordable trend-led fashion. Through the 1980s and 1990s it built a reputation for rapid response to runway trends, and in the 2000s it gained global recognition through high-profile designer collaborations (Kate Moss, Christopher Kane, Celia Birtwell) and its Oxford Circus flagship store, which at its peak was one of the world’s highest-grossing fashion retail spaces per square foot.
In 2002 Topshop became part of Philip Green’s Arcadia Group. The brand reached its commercial zenith in the mid-2010s with over 500 stores worldwide and annual sales exceeding £1 billion. Structural challenges in UK high-street retail, combined with the impact of COVID-19, led to Arcadia’s administration in November 2020.
In February 2021 ASOS acquired the Topshop, Topman, Miss Selfridge, and HIIT brands (but not the physical stores) for approximately £330 million. ASOS initially relaunched the brands exclusively on its own platform. In September 2024 ASOS sold a 75% stake in Topshop and Topman to Heartland, the Danish holding company controlled by Anders Holch Povlsen (owner of Bestseller), for £135 million, forming a joint venture. ASOS retained design and distribution rights for continued online sales and select partnerships.
Recent Expansion Steps
The EU site follows Topshop’s standalone website relaunch in spring 2025 and the full reopening of topshop.com in summer 2025. In December 2025 the brand announced its return to physical retail in Australia starting February 2026 through concessions in all 56 Myer department stores.
The moves align with stated plans by Heartland and the remaining ASOS stake to rebuild Topshop and Topman as independent, globally relevant brands separate from the ASOS marketplace ecosystem.