British brand Topshop continues its rollout, this time in digital. It has launched its own European website, available in 23 EU countries.
The Shopify-based platform offers curated edits, new collections, hero categories and seasonal drops. In doing so, it expands the availability of its renewed brand identity.
The EU platform serves customers in Austria, Belgium, Bulgaria, Croatia, Cyprus, the Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Portugal, Romania, Slovenia, Slovakia and Spain.
In a statement, Michelle Wilson, managing director of Topshop and Topman, said Topshop is already available worldwide through the Asos website. However, this new platform gives customers “access to our full brand experience”.
“We will be adding new features to the site every month to make the experience even more engaging and convenient,” Wilson added.
This latest move reflects a strategic re-entry into markets from which Topshop withdrew in 2020. The withdrawal followed the collapse of former parent company Arcadia Brands.
The brand is now partly owned by the Danish company Bestseller and is being driven forward by a new team. The label takes a selective approach to partnerships and regional ventures, slowly rebuilding its presence in specific regions.
The launch of the website therefore reinforces the desire to consolidate the global positioning. This follows its relaunch as a standalone brand last year.
Topshop had previously focused on securing wholesale customers in mainland Europe. Partnerships were formed with companies such as the French Printemps, the Danish Magasin du Nord and the Belgian Zeb.
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