Topshop launches European site across 23 countries

Topshop is continuing its rollout_ this time on the digital front. The British brand has now introduced a dedicated European website_ launched across 23 EU countries.

The Shopify-based platform offers curated edits_ new collections_ hero categories_ and seasonal drops_ expanding the availability of its refreshed identity.

The EU platform serves customers in Austria_ Belgium_ Bulgaria_ Croatia_ Cyprus_ 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 for Topshop and Topman_ said that while Topshop was already available globally via Asos_ site_ this new platform gives customers “access to our full brand experience”.

“We_ll be adding new features to the site every month to make the experience even more engaging and convenient_” Wilson added.

This latest move reflects the ongoing strategic re-entry into markets Topshop had previously exited in 2020_ following the collapse of its former parent company_ Arcadia Brands.

Now under the partial ownership of Danish company Besteller_ and with a new team driving it forward_ the label has pursued a selective approach to partnerships and regional ventures_ slowly reestablishing its presence across specific regions.

The website_s launch therefore reaffirms a commitment to cementing a global positioning following the relaunch as a standalone brand last year.

Until now_ Topshop had previously been focused on securing wholesale retail accounts in Mainland Europe_ striking up partnerships with the likes of France_s Printemps_ Denmark_s Magasin de Nord_ and Belgium_s Zeb.