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A New EU-Focused Online Store
The new site, eu.topshop.com, is built on Shopify and is now live in markets ranging from Austria and Belgium to Portugal, Romania and the Baltic states. It marks a shift towards a more direct-to-consumer approach for Topshop in Europe, where customers previously accessed the brand mainly through third-party platforms.
Topshop said the site is designed to offer a smoother shopping experience for European customers and provide access to its full product range in one place.
Full Range, Direct Access
The EU store features Topshop’s core categories, including denim, tailoring, dresses, eveningwear, footwear and accessories. The current seasonal drop reflects the brand’s latest design direction, combining established styles with newer silhouettes aimed at trend-driven shoppers.
Until now, many European customers encountered a more limited or curated selection via wholesale or marketplace partners. The standalone site allows Topshop to present collections, edits and launches directly under its own brand environment.
Still Available on ASOS
Topshop will continue to be sold globally through ASOS, where it has been available since the brand was acquired by ASOS in 2021. The company positions the new EU site as complementary rather than a replacement, offering customers another way to shop the brand.
Michelle Wilson, managing director of Topshop and Topman, said the launch gives European customers direct access to the full brand experience, including new collections and bestsellers, as well as editorial content and newsletters.
Gradual Feature Rollout Planned
According to the company, new features will be added to the EU site on a monthly basis, with a focus on improving convenience and engagement. No further details were shared on payments, delivery options or localisation beyond country availability.
For e-commerce professionals, the launch highlights a broader trend of established fashion brands investing more heavily in owned EU storefronts, even while maintaining partnerships with large online fashion platforms.
