Topshop has launched a dedicated European online store, expanding its digital footprint across 23 European countries. The new website went live on 15 January 2026 and gives customers direct access to the brand’s collections.

Previously, European shoppers could buy Topshop products through ASOS. However, the brand now operates a standalone platform designed specifically for the European market. Therefore, customers can browse collections without navigating third-party sites.

The new platform runs on Shopify, which supports faster performance and smoother navigation. As a result, Topshop can present curated edits and seasonal drops in a more focused way.

🌍 Countries and Market Coverage

The European site 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.

Through the platform, shoppers can access denim, tailoring, dresses, footwear, and accessories. In addition, customers can sign up for newsletters that highlight new collections and upcoming fashion moments. Consequently, Topshop can communicate directly with its European audience.

💬 Leadership on the European Launch

Michelle Wilson, Managing Director of Topshop and Topman, said the brand aims to strengthen its relationship with European customers. She noted that the new website allows Topshop to showcase its full brand identity.

Meanwhile, Wilson confirmed that new features will roll out regularly. These updates will focus on improving usability and enhancing the overall shopping experience. Therefore, the platform will continue to evolve throughout the year.

📈 Strategic Re-Entry After Brand Relaunch

This move reflects Topshop’s strategic re-entry into the European market following its relaunch as a standalone digital brand last year. After the collapse of its former parent company — Arcadia Brands — in 2020, Topshop entered a period of transition that saw its products available online through retail partners and wholesale accounts.

Now, under partial ownership of Danish fashion group Bestseller with continued ties to ASOS, the label is reestablishing itself with a focus on direct consumer engagement. The dedicated EU website expands Topshop’s digital reach and complements partnerships with international retailers that previously helped maintain its presence in Mainland Europe.

📦 What Customers Can Expect Next

Topshop said it will continue expanding features on the European site throughout 2026. For now, shoppers can explore a broad range of curated fashion, view trend-led pieces, and access tailored collections designed to reflect both the brand’s heritage and its evolving contemporary style.

At the same time, the introduction of the European site aligns with broader retail trends where fashion brands invest in direct-to-consumer platforms to strengthen relationships with audiences and adapt to changing shopping behaviors.