Topshop has launched a standalone website in Ireland, giving customers direct access to its full product range from 8 June as the fashion retailer continues its expansion across Europe.

The launch means Topshop.com is now operating in 24 European Union countries, extending the brand’s direct-to-consumer reach beyond the UK. The move follows the rollout of Topshop’s dedicated European website in January, when the platform became available across 23 EU markets including France, Germany, Italy and Spain.

According to ASOS – which acquired the retail brand in 2021 – more than 50,000 Irish customers purchased Topshop products through its marketplace last year, making Ireland one of the brand’s most engaged international markets. The company said Irish shoppers buy more frequently and spend more per transaction than customers in many other regions, with trousers accounting for four of the brand’s ten best-selling products in the country.

The new Irish site has been built on Shopify and offers the full Topshop collection, including denim, tailoring, dresses, footwear and accessories. Customers will also have access to curated product edits and early access to selected launches and collaborations.

To coincide with the launch, Topshop has introduced a digital version of its former “Last Chance” rail across all markets. The feature brings together the final remaining units of popular products, allowing shoppers to purchase items before they sell out completely.

Michelle Wilson, managing director of Topshop and Topman, said: “Our Irish customers have a strong connection to Topshop, and we’re excited to bring them a dedicated brand destination with full access to our collections.”

Wilson added: “The introduction of our ‘Last Chance’ edit also brings back a much-loved part of the Topshop experience reimagined for how our customers shop today.”

Retail Gazette reported that the latest expansion forms part of Topshop’s broader direct-to-consumer strategy following structural changes to the business. In 2024, ASOS sold a 75 per cent stake in the brand owner to Heartland in a deal worth £135 million, creating a joint venture that now operates Topshop.

The Irish launch represents another step in the retailer’s efforts to rebuild the brand’s independent digital presence and strengthen customer relationships across key European markets.

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