UK fast fashion retailer Topshop has launched Topshop.com in Ireland, giving customers in the country a dedicated platform as the company continues its expansion in Europe.
The company said more than 50,000 customers in Ireland bought from the brand through ASOS last year, with Ireland described as one of its “most engaged” markets outside the UK.
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Topshop is a joint venture in which Heartland owns a 75% stake and ASOS holds 25%.
According to the retailer, customers in Ireland shop more often and spend more on each transaction, with demand centred on colour and print-led fashion.
It said trousers make up four of the brand’s ten best-selling products in the Irish market.
With the launch in Ireland, Topshop.com is now live in 24 EU countries including France, Germany, Italy and Spain.
The company said the platform, which is built on Shopify, includes the full Topshop range covering denim, tailoring, dresses and evening wear.
Alongside the Ireland launch, Topshop has rolled out a digital version of its Last Chance rail in all markets.
The Last Chance edit groups together the final remaining units of best-selling products so customers can buy them before they sell out.
Topshop and Topman managing director Michelle Wilson said: “Our Irish customers have a strong connection to Topshop, and we are excited to bring them a dedicated brand destination with full access to our collections. 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.”
The site gives customers access to the brand’s latest collections, curated edits and campaign content, as well as denim, tailoring, dresses, evening wear, footwear and accessories.
Last year, ASOS announced a restructure aimed at growth and customer focus.
As part of that move, the business shifted to a product operating model and set up product development teams focused on areas including Topshop.com, loyalty programmes and Test & React initiatives.
