Bestseller Powers Topshop’s European Revival with New Web Presence in 23 Countries

Bestseller accelerates Topshop’s new phase on the European continent. The British brand has launched its own website already active in 23 countries, including Spain, France, Germany, Italy and Portugal. The company claims that the online store offers “faster and smoother” shopping and allows it to concentrate the brand experience in a single destination.

The new ecommerce brings together Topshop’s flagship categories, with a focus on denim and dresses, and completes the offer with tailoring, guest, footwear and accessories, as well as the latest collections. The company presents the platform as a dedicated destination to bring the offer closer to its community.

Michelle Wilson, CEO of Topshop and Topman, is at the helm of this phase, recalling that the brand was already available on a global scale through the Asos platform, but that the new European channel allows a more complete experience to be deployed. The roadmap also includes adding new features to ecommerce every month.

Topshop has gone from ‘coming soon’ to selling in Europe again

The European online launch comes after a staged relaunch since the change of control. In October 2024, Bestseller, through Heartland, took 75% of Topshop and Topman for 135 million pounds (about $181 million). Asos retained 25% and continued to distribute the brand on its ecommerce, as well as retaining certain design and distribution rights.

The revival began to appear in March 2025, when Topshop and Topman launched separate websites under the caption Coming soon, with videos and inspirational images that anticipated the product of the new phase, without revealing a specific relaunch date at the time.

In Spain, the first move of the comeback came in September 2025, when Bestseller teamed up with Wow, owned by Dimas Gimeno, to open its own shop-in-shop format in the Gran Vía complex in Madrid. The company left the door open to agreements with other operators and placed the leap to retail in the “near future”, after a phase based on the online channel and selected wholesale customers.

A British retail icon in a new phase

Born in 1964, Topshop established itself as an independent chain in the 1970s. In the 1990s, its flagship store on Oxford Street, covering more than 86,000 square feet, became an icon of London retail until its closure in early 2021. After years of heyday in the 2000s, Arcadia’s decline accelerated with Covid-19, leading to bankruptcy proceedings in November 2020 and the subsequent purchase by Asos in February 2021 for 265 million pounds ($355 million).