Asos has outlined its strategy for the Topshop and Topman brands, which have new branding, a new standalone shared shop front on the Asos website, and will spearhead Asos’ expansion into North America.
A new visual identity that encompasses both brands now features on a standalone section of the Asos website. This comes as the retailer launches the first brand collections completely created under Asos ownership. Asos says its design teams have brought a stronger focus on creative design and to the quality of fabrication to the new ranges, which will also have a wider range of sizes.
Nikki Tattersall, director of Topshop and Topman, says: “Topshop and Topman are truly iconic British brands, and taking stewardship of such a beloved institution has been a privilege. Over the last 18 months, we have done some incredible work, learning from the past and from each other to create something exciting and relevant for the future. We’re so proud to share our new vision with the world, but this is only the first step of the journey. There’s a lot more work to do and so many exciting ideas we want to explore.”
Asos bought Topman and Topshop in February 2021, in the dying days of the Arcadia Group. It spent £295m to buy the two brands, Miss Selfridge and HIIT out of administration. At the time, sos said the deal was a “strategically compelling opportunity” in its mission “to become the number one destination for fashion loving 20-somethings worldwide”. It also said the “strong, iconic” Arcadia brands would resonate with its own customer base – who already, indeed, bought them via its own website. At the time, the deal meant that the brands would be shift to a pureplay following decades on the UK”s high streets.
Now, however they will return in-store – in North America – selling in 106 Nordstrom shops as part of Asos’ international growth strategy. Asos previously announced an agreement to expand Topshop and Topman in North America in partnership with Nordstrom in July 2021.