TopShop.com has launched in Ireland, five years after all its high street stores in the UK and Ireland were closed.
Now owned by ASOS, and powered by Shopify, TopShop.com is live across 24 EU countries. Ireland is a key market for it, with more than 50,000 Irish customers shopping the brand last year. ASOS says that Irish customers shop more frequently and spend more per transaction.
Michelle Wilson, managing director, 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.”
The company is marking the launch by introducing a digital version of its ‘Last Chance’ edit, which gives customers one last opportunity to shop in-demand pieces before they sell out. “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,” Wilson said.
A new generation of TopShoppers
While some analysts cautioned that a brand rooted in Gen X and Millennial nostalgia would need a significant reboot to authentically appeal to the TikTok generation of Gen Z buyers, TopShop.com’s rapid expansion suggests that ASOS’ decision to relaunch it as an online-only platform is paying off. The iconic fashion brand – a high street giant in the 90s and 00s – was originally owned by Arcadia, but collapsed into administration in 2020, and was acquired by ASOS in 2021.
For Ireland, the comeback leans on loyalty – but its future depends on relevance. Strong early demand suggests the brand still has pull, yet staying power will depend on how well it keeps pace with a new generation that never knew it on the high street.
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