Topshop has launched its own standalone website in Ireland as it expands its direct-to-consumer push across Europe.

The move gives Irish shoppers access to the fashion brand’s full collections through Topshop.com and takes its dedicated ecommerce platform to 24 EU nations.

More than 50,000 Irish customers bought Topshop through Asos last year, making Ireland one of the brand’s most engaged markets outside the UK.

Asos said shoppers in the country bought from the brand more frequently and spent more per transaction, with trousers accounting for four of Topshop’s 10 best-selling products in the market.

To mark the launch, Topshop introduced a digital version of its “Last Chance” rail across all markets, bringing together the final units of popular products before they sell out.

Topshop and Topman managing director Michelle Wilson 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 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 launch follows Topshop’s rollout of a dedicated European website in January, when it went live across 23 EU countries including France, Germany, Italy and Spain.

Topshop is run through a joint venture between Heartland and Asos, after the online fashion retailer sold a 75 per cent stake in the brand owner for £135 million in 2024.