Topshop launches new full collection on Asos as its online transition is completed


Asos has unveiled the first new Topshop and Topman product ranges on its platform as its official online relaunch is completed.

Since rescuing the high street giant three weeks ago in a deal worth £295 million, Asos has been selling off old stock at a discount and informing customers to “stay tuned, the full collection is coming soon…”.

Topshop and Topman’s full collections have now arrived, just days after Asos gave each a dedicated headline banner on its homepage and announced that “Topshop is now officially an Asos brand!”.

While Asos has sold a range of items from the brands since 2019, it has now doubled the number of items available and plans to double this again in the coming weeks.

Asos is promoting its new acquisition heavily, launching a multi-million-pound campaign across YouTube, TikTok, Snapchat, Facebook and Instagram and is giving the brands a level of prominence on its platform more akin to a merger than a takeover.

READ MORE: Asos relaunches Topshop online after £295m rescue

“Topshop and Topman were well-established, strong-performing brands on Asos prior to the acquisition, and we know our customers loved them just as much as us,” Asos’ chief commercial officer José Antonio Ramos said.

“Their integration with ASOS is going well, and our long-term plans to revitalise the brands and inject new life into them will translate into more new, exciting and fashion-led products launching in the months ahead.”

The campaign is offering customers in the UK, US and Germany 25 per cent off Topshop and Topman ranges in a deal that has seemingly caught the eye of online fashion rivals.

PrettyLittleThing, owned by rival Boohoo which also acquired various Arcadia brands when it collapsed, has launched a sponsored Google advert hoping to entice shoppers searching for Topshop’s new home.

The tongue-in-cheek advert, which appeared top of Google’s search results whenever someone searched for Topshop yesterday, read: “Well This Is Awks – We’d Never Leave You.”

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