Women’s fashion brand Topshop has launched a website for its European customers.

The pan-Europe website, called eu.topshop.com, went live this week in 23 European countries, including France, Germany, Italy and Spain.

Previously, anyone not living in the UK could only purchase items from Topshop via online retailer ASOS.

But the British fast-fashion company said that by creating a “standalone site” for the EU, it can “bring the best of fashion to everyone”.

Described by Topshop as a "faster and more seamless way” for Europeans to access its latest looks, the new website will feature curated edits and campaigns from the retailer.

The website is hosted on Shopify, an e-commerce platform known for its low-code features and ability for retailers to handle many areas of their business - from payments to marketing - within one place.

The website features a simple navigation button in the form of three lines. Once clicked, it brings up a list of Topshop hero categories such as seasonal layers, jeans, dresses, coats and jackets, skirts, trousers, accessories, jewellery and tailoring.

The main navigation bar also highlights the various items that the brand currently has on sale, including outerwear and knitwear. And there’s a home button to return quickly to the landing page, which also promotes the Topshop end-of-season sale.

Another key feature of the new Topshop EU website is located right at the top: a bar that plays different messages from the brand, such as “further reductions - our end of season sale offers”. It’s essentially another way of navigating around the website.

Should users wish, they can stop these messages from continually moving by using a pause button. The top bar allows users to switch languages from English to French and German.

Michelle Wilson, managing director of Topshop and Topman, said: “We're excited to bring Topshop directly to our European customers. Topshop is already available worldwide on ASOS.com, but this new site gives our community access to our full brand experience.

“Customers can get access to the latest collection, shop bestsellers, browse our curated edits or sign-up to our newsletter to stay up-to-date with fashion moments and product launches. We'll be adding new features to the site every month to make the experience even more engaging and convenient."

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