Topshop and Topman, the British fashion icons with roots dating to the swinging London scene—have officially re-entered the U.S. retail market in 2025 under the stewardship of ASOS, their owner since 2021. After years of turbulent restructuring and digital-only focus, the brands are leveraging a new omni-channel strategy designed to bring top-tier British youth fashion to a new generation of shoppers in real life and online.
The ASOS Relaunch Playbook
ASOS, which acquired Topshop and Topman after Arcadia folded in 2021, has focused on reinvigorating both brands with a stronger emphasis on creative design and quality fabrication. The AW25 collection marks the first season conceived, designed, and created entirely under ASOS ownership, reinvigorating the product offering with a stronger focus on creative design and quality fabrication. New monograms and digital shopfronts unite both brands with a shared, updated visual DNA inspired by signage from old Topshop and Topman stores and updated for the future.
In 2025, ASOS is collaborating with select wholesale partners to introduce curated Topshop and Topman products by the end of FY25. Physical retail is back: after four years focused exclusively on e-commerce, the brands’ social media pages hint at a possible return of physical stores, and the next chapter includes standalone websites launching in H2, and a return to the high street via key partners in select cities.
ASOS hasn’t ruled out flagship stores, but is excited to bring the best of Topshop to customers through new avenues and create engaging in-store experiences with iconic partners, sparking speculation about collaborations with Selfridges, Liberty, and John Lewis.
Bringing Fashion Back to the High Street and U.S. Retail
For U.S. shoppers, Topshop and Topman are returning to retail floors in New York, Los Angeles, Chicago, and Miami, with pop-ups and department store corners. The AW25 runway show in London cemented the relaunch: This August, Topshop and Topman will return to the runway for the first time in seven years…to celebrate the re-launch of Topshop.com and debut its Autumn Winter 2025 collections… See Now, Buy Now product for Autumn Winter 2025, as well as an early preview of pieces set to drop later in the season. The open casting call, in partnership with Wilhelmina Models, London, highlights the brand’s recommitment to emerging talent and inclusivity.
Product Strategy and Focus
Topshop’s new direction places renewed emphasis on sharp tailoring, statement outerwear, stand-out dresses, and the must-have denim pieces of the season, while Topman redefines modern utility by blending refined formalwear with sharp new silhouettes, grounded by authentic denim in deep indigos. Both labels pledge truly inclusive sizing for the first time through the Curve range, as well as further investing in Maternity, Tall, and Petite collections.
The brands are set to introduce a series of limited-edition pieces that are the purest expression of Topshop and Topman’s new vision, with key designs manufactured in the UK. Partnerships with department stores like John Lewis (UK launch, February 2026) will bring curated Spring collections to American and British high streets, with Topshop and Topman occupying a prime location within stores and aiming to attract new shoppers with affordable, accessible British fashion.
Challenges and Brand Outlook
The U.S. retail comeback for Topshop and Topman arrives amidst a competitive landscape for mid-market fashion.”Fashion is only part of the story. It’s about selling a lifestyle and an experience,” Graafland said. “There’s got to be that buzz around it.”
ASOS’s overall performance has been on the upswing, with H1 FY25 showing positive changes in profitability, marked by an adjusted EBITDA improvement of approximately £60 million year-over-year. CEO José Antonio Ramos Calamonte said, “H1 FY25 is the strongest sign yet that our new commercial model is working,” supporting optimism surrounding Topshop and Topman’s return.
Future Vision
Topshop and Topman’s relaunch in the U.S. targets Gen Z and Millennial audiences with heritage, trend leadership, and digital engagement. As Pippa Stephens, GlobalData’s Senior Apparel Analyst, noted, “The most notable is the relaunch of Topshop and Topman…with standalone websites launching in H2, and the brands’ social media pages hinting at a possible return of physical stores.”.
