On the online retail platform’s homepage, a message to consumers reads “Topshop is now a part of Asos”, reminding customers to “stay tuned” for news of the upcoming fashion collection.
On Topshop’s brand section on the website, a headline banner says “Topshop is now officially an Asos brand”.
Despite Asos having sold Topshop clothes and accessories through its online platform for years, this relaunch represents the first time the Topshop brand has been exclusive to Asos.
Customers will only be able to buy items from the former high street chain through the Asos website.
Following the acquisition, Nick Beighton, Asos’ chief executive, said: “The acquisition of these iconic British brands is a hugely exciting moment for Asos and our customers and will help accelerate our multi-brand platform strategy.
“We have been central to driving their recent growth online and, under our ownership, we will develop them further, using our design, marketing, technology and logistics expertise, and working closely with key strategic retail partners in the UK and around the world.”