Full circle moment for fusefabric as company helps deliver Shopify powered Topshop EU website

Simon Hamblin, Co-founder of fusefabric, has taken to social media to discuss his company’s part in Topshop’s new dedicated European website.

Built on Shopify, this offers customers access to the latest collections across Topshop’s hero categories, including its cult denim, elevated tailoring, dresses, evening wear, footwear and accessories.

The site is launching across 23 EU countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Portugal, Romania, Slovenia, Slovakia and Spain.

In a LinkedIn post, Hamblin said: “Asos has been part of my world for a long time - before fusefabric, before I started working with Shopify and long before this launch. So last week felt different. Under the Asos.com group (where I spent over ten years heading up technology) we launched Topshop’s dedicated European site.”

He added: “Built on Shopify, delivered with fusefabric (Shopify Platinum Partner), and now live across 23 EU countries. And we did it in five weeks! I think that matters, not because of the speed alone, but because of what it says about how modern platforms and teams can work together when there’s trust, clarity, and momentum.”

“Topshop has reached European customers through Asos for years, and that reach clearly works. But owning a dedicated platform changes the dynamic. It gives the brand room to evolve on its own terms, to tell its story properly, and to build a more direct relationship with customers across Europe.”

Hamblin concluded: “I’m especially proud of how this came together. The fusefabric team leaned into our award winning Fused design system to move at pace without ever compromising the brand, giving us a clean, scalable foundation and the confidence to deliver calmly under pressure. For me, this was a real full circle moment, coming back into the Asos ecosystem, this time helping an iconic brand launch independently with the kind of platform model I always believed in. And it doesn’t feel like the end of anything. If anything, it feels like the start.”

2026 RTIH Innovation Awards

Online retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.