Topshop, which has had a horrid year thanks to the collapse of the Australian franchise and those plastic jeans, has found a saviour in one of Australia's biggest online retailers.
From October 31, The Iconic will stock Topshop's denim and menswear ranges, with womenswear on sale from November.
![The Iconic chief executive Patrick Schmidt wants the e-tailer to become the main seller of Topshop's product in Australia.](http://web.archive.org./web/20171101211402im_/https://www.fairfaxstatic.com.au/content/dam/images/g/z/b/z/6/e/image.related.articleLeadwide.620x349.gzblm1.png/1509522931616.jpg)
The Iconic's chief executive, Patrick Schmidt, said the e-tailer would carry about 70 per cent of Topshop and Topman's full range.
"There's a lot of product, but not all of it is relevant to the Australian customer," Mr Schmidt said.
![Strange choices: Topshop's all-plastic jeans drew ridicule across the globe](http://web.archive.org./web/20171101211402im_/https://www.fairfaxstatic.com.au/content/dam/images/g/v/r/r/a/w/image.related.articleLeadNarrow.300x0.gzblm1.png/1509522931616.jpg)
The Iconic deal is the latest chapter in a drama-filled year for the brand, whose Australian franchisor, Austradia, collapsed in May with debts of $30 million.
Mr Schmidt said The Iconic had been in talks for nearly five years with Topshop's UK owners, Arcadia, and was unconnected to the franchise woes.
"We are a fast-paced business, so we always prefer to deal directly with the principal of the brand," he said.
A report released by administrators Ferrier Hodgson jointly blamed the collapse on the Australian franchise operator and its UK parent, Arcadia.
![Model Hailey Baldwin wears a creation by Topshop at its London Fashion Week show.](http://web.archive.org./web/20171101211402im_/https://www.fairfaxstatic.com.au/content/dam/images/g/y/j/o/8/9/image.related.articleLeadNarrow.300x0.gzblm1.png/1509522931616.jpg)
The administrators found a number of factors including rapid expansion and poor stock selection contributed to the collapse of the business.
Mr Schmidt said having a London-based buyer gave Australian customers access to the best selection of styles.
"We are not using a 'push' model ... We believe you need to be very close to the business and the market and the customer to ensure the best product selection," he said.
Topshop's product range has made headlines for all the wrong reasons, most recently in April, when it launched a pair of $100, completely see-through, plastic jeans.
Since May, the administrators closed five of Topshop's standalone stores, as well as all 17 concessions at Myer. Myer also lost millions it invested in the business.
In August, Arcadia bought back the remnants of the Australian operation. There are still four physical Topshop stores in Sydney and Melbourne CBD, Bondi Junction and Brisbane.
Mr Schmidt said customer feedback, including searches on The Iconic's website and app, demonstrated its customers wanted Topshop.
Topshop launched in Australia in 2011 with a flagship store on Melbourne's Chapel Street.
Mr Schmidt said The Iconic would try wherever possible to price-match with Topshop's UK site, which also delivers to Australia.
"There's a bit of currency fluctuation and we don't always have the same product but we ultimately want to become the destination for anyone who loves Topshop or Topman in Australia."
The Iconic, which launched in 2011, carries more than 45,000 products from 700 brands. It pioneered three-hour deliveries in Sydney's CBD, making it one of the country's most efficient online retailers.
This year, it recruited former David Jones group merchandise executive Donna Player as a board member and adviser to the business.