Topshop Topman Australia launched a sweeping eCommerce overhaul just one month prior to collapse.
In April, the business launched a localised platform for Australian shoppers offering expanded product collections, lower pricing, faster delivery and weekly drops.
In an exclusive interview with Ragtrader, eCommerce head Deborah Papazoglu revealed the challenge of aggressive expansion.
"The challenges are that you want to move quicker than sometimes a business can move. That's a challenge.
"That's probably the key challenge we have. We have a lot of exciting ideas that we want to use to take this to the next level.
"Unfortunately sometimes you cant move as quick as you'd like to because of other business reasons.
"But that is probably the biggest challenges. And the growth of it. We are excited by how it is trading so far, quite fast growth."
Papazoglu also revealed the brand had outpaced other international rivals in the market.
"We were one of the first international players to launch stores. Now, out of the main international players, we are the first to have Click and Collect.
"The H&M's and the Zara's of the world aren't there yet. And we are now."