YR Store opens concession stand at Topshop

Topshop has teamed up with YR Store, digital print specialists and opened a concession stand in its Oxford

Circus flagship store that gives customers the opportunity to customizes an item of their choice by choosing its print design and color.

Shoppers are able to use the interactive touch screens available in the flagship store's second floor basement and select the print they wish to use, edit it to their liking before printing it on a Topshop garment of their choice.

Topshop's concession stand is the first to offer a range of women's wear garments as well as men's wear garments for customizing and customers are able to choose from selected t-shirts, summer crop tops, sweatshirts, sleeveless tank tops, tote bags as well as iPhone cases.

A special collection of prints has been exclusively designed for the Topshop concession stand featuring summer varsity and surfing inspired themes. The designs are printed using YR Store's sublimation print process, which gives the resulting prints photographic results that are long lasting and non-fading.

Commenting on the opening of YR Store's concession stand at Topshop, buying director Madelaine Evans said: “We’re really excited to offer Topshop customers the chance to create their own custom prints and designs in the heart of our Oxford Circus flagship store. YR Store bring the trend of customizing onto the shop floor in a way that means everyone can be a designer.”

The YR Store concession stand opened in Topshop's flagship store on Monday and was previously features in Topman and department stores Selfridges and Liberty over the past 12 months. Prices range from 15 pounds for a tote bag to 50 pounds for a sweatshirt.