Selfridges unveils new Topshop concept

Selfridges London has launched a new design concept for its Topshop concession, marking a “new direction for high street shopping” within the luxury department store,  as well as making it “the most premium Topshop concept globally”.

The new concession is part of the department store’s recently re-designed 3,200 square foot ‘Women’s Street’ department on the ground floor, and will showcase Topshop’s core offering as well as Topshop Unique, Boutique, and the brands’ designer collaborations, including the latest collection designed by J.W. Anderson.

All the products have been selected by Topshop’s buying team and will feature up to 150 styles arriving to the store each week, some of which will be exclusive to Selfridges in the run-up to Christmas, in an attempt to ensure the product mix is “consistently refreshed” and “entirely authoritative”.

To highlight the “premium” concept of the experiential shopping space, the interior design features a curved marble wall, which resembles a black cube, as well a mirrored ceiling and bespoke fitting rooms.

Speaking of the new concept, Mary Homer, Managing Director of Topshop, said: “Designed exclusively for Selfridges, it will offer customers a premium retail experience in a creative and vibrant environment.

“This is a very exciting step for us in store innovation and we are proud to continue partnering with this iconic department store.”

Gary Edgley, Selfridges’ Buying Manager for Womens Casualwear, added: “Our streetwear offering is what sets us apart from our competitors at Selfridges, and is an integral part of the vibrancy and accessibility of us as a retailer.

“Topshop is the beating heart of that concept. We’re thrilled to be able to build on our longstanding relationship with the brand to offer something really new and exciting for our customers.”

This is the latest expansion for the British high street retailer, last month the brand opened a number of concessions within American department store Nordstrom, and this month it opened its second store in Australia as well as a private showroom in Los Angeles to accommodate for both celebrity dressing and appointment-only shopping.