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Exclusive: Topman relaunches house brands

Arcadia Group’s Topman has unveiled a new focus for autumn 19 whereby it is relaunching some in-house brands, bringing in new concessions and reducing its pricing structure by 10%. 

Mitch Hughes, who was appointed as Topman trading director in August, has taken data from customer insights to bring about “necessary changes that put Topman ahead of the pack”.

Topman will introduce 11 new concession brands to its global flagship store, Oxford Circus, in the Topman store space and on Topman.com – these include Hermano and Marshall Artist. They will sit alongside Topman’s other concession brands such as Levi’s.

Topman also plans to increase leisurewear as a category – taking it to a fifth of the total business. Meanwhile, Hughes has also pledged that Topman’s denim will be made from 100% organic cotton by summer 2020 in a bid to be more sustainable.

Sub-brands Topman Premium and Topman LTD, which were discountinued less than four years ago, will also relaunch this autumn. Topman Premium will return on 3 October. This 21-piece collection focuses on merino wool and leathers, and its luxury fabrics and finishes “resonate with Topman’s older customer”. It will be available online and in selected stores globally, at retail prices starting from £20 for a T-shirt and finish at £180 for a leather jacket. 

Topman LTD will be coming back online and in selected stores globally on 17 October. This collection takes inspiration from urban trends and features nylons, reflective materials and prints. It will be priced from £15 for a bag to £120 for a coat. 

Topman said the retailer’s previous management decided to stop the collections because they wanted to focus on its core range. It has decided to bring the two brands back because its sub-brands they help appeal to a broader demographic. 

Several new sub-brands will launch this autumn too. Topman Signature, launching 3 October, offers “sports luxe” athleisure co-ords and accessories. It will be available online and in selected stores globally, retailing from £20 for a T-shirt to £35 for a zip sweatshirt. 

Topman Big and Tall will launch on 10 October with an extended size offering, with tops up to a 5XL and bottoms to a 6XL. Trousers are available up to a 48 inch waist and suit jackets up to a 52 inch chest. Tall trousers go up to 48 inches in length and jackets to a 46 inch chest with extra-long sleeves and body, catering for individuals 6 ft 3 inches and above. Retail prices will range from £15 for a T-shirt to £89 for a coat. 

Topman is also launching a small collection of four outfits that include three-piece suits, overcoats, penny collar shirts and flat caps in warm-handle heritage checks and constructions. The new Topman Heritage range, launching 17 October, will be available online and in selected stores globally. Prices will start from £15 for a flat cap and end at £110 for a coat.  

Hughes said: “Our aim is to constantly improve the Topman experience.We are taking more responsibility when it comes to our people, product and planet. We are extending our size offering through our Big and Tall ranges, developing more fashion, leisure and suiting lines, and have reduced our pricing structure by 10%.

“This month sees Topman launch on Asos, and over the coming year we will continue to build on our wholesale partnerships so we are accessible to even more customers on a global scale.”

Hughes joined Topman in 2018 as buying director, before being appointed as trading director in August this year. 

Hughes joined Arcadia Group in 2015, where he was buying director at Burton. Before that, he spent 10 years at Matalan, starting as senior buyer and working his way up to buying director.

He started his career as a buyer at Marks & Spencer.

Topshop and Topman, owned by Sir Philip Green, reported a pre-tax loss of £505m in the year to 1 September 2018, compared to £3.8m the previous year. Sales across the two retailers tumbled 9% to £846.8m. 

 

Readers' comments (2)

  • Brilliant, now get marketing on board and start screaming about it from the roof tops or should i perhaps say laptops to the right audience in the right places.

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  • I wish they would bring back Topman Design and Topman AAA, they were by far the best collections.

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