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Topshop plans Edit area for flagship

Topshop plans to create an area within its London Oxford Circus flagship offering a “curated” selection of product for time-poor shoppers.

The Topshop Edit section will open in about two weeks on the ground floor in the area currently occupied by maternitywear, and product will initially be chosen from all parts of Topshop’s collection by head of design Jacqui Markham.

Managing director Mary Homer told Drapers: “Topshop Edit is a handpicked edit that reflects someone’s taste. It’s a bit like when you have a magazine’s [picks] - what Elle would do or what Vogue would do.

“This is really for the time-poor. We have a 70,000 sq ft store which takes about two hours to navigate, so this allows you to see a [certain] view very quickly.”

Homer said the concept could be rolled out to other large Topshop stores and that the young fashion chain, owned by Sir Philip Green’s Arcadia Group, was still deliberating over who to appoint as subsequent curators.

She did not rule out inviting magazines and celebrities to select future Topshop Edit collections, but said Topshop would not be using the initiatives as a new route to celebrity collaborations.

The maternitywear range in the Oxford Circus store will be relocated to a new, larger area on the lower ground floor which will include changing rooms for the exclusive use of pregnant women.

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