Selfridges has redesigned its in store concession for high street chain Topshop, turning it into the “most premium” branch in the world.
Located on the ground floor, the 3,200 sq ft space will have up to 150 styles arriving to the store every week, and new deliveries daily.
The Topshop subdivision will offer the brand’s core collections as well as Topshop Unique, Boutique, and each of the brand’s on-going programme of designer collaborations, as well as a number of exclusive items that will be introduced to the store in coming seasons.
The new Topshop concept has been designed exclusively for Selfridges and products stocked in store have been handpicked by Topshop’s buying team to ensure that they are tailored to the Selfridges shopper.
Mary Homer, managing director of Topshop, said the concession would offer customers a “premium retail experience” in a “creative and vibrant environment”.
Gary Edgley, Selfridges’ buying manager for women’s casualwear, said the department store was eager to offer something new to their customers through its partnership with the high street giant.
“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,” he added. “Topshop is the beating heart of that concept”.