Women’s Wear Daily
04.23.2014
retail-features
retail-features

Topshop Lands in New York

Topshop and its over-the-top rock ’n’ roll merchandising have finally arrived in SoHo.

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Views of the Topshop store

Photo By Kyle Ericksen



The third level features the “Voodoo” shop with darker, cobalt and grayish items; lingerie, and the most dramatic element — the shoe shop, which has the advantages of three dumbwaiters pulling up styles from storage and being naturally backlit by the tall windows overlooking Broadway. The shoe area is filled with colorful platforms with metallic embellishments and plenty of height.

Also housed in the store is a 1,500-square-foot media and event space, and to facilitate the selling eight personal style advisers in women’s and two more in men’s.

Last year, before the recession hit, sources estimated the flagship’s volume at $30 million to $40 million. Asked about the projected revenues, Green replied: “It’s impossible to know, but we have shipped in a lot of inventory. This is a learning curve. Am I nervous? Absolutely not. If we do our job well, people will shop here. You get a ‘wow’ feeling, even when the store is empty of shoppers. Imagine what it will be like with people shopping.”

He said business overall at the $1.8 billion chain is OK, in the face of the dismal economy. “I’m almost embarrassed to say it’s OK.…We can sell two-for-$18 jerseys and a $500 dress within 15 feet of each other. That’s the secret. We have something for everyone.”

 

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