By  on August 13, 2014

LONDON — Topshop is touching down in China.

The brand’s parent, Arcadia Group Ltd., has inked a deal with, the online multibrand retailer of designer and contemporary fashion in China, to sell the Topshop and Miss Selfridge brands on the site as of September.

The news confirms a report in WWD on July 28 that the two companies were readying a deal.

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“We decided to partner with ShangPin in China because they demonstrated to us their capacity to operate brands and to understand marketing and brand building,” said Arcadia owner Sir Philip Green. “As we continue to grow our global expansion, this will be a step forward using the power of China’s online reach, and therefore selling into one of the world’s most exciting consumer markets.”

David Zhao, founder and chief executive officer of ShangPin, said China’s new fashion consumers are in their 20s and 30s and moving away from big logos “to being fashion forward and wanting to express their individuality through mixing and matching styles and brands.”

He said he is confident that Topshop and Miss Selfridge will do well in the region. “We plan to deliver the most current fashion trends into 400 cities across China to dress a new generation of fashion lovers,” he said.

Additionally, in September ShangPin plans to unveil a styling and social marketing platform on its Web site.

M. Claire Chung, the company’s vice president of international business development, said: “We plan to style up to 1,000 looks per month using all brands. These looks can then be shared across all Chinese social media including Weibo, WeChat and QQ. With Topshop and Miss Selfridge, we will be able to show the customer how to mix and match the styles alongside designer brands.”

Chung said a mobile app was launched last year, and 40 percent of sales are transacted on mobile: “This is the digitally savvy new generation all brands must target for their next 20 years of growth along with the rise of the ‘fashion aware’ middle class in China. It is an exciting moment for fashion in China.”

Zhao founded ShangPin in 2010 as a flash-sale site. Today, it sells in-season contemporary and designer brands at full price, although there is also a flash-sale component. Last year, the site partnered with the Council of Fashion Designers of America to promote U.S. designers in the Chinese media and to the ShangPin customer base.

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