Topshop Expands in Japan

Fast-fashion retailer Topshop's new Tokyo store will be located in the lively shopping district of Shinjuku.

TOKYO — London’s favorite fashion mecca, Topshop, is expanding in Japan.

This story first appeared in the August 10, 2010 issue of WWD.  Subscribe Today.

The chain will open its second store in Tokyo on Sept. 16, the company said Monday. The 10,000-square-foot flagship will join the brand’s three existing stores in Japan — in Tokyo’s Harajuku district, Yokohama and Sapporo.

The new Tokyo store, which will be located in the lively shopping district of Shinjuku, will act as the company’s Japan flagship. The Topshop/Topman will feature women’s wear, men’s wear, cosmetics, a shoe lounge and personal shopping suites.

Modeled after Topshop’s flagships in London and New York, the Shinjuku store will aim to have a more exclusive, premium atmosphere than that of other branches in Japan, the company said.

The second floor shoe lounge will be decorated with chandeliers and gilded bronze mirrors. The Shinjuku location will also mark the introduction of the company’s personal-shopping services to Japanese consumers. The service, which is free of charge, allows customers to relax with sweets and drinks while a personal shopper puts together a selection of items chosen specifically for them.

The company is also planning a range of exclusive items for the store’s opening.

The Topman floor will showcase a new project called Japan Collaboration, which will aim to introduce up-and-coming Tokyo men’s wear designers such as Heath, Ambush and Roc Star to customers not only in Japan but also in London and New York.

In addition to shopping space, the store will include a permanent DJ booth, and Topshop plans to invite DJs and rock bands to perform for intimate in-store events.