By Melissa Drier
with contributions from Lorelei Marfil
 on September 28, 2016

BERLIN – Picking up the pace of its European expansion, Topshop-Topman said it will open its first two stores in Germany in November.

The first Topshop-Topman German unit will be located in the Galeria Kaufhof store on Berlin’s Alexanderplatz, and is slated to open Nov. 17. The second store in the CentrO shopping center in Oberhausen will bow a week later.

In Germany, Topshop-Topman is currently sold via topshop.com and topman.com, as well as zalando.de. Topshop is also carried by KaDeWe in Berlin, Oberpollinger in Munich and Karstadt in Hamburg, while Topman is available in KaDaWe and will soon be launched in Oberpollinger.

The store in Galeria Kaufhof will comprise about 14,000 square feet of retail space on three floors. Topshop will be housed in 9,800 square feet on the ground and first floor, with Topman taking 4,300 square feet on the second floor. The London-based retailer said there will be entrances on each floor of Galeria Kaufhof.

A Topshop-Topman spokesman noted there are other stores with similar access. Topshop-Topman has a partnership with Lane Crawford in Hong Kong that operates in a similar way, as does the Topshop-Topman store in Morleys Brixton in London. However, the company said it sees Berlin as “unique proposition on this scale for this store.”

For the 100 door Galeria Kaufhof department store chain, which is now part of the HBC Group, “what Topshop/Topman brings to our stores is a whole new customer, which fits our strategy to make our stores more relevant with a younger customer,” Edo Beukema, chief merchandising officer and board member responsible for the Topshop/Topman partnership, said. “We don’t want to neglect our current customers, but it’s important to get aligned with the Millennials.”

He added the Topshop/Topman store has been welcomed by the new space’s adjacent ground floor labels such as Urban Decay and Mac. While further Topshop/Topman rollouts at Galeria Kaufhof are not presently on the drawing board, Beukema said “with Topshop/Topman, we see the opportunity for these kinds of carve outs in eight to ten stores. And as we have 100 stores in total, it could also be possible to do smaller set-ups.” He also didn’t rule out other stores-within-store for other brands, “when the concept proves successful, and that could also be with brands outside the textile business.”

At CentrO, which with its mall, leisure attractions and business park is Europe’s largest shopping and leisure center, the Topshop-Topman store will occupy a total of 12,200 square feet. Topshop will be located on the ground floor with 8,905 square feet at its disposal, with Topman taking up 3,295 square feet on the first floor.

On offer at both German doors will be women’s on-trend designs, a denim collection, tall and petite sizes and the contemporary Boutique line from Topshop, complemented by Topshop Beauty items. Topman will offer the fashion-conscious male customer the brand’s Ltd., Lux, Premium, AAA and main line collections, alongside Topman’s signature suiting and formal outerwear.

The Berlin and Oberhausen Topshop/Topman stores will be solely operated.

The retailer is looking at sites across Germany, but said there are no further openings to confirm as yet. Further information on the German expansion “will follow in due course,” the company added.

Topshop currently operates 420 stores and franchises in more than 40 countries, while topshop.com attracts more than 4.5 million weekly visits via mobile, tablet and desktop, and ships to 100 countries. Topman has more than 250 stores in the U.K., and a further 154 international franchises operating in 31 countries. In the U.S., there are 10 fully owned Topman flagships, and Topman is also sold in 102 Nordstrom doors across the nation. Online, topman.com attracts an average of more than 750,000 visits a week, and ships to more than 100 countries.

 

 

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