British teen fashion brand Topshop has opened its very first French boutique in the Galeries Lafayette, as it awaits the final decision on a location for a flagship store on the Champs-Elysées.
The label's very first French store is a 176 sqm store in the Galeries Lafayette in Paris. CEO Philip Green finds the choice for Paris and the Galeries Lafayette an obvious one. “Parisian people and the huge number of tourists attracted by the Galeries Lafayette know what Topshop stands for.”
Topshop has chosen a careful expansion, unlike Primark which has started a huge expansion offensive in France. Similar to its American and German efforts, Topshop had previously launched a French web shop to gauge what the French youth wanted. Afterwards, it created a corner in the Galeries Lafayette, following up with a complete boutique on the second floor of the Parisian luxury warehouse.
Next step: flagship store on the Champs-Elysées
This newest shop in the Galeries Lafayette is by no means the end for Topshop: CEO Green wants at least one flagship store in the French capital. "We have been looking for an ideal location on the Champs-Elysées for two years now, somewhere in the vicinity of Opéra or Saint-Germain-des-Près.” This new store would be comparable to the one in Oxford Street in London, spanning 8,000 sqm of space and attracting some 200,000 customers per week.
Combining original creations from some fifty own designers with collections from guest designers like Kate Moss is how Topshop wants to approach the customer. Its price range is slightly higher than H&M and Zara (with their youth brands Pull & Bear and Bershka), but it changes it array of clothing very fast, just like its competition. Only a fifth of its total production comes from Asia, with everything else being produced much closer to home.
(Translated by Gary Peeters)