Topshop to expand online to increase international presence

by Julia Pearlman, Brand Republic 22-Sep-05, 08:00

LONDON – Topshop is planning to use the internet to build on sales of the brand overseas, following a rise of 140% in online sales last year.

Topshop, part of retail billionaire Philip Green's empire, has had a recent battle to regain ownership of the Topshop name after an organisation had registered it in the US.

Green bought back the name and embarked on a strategy to expand its presence by using the internet to boost the brand globally.

He sees the internet as a path for rapid growth for Topshop, which is concentrating on distinctive fashion lines while rivals Primark concentrate on lower prices and steer clear of internet retailing.

Topshop is riding high this week after became the first high street store to stage a catwalk show in London Fashion Week in an attempt to establish the chain as an international brand.

Topshop is expected to make profits of £100m this year. More stores are being open in the UK with the group's flagship Oxford Circus store having just been expanded to 90,000 sq ft.

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