Topshop opens dedicated Boutique destination

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Topshop midi stripe dress by Boutique (SS11)

Scuttling home from work, spotted a major shift in the use of Topshop‘s Regent Street entrance – a dedicated space for its premium Boutique and Unique lines.

Mums-to-be have been ousted to the downstairs in favour of a fabulous edit of Topshop’s most special garb presented in a white-walled, gallery-style space, featuring extra-tall full-length mirrors and a splash of retro furniture.
Staffed by extra-enthusuastic, fashion-hungry sales boys and girls, cherry-picked from the main shop floor, the new boutique space is very much a work-in-progress, with the team encouraged to explore ideas, and test what works and what doesn’t; there’s talk that the Emerge designer lines might be brought in to the mix, offering the full complement of Topshop’s most premium offer.
While the Boutique shop-in-shop will remain in situ on the main shop floor, this new, prime location, with its own entrance and distinct, clean interior, is aimed at attracting a customer who might not want to wade into the mush of the bustling flagship, but still wants a piece of Topshop action (such as the eye-catching midi-dress here).
As a former mum-to-be, I’m not convinced that I’d’ve waddled down to ground bump in tow, but let’s face it, maternitywear is hardly core business. As a muvva-fashionista I’m excited to see how the new Topshop Boutique evolves – let’s see how they put those clean white walls to use (a LFW installation or artist collaboration is surely in the offing?!)
Topshop ‘Edited’ Boutique, 286 Regent Street, London, W1

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One Comment

  1. […] This post was mentioned on Twitter by Emily Fleuriot, Emily Fleuriot. Emily Fleuriot said: Blogged: Topshop's shiny new dedicated Boutique space http://tinyurl.com/4dlospt – great edit of all the best… […]

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