Retail giant Arcadia Group is to launch its Topshop and Miss Selfridge brands in China through a partnership with online multi-brand retailer

The agreement with will see the Topshop and Miss Selfridge brands launch on the group's new platform from September. The deal represents Arcadia's first online partner in China.

The new 'styling & social marketing platform' on which the brands will launch is a value added service offered to brands, ShangPin said.

Around 1,000 looks will be styled on the site per month using all brands. These can then be shared across all Chinese social media including Weibo, WeChat, and QQ.

Claire Chung, VP of international business development said: "We launched our mobile app last year and have already seen 40% of sales transacted on mobile. This is the digital savvy new generation all brands must target for their next 20 years of growth along with the rise of the 'fashion aware' middle class in China. It is an exciting moment for fashion in China."

Sir Philip Green added: "We decided to partner with ShangPin in China because they demonstrated to us their capacity to operate brands and understand marketing and brand building. As we continue to grow our global expansion, this will be a step forward using the power of China's online reach and therefore selling into one of the world's most exciting consumer markets."