As part of its bid to become a global business, British fashion retailer Topshop has revealed multi-channel expansion plans in China in an expansion of its partnership with e-commerce giant

According to the brand, both Topshop and Topman plan to offer an "immersive and fully integrated" store shopping experience combining physical and digital within China, as part of its progressive partnership with The online retailer has been helping Topshop with its e-commerce presence in China since 2014, with the brand featuring on its website. 

"This announcement marks the start of a unique, exciting and exclusive partnership that will cement Topshop and Topman's mission of becoming a truly global businesses," explains Topshop owner and retail tycoon, Sir Philip Green. "For the first time both brands will deliver high fashion to the shop floor and beyond by opening full-scale stores in China – host to the world's fastest-growing retail economy."

According to Green, the future of retail lies within offering an omni-channel shopping experience.

"Bringing together Topshop and Topman's ground-breaking style authority and wealth of retail experience with Shangpin's localised-market and tech expertise promises a winning partnership," he adds. "The businesses share a great synergy – all are renowned for combining fashion creativity with technology, and appeal to digitally-savvy, style-minded customers who demand immediacy and a seamless shopping experience across every touch point."

The partnership will see the launch of an inaugural Topshop Topman store in spring/summer 2018. At present, Topshop's only physical presence in mainland China is a concession in a Galeries Lafayette department store in Beijing, and a small number of stores in Hong Kong.

"China is a vast market, and at Shangpin we know the affordable luxury sector better than anyone; we use Big Data to track consumer purchases and pride ourselves on our innovation and dynamism," adds David Zhao, founder and CEO, "Our customers are already Topshop and Topman fans – we have more than 30m registered subscribers – and will welcome the chance to shop within stores across major first, second and third tier cities.

"It's gratifying to be trusted by such world-renowned fashion brands to take them further in China. This is the ultimate online-offline liaison; using our online expertise to drive traffic with Topshop and Topman's unrivalled ability to make the shopping experience fun and stimulating. Both our companies are at the very cutting edge of technology, which makes us a natural business fit."

Topshop declined to comment on the number of stores it plans to open in China but said it will "share scale" when in a position to do so.