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Celeb News: Beyoncé & Topshop Team For Ath-leisure Brand
Member Since: 3/31/2012
Posts: 11,016
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Beyoncé & Topshop Team For Ath-leisure Brand
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She's arguably Topshop’s most famous customer. Now Beyoncé is connecting further by partnering with the brand.
Beyoncé Knowles and London-based Topshop have formed a 50-50 joint venture company, Parkwood Topshop Athletic Ltd., to produce an athletic streetwear brand, WWD has learned. It could launch in stores and online in fall 2015 at the earliest.
The deal is expected to be unveiled by Topshop in London today.
“This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told WWD in an interview Sunday.
Beyoncé and her husband Jay Z have been widely photographed in Paris and London over the past week or so.
“I have always loved Topshop for their fashion credentials and forward thinking,” Beyoncé said.
An athletic brand with Topshop seems like destiny, given the retailer’s edgy, out-there DNA, and Beyoncé’s penchant for va-va-voom attention grabbers, on or off the red carpet. Topshop gives the leggy singer another theater to show off her assets and broadcast her fierce message of sexuality and empowering females that she brings to the stage and screen. She said she would work with the product development team Topshop puts in place to “create and produce a technical and fashion-led collection” and “participate in all aspects of the partnership.”
Beyoncé becomes Topshop’s vehicle to enter activewear, which is currently one of retailing’s hottest categories, and to make a strong statement with the backing of a superstar. Aside from the revenue potential, Green underscored the social-media potential, given the celebrity’s global popularity. She has 19 million followers on Instagram, while Topshop has 3.2 million.
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[ http://www.wwd.com/retail-news/speci...14?src=twitter
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Member Since: 1/3/2014
Posts: 3,992
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Beyoncé & TopShop: Parkwood Topshop Athletic Ltd
Beyoncé Knowles and London-based Topshop have formed a 50-50 joint venture company, Parkwood Topshop Athletic Ltd., to produce an athletic streetwear brand, WWD has learned. It could launch in stores and online in fall 2015 at the earliest.
The deal is expected to be unveiled by Topshop in London today.
“This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told WWD in an interview Sunday.
Read More: http://www.wwd.com/retail-news/speci...14?src=twitter
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Member Since: 11/23/2011
Posts: 2,492
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Money Bags Bey  And it'll be 100x better than Dereon 
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Member Since: 4/17/2011
Posts: 9,162
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Beyoncé & Top Shop join forces!
Quote:
Beyoncé, Topshop Team For Ath-leisure Brand
She's arguably Topshop’s most famous customer. Now Beyoncé is connecting further by partnering with the brand.
Beyoncé Knowles and London-based Topshop have formed a 50-50 joint venture company, Parkwood Topshop Athletic Ltd., to produce an athletic streetwear brand, WWD has learned. It could launch in stores and online in fall 2015 at the earliest.
The deal is expected to be unveiled by Topshop in London today.
“This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told WWD in an interview Sunday.
Asked how the deal came about, Green recalled: “Basically, when she was in London in February we arranged to get together. We started talking generally, about doing something together. We’ve been looking at that [athletic] sector for a while. It’s something we need to be in. Based on what she does, how she works out, the conversation got into that category. We started getting into proper conversation in May or June, as to how it would work. It took six or eight weeks to put a deal together. On Friday, “Beyoncé came to our office for the last piece of the jigsaw puzzle.”
The Topshop-Beyoncé collection will encompass clothing, footwear and accessories across dance, fitness and sports categories. It will have technical performance characteristics as well as an ath-leisure side, targeting women who go to yoga or the health club, as well as those who just want to look as if they do.
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http://www.wwd.com/retail-news/speci...14?src=twitter
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Member Since: 1/3/2014
Posts: 3,992
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Originally posted by shenzi
Money Bags Bey And it'll be 100x better than Dereon |
I hope they have male options 
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Member Since: 3/31/2012
Posts: 11,016
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Member Since: 4/29/2012
Posts: 29,059
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Doesn't she have House of Dereon?  Also what's her obsession with Parkwood?
Anyways congrats on the new business, Beyonce.
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Member Since: 6/25/2011
Posts: 28,853
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Member Since: 1/3/2014
Posts: 3,992
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Quote:
Originally posted by MikeFenty
Doesn't she have House of Dereon? Also what's her obsession with Parkwood?
Anyways congrats on the new business, Beyonce. |
She sold HoD years ago. And Parkwood is the name of her company. 
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Member Since: 1/1/2014
Posts: 43,973
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Can't wait to slay my Athletic Beyoncé outfits at the gym (this will make it easier for other Bey stans to spot me  )
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Member Since: 1/3/2014
Posts: 6,966
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Can't wait to see the collection.
Parkwood Topshop Athletic Ltd.
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Member Since: 1/1/2014
Posts: 43,973
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Quote:
Originally posted by Howie
I hope they have male options |
They better
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Member Since: 1/3/2014
Posts: 6,966
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Quote:
Originally posted by MikeFenty
Doesn't she have House of Dereon? Also what's her obsession with Parkwood?
Anyways congrats on the new business, Beyonce. |
Parkwood is the name of her company.
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Member Since: 1/13/2010
Posts: 7,944
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I work at the TOPSHOP of Fifth Ave and that's all they have been talking about as of late in HQ.
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Member Since: 4/29/2012
Posts: 29,059
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Quote:
Originally posted by Howie
She sold HoD years ago. And Parkwood is the name of her company. |
Oh didn't know she sold HoD.  but exactly... why is she obsessed with that name, why Parkwood?
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Member Since: 8/19/2011
Posts: 37,346
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Quote:
Originally posted by MikeFenty
Oh didn't know she sold HoD. but exactly... why is she obsessed with that name, why Parkwood? |
it comes from "Parkwood Drive" in Houston, Texas where she grew up.
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Member Since: 1/1/2014
Posts: 6,256
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Yoga pants with FLAWLESS on the back please
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Member Since: 8/19/2013
Posts: 4,920
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Slay Business chanteuse
Steadying making business moves.
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Member Since: 8/19/2011
Posts: 37,346
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I KNEW IT! No wonder she was at their HQ 2 days ago. About time too bc she wears/endorses them like no other.
I'm so excited about this 
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Member Since: 8/19/2013
Posts: 6,090
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Quote:
Originally posted by shenzi
Money Bags Bey And it'll be 100x better than Dereon |
Could anything top Dereon tho? First time we saw a fashion line entirely made from curtains since Gone with the Wind
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