The Carter’s have been in London not only vacationing but finalizing a new business ventures with Queen B and London-based retailer topshop. Beyoncé Knowles and Topshop have formed a 50-50 joint venture company, called Parkwood Topshop Athletic Ltd., they will produce an athletic streetwear and leisure clothing brand launching in stores and online as early as 2015.
“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.
“I have always loved Topshop for their fashion credentials and forward thinking,” Beyoncé said.
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.
The collection will be distributed to Topshop stores and topshop.com, but also to other retailers. “Assuming the line is sufficient, it will certainly be in our biggest stores, hopefully as a shop within shop, having its own identity in the stores, certainly in the stores where we have the space. Outside of our own stores, we will talk to Nordstrom where we’ve got a relationship and then we see who else we talk to from there.” Since summer 2012, Nordstrom has been rolling out Topshop and Topman shops in its stores to capture a younger clientele; currently there are 52.
Topshop currently has no celebrity tie-ins, though it has recently collaborated with Kate Moss on collections as one-offs; the last one being around last Easter, which sold for about a month. Beyoncé’s existing product range under her name extends from a trio of fragrances, to temporary tattoos, and juniors, dresses, denim and hip-hop inspired clothing from her House of Dereon fashion business, which was formed about a decade ago by Beyoncé and her mother/stylist Tina Knowles.