Dive Brief:

• Popular U.K. apparel retailer Topshop is opening a second store in New York City, a 40,000-square-foot flagship on Fifth Avenue, this fall.

• Topshop is considered a stylish yet affordable brand, boasting several popular collaborations with designers like Alexander McQueen and models like Kate Moss.

• Despite its ongoing expansion of retail stores throughout the U.S., founder Philip Green says the retailer is happy to continue to feature its products in other U.S. stores like Nordstrom and on its website.

Dive Insight:

The expansion of Topshop into the U.S. will make a lot of teenagers and youthful grown-ups happy. The brand is well-known as stylish yet affordable. Consumers have already had their appetite whetted for the popular apparel with some availability of the brand in Nordstrom and a few other stores. The 2014 expansion plans for the U.S. reflect Topshop's confidence, and a flagship on Fifth Avenue is a feather in its cap. But, while style-maven consumers on a budget will be pleased, clothing retailers already sweating to entice U.S. shoppers to buy their apparel may not share the enthusiasm.