The new athleisure brand resulting from a collaboration between Topshop and Beyoncé launched this morning at the store’s Oxford Street flagship.

Ivy Park, the ‘athleisure’ collaboration between R&B star Beyoncé and Sir Philip Green and Topshop, formally launched this morning across 140 Topshop branches in the UK and 32 countries across the world.

The activewear brand launch was in full flow at the Oxford Circus flagship where Green commented: “This is about building a brand. We’re in this for the long game.”

“This is about building a brand. We’re in this for the long game”

Sir Phillip Green

He added that both the store design and every piece in the new collection has been signed off by Beyoncé and that its position within the Oxford Street store would be dependent on how it trades.

“On Monday I’m going to have a rail of every item [in the range] in every country in my office and we’re going to see how it has performed,” he said.

It is understood that Australian department store chain Myer erroneously pushed the Ivy Park launch button a day earlier than was planned and that significant parts of the offer have already sold out.

Currently the brand occupies a central position at the bottom of the escalator in Oxford Street and an installation relating to it fills the front of the ground floor.

As well as seeing its first shoppers in the UK this morning, the brand launched in Nordstrom stores on the west coast of the US at 10pm local time and Green was watching the sales results every 30 minutes with reordering having taken place at around 8.30am UK time.

Green said that Ivy Park has been in development for 17 months and that Beyoncé has been involved from the outset.