River Island has opened a new digital meets physical store in Manchester’s Trafford Centre, relocating to take over the former Topshop unit.

The new 21,000 sq ft space offers a “fully integrated shopping experience” with interactive fitting rooms and self-service tills.

It stocks the brand’s design-led womenswear and accessories alongside its denim range, and in the menswear’s department the offer includes leisurewear, denim, suits and formal wear.

The store is located on the upper floor of the shopping centre’s old Topshop unit and is the first new concept River Island format to open in the North of England.

Gemma Scarfe, digital and marketing director at River Island, said: “Manchester has been on our radar for some time; it has continued to receive huge investment over the past few years and has cemented its position as a world-class city. 

“We are delighted to have identified a new, larger retail space that will deliver a fun and refreshing shopping experience to our loyal customers as well as complement the thriving city.”