The man with the Midas touch is dipping his toe into a potential goldmine by launching Top Shop online in the US.
Arcadia boss Philip Green unveiled plans to start a trial Web site to test the US market's viability.
The site, which goes live in December, will indicate demand for the Top Shop brand and may lead to store openings.
A US fulfilment partner is being sought and Top Shop brand director Jane Shepherdson was in New York this week assessing the competition.
After his failed bid for Marks & Spencer, Green is turning up the heat. 'We thought we had the capacity to manage another business. We've got the energy to inject more into our business,' he said.
His renewed verve was evident at the Wallis store manager conference.
Fashion magazines such as Vogue and Glamour were briefed on the brand's more fashionable image, which has evolved under brand director Anne Secunda.
In the past six weeks Wallis has opened 26 concessions in Debenhams stores and is also poised to launch a transactional Web site. A new store design will be unveiled before Christmas.
Green said Wallis had delivered the best financial performance in its history, but warned store managers: 'We can't get complacent.'
He announced a package of incentives, including a£21,000 car for the manager of the best-performing store.
Arcadia's results will be announced in October.