Topshop opens its doors today in New York with owner Sir Philip Green telling local reporters it is “the best store we have ever built”.

After a celebrity party last night with guests including Kate Moss and Jennifer Lopez, Topshop opens today in the trendy area of SoHo in downtown Manhattan.

The store is set over four floors and the brand’s Britishness is clear in the design. The basement is devoted to Topman, the ground floor has womenswear and accessories, the first floor is home to a Kate Moss boutique and on the top floor there is lingerie and a shoe lounge. The escalators show the brand’s London heritage with Union Jacks and numerous references to the UK capital.

Despite opening in a downturn, Sir Philip was bullish. He told reporters that Topshop brings something different to New York. “If I think of all the other British retailers that have been here, they haven’t had enough differential – a reason to be here,” he said. “We’re going to be very fashion-led here. We’ve got a $500 (£343) dress hanging 30 feet from a two-for-$18 t-shirt. It’s different.”

Other US locations being eyed up for Topshop include Miami and Las Vegas.