Only days after Topshop threw open its doors in Shenzhen (related Nanfang Studio album here), there’s already rumours of the UK’s Topman fashion chain making the same jump.  But for Topman, opening in the PRC might not be so simple.

A lingerie manufacturer in Zhongshan, Guangdong Province, is preventing the trendy male fashion brand  from joining its older sister, Topshop, on the Chinese high street. According to China’s trademark database, the Topman name was registered to the Zhongshan-based business in 2000. The database also shows the Arcadia Group, who owns the successful British retailer, filed at least three different applications, the first of which was in 2006. A source close to the matter divulged that the issue was nearing a legal resolution, and the obstacle facing the Arcadia Group was being resolved.

International companies are being met at the Chinese border by a number of “brand squatters”; people or companies that buy international brand names within China and wait to cash in when those same companies enter the world’s biggest consumer market, as Britain’s Daily Telegraph revealed in an investigation last month. Unlike in the UK, China’s trademarks operate on a “first-to-register” basis: whoever registers the brand first owns the rights to it.

Topman declined to comment on the trademark matter. The revelation comes as Topshop officially celebrated the opening of its first Chinese store earlier this month. When asked his thoughts about the trademark issue, Ray Lee, the man responsible for bringing Topshop and Topman to the mainland, said only that the issue was “difficult”.

The trademark issue does not appear to be affecting sales in Shenzhen; Topshop announced that over 2,000 people visited the store on its first day.

Vivien Zao (left) and Lei Sheng Nan (right) holding up their new purchases

As large crowds gathered for the opening, the British fashion retailer was already amassing high levels of interest with more than 4,500 followers on Weibo.

One female shopper almost feinted standing in the long queue to use the changing room. She was determined not to lose her place.

While store manager Jeffrey Zhang said the demand had beaten his expectations, some shoppers had a mixed response to the new store.

Lei Shengnan, 26, from Shenzhen snapped up some purple denim hotpants: “I waited half an hour to use the fitting room but I did because I really like the style. It’s exotic compared to other native Chinese fashion shops.”

Vivian Zao, 24, also from Shenzhen wasn’t as complementary, describing the store as small compared to her Topshop experience in Singapore.

Li Yue from Shanghai

Li Yue, 20, from Shanghai, said: “I think the clothes Topshop produced aren’t good this season. I’m expecting better in Shanghai, but I don’t know if Topshop will open there. I just heard it will.”

With all of the momentum and hype, Topshop’s innovative ‘pop-up’ concept store will be on the move in a couple of months’ time. It’s the first brand of billionaire Sir Philip Green’s Arcadia Group retail empire to set foot in the greater China region.

The opening is seen as a test ahead of possibly launching more pop-up stores. Beyond that, it expects to open its first flagship store in China next year.

Fei Space’s Ray Lee, who brought the Topshop and Topman brand to China, explained to The Nanfang why he opened up in the Pearl River Delta. “We know the Beijing market, we know the Shanghai market. Shenzhen is a really different market. It’s also a very modern city as opposed to a very traditional one like Shanghai or Beijing.”

The Topshop store