article in The Times. Fashion editor Prudence Glynn described it as having a: "sharp definition of purpose". It made profits of £1m that year. By 1978, Top Shop accounted for a third of Burton's operating profits. Also in 1978, Burton embarked on a drive to win a larger share of the men's fashion market in the midst of declining sales of men's tailoring, launching the Topman brand along similar lines to its women's retail arm. It was described by an executive as: "more of a 'brother to Top Shop than a son of Burton'." The following year, Burton announced sales and profits up by 30 percent in womenswear, with Topman also being cited as highly profitable. By the start of the 1980s, the brand was being referred to as Topshop. 1980s and beyond In the 1980s, Topshop struggled to maintain its profile as a fashion brand, but by the late 1990s it began undergoing a revival. The brand pioneered online fashion, launching UK's first online fashion store for Topshop This turnaround is often credited to the promotion of Jane Shepherdson as brand director. Having begun her career as a buyer, she rose through the ranks at the company. When she took on brand direction, Topshop had an annual profit of £9 million; by 2005 it was making over £100 million annually. Under her tenure, Topshop became a key sponsor of London Fashion Week, sponsoring its Newgen arm that supports emerging British designers from 2002 and the Fashion East initiative – which acts as a bridge between London's fashion colleges and the Newgen scheme – a year later. This sponsorship continues and since 2005 it has been part of the London Fashion Week catwalk schedule. In December 2012, Philip Green sold a 25% stake in Topshop and Topman to the US-based private equity group Leonard Green and Partners for US$805 million. Under the terms of the deal, Arcadia retained Topshop's flagship Oxford Street shop (said to be worth between £400 and £500 million). Green said that the deal would enable Topshop to speed up its expansion, particularly within the US. In 2015, Topshop started collaborating with the online retailer Zalando and began selling their merchandise in their shops. Advertisements featuring model Cara Delevingne were broadcast in Germany, Switzerland and France. Designer collections Topshop has been among the UK chain shops to work with high-fashion brands on capsule collections. In 1994, it