Sinsay accelerates its expansion and opens its 2,000th store

Sinsay – the youngest brand in the portfolio of the Gdańsk-based LPP Group – marks a major milestone with the opening of its 2,000th store, in Turkistan, Kazakhstan. In just over a year, the brand has doubled its network, opening on average two new locations every day. Sinsay’s growth and the achievement of this symbolic milestone are clear evidence of the brand’s ability to successfully scale its business across diverse market conditions – from major urban centres to smaller towns with only a few thousand residents.

The expansion of the Sinsay retail network aligns fully with LPP’s strategy of accelerating international growth and strengthening its presence in high-potential markets. Since the opening of its 1,000th store in March 2024, the brand has doubled its number of locations within just 19 months, maintaining an average rate of two openings per day. In 2025 alone, Sinsay has added over 500 new locations, from major cities to smaller towns with just a few thousand residents. Sinsay now has stores in 24 countries and is preparing to debut in two more: Georgia and Moldova.

– Surpassing the milestone of 2,000 stores is the result of consistently delivering on our development plan and optimising our retail network. Sinsay’s success demonstrates that our strategy works – we are able to thrive both in mature markets and in those that are just beginning to gain momentum. Expansion is not just about numbers – it is also about responding to evolving consumer needs. Today’s customers shop omnichannel and expect a seamless experience, regardless of where they make their purchase. That is why Sinsay’s growth is a process of constant evolution – a concept that evolves alongside its customers – says Marcin Piechocki, Vice President of the LPP Management Board and Managing Director of Sinsay.

Sinsay’s journey began in 2013, when the brand debuted as a concept offering affordable fashion for teenage girls. Since then, the brand has evolved to serve entire families and has become one of the cornerstones of the LPP Group’s development strategy. A turning point came with the introduction of the Design & Value concept, uniting great design with exceptional value for money. A flexible business model, the ability to adapt quickly to local market needs and the implementation of modern omnichannel solutions have all enabled the brand to accelerate its growth significantly in recent years.

Today, Sinsay stands for much more than fashion: non-fashion items now account for half of total sales, from accessories and home décor to everyday essentials. This shift mirrors changing consumer behaviour and the growing demand for comprehensive solutions in one place.

Sinsay’s 2,000th store, covering 766 square metres, has opened in Turkistan – a historic city on the Silk Road and one of the fastest-growing urban centres in Kazakhstan today. While this opening highlights the growing importance of Central Asia in the brand’s expansion plans, Europe remains an equally important area of growth. This year alone, the brand has launched nearly 30 large-format stores of over 1,000 square metres in countries including Poland, Romania, Italy, Croatia, Kosovo and Hungary. The largest of these is the 1,592-square-metre store in Chalandri, Greece, but the brand’s record-holder continues to be the 2,666-square-metre store in Warsaw’s Galeria Północna.

– Sinsay’s growth proves that LPP Group’s strategy of geographical and format diversification is delivering tangible results. We don’t rely on a single region or a single model – we expand wherever we see potential and wherever we can best respond to our customers’ expectations. Central Asia, Southern Europe and Central and Eastern Europe – each of these regions has its own unique characteristics, and we know how to adapt to them. Soon, Sinsay will also make its debut in Georgia and Moldova, further expanding our presence in new, promising markets – adds Marcin Piechocki.

The opening of the 2,000th store confirms the effectiveness of Sinsay’s business plan and expansion strategy, which drive the brand’s dynamic expansion across diverse global markets, respond to the needs of local communities and strengthen Sinsay’s position as a leading non-food retailer for the entire family.

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LPP is a Polish, family-owned company, and one of the fastest growing in the fashion industry in the Central European region. For 30 years now, it has been successfully designing and selling its collections and accessories, both at home and abroad. LPP manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay, with their product ranges now available for sale in stores and online in 44 markets worldwide. The company has nearly 3,200 stores, with a total area of more than 2.6 million m2, distributing products to 3 continents every year. LPP also has a vital role in creating jobs for more than 54,000 people in offices and retail structures in Poland, and elsewhere in Europe, Asia and Africa. The company is listed on the Warsaw Stock Exchange under the WIG20 index and belongs to the prestigious MSCI Poland Index.