LPP has introduced a new product line – Reserved Home
LPP clothing company has introduced a new product line – Reserved Home – to its flagship brand’s online offer. A permanent element of the portfolio of articles for home and interior design will consist of collections created in cooperation with renowned Polish manufacturers, such as Lubiana and Krosno. The expansion of Reserved assortment is part of building a comprehensive e-commerce offer of LPP in Poland and abroad, as well as the company’s response to the market trend of increasing popularity of interior décor products.
The works on the establishment of a new assortment line within LPP’s flagship brand began in the second half of 2021. The first designs of Reserved Home collection came into being already in early 2022. Today, the portfolio of this category includes nearly 700 items for home and interior design, and is expected to grow to about 1,300 items.
– The idea to create Reserved Home originated back in the pandemic time, when a clear upward trend in the home furnishings and decor segment became apparent. We noticed that this was a niche we could fill and thus offer our customers in Poland and abroad a fully comprehensive offer under the umbrella of one brand. That is why we have already launched over a half of our planned target merchandise at the start, of which about 15% are premium and more sustainably sourced products, created from natural materials and raw materials. At the same time, we have managed to maintain a favourable price/quality ratio, which makes the assortment of the Home line accessible to a wide group of consumers – says Alina Raszkowska, accessories department director, Reserved.
In the new line, over 30% of the assortment consists of textile products made of such materials as linen, muslin, cotton and TENCEL™ from wood cellulose fibers, produced in a closed loop. Another important product group is also a separate category for the youngest, prepared for both newborns and older children, with over one-fifth of the collection made in line with sustainable principles. Reserved Home permanent offer also includes kitchen and dining room furnishings. Decorations include lamps and products made of glass, metal or acacia wood, and in the group of bathroom items, in addition to textiles, marble and travertine accessories are available. The permanent offer is complemented by seasonal collections, which at the moment include articles for pets or scented candles, but there are also plans to introduce Christmas and outdoor products – for the balcony or picnic.
What distinguishes the entire Reserved Home assortment is its aesthetic consistency maintained within three style lines. Each of them has been designed with the preferences of a different target group in mind and is characterized by its own original style and distinctive colour palette.
– In the current spring-summer season we offer a timeless and elegant classic collection, a romantic collection maintained in a rustic vibe and a minimalist collection, where modern design draws inspiration from the simplicity of natural forms. All the three lines remain complementary to each other, so that buyers can combine selected elements to their liking – indicates Łukasz Smoła, head designer Reserved Home.
An element that distinguishes Reserved Home are the collections prepared in cooperation with renowned Polish brands. At present, the offer includes nearly 15% of products from domestic brands, including glassware and ceramics created as part of a joint project with Zakłady Porcelany Stołowej Lubiana (Lubiana Porcelain Tableware Works) and Krośnieńskie Huty Szkła Krosno (Krosno Glassworks). The brand intends to expand its circle of suppliers and envisions a permanent space for cooperation with Polish manufacturers.
– This way, we want to support domestic entrepreneurs and expand each other’s know-how. At the same time, joint projects with renowned Polish manufacturers are an opportunity to popularize domestic craftsmanship and promote Polish culture abroad, where we reach with the Home offer through Reserved brand’s online stores – explains Joanna Karbowy, product manager Reserved Home.
Reserved Home is available in a total of nearly 30 online markets, including Germany, Italy, France or Spain, and the line’s assortment is available exclusively in the online channel. This allows for a wide reach of the offer in Poland and abroad and, at the same time, the analysis of the sales potential of this category in a specific market, which can be important information in the context of future development plans.
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LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 1800 stores with the total area of 1.5 million m2 and distributes clothing and accessories to three continents every year. LPP also plays an important role as it employs over 24 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.