Central Asia becomes the next growth area for the LPP Group

The LPP Group is going ahead with its business strategy announced in April, which includes plans to accelerate the expansion of its Sinsay brand in new international markets. Following a successful rollout in Central and Southern Europe, the next phase of the company’s global expansion targets Central Asia. The first Sinsay shop in Uzbekistan is set to open in early August, with the network expected to grow to over 20 locations by the end of the year. In addition, LPP plans a significant scale-up in Kazakhstan, adding approximately 60 new shops to the existing 24 by year-end. The brand is also set to debut in the neighbouring markets of Azerbaijan and Georgia in Q3 2025, followed by Moldova in early 2026.

LPP’s Expansion Plan in Central Asia

This regional expansion in Central Asia marks another step within LPP’s most ambitious growth strategy to date.

The strategy emphasises strengthening Sinsay, which is expected to account for 75% of Group revenue by 2027. Over the next three years, LPP aims to quadruple the brand’s brick-and-mortar retail presence.

LPP’s entry into new markets in Central Asia marks a new phase of LPP’s international growth journey, which began in 2002 with the opening of its first shops in Eastern Europe.

The company then expanded into Central Europe. In 2014, building on its successful international experience, it entered Western European markets. In 2022, in response to the war in Ukraine, LPP identified new opportunities for growth in Southern Europe markets and strengthening its position in Central Europe.

Central Asia now represents the next natural step in executing the Group’s global strategy.

– Our choice of expansion direction is a deliberate continuation of LPP’s strategy. Our growth story is one of steadily reinforcing our presence in new regions, always with a focus on local conditions and customer expectations. The decision to enter Central Asia follows an in-depth analysis of the region’s potential and reflects our development approach: flexible, data-driven and closely attuned to market conditions. Our priority remains stable, reasonable and profitable growth – emphasises Marcin Bójko, Vice President of the management board, Director of finance at LPP.

LPP in Uzbekistan and Kazakhstan – A High-Potential Region

The demographic potential of the region, home to approximately 50 million people (Uzbekistan and Kazakhstan), provides a solid foundation for expanding the Sinsay retail network.

The brand’s operating model is based on proximity to customers, including in smaller towns.

Under this approach, the region offers a real opportunity to significantly increase the number of locations and establish a strong, long-term market presence.

Changing consumer habits are also a key factor. In Kazakhstan and Uzbekistan, only about 45% of consumers now shop for clothing at local bazaars, down from 60% in 2022–2023. This trend signals growing potential for modern retail to flourish.

The region’s demographic profile also creates a strong match for the offering of LPP’s youngest brand. Central Asia has a young population with many families having an average of three to four children, a factor that generates high demand for kids’ and women’s clothing and home accessories.

– Sinsay aims to be as close to the customer as possible, offering a tailored, comprehensive “Design & Value” offering – stylish, practical and affordable. This is precisely the kind of brand that price-sensitive consumers in Central Asia have been waiting for. While nearly half the population still shops at local bazaars, we see an opportunity to reshape their habits by offering a new quality with a compelling alternative: modern and accessible shopping – says Marcin Piechocki, Vice President at LPP. He adds:

– We’ve noticed that many foreign brands operate only in capital and large cities, often via franchises. We aim to go further, to places others haven’t dared to reach. Sinsay’s strategy involves opening shops not just in shopping centres, but also along main streets and in residential neighbourhoods, where people actually live and shop every day. We also take a unique approach by working with supermarket and pharmacy chains to open shops within their premises, capitalising on synergies and common consumer traffic.

LPP Stores: 20 in Uzbekistan, 60 in Kazakhstan

The plan will start in early August with the opening of a shop in Tashkent, Uzbekistan’s capital.

Further locations will follow in Bukhara, Samarkand and Andijan, with over 20 shops expected to open in the country by the end of 2025.

In parallel, LPP is resuming its expansion in Kazakhstan. The existing network of 24 shops will expand to include approximately 60 new locations this year. The limited expansion of international brands, particularly outside capital cities, plays a key role in building Sinsay’s competitiveness in local markets.

This situation makes it a good time for LPP, which can gain an edge by expanding its sales network in smaller towns, building customer loyalty and improving brand recognition outside its main markets.

– Our brands are reaching further and further, making us increasingly recognised on the global stage. We can see that our dynamic development strategy for Sinsay is working, so we are executing our plans in a consistent and reasonable way. What matters to us is not only the number of new shops, but also the profitability of each location, and the market potential and purchasing power in the region to meet our performance expectations – concludes Marcin Bójko. He adds: – A perfect example and confirmation of a well-executed strategy is the strong reception of Sinsay in the recently launched markets of Kosovo and Albania. Seeing that our shops are performing above expectations, we plan to open more than 20 more shops in those two countries this year.

In addition to its debut in Uzbekistan and expanded presence in Kazakhstan, Sinsay will enter three more markets.
In Q3 2025, the brand will launch in Azerbaijan and Tbilisi, the capital of Georgia. The next European debut is planned for Q1 2026 in Moldova.

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LPP is a Polish family company, one of the most rapidly growing in the fashion industry in the Central European region. It has been very successful in designing and selling its collections and accessories in Poland and abroad for the past 30 years. LPP manages 5 fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, with the product ranges now available for sale in shops and online in 42 markets worldwide. The company has more than 2800 shops, with a total area in excess of 2.4 million m2, distributing products to 3 continents every year. LPP also has an important role in creating jobs for more than 54,000 people in offices and sales structures in Poland and other countries in 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.