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LPP opens more Reserved stores in the UK

LPP opens more Reserved stores in the UK

In the third quarter of this year, LPP is set to launch three new stores for its flagship Reserved brand in the UK – the first has just opened in Westfield Stratford City in East London – one of the country’s most popular shopping centres. Reserved will also make a revamped appearance on Oxford Street and in Brent Cross shopping centre in the coming months. Thanks to the planned locations, the Polish fashion offer will reach customers from different parts of London and LPP’s sales area in the UK market will increase by a total of nearly 6,000 sq m, which is another important step in strengthening the brand’s position in Western Europe.

LPP made its debut in the UK in 2017 with the opening of its first Reserved store on 252 Oxford Street. Along with the roll out on one of the world’s most prestigious shopping streets, the brand’s online store was also launched in the UK market. It was an important step in the international expansion of the Polish company and part of building global recognition for Reserved. Six years after these events, the time has come for further openings.

Over the recent months, we have redirected our attention to Western markets and we are tapping into the increased recognition of our brands among Europeans. The UK is one of the most important locations both in terms of building brand recognition and sales potential, which is why we have decided to open as many as three new stores in London just a few weeks apart. At the same time, we are aware of the strong competition, which makes UK customers quite demanding, and we feel ready to take on this challenge. We have also made very good progress in recent years when it comes to implementing an omnichannel strategy, focusing on a consistent and compelling shopping experience. With these achievements, we are confident that we can compete for the recognition of the British people on a larger scale than ever before comments Przemysław Lutkiewicz, vice-president of the management board, LPP.

At the end of August this year, the first of the planned Reserved stores of nearly 2,000 sq m in Westfield Stratford City, East London, was launched. Opened in 2011, the shopping centre ranks as the number one retail space in the UK and is currently the most popular facility of its kind in the country, attracting around 50 million shoppers annually. It is not only a retail function that the location serves, but it is also an entertainment and leisure destination, with three hotels, cinemas and casinos, and dozens of food and beverage outlets. Reserved collections, including the premium offer of the Polish manufacturer, have strengthened the fashion proposition of the shopping facility, joining the most important global and British brands.


The second half of September will also see LPP opening two more Reserved stores in the UK – in the eastern part of the prestigious Oxford Street (this will be the brand’s second store on this street) and in the Brent Cross shopping centre. Both of these locations have had their fair share of retail history in the UK. Brent Cross, which opened in 1976, was the first of its kind in the country to change the perceptions of retail and remains enduringly popular today, serving around 7 million customers in north London and Hertfordshire. Oxford Street East, on the other hand, has seen a significant increase in its retail and food and drink offer following the opening of the new Elizabeth Line. With all three new locations of Reserved stores located in different parts of London, the Polish clothing manufacturer will be able to reach the multi-million population of the British capital with its offer.

The market trends in many regions we have analysed show that after the pandemic-induced turmoil stationary stores are attracting customers again. Today, it is not primarily their shopping function that matters, but above all they are places of socialising and entertainment, as evidenced by the popularity of our new locations in the UK. Each of these locations has a completely different history and feel, but what they have in common is a very high sales potential, which we intend to use in the implementation of our expansion plans in Western Europe – comments Przemysław Lutkiewicz.

The development of the Polish clothing company in Western Europe is not limited to the UK. After the successful debut of its youngest brand Sinsay in Italy at the beginning of this year, LPP has decided to launch further locations in this country. Already in September, Reserved will make its debut in the heart of Milan, opening its first store on the prestigious Corso Vittorio Emanuele II.

New store concept for Reserved

In addition to the decision to present the offer of Reserved in Westfield Stratford City, as well as in other planned locations, the brand is also debuting with a new store concept designed by Studio 1:1. The premiere design promotes Polish character by drawing inspiration from the landscape and traditional materials used in furniture and interior design. The proposed layout and method of displaying products is intended to enhance the aesthetic shopping experience. In the new arrangement, the brand emphasises its openness to the customer, allowing them the freedom to move around and interact with the collection, all in a neutral and friendly interior.

Reserved brand stores are characterised by accessibility, openness, and mobility. We were very keen to preserve and emphasise these qualities, creating a friendly and subdued interior. This was achieved, among other things, through the use of reflected light, a coarse plaster structure in a warm shade of white, natural wood and architectural solutions that increase the visibility of the products. In order to ensure the accessibility and openness of the brand, we dispensed with glass display windows in the units built in shopping centres, which naturally invites people to interact with the collection. In reference to our Polish roots, in elements complementing the clothing display, we introduced wicker – a unique material from which the decorative elements of the store’s interior were hand-made. In addition, inspired by the landscape, we used Polish plants – describe the authors of the design from Studio 1:1.

The new store concept will be more energy-efficient – the company assumes that thanks to telemetry systems and optimal lighting management, energy consumption will be reduced by 30%. An important aspect in the design was also to make the daily work of the store easier and more functional, with the comfort of the staff and efficient customer service in mind. In line with the ongoing omnichannel sales strategy, the new spacious stores will feature facilities for e-customers, who will be able to receive their orders directly from the warehouse located in the store. In addition to cash registers serving regular sales, there will also be those dedicated exclusively to handling returns and collection of online orders.

The planned openings in London and Milan are part of the company’s ongoing overseas expansion, which is currently focused on Western and Southern Europe. The Polish family business offers customers fashion collections from five recognisable brands: Reserved, Cropp, House, Mohito, and Sinsay, whose range is now available for sale in stationary and online in nearly 40 markets. In the implementation of its omnichannel strategy, the company benefits from the support of a separate company, LPP Logistics, responsible for managing the group’s global sourcing and distribution network, which enables the Polish manufacturer to reduce lead times, optimise inventory and ensure fast and reliable delivery of products to stores and customers.

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 2000 stores with the total area of 1.7 million m2 and distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs nearly 30 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.