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LPP strengthens its position in Western Europe. Reserved makes its debut in Milan

LPP strengthens its position in Western Europe. Reserved makes its debut in Milan

On 15 September, LPP opened its first Reserved store in Italy, on the prestigious Corso Vittorio Emanuele II in Milan. This is yet another stage in the development of the sales network as part of the company’s strategy to strengthen its position in Western Europe. Further openings are already planned – in Milan and northern Italian cities, where the first Mohito stores will be set up in addition to Reserved. In total, LPP’s retail space in the new locations will exceed 9,000 sqm. Thus – together with Sinsay, which made its debut in Italy last December, three brands of the Gdańsk-based clothing manufacturer will have their stores rolled out on the Apennine Peninsula.

Following the successful Italian debut of its youngest brand, Sinsay, at the end of last year, LPP decided to launch further locations in this country. The opening of the first Reserved store in the heart of Milan is an important step in strengthening the company’s position in Western Europe, where the company decided to shift the focus of its business operations after leaving the Russian market last year.

Changes in the global economy triggered by the conflict in Ukraine have prompted us to set new directions for growth. We are focusing on southern and western European countries, where we are opening further stores and increasing the availability of our e-commerce offer. As part of the implemented strategy, just a few weeks ago we launched the second Reserved store in London. Now the time has come for the brand’s first steps in the heart of Milan, with further important openings in the country ahead. We are focusing on successively expanding our retail space in competitive markets, but also in locations offering high sales potential. This year, we are planning to open a total of 400 new stores in Poland and abroad – comments Przemysław Lutkiewicz, vice-president of the management board, LPP.

Apart from the debut of Reserved on the prestigious Corso Vittorio Emanuele II, in the coming months the brand will appear in further locations in Italy, including, among others, Milan’s Corso Buenos Aires 59, where a second Reserved store of over 1,500 sqm will be set up. LPP’s flagship brand will also be present in the new Merlata Bloom shopping centre, where Mohito will also make its debut. Double openings of these brands will soon take place in further shopping centres in northern Italian cities, increasing LPP’s retail space by over 9,000 sq m. Thus, after the planned debuts of Reserved and Mohito, three brands of the Gdańsk-based company will already be present on the Apennine Peninsula. The youngest of these, Sinsay, has been operating in the Italian market since December last year and is also opening new stores.

In the coming months, we are focusing on the strong development of the stationary network in Italy, thanks to which the Polish fashion offer will reach customers from different parts of the country, gradually increasing our sales potential. The presence of the three LPP brands in the Italian market will allow us to address the needs of a diverse group of consumers. We can see that European customers are keen to reach for our collections. In this context, the choice of location for the debut of the flagship brand in the Italian fashion capital was important. The Reserved store on the prestigious Corso Vittorio Emanuele II will allow us to build recognition of LPP’s offer on an international scale – adds Przemysław Lutkiewicz, vice-president of the management board, LPP.


The location chosen for the Italian debut of Reserved is the most important shopping street and one of the main pedestrian arteries in the city – it connects Piazza del Duomo with Piazza San Babila. Around eight million tourists pass through it annually. In the first Reserved store in this market, customers will be welcomed by the friendly and neutral interior of the new concept designed by Studio 1:1. Characteristic interior decor elements referring to Polish design, inspired by the Polish landscape and traditional materials, such as hand-woven wicker, have been used. In the new store concept, original design solutions are combined with a more sustainable approach. Key elements include the state-of-the-art telemetry and optimal lighting management systems used, thanks to which energy consumption in this area will be reduced by 30%.

Reserved’s debut in the Italian market is also accompanied by the launch of the brand’s limited collection Ciao Milano! consisting of 27 clothing styles and 11 accessories, designed for the transitional period between the changing seasons. The collection is distinguished by a neutral colour palette that highlights the variety of materials and textures used. Among the proposed outerwear in monochrome colours are the wool blend coats, leather jacket and sheepskin coats characteristic of the Italian market. The collection also features jumpers, an elegant suit, lightweight dresses with ruffles and styles made of natural leather. The collection is complemented with shoes and original accessories such as a handy clutch bag, ornate gold and pearl earrings, belts and patterned silk scarves, all of which match the rest of the Ciao Milano! collection items.

 In the Ciao Milano! collection, tradition meets modernity and the East mixes with the West. The designs discreetly refer to Polish culture and heritage. Among the designs, customers will find a variation on Kashubian embroidery, original kaszëbsczi wësziwk, with characteristic flower motifs in primary colours such as blue, yellow and red, as well as patterns inspired by paintings on cottage houses in the Małopolska village of Zalipie. This is one of the most beautiful corners in Poland, with a tradition of colourful floral wall paintings dating back to the 19th century. The forms and proportions of the silhouettes, in this season’s most fashionable edition, make direct reference to the traditional tailoring for which Italy, in turn, is famous.  The premium qualities and subdued colours of the collection, with an accent of red, create feminine yet typically urban silhouettes. The proposals neatly build a capsule seasonal wardrobe, offering clothes for both daytime and special occasions – says Anna Sołtys, director of the Reserved design office in Warsaw, responsible for the collection.

From 15 September, the Ciao Milano! collection was made available in stationary stores in Milan, in the brand’s flagship stores in Poland and abroad, as well as in the Reserved online store and app.

Photos: Paolo Abate

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.