LPP takes another step in its expansion across the Balkans. Sinsay set to enter Montenegro

LPP Group is set to enter Montenegro in early 2027, making it this Polish company’s 48th market. Sinsay’s debut also marks the culmination of LPP’s expansion across the Balkans, as Montenegro is the last country in the region without an LPP store. The company has already confirmed several locations for its first stores and is pursuing expansion in a market where strong tourist numbers boost the retail potential.

Southeastern Europe remains a key region for LPP’s expansion. At the end of July 2026, the Group operated nearly 1,100 stores across the region, an increase of more than 300 compared with a year earlier. This growth reflects both LPP’s strengthening position in existing markets and its entry into new ones, as demonstrated by the launch of its brands in Kosovo and Albania last year. The move into Montenegro marks another step in the Group’s long-term strategy to steadily extend the reach of its brands and make their products more widely available.

– Above all, we assess each new market in terms of its business potential and prospects for long-term profitability. We are not looking to expand at any cost, but rather to build a solid foundation for sustainable growth. That is why our decisions are guided by local market conditions, consumer needs and shopping habits. Montenegro demonstrates that even markets with relatively small populations can offer attractive growth opportunities for our brands – says Mariusz Langwiński, Sinsay Leasing & Expansion Director at LPP.

Tourism fuels retail potential

Despite its relatively small population of around 623,000, Montenegro is an attractive retail market, largely owing to the importance of tourism to the local economy. The influx of tourists during the summer season, particularly in coastal resorts, significantly expands the potential customer base and shapes both the nature and volume of demand. The combined demand from local residents and international visitors creates further growth opportunities for international retail chains. Montenegro’s retail market also offers promising growth prospects. According to data from the MONSTAT statistical office, retail sales rose by 4.1% year on year in real terms in the second quarter of 2026. International fashion brands are expanding their presence in the market and investing in the modernisation of their physical stores. However, the market has not seen the entry of a major international retail chain comparable to Sinsay in terms of scale and positioning for a decade.

At the same time, continued price pressures are increasing demand for competitive retail offerings that combine affordability, quality and convenience. These conditions create opportunities for retail concepts that cater to a wide range of consumer needs.

– We have successfully rolled out Sinsay’s business model in markets of varying sizes and characteristics. Our experience shows that a market’s potential is determined not only by its population but also by consumers’ purchasing power, local shopping habits and the availability of attractive retail locations. That is why we take a tailored approach to each new market, carefully assessing local conditions and prospects for long-term growth. In Montenegro, we intend to build on the experience gained in neighbouring countries to establish a strong and stable market position for Sinsay from the outset – says Mariusz Langwiński.

Sinsay to open its first stores in early 2027

Sinsay stores in Montenegro will offer the brand’s full product range, including women’s, men’s and children’s clothing, accessories and homeware. This extensive range will make it easy for customers to shop for the whole family under one roof. The first stores are scheduled to open in early 2027 in five locations: Bijelo Polje, Podgorica, Ulcinj, Tuzi and Radanovići. Looking ahead, the company plans to expand its network to around ten stores, with online sales expected to launch approximately one year after Sinsay enters the market.

Sinsay remains the main driving force behind LPP’s expansion. In the first half of 2026 alone, the Group opened more than 350 new stores, including 314 under the Sinsay brand. In September 2026, LPP surpassed the 4,000-store mark, while continuing to develop its e-commerce channel as a key part of its international sales model.

Montenegro will become LPP’s 48th market, further strengthening the Group’s position in Southeastern Europe. With this move, the Polish company will complete its expansion across the Balkans, bringing Sinsay to the last remaining market in the region.

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LPP is a Polish family-owned company and one of the fastest-growing fashion companies in Central Europe. For 30 years, it has successfully designed and sold its collections and accessories in Poland and abroad. LPP manages five fashion brands: Reserved, Cropp, House, Mohito and Sinsay, with their product ranges now available in stores and online in 47 markets worldwide. The company operates a network of more than 4,000 stores with a total floor area of more than 3 million m2 and distributes its products across three continents every year. LPP also plays an important role in job creation, employing nearly 63,000 people in offices and retail operations in Poland and elsewhere in Europe, Asia and Africa. The company is listed on the Warsaw Stock Exchange, is a constituent of the WIG20 index and is included in the prestigious MSCI Poland Index.