Reserved has its debut in the fashion heart of Berlin
Reserved, one of the largest Polish clothing brands, has just opened its first store in Berlin. This is the 19th store in Germany, launched by the brand’s owner LPP headquartered in Gdańsk. A flagship Reserved store is situated in a prestigious location, on one of the capital’s main streets, Tauentzienstraße 18.
The presence of Reserved in the German capital is yet another step in building the brand’s global recognition and a kind of a “jewel in the crown” of LPP’s store portfolio in Germany.
Przemysław Lutkiewicz, Vice-President of LPP, says: Berlin is a key location for the foreign expansion of Reserved. By expanding the store chain in the best locations of major cities and promoting the store online, we are building the recognition of the brand both on the demanding German market and in the entire Western Europe. Our next goal is London and an equally prestigious location – at the end of the summer, we will be launching a Reserved store at Oxford Street, which is legendary to fashion lovers.
The Reserved flagship store is located in the centre of Berlin, on one of the main shopping streets, where shopping is enjoyed also by tourists. A four-storey building has the area of 2 thousand square metres and has been designed following the “Open to Public” concept. What does that mean? The store is to be easily accessible for and open to visitors. Transparent shop windows and light mobile furniture enhance the product display. A refreshed brand image is emphasised by the contemporary store layout. Care has been taken to make the interior more environmental friendly by installing energy-efficient LED lighting.
From 2014, LPP has been developing the on-site and online sales network for the Reserved brand in Germany. In the 4th quarter of 2016, the company launched in Germany also online stores of its younger brands Cropp, House, Mohito and Sinsay. Currently, for LPP, Germany is the fourth foreign market in terms of the volume of revenues. In this very year, Reserved on-site stores will be opened in Cologne and Frankfurt am Main.