Sinsay debuts in Azerbaijan. LPP stores now present in 44 markets
The LPP Group is continuing to strengthen its position across Central Asia and the Caucasus. Its latest market entry is Azerbaijan, where on 3 October the company opened its first Sinsay store in the capital city, Baku. The Baku opening marks the beginning of an ambitious expansion plan in the country. By the end of the year, the brand intends to open around eight stores with a total retail area of more than 6,000 m².
The brand’s entry into Azerbaijan represents another step in LPP’s ongoing strategy to reinforce its foothold in Central Asia and the Caucasus. With its young demographic profile and rising household incomes, the market provides a natural environment for the development of the Sinsay brand. With a population of over 10 million people, Azerbaijan is forecast to see its fashion market grow at an average annual rate of more than 10 per cent, reaching over USD 850 million by 2029. The large proportion of young people and families with children is driving particularly strong demand for womenswear, childrenswear and home accessories – a segment in which Sinsay has been building a strong position for years.
The first Sinsay store in Azerbaijan has opened in the modern Sevinc Mall in Baku. Inaugurated in 2024, the shopping and entertainment centre offers over 100 local and international brand stores, a cinema and an extensive food and leisure area. Located next to the Qara Qarayev metro station, the mall serves as a key shopping destination not only for residents of the Nizami district, where it is situated. Further Sinsay stores are planned in a variety of locations – from large shopping centres to popular high-street sites and residential neighbourhoods. Diverse retail formats are a key element of the company’s strategy to provide customers with easy access to its range. This is especially important in Azerbaijan, where retail remains to a large extent dependent on street vendors and bazaars. At the same time, modern shopping centres are gaining in significance, gradually becoming hubs of retail activity.
– Azerbaijan, following Kazakhstan and Uzbekistan, is another market that fits into our development plan for the promising regions of Central Asia and the Caucasus. What’s more, Azerbaijan’s strategic location between Eastern Europe and Western Asia creates a strong opportunity to grow our business in a region linking these two dynamic markets. With its young population, shifting consumer habits and the rising appeal of modern retail formats, this is the perfect moment to reinforce our presence in the area. With Sinsay, we are responding to the expectations of local customers by offering a comprehensive “Design & Value” concept – stylish, practical and affordable products tailored to local needs. This applies whether customers prefer shopping in large malls or in smaller retail outlets – says Tomasz Koczara, International Business Director at LPP.
LPP plans to open around eight Sinsay stores in Azerbaijan by the end of 2025, offering a combined retail area of over 6,000 m². Most will be located in Baku, which, with a population exceeding 2.3 million, has the greatest sales potential in the country and provides an excellent springboard for further growth.
While the vast majority of international brands in the country operate via franchise partners, typically within major malls, LPP has chosen to expand through its own sales network.
– By pursuing an independent growth strategy, LPP retains full control over its expansion, allowing it to react quickly to evolving customer needs and tailor its range to local preferences. This operating model allows us to gain deeper insights into the market and gives us a competitive advantage, providing a solid foundation for further growth and better adaptation to a dynamic business environment – concludes Tomasz Koczara.
Azerbaijan marks the 44th market where LPP Group brands operate. The debut in this country forms part of LPP’s regional growth strategy. In August this year, the company entered Uzbekistan, where it plans to open more than 20 stores by the end of 2025. The Group is also rapidly expanding its network in Kazakhstan, with several dozen new locations planned. Later this year, the brand will enter Georgia, followed by Moldova in 2026.
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LPP is a Polish family-owned company, and one of the fastest growing in the fashion industry in the Central European region. For 30 years now, it has been successfully designing and selling its collections and accessories both at home and abroad. LPP manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay, with their product ranges now available for sale in stores and online in 44 markets worldwide. The company has nearly 3,200 stores, with a total area of more than 2.6 million m2, distributing products to 3 continents every year. LPP also has a vital role in creating jobs for more than 54,000 people in offices and retail structures in Poland, Europe, Asia and Africa. The company is listed on the Warsaw Stock Exchange under the WIG20 index and belongs to the prestigious MSCI Poland Index.