Polish fashion company LPP debuts in UK with Oxford Street flagship


LPP SA has launched  its flagship brand, Reserved, in the UK. Its 32,000sq ft store will opened its doors at 252 Oxford Street this week, together with an online offering for UK customers.

LPP, founded in Gdansk, Poland is one of the fastest-growing clothing companies in Central and Eastern Europe, with five brands: Reserved, House, Mohito, Cropp and Sinsay, and 1,710 stores covering over 10 million square foot across 19 markets so far. The UK opening represents the 20th market.

London fashion icon Kate Moss is the face of Reserved’s debut collection in the capital, and its affordable, trend-led clothing and accessories for women, men and children promises a fresh alternative for the UK market. The brand already has an established customer base throughout Europe and Middle East, and in 2016 recorded revenues of PLN 2.7 billion, around half of LPP’s total revenue.

“Launching Reserved in the UK is a milestone for LPP and reflects our ambition to grow brand recognition and establish ourselves across Western Europe and beyond,” said Marek Piechocki, LPP’s founder and CEO, “London is an iconic fashion capital and a global city, and is the perfect stage on which to introduce Reserved and LPP to the international shopping community.”

Reserved Oxford Street will offer a destination shopping experience, incorporating technology to ensure a streamlined customer experience and with new styles available every two weeks. The London Collection, launching to celebrate the London opening, includes fashion-led pieces built around style and individuality. The online store will also offer the full Reserved London and A/W17 collections to shoppers across the UK.

Speaking about the launch of Reserved on Oxford Street, New West End Company CEO, Jace Tyrrell, said: “The arrival of Reserved and LPP is incredibly exciting, and a strong vote of confidence in London and the UK. London’s West End continues to be the number one choice for brands opening their stores in the UK and this comes at a particularly momentous time with the imminent arrival of the new Elizabeth Line. With its unique look and established customer base Reserved looks set to make its mark on Oxford Street, the world’s greatest shopping district.”