LPP SA has announced the opening of its fifth Reserved store in the UK, located at Westfield London. This new store, situated in one of the largest shopping centres in the British capital, marks a significant step in the Polish clothing manufacturer’s expansion in Western Europe. The launch is accompanied by a wide-ranging marketing campaign and the introduction of the “Welcome to the Club” collection, inspired by British traditions and sporty style.
Przemysław Lutkiewicz, Vice-President of the LPP Management Board, commented: “Nearly seven years after our debut on Oxford Street and the opening of Reserved stores in strategic London locations in 2023, it is time to gain recognition in the eyes of people living in the western part of the city. The opening of the fifth Reserved store in the UK is a confirmation that, despite the demanding market conditions, we know how to further develop a strong, global fashion brand. Even though the fashion industry is facing many challenges, we believe that by offering modern and stylish collections suited to the expectations of people in Britain, we are ready to fight for even greater customer interest in such a competitive market.”
The new store spans approximately 1,900 square meters and offers a full range of men’s, women’s, and children’s clothing. The choice of Westfield London, known for housing leading fashion brands and offering various leisure options, underscores the strategic importance of this location for Reserved.
Corinne Facey, Managing Director of Reserved UK, added: “We are proud that we are able to open another store, this time in the buzzing Westfield London. It is a special moment for us, not only when it comes to building brand awareness among the people in Britain. It is a confirmation of the great commitment of our team, as well as the support of a unique community that we have managed to gather around Reserved over the past seven years. We are looking to continuously nourish these relations and strengthen the presence of our brand in the most prestigious and popular shopping locations in the country.”
The launch of the new collection, “Welcome to the Club,” is a response to the trend of incorporating sports inspiration into fashion, as well as a nod to traditional English elegance. Agata Sawicka, Brand Communication Director for Reserved, stated: “Reserved’s latest collection is a response to the highly visible trend of the infiltration of inspiration from the world of sport into fashion, as well as a referral to traditional English elegance. We believe that the latest campaign we have planned to promote this unique collection will be well received by the customers, not only those looking for interesting trends and fashion inspiration in Westfield London.”
To support the store opening, Reserved has launched an extensive marketing campaign in west London, including outdoor advertising at key locations such as Brixton Academy, Hammersmith Academy, and Wood Lane. The campaign also features promotions on public transport and collaborations with influencers, stylists, and editors to enhance brand visibility.
Additionally, LPP is making changes to its e-commerce and customer service model to improve the shopping experience for UK customers. This includes direct deliveries from the Polish warehouse, ensuring access to the entire product range. Lutkiewicz explained: “Changing the order delivery model is therefore an essential step in improving the shopping experiences of our customers on the British market. Thanks to direct deliveries from the Polish warehouse, we can provide them with access to the entire range.”
