Reserved x Kate Moss

Reserved, the flagship brand of fashion retailer LPP SA, is one of the fastest expanding clothing companies in the world and will add to their progressive growth by opening a new store in the UK today. The fashion brand already operates across Europe and Asia with ongoing expansions in the Middle East. The Polish retailer has opened its debut UK store replacing the former 30,00 square foot BHS flagship on London’s Oxford Street. Reserved pride themselves as a ‘something-for-everyone’ brand that offers stylish and affordable clothing. Slawomir Ronkowski, LPP communications director, commented on the UK launch stating, “This is an important move for us as we look to grow the Reserved brand in Europe. London is an iconic fashion capital and crucial retail market, and the Oxford Street launch will help establish LPP as a global fashion retailer.” LPP are looking to continue their westward shift of Reserved and are looking for flagships in other western European capitals including Paris and Milan.

Since 1991, Polish entrepreneurs Marek Piechocki and Jerzy Lubianiec have been building the foundations of one of Europe’s biggest clothing companies. Originally called Mistral, LPP SA has a total of 1,700 stores located across 18 countries with a workforce of over 20,000. In the past 10 years, the Gdansk based retailer has increased store numbers sixfold with sales rising from £840m to just over £1bn this year. 

The group has five brands: Reserved, docked as the Polish equivalent of Zara and H&M; House, offering everything denim; Mohito, proposing clothing for ‘confident and independent’ women; Cropp, the conglomerates youth brand; and Sinsay, dedicating styles to the ‘good bad girls’.

Speaking of their world domination, an LPP spokeswoman commented “We would like to become the world’s top fashion retailer. To make the Reserved brand global it has to be recognisable outside eastern Europe. Our presence is quite strong in Poland, Russia and the Baltic region but that is not enough to become a global brand.”

Although LPP confirmed it did not have plans for more UK stores, they have confirmed they will be launching an ecommerce platform alongside the birth of the London Flagship store today.

Additionally, it was announced recently that Kate Moss will be the new face of the Reserved AW17 campaign. Moss’s style is reflected in her favourite pieces from the latest collection; think rebellious and sexy. The campaign which has had widespread media attention from Vogue, Stylist and Drapers was shot by prestigious fashion photographer, Daniel Jackson. Moss has already been pictured in a classic high shine trench coat expected to sell out in minutes. Furthermore, the supermodel continued to support the brand by opening the store this morning at 11am.

Freedom were privileged to work with LPP’s Reserved on fulfilling its new London Flagship store with the best retail part-time team available in the market. Upon delivery of the brief, we fulfilled 50 part time roles in 4 weeks from sourcing to final interviews. We further supported LPP with brand training hosted at Freedom head office. We were delighted to be apart of their UK conquest and wish them the best of luck with their new store opening.

Reserved, 252 Oxford Street, London, W1C 1DL -

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