LPP opens its fifth Reserved store in the UK and launches a wide-ranging marketing campaign in London
This Polish clothing manufacturer is now competing for recognition by the customers of the Westfield London shopping centre, located in the western part of the British capital. The opening is to be accompanied by a large-scale marketing campaign alongside the just launched “Welcome to the Club” collection, inspired by British “old-fashioned” traditions and sporty style. With the debut in this new location, LPP also promises to strengthen its presence in this market through changes to its customer service and e-commerce range.
After the last year’s openings of the stores in London and Milan, LPP is consistently building recognition of its fashion brands and strengthening its presence in key Western European markets. Reserved is now opening a new store in Westfield London – one of the largest shopping centres in the British capital.
– 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 – says Przemysław Lutkiewicz, Vice-President of the LPP Management Board.
Westfield London is one of the biggest shopping centres in Europe, housing the leading fashion companies. The wide range of brands, from the luxurious to the large-area stores, together with various ways of spending one’s free time makes the choice of this location intentional for the new Reserved store in the UK.
– 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 – emphasizes Corinne Facey, Managing Director of Reserved UK.
With an area of around 1,900 m2, the range aimed at customers visiting the new store will include the full range of men’s, women’s and children’s clothing. The debut in another shopping centre in London will be also accompanied by the promotion of the latest collection – “Welcome to the Club”.
– 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 – says Agata Sawicka, Brand Communication Director Reserved.
This time, the brand has decided to establish a strong presence in the urban spaces of west London, including Brixton Academy, Hammersmith Academy and Wood Lane. It has gone for a wide-ranging outdoor campaign in public transport – buses and subways. In parallel, it has focused on working with key influencers, stylists and editors who shape and influence the British consumer. In this way, Reserved aims to strengthen brand awareness, not only among those who love fashion but also Londoners.
The campaign accompanying the opening of the new store is not the only element of the Polish clothing company’s new approach to strengthening Reserved’s presence on the British market. Given the advantage offered by the omnichannel sales model that LPP is developing, it has decided to make a change to its online store customer service.
– As a result of Brexit, many companies faced the need to cut costs and thus make changes to logistics and online order deliveries based on the range available in local stores. And this was also the case for Reserved. However, we are aware that if we want to implement our current development plans and reach more customers with our products, we must respond to their expectations. 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 – adds Przemysław Lutkiewicz, Vice-President of the LPP Management Board.
The omnichannel strategy, which is still the priority for LPP, is implemented based on the supply and distribution network managed by LPP Logistics. Thanks to the logistics operator, operating as part of the group, LPP can flexibly respond to the challenges resulting from the changing needs of its customers and business plans. The tailor-made and scalable e-commerce solutions allow LPP to quickly deliver orders, both to the stores and directly to individual customers taking advantage of the full LPP fashion brands’ range in every one of the 34 online markets.
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LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 2200 stores with the total area of nearly 2 million m2 and distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs 43 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.