Sinsay debuts in Albania and accelerates expansion across the Balkans
The LPP Group has launched its new business strategy by opening the first Sinsay showroom in Albania. Following the debut in Kosovo earlier this year, a debut in another country in the Balkans is another boost to the expansion of the youngest brand, set to become the driving force of the entire Group. In early April, this Polish brand opened two showrooms: one in Durres and one in Tirana. By the end of the year, the company plans to open over ten locations across Albania, including four in Tirana alone, as well as launching online sales in Albania.
As LPP is rapidly expanding its network in the Balkans, the debut in Albania aligns with the Group’s largest expansion plan to date. As announced in early April, LPP’s new strategy places emphasis on strengthening the Sinsay brand, which is expected to account for 75% of the Group’s revenue by 2027. Over the next three years, LPP plans to quadruple its offline sales network, bringing the number of Sinsay shops to approximately 6,000 across 27 target markets, with the total number of Group shops reaching around 7,500.
Sinsay is entering the Albanian market with a full product portfolio, including women’s, men’s and kids’ collections, along with accessories and home furnishings. The defining feature of the brand is its unique retail concept, tailored to meet the often-overlooked needs of customers seeking access to a wide selection of branded products at affordable prices, combined with a modern shopping experience. As part of its omnichannel strategy, LPP intends to capitalise on its sales potential by developing both offline and online sales in parallel. The launch of the online shop in Albania is scheduled for this year.
– Following Sinsay’s rapid success in Kosovo, expanding into Albania comes as a natural next step in our expansion within the region. With Albania’s steady economic development, thriving tourism sector and increasing consumer purchasing power, we see strong potential for our unique brand in this market. Albanian consumers, especially the younger generations, are open to international brands that offer good value for money. Combined with the availability of modern retail infrastructure, this gives us a solid foundation for expansion across the country – said Tomasz Koczara, International Business Director at LPP.
The first Sinsay shop in Albania opened in ‘Blue Star’ in Durres, one of the city’s oldest and most popular shopping centres, located just five minutes from a port and ten minutes from a popular and bustling seaside promenade. The brand’s shop covers an area of approximately 850 square metres. The second location, at 1,000 square meters, was opened in the new Fashion Gallery Tirana in the country’s capital, right next to Tirana East Gate, the largest shopping centre in Albania.
– Albania represents a highly promising market for Sinsay, and the company plans to open over ten locations across the country. In just the first week of operations, the showroom in Durres demonstrated a strong alignment between our range of products and the preferences of Albanian consumers, with sales results surpassing expectations. We firmly believe that the upcoming openings will be equally successful. Sinsay is the first LPP brand to enter the Albanian market, paving the way for the potential introduction of other Group brands in the future – said Tomasz Koczara.
Albania is the 42nd market where LPP brands are present. The plans for 2025 assume further expansion in offline retail, with the company aiming to spend a record PLN 2.3 billion. With its unique scalable business concept, and the still low market saturation, Sinsay has the potential to reach 300 million customers across its 27 target markets within just three years.
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LPP is a Polish family company, one of the most rapidly growing in the fashion industry in the Central European region. It has been very successful in designing and selling its collections and accessories in Poland and abroad for the past 30 years. LPP manages 5 fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, with the product ranges now available for sale in shops and online in 42 markets worldwide. The company has more than 2800 shops, with a total area in excess of 2.4 million m2, distributing products to 3 continents every year. LPP also has an important role in creating jobs for more than 54,000 people in offices and sales structures in Poland and other countries in 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.