LPP has officially opened its first Reserved store in London today. The store of about 3 thousand sq. m. is located at 252 Oxford Street, right in the heart of the West End. The debut of the LPP flag brand on one of the most prestigious shopping streets in the world marks another stage of making global aspirations come true, and an important step in the international expansion of the Polish company. Along with the opening of the brand outlet in London, the company also launched Reserved Online sales in the UK market.
London is truly a global city, a European fashion capital and a window to the world, visited by hundreds of millions of tourists annually, observes Marek Piechocki, President of LPP SA. We wish to build global recognition of Reserved as a brand and LPP as a company. Our presence on Oxford Street marks an important step in this direction.
Reserved will approach the British market with a specially designed line of clothes and accessories which discreetly communicate Polish culture and design. With a fresh look at fashion and style, the brand has a lot to contribute to British customers, enriching lightness and elegance with more avant-garde elements. We market a full range of Reserved products, that is a collection for women, men and children.
The London Reserved Outlet has been designed according to the “Open to Public” concept. The commercial space of about 3 thousand sq. m. has been arranged on one level. The whole is supposed to give the impression of lightness, elegance and modernity. The store implements state-of-the-art technology to highlight the display of merchandise, while helping customers move around the shop and make purchases. By way of illustration, LEDs adjust lighting to the time of day, LED screens facilitate marketing communication with customers, and the information system manages the traffic in the fitting rooms.
The Reserved Outlet on Oxford Street is a turnkey design and construction project of Polish companies enjoying a long-term track-record of positive cooperation with LPP. Project expenditure on the design itself and construction amounted to nearly PLN 20 million. The term of tenancy is 10 years. We have been saying for some time that LPP is Made in Poland, mentions Marek Piechocki. Our London Outlet stands the best example of this. It has been designed and constructed by our longtime Polish partners. Thanks to their work, the shop represents a truly top class, based on state-of-the-art technology. Personally, I am really proud of it, adds the LPP President.
The Oxford Street store will have the headcount of over 100 people. Corinne Facey, Retail Operations Manager UK is responsible for operating the London Outlet.
The opening of the new store on Oxford Street coincided with launching the online sales channel of the Reserved brand on the UK market. The brand online store is available at www.reserved.co.uk, and the stock of available items includes over 10,000 articles of apparel and accessories.
London’s Reserved debut is accompanied by an advertising campaign featuring Kate Moss, a supermodel. Sales activities will focus primarily on Internet communication and outdoor advertising, by using the store site and advertising media on bus stops and tube stops. The image of Kate Moss promoting the Reserved brand can also be seen on the famous London double-decker buses The model also took part in the official opening of the outlet.
Oxford Street is one of the most prestigious shopping streets in the world (the so-called high streets). Every year, it attracts millions of Londoners and visitors to the capital city of the UK, alike. According to the New West End Company (NWEC), the industry association for the largest retail tenants in central London (West End), including Oxford Street, Regent Street and Bond Street, 120 millions of pedestrians walked Oxford Street in 2016. This makes this street one of the most attractive commercial locations worldwide.
LPP SA is one of the most dynamically developing clothing companies in Central and Eastern Europe. The company has been consistently pursuing its business both at home and abroad for 26 years, successfully operating on the demanding apparel market. LPP SA manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has developed a network of nearly 1700 retail stores and on-line stores of all its brands and created 25,000 jobs in offices and sales structures in Poland, Europe, Asia and Africa. LPP SA is listed on the Warsaw Stock Exchange within the WIG20 index and is a part of the prestigious MSCI Poland index.