On 15 August LPP officially opened the first store of its flagship brand – Reserved – in Tel Aviv. It represents yet another milestone in the expansion strategy of the Polish clothing producer. Israel is the 20th foreign market where the Gdańsk-based company established its presence. LPP decided to implement the project on the basis of the franchising model, in cooperation with an experienced local partner – H&O.
The debut of the flagship LPP brand in one of the major metropolises in the Middle East is another step towards realising global aspirations which are an integral part of the company’s strategy. The Polish company has been operating in the region since 2015. The launch of the store in Tel Aviv marks the beginning of LPP presence on yet another Middle East market, in addition to Egypt, Qatar, Kuwait, and the United Arab Emirates.
– The opening of a store in Tel Aviv strengthens our position in the region. This is the next stage of our foreign expansion strategy. We assume that our annual turnover will increase globally by at least 15%. Without new markets, such a dynamics would not be possible. We hope that the Israeli market will welcome our collections with interest, as it is a country where fashion plays a significant role in the Israeli lifestyle – says Sławomir Łoboda, Vice-President of the Management Board of LPP. We want to make Reserved brand recognisable globally, which is why we open our store wherever we see market potential. In the Middle East, Israel is exactly the location that meets that criterion – adds Łoboda.
In Israel, the company is supported by a franchise partner – H&O, for which retail segment is one of the core areas of business activity. The company operates altogether 70 stores on the Israeli market. One of them, with an area of 729 square meters, has been made available for purpose of setting up the new store, where the Reserved collection for women will be showcased. As part of the cooperation, the partner will support LPP in acquiring new locations in prestigious shopping centres. The logistics service for franchise stores in Israel will be provided by the distribution centre in Pruszcz Gdański. As in the case of other foreign locations, the offer of the store will be adjusted to the local market.
– The retail market in Israel is very saturated, making it extremely difficult to acquire new retail space for the purposes of retail sales. Cooperation with a local partner who has knowledge of its specifics helps us to understand the market which is new to us – adds Sławomir Łoboda. The new store in Tel Aviv has been designed according to our own “open to public” concept which entails that everything is with the eyesight and reach of the customer.
The debut in Tel Aviv does not cool down the enthusiasm of the Gdańsk company as regards the Israeli market. As early as in the first half of 2019, the Company plans to launch another Reserved store. The next brand will probably be Sinsay, and ultimately LPP wants to introduce all its brands to the Israeli market. Currently, together with the franchise partner, the Company is conducting talks with local developers in order to find new attractive locations for new stores.
– LPP is a strong and growing fashion group. We believe that LPP, and Reserved, the leading brand of the group, will make a dramatic change in the Israeli fashion market – comments Amir Moshe, CEO of H&O from Israel. As a strategic decision, all Reserved retail prices in Israel will be identical to the prices in Europe, and therefore will be lower than the competitors prices. In the first stage of the launch, we are introducing a wide range of women’s fashion. In the second stage, we will add stores carrying men’s, women’s and children’s fashion collections, adds.
LPP’s ambition is to enter at least one new market each year. The opening of the store in Israel is an important step in the international expansion of the Polish company. In the second half of the year, LPP intends to open its first stores in Slovenia and Kazakhstan. The plans for 2019 also include openings in Finland and Bosnia and Herzegovina.
LPP SA is one of the fastest growing clothing companies in the region of Central and Eastern Europe. For over 25 years, the Company has consistently carried out its operations in Poland and abroad, being successful on the demanding clothing market. LPP SA manages five fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has a network of over 1 700 stores and online stores of all its brands, and creates jobs for about 25 thousand people in its offices and sales structures in Poland, Europe, Asia and Africa. LPP SA is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.