Reserved resumes UK expansion with new store concept

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Polish fashion retailer Reserved has opened its newest store at London’s Westfield Stratford City as it continues to ramp up its UK and European expansion plans.

The 21,500 sq ft store debuts the brand’s new store concept, which promotes “Polish character taking inspiration from the landscape and traditional materials used in furniture and interior design”.

The new store concept, designed by London-based artist-led gallery Studio 1:1, allows the retailer to “highlight its openness to customers” and enables shoppers to experience a neutral tone and “welcoming” interior.

Reserved said the concept will be more energy efficient and it hopes to reduce its energy consumption by 30%, which it credits to “optimal lighting management” in the new design.

Store staff will be dedicated to various parts of the retailer’s omnichannel strategy, with some focused on sales and others solely helping shoppers with returns and online order collection in-store, to boost the in-store experience.

The opening in Westfield will be followed by stores on Oxford Street and in the Brent Cross shopping centre later this year.

Parent company LPP said the openings will ensure its offering will “reach customers from different parts of London” and is another important step in “strengthening the brand’s position” in Western Europe.

The Polish group, which also owns Cropp, House, Mohito and Sinsay, first opened stores under the Reserved banner in 1999 and made its debut in the UK on Oxford Street in 2017.

Earlier this year, Reserved said it had resumed its plans to expand within the UK and Europe, after putting the brakes on expansion in December 2019 due to political uncertainties as a result of Brexit.

LPP vice president Przemysław Lutkiewicz said: “Over the recent months, we have shifted our focus towards Western markets, capitalizing on the rising recognition of our brands among Europeans.

“The UK is one of the crucial locations, both from the perspective of its sales potential, as well as further strengthening our brand recognition. This is why we decided to open three new stores in London just a few weeks apart.

“Recognising the UK’s competitive landscape, which makes British customers quite demanding, we feel ready to take up this challenge.

“In recent years, we have made substantial strides in implementing an omnichannel strategy, focusing on consistent and captivating shopping experiences.

“We are confident that with these achievements, we can compete for the recognition of the British people on a larger scale than before.”