Reserved continues expansion with new Westfield London store

Polish retailer Reserved has opened its fifth London store at Westfield, White City, accompanied by a new out-of-home marketing campaign as it continues its expansion in the city.

The opening sees the brand launch its ‘Welcome to the Club’ collection, inspired by British heritage sports clubs.

Alongside its debut at the new location, the company also promises to continue strengthening its presence in this market through changes in client service and its e-commerce.

Reserved was founded in 1998 and there are now more than 460 stores across 29 markets. Last year, holding company LPP opened stores in London, as well as a Reserved flagship in Milan, to reinforce its presence in key fashion markets.

Przemysław Lutkiewicz, Vice-President of the Management Board of LPP, said: “Nearly seven years after our debut on Oxford Street and the opening of further Reserved stores in strategic London locations in 2023, the time has come for us to gain recognition from the west of the city.

“The launch of the fifth Reserved shop in the UK is confirmation that despite challenging market conditions, we have the idea to continue to develop a strong global fashion brand. Although the fashion industry still faces many challenges, we believe that by offering modern and stylish collections tailored to the expectations of the British people, we are ready to fight for even greater client interest in such a competitive market.

“As a result of Brexit, many companies were faced with the need to cut costs and thus make changes to, among other things, logistics and online order fulfilment based on the range available in local shops. This was also the case for our Reserved brand.

“At LPP, however, we are aware that if we want to implement our current development plans and reach an ever-wider group of customers with our offer, we have to respond to their expectations. Changing our order delivery model is therefore an important step in improving our clients' shopping experience on the British market. Thanks to direct deliveries from the Polish warehouse, we will be able to provide them with access to our full offer.”

Agata Sawick, Brand Communication Director at LPP, added: “The latest collection from Reserved is a response to a strongly visible trend of infiltrating fashion with inspiration from the world of sport, referring also to the English traditional elegance. We believe that the latest campaign we have planned to promote this unique collection will be well received by clients, not only those looking for interesting trends and fashion inspirations at Westfield London.”