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First look: Inside Reserved's debut UK store

Polish fast fashion brand Reserved, which is owned by retail conglomerate LPP, will open its debut store on London’s Oxford Street today.

The 32,000 sq ft store at 252 Oxford Street will open its doors at 11am, at the same time as the brand’s UK website becomes transactional.

Making its mark on the UK fashion market, Reserved has lined up fashion icon Kate Moss to front the brand launch. Moss is expected to attend the opening of the store later this morning.

The London store will receive new styles every two weeks, while the brand is also launching The London Collection to celebrate the new store opening, which it says includes “fashion-led pieces built around style and individuality”.

Last year Reserved recorded revenues of PLN2.7bn (£580m), around half of LPP’s total revenue.

Marek Piechocki, LPP’s founder and CEO, said: “Launching Reserved in the UK is a milestone for LPP and reflects our ambition to grow brand recognition and establish ourselves across Western Europe and beyond. London is an iconic fashion capital and a global city, and is the perfect stage on which to introduce Reserved and LPP to the international shopping community.”

New West End Company CEO Jace Tyrrell added: “The arrival of Reserved and LPP is incredibly exciting, and a strong vote of confidence in London and the UK. London’s West End continues to be the number one choice for brands opening their stores in the UK and this comes at a particularly momentous time with the imminent arrival of the new Elizabeth Line. With its unique look and established customer base Reserved looks set to make its mark on Oxford Street, the world’s greatest shopping district.”









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