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Exclusive: Reserved eyes Westfield in expansion drive

Polish fast fashion label Reserved is in talks with “major” shopping centres in London for a second UK store, alongside plans to plant flags in Italy and France.

Reserved is launching its first UK flagship on Oxford Street on 6 September in part of the former BHS unit. A UK website will open on the same day. 

Drapers understands the brand is considering options at Westfield’s London and Stratford City shopping centres, among other locations.

Chief executive and co-founder Marek Piechocki told Drapers that Reserved is “in talks with some major shopping centres in London”, but plans to wait for around three to six months after its Oxford Street launch to determine whether there is enough demand for a second store.

“Getting the right store is not easy in any shopping centre or street,” said Piechocki. “We searched for a location in Oxford Street for three years before we found the right one. It’s something we work on for a long time.

“Whether we will sign any leases depends on availability and the first few months of our flagship opening.”

Piechocki estimated that the business is opening around 150 shops every year.

While Reserved has ambitions to expand to the US and Asia in the long term, Piechocki said its priority for the next three years is to establish a more solid presence in Western Europe, particularly Italy and France, following its UK debut. 

Piechocki said: “While we aim to expand to the US and Asia, we won’t get there as quickly as three years. For the next few years we will concentrate more on Western Europe and making our statement there, with [shoppers in Western Europe] learning what Reserved is all about. This is our priority.

“We are in talks to open in Italy and France but getting locations with the ideal size, whether in Milan, Rome or the Champs-Elysees, is extremely difficult.”

Reserved is also launching in Israel next year through a franchise agreement.

The retailer has more than 450 stores across 19 countries and offers fast fashion, trend-led pieces across men’s, women’s and children’s wear.

Reserved is part of the LPP Group, which has more than 1,700 stores worldwide and generates annual sales of more than PLN6bn (£1.2bn). 

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