Reserved eyes UK expansion
LPP owned Reserved entered the UK market by opening a 32,000 square foot flagship store in London’s Oxford Street this September as part of plans to build its brand presence outside Eastern Europe. The opening was attended by Kate Moss who is a brand ambassador.
The company is now working with Harper Dennis Hobbs to find large format stores in UK retail locations.
Dan Hildyard, head of UK agency at Harper Dennis Hobbs, said: “Early indications show the launch of the new store was a huge success; from a real estate point of view it is refreshing to see an established fast fashion brand with substantial backing entering the UK in such a high profile spot. Equally, from a consumer point of view I think the coverage they have had has exceeded that of recent entrants – with the autumn campaign featuring Kate Moss bringing Reserved’s identity to life in a way that has appealed to British consumers.”
Reserved operates 450 stores across 18 countries and offers trend-conscious collections that are refreshed every two weeks. The company is also launching in Serbia, Belarus and Kazakhstan this year and has plans to accelerate its development in Russia and the Ukraine. LPP’s other brands include Mohito, Sinsay, Cropp and House.
Commenting on the UK expansion, Krzysztof Bocianowski, head of real estate for LPP brands, said: “This will be a carefully considered expansion plan throughout 2018 and beyond with focus on key large cities and regional shopping centres. Reserved is adopting a cautious approach and will only select the super prime locations on the best possible terms. We have the ability to move quickly but are under no pressure from the board, the deal has to be right.”
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