Reserved has opened its fifth London store in Westfield White City and unveiled a new out-of-home marketing campaign as it looks to expand its presence in the capital.
The 1,900 sq m shop spreads across three floors and hosts the fashion retailer’s full range of womens, mens and childrens clothing, as well as its newly launched ‘Welcome to the Club’ collection, which is inspired by “British old heritage sports clubs”.
The opening comes after Reserved, which is owned by Polish firm LPP, launched stores in London and Milan last year, as it strengthens its presence in the key Western European markets.
LPP vice president Przemysław Lutkiewicz 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.”
Reserved UK managing director Corinne Facey said of the opening: “This is a special moment for us, not only in terms of building brand awareness among the British public. It is also an acknowledgement of the huge commitment of our team, as well as the support of the exceptional community we have managed to gather around Reserved over these past seven years.
“We want to continue to nurture these relationships and strengthen the presence of our
brand in the country’s most prestigious and popular shopping centres.”
Reserved has also launched its new wide-ranging marketing campaign that will appear on public transport around London, including on buses and the underground, with a particular focus on urban spaces in west London such as Brixton Academy, Hammersmith Academy and Wood Lane.
The retailer is also collaborating with key influencers, stylists and editors “who continue to shape and influence UK shoppers”.
Reserved is also opening its full product offer up online in the UK by fulfilling orders directly from its Polish website.
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