Polish fashion retailer Reserved will finally make its grand debut in the UK with the opening of its flagship store in London at 11am today.
A dedicated UK website where customers can purchase Reserved items will also be launched today.
The 32,000sq ft flagship store at 252 Oxford Street — the former location of the BHS flagship — marks the first entry into the UK for the retailer’s parent company LPP.
Founded in Gdansk, LPP also owns retail chains House, Mohito, Cropp and Sinsay, and operates 1710 stores across 19 markets so far, mostly in central and eastern Europe as well as the Middle East.
Its entry in the UK with Reserved represents its 20th market as it part of LPP’s wider global expansion strategy.
In addition, last week LPP posted first-half revenues of £650 million.
Supermodel Kate Moss is the face of Reserved’s debut collection in London, which features womenswear, menswear and childrenswear.
“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,” LPP founder and chief executive Marek Piechocki said.
“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 chief executive Jace Tyrrell said the arrival of Reserved was “incredibly exciting” and that it was a “strong vote of confidence” for 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,” he said.
“With its unique look and established customer base Reserved looks set to make its mark on Oxford Street, the world’s greatest shopping district.”
Last week, reports emerged that LPP were already eyeing a second location for Reserved in London.