Reserved hires HDH to boost UK expansion in “super prime locations”

Reserved holds back on UK expansion
Reserved operates more than 1,700 stores across 20 countries, but said its UK expansion was on hold.

Reserved has officially confirmed it is eyeing further large-format stores in the UK after the “huge success” of its 32,000sq ft debut on London’s Oxford Street.

The Polish fashion retailer has hired property advisors Harper Dennis Hobbs (HDH) to advise them on further expansion ambitions in the UK.

The brand, which has enlisted UK fashion icon Kate Moss, opened its flagship store last month and is reportedly already in talks to open a second as it pushes to expand its British presence.

“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,” HDH head of UK agency Dan Hildyard said.

“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.”

Despite already trading from 20 countries and more than 450 stores, the retailer is keen to “dive into the London customer” and states that its Oxford Street flagship will be used to develop an understanding of the UK market better before expansion.

Head of real estate at Reserved parent company LPP brands Krzysztof Bocianowski 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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