Reserved is a Polish
apparel retailer headquartered in
Gdańsk,
Pomerania, Poland. It was founded in 1999 and remains the largest company of the
LPP group, which has more than 1,700 retail stores located in over 20 countries[1][2][3] and also owns such brands as
Cropp,
House, Mohito, and Sinsay.[4] There are more than 460 Reserved retail stores around the world.[5]
History
The LPP company was established in 1989 and the first stores under the Reserved fashion brand were opened in 1999. The founders of the company are Marek Piechocki, a
civil engineering graduate from the
Gdańsk University of Technology and businessman Jerzy Lubianiec.[6] In 2001, the company made its debut on the
Warsaw Stock Exchange.[7]
In 2014, Reserved opened their first store in Germany, in
Recklinghausen.[8]
September 2016, it was announced that Reserved would be taking over the lease on the former
British Home Stores (BHS) flagship store on London's
Oxford Street.[9][10][11][12] The store officially opened on 6 September 2017.[13][14]
In October 2018, Reserved opened their first store in
Almaty,
Kazakhstan.[15] In December the same year, the brand launched a special collection available in its stores which was created in collaboration with
Vogue UK.[16]
In 2020, Reserved was included in the Best Brands 2020 ranking featuring the TOP 10 best brands in Poland compiled by
YouGov and Inquiry.[18]
In 2020, the company initiated the process of launching the EcoAware collection which is aimed at replacing standard textiles with more
sustainable materials and products sewn in factories that meet the standards for reducing the use of
natural resources in the production process. The brand announced plans for garments with the Eco Aware label to constitute 50% of the company's offer in 2025.[19]
In 2022, the brand's owner announced plans of further expansion on the
EU market by entering Italy, Greece and Cyprus as well as strengthening the Reserved brand in Germany and Britain.[20]
In 2023, the company opened its first flagship store in
Milan, Italy. The store is located on the city's major shopping street Corso Vittorio Emanuele II and is part of the refocus on Western Europe strategy.[21]
On 4 March 2022,
LPP, the owner of the brand, suspended all of its business activities on the Russian market
alongside many other global companies as a response to the
2022 Russian invasion of Ukraine.[33] The company also temporarily suspended its business in Ukraine and moved its administration offices from
Kyiv to
Lviv.[34] The stores in Ukraine were re-opened in June 2022.[35] As of 2022, Russia remained the second biggest market for the brand's
parent company with approximately 500 stores and a distribution centre located in Russia[36] and together with the Ukrainian market constituted approximately 25% of the company's revenue.[37]
In July 2022 it was announced that LPP sold its stores in Russia to a company "Far East Services - FZCO" registered in the United Arab Emirates.[38]