Reserved is a Polish

apparel Clothing (also known as clothes, garments, dress, apparel, or attire) is any item worn on a human human body, body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin s ...

retailer headquartered in

Gdańsk Gdańsk is a city on the Baltic Sea, Baltic coast of northern Poland, and the capital of the Pomeranian Voivodeship. With a population of 486,492, Data for territorial unit 2261000. it is Poland's sixth-largest city and principal seaport. Gdań ...

, Poland. It was founded in 1999 and remains the flagship brand of the LPP group, which has more than 2,200 retail stores located in over 38 countries and also owns such brands as Cropp,

House A house is a single-unit residential building. It may range in complexity from a rudimentary hut to a complex structure of wood, masonry, concrete or other material, outfitted with plumbing, electrical, and heating, ventilation, and air c ...

, Mohito, and Sinsay. Reserved has over 360 brick-and-mortar stores worldwide and an online presence in more than 30 countries.

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 Civil engineering is a regulation and licensure in engineering, professional engineering discipline that deals with the design, construction, and maintenance of the physical and naturally built environment, including public works such as roads ...

graduate from the Gdańsk University of Technology and businessman Jerzy Lubianiec. In 2001, the company made its debut on the

Warsaw Stock Exchange The Warsaw Stock Exchange (WSE) () is a stock exchange in Warsaw, Poland. Founded in 1817, it was located in the Saxon Palace until 1877 when it was moved to the Exchange Building at the Saxon Garden. Currently, it is located at ul. Książęca ...

. In 2014, Reserved opened their first store in Germany, in

Recklinghausen Recklinghausen (; ) is the northernmost city in the Ruhr-Area and the capital of the Recklinghausen district. It borders the rural Münsterland and is characterized by large fields and farms in the north and industry in the south. Recklinghaus ...

. September 2016, it was announced that Reserved would be taking over the lease on the former

British Home Stores British Home Stores, commonly abbreviated to BHS and latterly legally styled BHS Ltd, is an online store and formerly a British department store chain, primarily selling clothing and household items. In its later years, the company began to exp ...

(BHS) flagship store on London's

Oxford Street Oxford Street is a major road in the City of Westminster in the West End of London, running between Marble Arch and Tottenham Court Road via Oxford Circus. It marks the notional boundary between the areas of Fitzrovia and Marylebone to t ...

. The store officially opened on 6 September 2017. In October 2018, Reserved opened their first store in

Almaty Almaty, formerly Alma-Ata, is the List of most populous cities in Kazakhstan, largest city in Kazakhstan, with a population exceeding two million residents within its metropolitan area. Located in the foothills of the Trans-Ili Alatau mountains ...

, Kazakhstan. In December the same year, the brand launched a special collection available in its stores which was created in collaboration with Vogue UK. In December 2019, Reserved opened their first store in the

Abu Dhabi Plaza Abu Dhabi Plaza () is a mixed-use development complex in the very center of Astana, the capital of Kazakhstan. As of 2022, the tallest tower of Abu Dhabi Plaza at is the tallest building in Kazakhstan and Central Asia. Background On 11 June 20 ...

skyscraper, in

Astana Astana is the capital city of Kazakhstan. With a population of 1,423,726 within the city limits, it is the second-largest in the country after Almaty, which had been the capital until 1997. The city lies on the banks of the Ishim (river), Ishim ...

, Kazakhstan. In 2020, the company opened its first store in

Dubai Dubai (Help:IPA/English, /duːˈbaɪ/ Help:Pronunciation respelling key, ''doo-BYE''; Modern Standard Arabic, Modern Standard Arabic: ; Emirati Arabic, Emirati Arabic: , Romanization of Arabic, romanized: Help:IPA/English, /diˈbej/) is the Lis ...

, United Arab Emirates. In 2020, Reserved was included in the ''Best Brands 2020'' ranking featuring the TOP 10 best brands in Poland compiled by

YouGov YouGov plc is a international Internet-based market research and data analytics firm headquartered in the UK with operations in Europe, North America, the Middle East, and Asia-Pacific. History 2000–2010 Stephan Shakespeare and Nadhim ...

and Inquiry. 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 Natural resources are resources that are drawn from nature and used with few modifications. This includes the sources of valued characteristics such as commercial and industrial use, aesthetic value, scientific interest, and cultural value. ...

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. 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. In 2023, the company opened its first flagship store in

Milan Milan ( , , ; ) is a city in northern Italy, regional capital of Lombardy, the largest city in Italy by urban area and the List of cities in Italy, second-most-populous city proper in Italy after Rome. The city proper has a population of nea ...

, 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. The same year, the brand began a collaboration with the Bolesławiec Ceramic Works, which resulted in a collection of ceramics, accessories and clothes inspired by the traditional Bolesławiec design.

Locations

Besides Poland, stores are located in Bahrain, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Egypt, Estonia, Finland, France, Germany, Great Britain, Hungary, Israel, Italy, Kazakhstan, Kuwait, Latvia, Lithuania, North Macedonia, Qatar, Romania, Serbia, Saudi Arabia, Slovakia, Slovenia, Ukraine, and the United Arab Emirates.

Models

The company has collaborated with a number of artists and models who participated in

advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...

s, including

Kate Moss Katherine Ann Moss (born 16 January 1974) is an English model. Arriving towards the end of the "supermodel era", Moss rose to fame in the early 1990s as part of the heroin chic fashion trend. Her collaborations with Calvin Klein brought her t ...

Kendall Jenner Kendall Nicole Jenner (born November 3, 1995) is an American model, socialite and media personality. She rose to fame in the reality television show ''Keeping Up with the Kardashians,'' in which she starred for 20 seasons and nearly 15 years ...

Cindy Crawford Cynthia Ann Crawford (born February 20, 1966) is an American model. During the 1980s and 1990s, she was among the most popular supermodels and a ubiquitous presence on magazine covers and runways, as well as fashion campaigns. She subsequently ...

Brooklyn Beckham Brooklyn Joseph Peltz Beckham (born 4 March 1999) is the son and firstborn child of former footballer David Beckham and fashion designer and Spice Girls member Victoria Beckham. Beckham has previously modelled and has an interest in photography. ...

, Cara Delavigne, Freja Beha Erichsen, Georgia May Jagger, Magdalena Frąckowiak, Anne Vyalitsyna, Adwoa Aboah,

Jourdan Dunn Jourdan Sherise Dunn (born 3 August 1990) is a British model. She was discovered in Hammersmith Primark in 2006 and signed to The Squad Management in London. She began appearing on international runways in early 2007. In February 2008, she was ...

Jon Kortajarena Jon Kortajarena Redruello (born 19 May 1985) is a Spanish model and actor. He has done advertising campaigns for Just Cavalli, Versace, Giorgio Armani, Guerlain, Bally, Etro, Trussardi, Diesel, Mangano, Lagerfeld, Pepe Jeans but notabl ...

Irina Shayk Irina Valeryevna Shaykhlislamova (; ; born 6 January 1986), also known as Irina Shayk (), is a Russian fashion model. She received international recognition when she appeared as the first Russian model on the cover of the 2011 ''Sports Illust ...

and

Anna Jagodzińska Anna Maria Jagodzińska (born September 12, 1987) is a Polish model. She has appeared on the covers of American, Italian, Australian, Chinese, Portuguese, and German ''Vogue'', ''L'Officiel'', '' Revue de Modes'', and Japanese ''Numéro''. In Dece ...

Suspension of business in Russia

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 On 24 February 2022, , starting the largest and deadliest war in Europe since World War II, in a major escalation of the Russo-Ukrainian War, conflict between the two countries which began in 2014. The fighting has caused hundreds of thou ...

. The company also temporarily suspended its business in Ukraine and moved its administration offices from

Kyiv Kyiv, also Kiev, is the capital and most populous List of cities in Ukraine, city of Ukraine. Located in the north-central part of the country, it straddles both sides of the Dnieper, Dnieper River. As of 1 January 2022, its population was 2, ...

Lviv Lviv ( or ; ; ; see #Names and symbols, below for other names) is the largest city in western Ukraine, as well as the List of cities in Ukraine, fifth-largest city in Ukraine, with a population of It serves as the administrative centre of ...

. The stores in Ukraine were re-opened in June 2022. As of 2022, Russia remained the second biggest market for the brand's

parent company A holding company is a company whose primary business is holding a controlling interest in the Security (finance), securities of other companies. A holding company usually does not produce goods or services itself. Its purpose is to own Share ...

with approximately 500 stores and a distribution centre located in Russia and together with the Ukrainian market constituted approximately 25% of the company's revenue. 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.Reserved, Cropp, House, Mohito stores in Russia acquired by UAE’s Far East Services
TASS, 4 July 2022

Gallery

References

External links

* {{Official website, http://www.reserved.com/re/en/ Clothing companies of Poland Retail companies established in 1999 Retail companies of Poland Polish brands 1999 establishments in Poland