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. In 2001, the company made its debut on the
Warsaw Stock Exchange. In 2014, Reserved opened their first store in Germany, in
Recklinghausen. 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. The store officially opened on 6 September 2017. In October 2018, Reserved opened their first store in
Almaty, 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 skyscraper, in
Astana, Kazakhstan. In 2020, the company opened its first store in
Dubai, 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 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 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, 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 campaigns, including
Kate Moss,
Kendall Jenner,
Cindy Crawford,
Brooklyn Beckham,
Cara Delevingne,
Freja Beha Erichsen,
Georgia May Jagger,
Magdalena Frąckowiak,
Anne Vyalitsyna,
Adwoa Aboah,
Jourdan Dunn,
Jon Kortajarena,
Irina Shayk and
Anna Jagodzińska.
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. The company also temporarily suspended its business in Ukraine and moved its administration offices from
Kyiv to
Lviv. 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 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. == Gallery ==