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Founded1999; 24 years ago (1999)
Gdańsk, Poland
FoundersMarek Piechocki
Jerzy Lubianiec
Number of locations
460 (2022)
Area served
Europe, Asia, and Middle East

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]


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 December 2019, Reserved opened their first store in the Abu Dhabi Plaza skyscraper, in Nur-Sultan, Kazakhstan. In 2020, the company opened its first store in Dubai, United Arab Emirates.[17]

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]


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


The company has collaborated with a number of artists and models who participated in advertising campaigns of the brand including Kate Moss,[21] Kendall Jenner,[22][23] Cindy Crawford,[24] Brooklyn Beckham,[25] Cara Delavigne, Freja Beha Erichsen,[26] Georgia May Jagger,[27] Magdalena Frąckowiak,[28] Anne Vyalitsyna,[29] Adwoa Aboah, Jourdan Dunn, Jon Kortajarena, Irina Shayk[30] and Anna Jagodzińska.[31]

Suspension of business in Russia[edit]

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.[32] The company also suspended its business in Ukraine and moved its administration offices from Kyiv to Lviv.[33] 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[34] and together with the Ukrainian market constituted approximately 25% of the company's revenue.[35]

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.[36]


See also[edit]


  1. ^ "At a glance: Polish retailer LPP, the fashion giant nearing a UK debut | News | Retail Week". Retrieved 9 September 2016.
  2. ^ "Polish Companies Highly Value Hamburg For Their Expansion Plans | Hamburg News". Retrieved 9 September 2016.
  3. ^ "Polish retailer LPP Group opens largest Reserved store in Russia - Future of retail business in middle east". Retrieved 9 September 2016.
  4. ^ "About us - The official website of LPP SA". Retrieved 30 September 2022.
  5. ^ " Oficjalny sklep internetowy - RESERVED". Retrieved 30 September 2022.
  6. ^ "Can Poland's answer to Topshop make it on Oxford Street?". Retrieved 16 September 2017.
  7. ^ "Reserved – marka polska o rozgłosie międzynarodowym" (in Polish). Retrieved 17 April 2022.
  8. ^ "The very first Reserved store in Germany -". Retrieved 9 September 2016.
  9. ^ "Reserved! Polish fashion chain moves into BHS flagship store | Business | The Guardian". Retrieved 9 September 2016.
  10. ^ "BHS to lease Oxford Street flagship to Polish fashion giant LPP | News | Retail Week". Retrieved 9 September 2016.
  11. ^ "BHS to lease Oxford Street flagship to Polish retailer | News | Drapers". Retrieved 9 September 2016.
  12. ^ "BHS lines up windfall from flagship store | The Sunday Times". Archived from the original on 16 November 2015. Retrieved 9 September 2016.
  13. ^ "Why you need to know about high street brand Reserved". 6 September 2017. Retrieved 6 September 2017.
  14. ^ Stevens, Ben (9 August 2017). "Reserved recruits Kate Moss ahead of UK debut on Oxford Street". Retrieved 6 September 2017.
  15. ^ "The very first Reserved store in Kazakhstan-". Retrieved 31 October 2018.
  16. ^ "Join Two Vogue Editors As They Turn Their Ideas Into A Collection With Reserved". 21 December 2018. Retrieved 7 March 2023.
  17. ^ "Reserved otwiera sklep w największej galerii świata" (in Polish). Retrieved 20 August 2021.
  18. ^ "Best Brands 2020: Rossmann, Lidl, Biedronka" (in Polish). 25 November 2020. Retrieved 10 April 2022.
  19. ^ "ECO AWARE". Retrieved 7 March 2023.
  20. ^ "Polish fashion retailer LPP to enter Greek market". Retrieved 16 April 2022.
  21. ^ "Kate Moss opens Reserved store in London as Polish brand makes its debut on the UK high street". Retrieved 1 November 2019.
  22. ^ "Kendall Jenner wows in stunning new ad for high street fashion kings Reserved". Retrieved 1 November 2019.
  23. ^ "Reserved's new campaign video stars Kendall Jenner as you've never seen her before". Retrieved 1 November 2019.
  24. ^ "First Look: Cindy Crawford Returns To The '80s For Reserved SS18". Retrieved 1 November 2019.
  25. ^ Hayley Spencer (20 March 2015). "Brooklyn Beckham Looks Just Like Dad in First Major Fashion Campaign". Retrieved 7 March 2023.
  26. ^ "A/W 13-14 Reserved Campaign Freja Beha Erichsen". Retrieved 17 April 2022.
  27. ^ "GEORGIA MAY JAGGER'S COLLECTION FOR RESERVED IN STORES NOW!". 16 September 2015. Retrieved 7 March 2023.
  28. ^ "„Beautiful Story" – Magdaleny Frąckowiak w kampanii Reserved" (in Polish). Retrieved 17 April 2022.
  29. ^ "Piękna historia – Anne Vyalitsyna" (in Polish). Retrieved 17 April 2022.
  30. ^ "Adwoa, Jourdan, Irina And Jon Team Up For Reserved's Christmas Campaign". Retrieved 1 November 2019.
  31. ^ "Reserved – marka polska o rozgłosie międzynarodowym" (in Polish). Retrieved 17 April 2022.
  32. ^ "LPP zawiesza działalność w Rosji. Ma tu prawie 500 sklepów i centrum dystrybucyjne" (in Polish). 4 March 2022. Retrieved 4 April 2022.
  33. ^ "Polish fashion retailers LPP, CCC suspend Ukraine operations". Retrieved 16 April 2022.
  34. ^ "LPP zawiesza działalność w Rosji. Ma tu prawie pół tysiąca sklepów" (in Polish). 4 March 2022. Retrieved 10 April 2022.
  35. ^ "Polish fashion retailer LPP to enter Greek market". Retrieved 16 April 2022.
  36. ^ Reserved, Cropp, House, Mohito stores in Russia acquired by UAE’s Far East Services, TASS, July 4, 2022

External links[edit]