Polish retailer Reserved opened its fifth London store at Westfield London, signalling a strategic shift.
- The new store, located at White City, spans 20,000 sq ft and offers comprehensive clothing lines.
- Reserved is revising its ecommerce approach to expand product access for UK consumers post-Brexit.
- The flagship Oxford Street location now functions as a stock centre to facilitate online orders.
- LPP’s vice-president highlights logistics changes as crucial for enhancing buyer experience.
Polish fashion retailer Reserved has made a notable move with the launch of its fifth store in London at Westfield London. This store, situated within White City, covers 20,000 square feet over two levels, strategically placed between Warren James and Miniso, and directly facing Clarks. The store features Reserved’s extensive range of women’s, men’s, and children’s clothing, emphasising its commitment to providing a diverse offering.
The opening at Westfield London follows the brand’s earlier expansion into Westfield Stratford City, marking its second venture into Westfield locations. Reserved’s parent company, LPP, initially made its mark in the UK market in 2017 with a flagship store on Oxford Street. This flagship store now serves a dual role as a stock-holding facility aiding UK ecommerce operations, a critical component in managing inventory and order fulfilment.
Starting in late June, Reserved will undergo a significant evolution in its ecommerce strategy. The retailer plans to enable direct delivery of products from its main warehouse in Poland to the UK. This change aims to broaden product availability and enhance the shopping experiences of UK consumers, aligning with Reserved’s ambition to reach a wider audience.
Przemysław Lutkiewicz, vice-president of LPP’s management board, underscored that the repercussions of Brexit necessitated a re-evaluation of logistics and order processing strategies. He stated, “As a result of Brexit, many companies were faced with the need to cut costs and thus make changes to, among other things, logistics and online order fulfilment based on the range available in local shops.” This logistics shift is seen as pivotal to meeting consumer expectations in the UK market.
Currently operating in 27 countries with over 2,000 stores, Reserved’s presence in the UK includes strategic locations on Oxford Street and at Brent Cross shopping centre, in addition to the two Westfield sites. This positioning not only reinforces Reserved’s growth trajectory but also its keen interest in adapting to market demands.
Reserved’s strategic adjustments underscore its dedication to enhancing market reach and consumer satisfaction within the UK.
