Polish high street fashion brand Reserved launched last week on London's iconic shopping stretch, Oxford Street.
Reserved's huge new London store occupies the prime position formerly inhabited by BHS, where it is surrounded by labels such as H&M, Arket, & Other Stories, and COS, all of which are owned by the the H&M Group. But Reserved could be a formidable competitor — according to style site Refinery29, the brand is already three times bigger than the Swedish multi-national in Poland and certain areas of eastern Europe.
Fronted by Kate Moss, Reserved is among the several clothing brands owned by the LPP Polish retail group. The group is currently valued at $3.2 billion and was included among the 50 most innovative growth companies for 2017, as listed by Forbes.
First launched in 1998 by LPP CEO Marek Piechocki, Gdańsk-based Reserved was born of a desire for greater fashion choice and the increasing purchasing power of the Polish population that followed the end of the communist regime in Poland.
Although the brand only opened its doors to UK consumers on 6 September, Reserved has a history of collaborating with British modelling stars beyond its current work with Kate Moss. From 2013 to 2016, Georgia May Jagger fronted the label, appearing in campaigns together with her mother Jerry Hall and in a film short by Polish director Antoni Nykowski, while Cara Delevingne modelled in the brand's Spring/Summer 2013 campaign.