Polish retailer Reserved has expanded in London with a new Westfield store.
- This is Reserved’s fifth retail location in the UK capital.
- The store showcases the full range of clothing across two levels.
- A shift in ecommerce strategy aims to enhance UK product availability.
- The company responds to Brexit challenges with strategic adaptations.
Polish fashion retailer Reserved has made a significant expansion move by opening a new store in Westfield London, marking its fifth outlet in the UK capital. This new establishment is strategically positioned on the first floor of the bustling White City shopping centre, nestled between jewellery brand Warren James and lifestyle retailer Miniso, and directly opposite footwear giant Clarks. Spanning 20,000 square feet, this store offers a comprehensive range of women’s, men’s, and children’s clothing across two extensive levels.
The new store follows Reserved’s growing presence in Westfield centres, being the second of its kind after the Westfield Stratford City location, which opened its doors in August 2023. The brand, owned by Polish retail group LPP, set its roots in London back in 2017 with a flagship store on Oxford Street, which has played a dual role by doubling as a stock-holding warehouse for the UK’s ecommerce operations.
In a strategic pivot, Reserved is set to revamp its ecommerce logistics by the end of June. The new strategy involves shipping products directly from its main warehouse in Poland, thereby significantly broadening the range available to UK consumers. This logistical shift is intended to enhance product availability and streamline the shopping experience for UK customers, who can now look forward to a wider selection of items online.
Przemysław Lutkiewicz, vice-president of LPP’s management board, highlighted the necessity of this shift due to Brexit, which has compelled many businesses to reassess and amend their logistical frameworks. “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,” he noted. The proactive adaptation by Reserved signifies a notable step towards catering to an expanding customer base while maintaining operational efficiency.
With presence in 27 countries and over 2,000 stores across Europe, Reserved’s strategic adaptations demonstrate its commitment to reinforcing its UK market position. The brand’s UK footprint includes five physical stores, notably two on Oxford Street, one at the Brent Cross shopping centre, and two within the London Westfield centres, embodying a significant retail influence.
Reserved’s strategic adaptations are poised to enhance its market presence and customer satisfaction amid evolving retail landscapes.
