Reserved Brand Guidelines: LPP’s 1998 Gdańsk Chain, Oxford Street & a Milan Flagship

A Gdańsk clothing firm builds its own chain.

Reserved is the oldest fashion chain of LPP, the clothing group based in Gdańsk, on Poland’s Baltic coast. English Wikipedia says the group’s founders, Marek Piechocki and Jerzy Lubianiec, began trading in clothing in Gdańsk in 1991, the founding year also given by FashionUnited in September 2017. The business first ran as a partnership called PH Mistral and, after about four years, became LPP, a name English Wikipedia explains as an abbreviation of Lubianiec, Piechocki and Partners. The company opened a buying office in Shanghai in 1997.

In the late 1990s the owners decided to create a brand of their own and a retail network to sell it. LPP’s brand page says Reserved was established in Poland in 1998, and English Wikipedia’s article on LPP gives 1998 for the first store; its separate article on Reserved gives 1999 for the first stores. In September 2023 nss magazine described a Milan collection as marking the brand’s 25th anniversary, which fits the 1998 date. Polish Wikipedia adds that the first shops traded under the LPP name before the Reserved name replaced it.

The parent company joined the Warsaw Stock Exchange in 2001. Reserved was its only chain for several years: Cropp followed in 2004, House and Mohito arrived when LPP bought the Kraków company Artman in 2008, and Sinsay was added in 2013, according to English Wikipedia. The brand name is an English word, and the chain trades under that single name in every market where it has stores.

From Tallinn to Oxford Street.

Reserved grew first across Central and Eastern Europe. Polish Wikipedia dates its first store outside Poland to 2002, in Tallinn, the Estonian capital; English Wikipedia lists LPP stores opening that year in Estonia, Latvia, Hungary, the Czech Republic and Russia, and in 2003 in Lithuania, Ukraine and Slovakia. Germany followed in 2014, with a store in Recklinghausen, English Wikipedia says, and LPP’s brands later reached the Middle East, Kazakhstan and Finland.

The move west was most visible in London. On 6 September 2017 Reserved opened a 32,000-square-foot store at 252 Oxford Street, in the former flagship of the department-store chain BHS, Retail Gazette and FashionUnited reported that day. It was LPP’s first store in the UK, which the group counted as its 20th market, and a UK website went live the same morning. The model Kate Moss was the face of the launch campaign, and the opening collection covered womenswear, menswear and childrenswear. At the time LPP had 1,710 stores across its five brands, both publications said.

Italy came next. In September 2023 Reserved opened its first Italian flagship on Corso Vittorio Emanuele II in Milan, a store designed by the Polish practice Studio 1:1, nss magazine reported. The opening came with a capsule called “Ciao Milano!”, of 27 clothing pieces and 11 accessories, including wool-blend coats, a sheepskin coat and dresses with ruffles, and the store doubled as a pick-up point for online orders from a stockroom inside it. The same report noted earlier campaigns with names such as Kendall Jenner, in 2019.

In March 2022 LPP suspended its business in Russia, then its second-biggest market, and later that year it sold its Russian business, English Wikipedia says.

Asia and the Gulf came into the network in the same years. Reserved opened its first store in Almaty, Kazakhstan, in October 2018, one in the Abu Dhabi Plaza tower in Astana in December 2019 and its first store in Dubai in 2020, according to English Wikipedia, which also lists campaign faces including Cindy Crawford, Cara Delevingne, Adwoa Aboah and Jon Kortajarena.

Design and documentation.

Polish and Romanian retailers mostly present themselves through the places where people shop: the fascia above a corner-shop door, the sign on a discount supermarket at the edge of town, the campaign images in a fashion store window, the screens of a marketplace app and the long front of a DIY megastore. Each of these is a design surface the company controls, and the guides in this group read them as the companies publish them, on their own sites, stores and apps.

Store naming in the region is often plain and local. Several chains carry an ordinary Polish word, an animal or a short invented name, and the guides explain what each name means and where it came from, without reading more into it than the sources do. Where a chain changed its sign or colours, the guides give the date of the change and the source that records it.

The corporate pages matter as much as the shopfronts. Many of these businesses were started by founders in the 1990s, later sold to private-equity funds or foreign groups, and in several cases listed on the Warsaw Stock Exchange. The guides set out founders, owners and listings as dated facts, and they state pending takeovers as pending, with the date they were agreed.

What the guides do not do is rank retailers or judge them as better or worse. Store counts, country counts and formats are given only with the date and source that supplied them, and every palette and typeface shown is our own unofficial interpretation, chosen to describe a look rather than to copy one. No logo, fascia, product or campaign image is reproduced.

A flagship brand with a Polish design office.

Reserved sells clothing for women, men and children, with accessories, under one name across its stores and website. As of November 2026, LPP’s brand page says Reserved stores operate in 25 countries and that its online shop reaches customers in 35 markets; it also says the brand uses RFID tags to allocate stock between locations. Polish Wikipedia gave 191 Reserved stores in Poland as of March 2021, and English Wikipedia gives more than 360 stores worldwide.

LPP does not run its own factories. English Wikipedia says the group’s clothing is made mainly in Asia, and also in Poland and other European countries including Italy, Portugal, Romania, Bulgaria and Turkey; the group has had an office in Shanghai since 1997 and one in Dhaka since 2015. The collections themselves are developed in Poland: the group opened a product office in Warsaw in 2017, according to English Wikipedia, and nss magazine quoted the director of the Reserved design office on the hourglass, column and fit-and-flare shapes of the Milan capsule in 2023.

Collaborations have widened the range. In December 2018 Reserved sold a collection created with British Vogue, and in 2023 it worked with the Bolesławiec Ceramic Works, the Polish pottery maker, on ceramics, accessories and clothing that drew on traditional Bolesławiec patterns, English Wikipedia says.

For a design guide, Reserved shows how a Polish chain carried one plain English name from Gdańsk shopping centres to flagship stores on Oxford Street and in central Milan. Compare Sinsay, the youngest LPP chain, and Cropp, the group’s second chain, launched in 2004. For this guide we use charcoal, stone and a muted clay with a sans, an unofficial interpretation; no product or logo is reproduced.

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