Reserved opens its flagship store in Milan

The appeal of Milan hasn't gone unnoticed by Reserved, the Polish brand owned by LPP S.A., which has decided to open its first flagship store right on one of the most famous streets in the city, Corso Vittorio Emanuele II. The store's opening marks the ongoing expansion of an entity with clear visions for the future, and it sees Italy as the suitable territory to consolidate its presence. In fact, while the brand's program includes the opening of three new stores in London, it also aims to focus on more iconic fashion cities to establish its name and reach an international clientele. «We are focusing on the strong expansion of our brick-and-mortar retail network in Italy, allowing us to reach customers from various parts of the country and gradually increasing our sales potential. In addition to the debut at the prestigious Corso Vittorio Emanuele II, Reserved will also appear in other locations in Italy. This includes Corso Buenos Aires 59 in Milan, where the second store with a surface area exceeding 1,500 square meters will be established» said Przemysław Lutkiewicz, Vice President of the Board of Directors at LPP Group.

Reserved's successful strategy not only revolves around strengthening brick and mortar stores but also focuses on collaborating with world-famous influencers capable of creating awareness. This influencer collaboration began in 2019, when the brand leveraged the powerful figure of Kendall Jenner for a marketing campaign, then shifted its attention to Spain, including influencers like Bianca Miró Scrimieri and Joan Pala. But as the brand's vision gradually turns towards Italy, it's only natural to want to collaborate with personalities who have built their careers and image in the tricolor country, such as Andrea Faccio and Sara Rossetto. The latter took part in a special project supporting the "Ciao Milano!" collection, serving as a bridge between Polish and Italian cultures. «We also noticed that both Italian and Polish women emphasize femininity in their style. Therefore, we wanted to focus on well-defined, almost classic silhouettes: hourglass, columnar, and fit and flare silhouettes» stated Anna Sołtys, Director of the Reserved Design Office.

The collection, debuting in conjunction with the brand's 25th anniversary, comprises 27 clothing items and 11 accessories, including wool-blend coats, a leather jacket, a sheepskin coat, a selection of sweaters, an elegant suit, lightweight dresses with decorative ruffles, and natural leather pieces, elegant earrings, a belt with a decorative buckle, and more. You can discover it inside the new Corso Vittorio Emanuele II store, whose design was conceived by the Polish Studio 1:1, aligning with Reserved's concept and offering a layout that promotes an aesthetically pleasing shopping experience, thanks to energy-efficient lighting. The store also focuses on omnichannel sales: e-commerce customers can receive their orders directly from the warehouse located inside the store.

The "Ciao Milano!" collection was made available for sale during the opening of the brand's Milanese concept store on Corso Vittorio Emanuele II 24 and is already available in selected physical stores, the online store, and the Reserved app.