Reserved prepares major London opening, Kate Moss link generates buzz

Polish fast fashion brand Reserved will enter the “competitive” UK market early next month with a debut in a prime site at Oxford Circus.

Reserved's first UK store is in a prime position

The company has taken over the former BHS flagship that has been empty since that chain closed last summer.
The opening, on September 6, is likely to generate plenty of interest with reports that Kate Moss, the brand’s celebrity ambassador, will be in attendance.

The 2,300 sq ft store marks a major move for the company that sells in 19 countries and is one of Eastern Europe’s biggest names.

CEO Marek Piechocki told The Times newspaper that “we are ready to expand, and the UK is a natural choice. Oxford Street is one of the most competitive markets in the world.”

The company’s fast fashion model see new-in drops every two weeks with prices certainly able to compete with the stores that will be its nearest neighbours on Oxford Street. The new store is just a stone’s throw away from giant branches of Zara, H&M, Topshop, Mango, Benetton, Pull & Bear and River Island.

That all adds up to hefty competition for a business that’s a completely new name to the tough UK retail market. But the company does a good job of turning out fast pieces inspired by runway trends, as well as core basics so it will be interesting to see how it fares over the next few months.

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