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Sandra Halliday Published
September 21, 2025
Poland’s LPP is continuing the rollout of its Reserved chain in two key European markets and following news of new UK stores, it has just opened in Milan on Corso Vittorio Emanuele II.
It said this is the “next stage in the development of the sales network as part of the strategy to strengthen the company's position in Western Europe”.
It has opened on Milan’s key shopping street that connects Piazza del Duomo with Piazza San Babila and is visited by approximately 8 million tourists annually.
The interior is “friendly and neutral” and “uses characteristic design elements referring to Polish design, inspired by the Polish landscape and traditional materials, such as hand-woven wicker. In the new living room arrangement, original design solutions are combined with a more sustainable approach. The key elements used here are modern telemetry and optimal lighting management systems, thanks to which energy consumption in this area will be reduced by 30%”.
The debut also sees the launch of a limited Ciao Milano collection consisting of clothing and accessories, “designed for the transition period between changing seasons”.
Further store openings are already planned in Milan and the cities of northern Italy, where it will also open locations for its Mohito brand. It will join Sinsay, which debuted in Italy in December last year.
The Italy and UK focus comes after it left the Russian market last year and the company “decided to transfer the burden of its business activities”.
Przemysław Lutkiewicz, VP of the management board of LPP, said: “Changes in the global economy caused by the conflict in Ukraine prompted us to set new directions of development. We focus on southern and western European countries, where we are opening new showrooms and increasing the availability of e-commerce offers. As part of our strategy, just a few weeks ago we launched the second Reserved store in London. Now it's time for the brand's first steps in the heart of Milan, and more important openings in this country lie ahead. We focus on the gradual expansion of retail space in competitive markets, but also in locations with high sales potential. This year we have planned to open a total of 400 new stores in Poland and abroad.”