The evolution of the Reserved store concept – how over the years have the brand’s stores changed?

Reserved, one of the flagship brands of the LPP Group, is well-known not only in Poland but also throughout most of Europe. As the brand has continued to expand dynamically, its store interiors have evolved to keep up with changing market demands and customer expectations. Thanks to our longstanding partnership with LPP, we’ve had the opportunity to both observe and participate in the evolution of Reserved’s store concept. This article examines how the brand’s stores have transformed over the years and which elements have shaped their current look.

The impact of Reserved’s international expansion on store concepts

Founded in 1998, Reserved initially focused on creating classic clothing stores primarily in Poland. These early stores featured a simple, functional design, emphasizing a wide selection of affordable, versatile clothing.

The brand’s first international store opened in 2002 in Tallinn, Estonia. Subsequent stores followed in Russia, Ukraine, the Czech Republic, Slovakia, Latvia, and Hungary. This expansion required a modernization of the concept. The design began incorporating minimalist styles, elegant interiors, and contemporary materials like wood, steel, and glass to create a more luxurious, visually appealing shopping environment. Inspired by Western fashion brands, Reserved adopted a more cohesive visual identity.

In 2016, the brand introduced another concept refresh. Our company was implementing it for the first time at the Reserved store in Galeria Morena, Gdańsk. The goal of the “light loft” concept was to rejuvenate the brand’s image and create a unified look across women’s, men’s, and children’s sections within a single space. The “light loft” concept was designed to reflect an environment that appeals to young families, Reserved’s main customer group, by making the space open and inviting. The concept was made as transparent as possible, with displays showcasing the full collection in a customer-friendly way. Storefronts became clearer, entrances wider, and the aisles between tables and fixtures broader than before.

Products began to be displayed on an eye level, and clothing was arranged in “sets.” Instead of grouping similar items (e.g., blouses with blouses, trousers with trousers), staff arranged outfits so that a pleated skirt would be displayed next to a coordinating blouse.

The development of this new concept coincided with an advertising campaign featuring supermodel Kate Moss and the opening of a store on London’s Oxford Street. A few months earlier, residents of Berlin had also gained a modern Reserved store. At that time, our company completed a store project in Essen, Germany.

Ergo Store implements Reserved’s new store concept in London

In recent years, Reserved has focused increasingly on sustainable development and eco-friendly solutions. Store interiors now incorporate natural materials and energy-saving lighting technologies. Reserved promotes collections made from environmentally friendly materials, such as organic cotton and recycled polyester.

In 2024, the brand introduced a new concept, currently present in three stores: in Warsaw, Milan, and London. The Reserved store in London, located in the Westfield White City shopping center, was prepared by our company. The design draws inspiration from landscapes and traditional materials used in furniture and interior architecture. The proposed layout and product display aim to enhance the aesthetic shopping experience. The new arrangement highlights the brand’s openness to customers, enabling them to freely navigate and interact with the collection within a neutral, welcoming environment. A subdued, neutral color palette and characteristic warm lighting were implemented.

Reserved is also embracing the trend of integrating online and offline sales. The brand has introduced digital amenities in brick-and-mortar stores, such as information kiosks, online ordering with in-store pickup, touchscreens, and tools for quick product availability checks.

Ergo Store’s collaboration with Reserved

The evolution of Reserved store concepts reflects how the brand adapts to market trends and consumer expectations, transitioning from simplicity and functionality to sustainability, innovation, and international aesthetics.

Over many years of cooperation, our company has prepared Reserved stores in various concepts across Europe, including in the UK, Germany, Hungary, Romania, Croatia, Serbia, Bosnia and Herzegovina, the Czech Republic, Slovakia, and Poland. Our portfolio also includes stores in the Middle East – in Kuwait.