One of the most noticed arrivals in London last year was Reserved from Poland opening in the old BhS store on Oxford Street. The store is operated by LPP, a fashion group founded in 1991 in Gdansk, one of the country's 20 largest companies and now worth over €4.6 bn. It has mainly put its efforts into developing a presence in Eastern Europe and Germany, which it entered in 2014. However, as it moves up the value chain, it needs to enter more affluent markets such as the UK, Germany, the US and France. But mature markets represent more of a challenge and LPP is still losing money in Germany, and has yet to break even in London. According to management, "London is a different league".

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