Reserved has thrown open the doors to its first UK store on the site of the former BHS on London’s Oxford Street.

The fashion chain, which is owned by Polish fashion giant LPP, has taken 32,000 sq ft of space on the prime shopping street following BHS’ collapse.

Having already expanded from its homeland into the Balkans, Egypt, Qatar, Kuwait, Saudi Arabia and the United Arab Emirates, the Reserved store marks LPP’s first foray onto British shores.

Described as Poland’s answer to H&M, Reserved spent around a year refurbishing and kitting out the store with its menswear, womenswear and childrenswear, which opens at 11am – the same time as the launch of its UK transactional website.

The chain aims to compete with the likes of H&M and New Look by offering “the latest trends… at an affordable price point.”

Reserved has already made a splash in the UK ahead of today’s opening by signing up Kate Moss as the face of its autumn/winter campaign. 

LPP founder and chief executive Marek Piechocki said: “Launching Reserved in the UK is a milestone for LPP and reflects our ambition to grow brand recognition and establish ourselves across Western Europe and beyond. 

“London is an iconic fashion capital and a global city, and is the perfect stage on which to introduce Reserved and LPP to the international shopping community.”

New West End Company chief executive Jace Tyrrell added: “The arrival of Reserved and LPP is incredibly exciting, and a strong vote of confidence in London and the UK.

“London’s West End continues to be the number one choice for brands opening their stores in the UK and this comes at a particularly momentous time with the imminent arrival of the new Elizabeth Line.

“With its unique look and established customer base, Reserved looks set to make its mark on Oxford Street, the world’s greatest shopping district.”