Get ready London, the forecast calls for a fashion storm blowing across the channel from Europe! 

This week Smiley superfriends Reserved opened the doors on their first UK retail store! Reserved took over 30,000 sq ft of the iconic BHS building on Oxford Street and breathing new life into the space with a bold store front decked out in Reserved’s monochrome colour palette with bright window dressing promoting their stylish new Autumn / Winter collection! 


Reserved Store Opening - Queues


This exciting launch drew attention from the UK’s fashion press, and the event was teeming with journalists, celebrities, models, photographers, fashionistas, and shoppers eager for their first taste of one of Eastern Europe’s hottest clothing brands.

A Reserved spokesperson told The Guardian newspaper: “We would like to become the world’s top fashion retailer.” They added that “to make the Reserved brand global it has to be recognisable outside eastern Europe. Our presence is quite strong in Poland, Russia and the Baltic region but that is not enough to become a global brand.”



The new Autumn / Winter collection from Reserved includes a range of stylish Smiley products for girls, with bold Smiley prints, fun slogans, and soft pastel colours over black and white backgrounds.  

There’s also a cool range of accessories and shoes for boys and girls, with bags, shoes, hats, and underwear, with cute sewn SmileyWorld patches, faux fur, bright emoticons, and a black and Smiley yellow all-over-print featuring prominently.



The stunning new store from Europe’s fastest growing fashion chain is located at 252-258 Oxford Street, so come on down and pick up a piece of happiness at Reserved today!