Polish brands are rapidly expanding their reach across the European Union, undeterred by the competition from Asia. It is estimated that in 2022, more than 40% of the revenues of the fifteen largest Polish fashion companies came from outside the country.
Polish brands on the move
A report conducted in early 2024 for Zalando highlights Polish brands' local success and ambitious European expansion plans. Daniel Rogiński, General Manager CEE at Zalando, emphasises the strategic importance of Poland in Zalando's operations.
Zalando operates in 25 European markets, and Poland is one of the most important. We have been present here for more than 11 years, and with each year of our operation, we strive to inspire our Polish customers even better, tailor our offer to their needs and desires, and provide them with the best possible shopping experience. Our main strategic goal is to create a new and unique ecosystem for the fashion industry, beyond Zalando. Through it, we believe we will strengthen our relationships with our customers, as well as with our partners, supporting them to grow in the Polish and European markets.
The online shopping boom in Poland
Poland’s online shopping scene is thriving, with over 79% of the country’s 30 million internet users shopping online according to research company Gemius. Fashion remains the most popular product category, with 80% of online shoppers purchasing clothing and accessories, and 67% ordering shoes online. Quality is a significant factor for Polish consumers, with 58% preferring to shop less frequently but investing in higher-quality clothes and shoes.
However, over half of the Polish fashion companies surveyed already sell online internationally, and 75% of these entrepreneurs plan to expand further in the coming years.
Cross-border logistics dilemmas
As cross-European expansion poses operational challenges, some Polish fashion brands no longer want to handle the entire online sales process abroad themselves. One in ten prefers to delegate all logistics to an external partner.
Increasing customer demands, such as the expectation of very fast delivery and complex tax legislation across the EU are the biggest challenges cited by Polish fashion brands selling online abroad.
ZEOS: Empowering Polish brands in Europe
With the support of ZEOS, Zalando's B2B brand, Polish fashion companies are equipped to navigate the complexities of expanding into new markets. ZEOS simplifies multi-channel fulfilment, reducing logistical challenges and operational costs, thus enabling brands to focus on growth and customer satisfaction. One of the 29 fashion companies in Europe now involved with ZEOS is the Polish shoe and accessories brand Kazar, whose CEO Artur Kazienko stated in the report.
