Luxury Goods in Poland

Luxury goods in 2025: The big picture

Luxury goods in Poland experienced a mixed performance in 2025, reflecting broader socioeconomic and macroeconomic shifts that influenced consumer behaviour. Despite these headwinds, the industry saw moderate growth in current value terms, supported by sustained demand across several categories. The strengthening of domestic consumption, combined with a resilient inbound tourism sector, continued to underpin sales of luxury goods. Inbound arrivals from Germany remained significant contributors to demand, helping to mitigate the impact of economic volatility. Consumer preference trends towards sustainable and premium products also played a role in shaping value sales, particularly within personal luxury and fine wines/champagne and spirits.

2025 key trends

Despite ongoing economic fluctuations throughout 2025, luxury goods in Poland experienced steady growth, underpinned by a reinforced consumer focus on sustainability and personalisation. The incorporation of sustainable materials and ethical sourcing practices in premium designer apparel and luxury leather goods, such as plant-based tanning options and LWG-certified leather, resonated with Polish consumers, aligning with a broader global trend. Technological advancements, particularly in artificial intelligence, facilitated enhanced personalised shopping experiences, enabling brands to tailor offerings more effectively to individual preferences. This contributed to a more refined consumer journey, fostering greater engagement and loyalty within the luxury space.

Competitive landscape

The competitive landscape within luxury goods in Poland in 2024 was characterised by robust performances from established industry leaders, particularly in premium and luxury cars. Daimler AG (Mercedes-Benz) regained its leadership overall from Volkswagen AG (Porsche and Audi). These brands resonate with Polish consumers who value innovation and prestige. Bayerische Motoren Werke AG (BMW) also retained a significant market presence, although it lost value share due to the intensifying competition and evolving consumer preferences that emphasised affordability and cutting-edge technology. To adapt to these market dynamics, leading companies intensified their competitive strategies, such as expanding physical retail footprints to enhance consumer engagement and brand visibility.

Retail developments

The distribution of personal luxury in Poland continued to be dominated by bricks-and-mortar stores. Luxury department stores, driven by Vitkac in Warsaw, remain popular destinations for luxury jewellery, luxury timepieces, and super premium beauty and personal care categories that benefit from in-person examination and professional advice. Leading luxury retailers concentrated efforts on elevating the in-store experience through refined store design, exclusive product launches, and personalised customer service, thereby appealing to discerning shoppers in major urban centres such as Warsaw and Krakow. The integration of digital innovations within these stores, including augmented reality fitting rooms and seamless omnichannel services, also contributed to attracting tech-savvy luxury consumers.

What next for luxury goods?

Over the forecast period, luxury goods in Poland is expected to experience a moderate increase, recording a 7% current value CAGR (2025 constant value CAGR of 4%), supported by a strengthening economy and a rising number of affluent consumers. Further growth of premium and luxury cars, the largest category within luxury goods, will be bolstered by the ongoing transition towards electric and hybrid models, which align with global sustainability trends. Within personal luxury, categories such as designer apparel and footwear (ready-to-wear) and super premium beauty and personal care are projected to see steady growth in value terms, driven by improving consumer confidence and a notable increase in the population of HNWIs and UHNWI in Poland, along with the ongoing recovery of inbound tourism. However, the growing popularity of the pre-owned luxury market, including via platforms such as Vinted, may exert some restraining pressure on new product demand, particularly within designer apparel and footwear (ready-to-wear) and luxury leather goods, as consumers seek value and sustainability.