New strong player in Polish perfume market?


Wpis dostępny jest także w języku: polski

In the last week of September, a leading German player in the perfume segment launched a Polish online store. The store offers nearly 15 thousand cosmetic products.

Flaconi, one of the leading players on the German online sales market in the perfume segment, enters Poland. The brand launched an online store in the last week of September. Currently, through the brand’s website, customers can buy over 500 cosmetic brands and nearly 15 thousand products. Apart from perfumes, the store also offers body care cosmetics, colour cosmetics and hair care cosmetics. In its offer, the shop has both perfumes of well-known brands as well as those sold under the Flaconi own brand.

Only three strong players in perfume segment in Poland

The perfume market in Poland is still highly concentrated. According to PMR estimation, in 2018 the value of perfume sales of the three largest players in the perfume segment accounted for nearly 29% of the total perfume market value.

There are only two large perfume chains operating on the Polish market – Sephora and Douglas. However, it is also worth noting the expansion of the Czech company Notino (formerly iPerfumy). Until recently, it offered products only by online sales. However, since 2017 it has also been present in the offline channel, opening stationary stores, which also function as reception points. The company already has seven such outlets.

Is there a place on the Polish market for another big player?

Currently on the Polish market there is a very wide offer of perfumes in various price segments – from grocery stores and drugstores to very specialised and premium ones. In addition to leading players, these products are present in almost all sales channels of cosmetic products.
Perfumes are also present in the largest drugstore chains, such as Rossmann or Hebe, which offer products of well-known brands often at competitive prices.

What is more, smaller chains are also present on the market, focused on a specific group of customers interested in exclusive perfumes – Missala Quality Perfumery, which currently operates 9 stores.
Poles are still strongly attached to brands that they already know, so in order to break through on the Polish market, the brand will have to stand out from the competition. For example, through a product offer or even sales conditions.


About the author


Karolina Szałas

Retail Market Analyst

Analyst with over three years of experience in retail market. Areas of specialization: clothing and footwear market, cosmetics market and e-commerce.

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