Yes. Poland is a relatively young luxury market, but it’s growing fast. Here’s a catch: Polish consumers buy luxury in their own way. What works in France, Germany, or the UK will not always work here. So what should luxury brands know about the Polish market?
How fast is the luxury market growing in Poland?
Fast. According to Euromonitor data, Poland’s luxury market was expected to grow by 6.4% in 2026. This puts the country among Europe’s fastest-growing luxury markets. Luxury goods are also among the business sectors currently attracting Polish media attention. At the same time, many mature Western markets are slowing down.
In 2024, the total value of the luxury market in Poland was estimated at PLN 55.6 billion. But there is an important catch. Premium and luxury cars made up almost 65% of that value.
Brands in fashion, beauty, jewellery or accessories should not look at PLN 55.6 billion as the size of their market. The important point is that luxury is still less common in Poland than in Western Europe. So there is simply more room to grow.
Who buys luxury goods in Poland?
A big part of Poland’s luxury market is driven by so-called “new money” Poles. In a 2026 MOMCLE study, 74% of luxury consumers said they had built their wealth themselves. This makes Poland different from older luxury markets in Western Europe.
Many of them are business owners. Entrepreneurs made up 47% of the consumers surveyed. Another 24% worked in senior management.
They are also not as old as you might expect. 54% of the group are Millennials, aged 28-43. Gen X, aged 44-59 are 32% of this group.
The number of wealthy Poles is growing too. In 2024, KPMG estimated that 73,500 people in Poland earned more than PLN 1 million gross a year. That was 11% more than a year before.
Also, wealth is not limited to Warsaw. Large groups of wealthy consumers can also be found in Kraków, Wrocław, Poznań, Gdańsk and Rzeszów. Poland should not be treated as a capital-only market.
What do Polish luxury consumers look for?
Quality comes first. In the MOMCLE study, 97% of luxury consumers from Poland said quality and craftsmanship mattered when choosing what to buy. For 65%, better materials and workmanship were the main reason to accept a higher price. This fits a wider pattern. Polish consumers are price-sensitive but still willing to pay more when they see real value.
Poles prefer luxury that does not shout. 93% of them chose discreet luxury. Only 7% prefer luxury that is visible and easy to recognise. Just 9% said impressing other people is one of their reasons for buying luxury.
Luxury does not always mean buying another expensive thing. 57% of Poles said the best examples of modern luxury are travel and hospitality. 43% chose fashion and accessories. 39% – jewellery and watches. 80% say that luxury can be found just as much in services and experiences as in products.
How do Poles buy luxury goods?
Mostly in stores. According to Euromonitor, more than 88% of personal luxury sales in Poland still happen offline.
These are not one-off purchases either. In the 2026 MOMCLE study, 60% of luxury consumers said they bought luxury products at least four times a year. 56% spent at least PLN 2,000 on one purchase. Some spent more than PLN 10,000.
Many Poles first find brands online. They compare products, check prices and look for more information. But for expensive fashion, jewellery or accessories, many still prefer to visit a store before they buy.
Polish customers also buy luxury abroad. Almost half of the people surveyed by MOMCLE said they shopped outside the country. 69% said there was more choice abroad, 56% – that some brands were simply not available in Poland.
Luxury brands in Poland are also putting more focus on private events, personal shopping, pre-openings and other special services. Experiences are becoming a bigger part of the luxury market too. Euromonitor expects this part of the market to grow by 6% a year between 2025 and 2030. Poles want good service and direct contact with the brand. And they need a reason to visit the store instead of simply ordering online.
How to promote a luxury brand in Poland?
Here are some tips from a Polish PR agency on how to promote a luxury brand in this market:
Make availability part of the launch story
If the brand has not been easy to buy in Poland before, use this. A new boutique, a wider collection or products available in Poland for the first time can all create interest. They give both media and customers a real reason to pay attention.
Look beyond fashion and lifestyle media
Many Polish luxury customers run their own businesses or work in senior positions. So don’t focus only on fashion and lifestyle media. Good media relations in Poland may also include business, travel, design, architecture and culture titles. Depending on the brand, consider:
- Vogue Polska
- ELLE Polska
- Forbes Polska
- Forbes Women
- Business Insider Polska
- WhiteMAD
- National Geographic Traveler
Give journalists local information from the start
Do not send a global press pack and expect journalists to work out the Polish details themselves. Give the exact launch date. Explain where the product will be available in Poland. Add a Polish shopping link if there is one. If the Polish offer is different from other markets, say so. The same local approach should also shape your media pitch to Polish journalists.
Use Poland’s art, music and design scene
A luxury event does not have to mean another influencer dinner. Poland already has events such as Warsaw Gallery Weekend, Hotel Warszawa Art Fair and Łódź Design Festival. A partnership with an artist, gallery or designer can give the brand a much stronger local context. Event marketing can also help turn a product launch into something people actually want to attend and talk about.
Give the media a person to talk to
A new collection alone may not be enough to get coverage. Bring the founder, designer, creative director or another expert to Poland if possible. Offer interviews and smaller meetings with journalists. One visit can create several different PR stories instead of one launch announcement.
Poland is a growing luxury market, but it has its own rules. Brands that understand how local customers buy have a much better chance of getting it right. If you are planning to enter the Polish market, contact us. Our team can help with PR, media relations and local communication.