Dr. Beckmann Group launches independent operations in the growth market Poland
l. to r.: Jan Zimpelmann (CFO), Kai Schledorn (Director Sales Europe), Nils Beckmann (CEO), Marco Buschmeier (CMO), Maciej Swiatek (General Manager Poland)
Egelsbach/Warsaw, March 12, 2026 – The Dr. Beckmann Group has established its own subsidiary in Poland. Dr. Beckmann Group Poland Sp. z o.o. will assume full market responsibility, replacing the joint venture with Werner & Mertz (Werner & Mertz Delta Polska) that had been in place since 2006.
The decision follows exceptionally dynamic growth: the Dr. Beckmann Group increased its sales in Poland by more than 63 percent (01–12/2025 vs. 01–12/2024, source: NielsenIQ1), while the overall market across all relevant categories grew by only 0.7 percent (source: NielsenIQ). Among all brands in the relevant categories, Dr. Beckmann is the second-fastest-growing brand in the total market and the number one in the drugstore channel (source: NielsenIQ).
“Poland is one of the most dynamic markets in Europe for us. When we grow significantly in an almost stagnant market, it is a clear signal of our brand strength. With our own national subsidiary, we are creating faster decision-making processes, greater market proximity, and the conditions to further expand this potential with the strong momentum we are currently experiencing,” explains Nils Beckmann, CEO of the Dr. Beckmann Group, commenting on the strategic decision.
Innovative products as key growth drivers
The strong performance in Poland is largely driven by the consistent focus on innovative new products featuring Magic Leaves® technology. According to NielsenIQ, the Dr. Beckmann Group recorded growth of 136 percent within the laundry detergent category (01–12/2025 vs. 01–12/2024, source: NielsenIQ1).
“For 2026, we plan to further expand our distribution and advertising activities. Dr. Beckmann will increase its presence on Polish television, supported by additional media channels. With our own organization, we are closer to our retail partners, faster in execution, and more consistent in our brand management,” says Maciej Świątek, Managing Director of Dr. Beckmann Group Poland.
Expanded presence also in Singapore and Dubai
The establishment of the Polish subsidiary headquartered in Warsaw is part of a targeted global expansion strategy. In July 2025, the company opened a sales office for the APAC region with Dr. Beckmann Group Singapore Pvt. Ltd. This was followed in September 2025 by the launch of the MEA hub, Beckmann Group Middle East FZE, in Dubai. Both locations strengthen regional market proximity and support business expansion with local teams and distribution partners.
Global growth through local presence
With these three new locations, the Dr. Beckmann Group underscores its long-term international growth strategy, in which strong local presence and global connectivity go hand in hand. In particular, the company’s own organization in Poland highlights how important local structures and focused market presence are for future development.
1 NielsenIQ, Retail Audit, Total Poland (Drugstores), change in sales value in %, cumulative weeks Week 1/2025 to Week 52/2025, category group: Laundry & Cleaning (sum of categories: laundry detergents, fabric softeners, household cleaners, descalers, toilet cleaners, laundry additives) (Copyright © 2026, NielsenIQ)
2 NielsenIQ, Retail Audit, Total Poland (Drugstores), change in sales value in %, cumulative weeks Week 1/2025 to Week 52/2025, category: Laundry detergents (Copyright © 2026, NielsenIQ)