HOMELIFE Brand Overseas Series Exhibition | Poland Stop: 'Not Just “New”, But Also “Connected”', 2026 Poland Expo Launches a New Channel for Chinese Brands Going Global!

Amid the wave of global consumption upgrades and lifestyle changes, whether companies can truly connect channels, reach end buyers, and achieve sustainable growth has become the key to success or failure in going global.

Located in the heart of Central and Eastern Europe, Poland, with its stable consumer base, growing import demand, and mature logistics and e-commerce systems, is rapidly emerging as an important strategic entry point for Chinese homelife brands into Europe, attracting an increasing number of Chinese export companies to plan ahead.

"Not just 'new,' but also 'connected'"

'New' lies in opportunities, 'connected' lies in the system.

Choosing Poland means embracing both emerging consumer dividends and a mature market structure—it can capture growth while efficiently converting it, making it a path for going global that balances speed and stability.

Gateway to European Consumers: Poland is Becoming a Key Hub

Poland is China's largest trading partner in Central and Eastern Europe, and China is also an important source of imports for Poland, continuously supplying industrial and consumer goods to the local market. In 2025, the bilateral goods trade between China and Poland reached 48.69 billion USD, an increase of 8.3% year-on-year, showing a steady expansion in trade volume.

▲Since 1949, China and Poland have maintained constructive bilateral relations.

'Safe Buffer Zone' for Going Abroad: Economic Resilience Combined with Consumption Upgrade

Poland is one of the EU member states with relatively stable economic development, with its economic size ranking among the top in the EU and holding significant importance in the global economy. Data shows that by 2025, Poland's GDP per capita is expected to reach $28,485, boosting residents' disposable income and consumer confidence, which is favorable for the development of the fast-moving consumer goods market. With a diversified and stable industrial structure, it has become one of the 'safe export havens' for Made in China products.

Overseas 'Fast Track': Policy Coordination Combined with Logistics Benefits

In recent years, the two sides have upgraded their cooperation to a comprehensive strategic partnership and launched the "2024–2027 Action Plan," clearly identifying economic and trade cooperation, investment facilitation, and connectivity as key areas, providing institutional support for Chinese companies entering the Polish market.

As an important hub of the "Belt and Road" in Europe, Poland has a highly developed network of railways, roads, and ports. About 90% of China-Europe freight trains pass through or terminate in Poland, making it a core logistics hub for Chinese goods entering the Western European market.

Golden Window for Going Global: E-commerce Growth + Cross-border Expansion

Cross-border e-commerce has become an important growth engine for online retail in Poland, accounting for nearly 20% of total e-commerce sales and continuing to increase. Chinese products hold a significant advantage in Poland's cross-border channels, with about 52% of cross-border goods coming from China, performing particularly well in high cost-performance categories such as home, beauty, and gardening.

According to Statista, the number of internet users in Poland is about 30 million, with an internet penetration rate of nearly 96% among people aged 7 to 75. Online retail continues to expand, and it is expected that e-commerce market revenue will surpass $35 billion by 2029.

The five major high-potential sectors are fully opening up

Against the backdrop of steady economic growth, upgrading consumer spending, active cross-border shopping, and diversification of niche categories, Poland's fast-moving consumer goods market is an important strategic front for export and retail expansion. The expansion of online channels, combined with the upgrade of eco-friendly and functional products, is driving simultaneous growth across multiple niche categories.

Home and Daily Necessities: Environmental Awareness Driving Long-Term Growth

The Polish home and daily necessities market combines steady existing demand with clear mid- to long-term growth potential. Driven by the continuous expansion of e-commerce channels, overall growth has further accelerated. According to Statista, the size of Poland's home decor market is expected to maintain a compound annual growth rate of about 5.5% between 2025 and 2030.

Polish consumers' attention to the environmental impact of products continues to rise, partly due to the increasingly strict environmental regulations and compliance requirements at the EU level, and partly driven by a younger, more climate-conscious consumer group. Against this backdrop, the market's acceptance of and demand for efficient, environmentally low-impact formulated products are rising in tandem.

The demand for subcategories such as wall decorations, ornaments, and various decorative items is accelerating, becoming one of the core drivers of market expansion. Both online and offline channels for cleaning products in Poland are growing simultaneously, with the household cleaning products market expected to reach approximately USD 78.55 million in revenue by 2025. Environmental attributes are gradually shifting from being a “bonus” to becoming an important factor influencing purchasing decisions. Biodegradable ingredients, recyclable packaging, and plant-based formulas are rapidly penetrating mainstream categories such as laundry care and dishwashing liquid.

Kitchenware: The Home Cooking Boom Drives Essential Upgrades

Driven by steadily increasing disposable income, evolving consumer lifestyles, and the rising popularity of home cooking and baking, the kitchenware market in Poland continues to expand steadily. According to relevant data, the Polish kitchenware market is expected to reach approximately $157.9 million in revenue by 2025.

The non-stick cookware market is expected to maintain a compound annual growth rate of about 4.44% between 2025 and 2032, with the market size projected to reach $96.95 billion by 2032. Driven by consumers' growing demand for cooking convenience and easy-to-clean experiences, the cookware segment is experiencing the fastest growth, rapidly becoming the most promising core sector in the non-stick cookware field.

Polish consumers are rapidly upgrading to high-quality and durable kitchen products. Stainless steel and cast iron cookware, as well as durable kitchen tools like graters and scrapers, are becoming more popular to enhance home cooking efficiency and user experience.

At the same time, driven by increased environmental awareness, the demand for sustainable material products, such as bamboo utensils and reusable food storage bags, continues to grow. Along with the rising popularity of home baking, market attention for supporting items like high-quality baking molds, bread trays, and measuring cups is also increasing.

Beauty and Personal Care: Functional Skincare and Natural Ingredients Become Key Selling Points

The beauty and personal care market in Poland is expected to reach approximately USD 5.89 billion by 2025, with a compound annual growth rate (CAGR) of around 3.6% from 2025 to 2030. Influenced by Generation Z and Millennials, the demand for multi-step and functional skincare continues to expand, driving the Polish skincare market toward a more refined and efficacy-focused upgrade.

Among them, personal care constitutes the largest segment of the market, with hair care, body care, and oral hygiene products collectively accounting for nearly 48% of total sales, reflecting Polish consumers' high attention to daily care routines and providing a stable demand base for functional and frequently used personal care products.

Consumers' acceptance of the concepts of 'natural, organic, and additive-free' has significantly increased, driving the popularity of categories such as moisturizers, serums, anti-aging treatments, brightening skincare, and repair masks. Skincare collections centered around natural or organic ingredients are becoming a mainstream consumer trend.

Lipsticks, mascaras, eyeshadow palettes, blushes, and makeup sets continue to gain popularity, and foundation products with skincare benefits are also showing rapid growth. Brands with eco-certifications, green labels, and transparent ingredient disclosures enjoy a clear competitive advantage.

Outdoor Leisure and Sports: Health Awareness Driving All-Scenario Consumption

Poland's sporting goods market continues to grow steadily, with the market size expected to reach approximately USD 229 million by 2025. Currently, around 60% of Polish adults engage in regular physical exercise, and the number of fitness club members has exceeded 3.5 million. Driven by high participation rates and the expansion of fitness scenarios, demand for fitness equipment and various sports gear is expected to keep rising over the next few years.

Relying on its diverse mountainous terrain and a network of 23 national parks across the country, Poland has developed mature outdoor sports and nature experience settings, continuously attracting residents and tourists to activities such as hiking, nature observation, and mountain sports. At the same time, with the promotion of outdoor organizations, a stable foundation for outdoor participation is gradually being established.

Relevant data show that Poland's outdoor equipment market is expected to generate approximately USD 32.6 million in revenue by 2025 and could grow to around USD 44.56 million by 2030, overall showing an expansion pace faster than traditional consumer goods.

Driven by the continuous expansion of home fitness scenarios, the demand for home exercise equipment in Poland remains strong, with high-frequency training products such as treadmills, free weights, and resistance bands continuing to sell well. Treadmills, ellipticals, dumbbell sets, resistance bands, yoga mats, and high-intensity training equipment are becoming key categories with significant growth potential. Camping gear such as tents, sleeping bags, camping stoves, and lanterns remains popular, while demand for hiking and mountaineering gear, road bikes and mountain bikes, as well as cycling helmets and accessories, is also strengthening.

Gifts and Office Supplies: Driven by Both Corporate Procurement and Personalized Consumption

Driven by the growth in the number of educational institutions, continuous corporate expansion, and increased convenience of online channels for purchasing, the Polish office and stationery market is expected to maintain a compound annual growth rate of approximately 5.7% between 2025 and 2031, showing a stable and sustainable expansion trend.

The Polish gift card and reward card market continues to expand rapidly, becoming an important medium for corporate incentives and personal gifting. The market size is projected to reach around USD 2.07 billion by 2025, and maintain a compound annual growth rate of about 7.5% from 2025 to 2029.

Basic office supplies such as pens, notebooks, paper, and folders continue to be high-frequency essential items, providing the market with consistent and stable demand support. The trend of personalized consumption is steadily rising, with data showing that imports of customized products have grown by nearly 22.9%, and there is a clear increase in demand for items such as custom necklaces, engraved jewelry, and personalized home decorations. Online channels are also expanding, with stationery and handicrafts performing particularly actively on e-commerce platforms, further enlarging the market space for small gifts and creative products.

HOMELIFE Poland EXPO: Efficient Direct Access to the 'Heart of Europe'

How can you quickly build channels, secure orders, and establish a brand in this 'new yet connected' market? The answer lies in choosing a platform that can truly help you 'unlock' local resources.

The HOMELIFE Poland EXPO not only provides exhibition booths but also builds channels; not only attracts traffic but also facilitates conversions!

THE 16TH POLAND HOMELIFE EXPO

June 23-25 | Warsaw PTAK Expo Center

Helping Chinese companies deepen their presence in the European market

With a fresh Eastern perspective and growth momentum

Connecting channels, connecting brands, connecting growth

Five Core Advantages   

Authoritative Endorsement · Complete Range of Categories  

HOMELIFE Poland Expo serves as a strategic platform connecting Chinese smart manufacturing with the European consumer market, receiving strong support from the Warsaw Chamber of Commerce, the Polish-Asian Business Association, the Polish Media Association, Polish importers, and partner chambers of commerce. The expo focuses on five key categories: home daily use, kitchen and dining, beauty and personal care, outdoor sports, and gifts & office supplies, precisely targeting the Polish consumer market.

18,000+ Professional Buyers · Precise Matchmaking

The exhibition will invite a pool of over 18,000 high-quality buyers, covering retail, e-commerce, distribution, and manufacturing networks. It helps companies quickly secure orders and steadily expand in the Central and Eastern European market. Every connection points to precise orders and sustained growth.

Pre-show platform launches, capturing buyers' 'first glance'

From 'passively waiting for customers' to 'actively securing them.' Before the exhibition, companies can test product popularity and accurately connect with potential buyers through the HOMELIFE pre-show platform.

Real Overseas Traffic and Data Feedback

No need to wait. Once your product is uploaded to the platform, it will be directly showcased to the large overseas buyer community aggregated by our platform. You can clearly see core data such as popular search keywords, product views, interested buyers, and proactive engagement.This real data is the most direct basis for you to assess the market acceptance of your product.

Four Basic Rights

1. Open a store for free
2. Upload 10 showcase products for free
3. Upload 100 new products for free to participate in official promotion activities
4. Invite inquiry buyers to the exhibition unlimited times for free

Five Additional Rights After Product Upload

New store and new products receive weighted exposure: Newly uploaded products receive 15 days of weighted exposure, appearing first in buyer searches and recommendations.

Smart recommendations, precisely reach intended buyers: When buyers search or inquire about similar products on the platform, the products are prioritized for recommendation to them, further increasing exposure and transaction opportunities.

Omni-channel promotion, accurately recruit buyers: The exposure range is not limited to the exhibiting country. Using product tags to identify buyer profiles efficiently and accurately recruits matching buyers.

Priority access to high-value recommended buyer lists: Based on product tags, receive precisely matched high-quality buyers, allowing early invitation, review, and locking of high-intent business opportunities.

Post-exhibition remarketing: Continue to reach platform buyers after the exhibition, allowing promotions to keep spreading and achieving wider influence.

AI Huizhan Empowerment · Comprehensive Efficiency Upgrade

Focusing on the 'AI Huizhan' intelligent ecosystem, it integrates smart matching algorithms with AI interactive hardware, coordinating with interactive terminals such as AI glasses. This covers pre-exhibition connections, on-site negotiations, and post-exhibition follow-ups, achieving a fully digital upgrade of the entire exhibition process.

Global Overseas Promotion with Tens of Millions of Impressions

Through a data-driven overseas communication strategy, we leverage major platforms such as YouTube, Google, Facebook, Instagram, LinkedIn, and TikTok to build a multi-layered, three-dimensional international communication matrix, continuously amplifying the global presence of exhibitions and participating companies.

HOMELIFE Poland Expo is willing to be your 'pathway partner' on the journey abroad, helping you find your own growth channel in the Central and Eastern European market.

Sign up now and seize the business opportunity