The fashion market in Poland is shifting direction. Discount stores and general merchandise stores are gaining ground.

22.10.2026

The fashion market in Poland is shifting direction. Discount stores and general merchandise stores are gaining ground.

Traditional clothing and footwear chains and online retail will remain the main sales channels for fashion in Poland, but formats that offer clothing and accessories alongside other product categories will play an increasingly important role in the market’s development. According to our experts’ report, “Clothing and Footwear Retail in Poland,” non-food discount stores and general merchandise stores will gain the upper hand, competing on price, the breadth of their offerings, and frequent product rotation.

Fashion is moving beyond specialty stores

As experts point out, the Polish fashion market continues to rest on two pillars: brick-and-mortar clothing and footwear chains and online sales. Brick-and-mortar chains account for about half of the market’s value, while online sales generate another significant portion. Since these two channels account for the majority of sales, the weaker performance of flea markets, independent stores, and grocery stores has a limited impact on the overall health of the industry.

However, the breakdown of growth drivers is changing. Stores where fashion is not the main category but rather complements a broader product range are becoming increasingly important. Non-food discount stores and general merchandise stores attract customers by allowing them to combine purchases of various products, and regular changes to the product assortment increase the likelihood that customers will find something they like on their next visit.

– This does not mean that traditional retail chains will be replaced by new formats anytime soon. The share of non-food discount stores and general merchandise stores in fashion sales is still significantly smaller than that of clothing and footwear chains and online retailers, and the shift will be gradual. Even over the next few years, the current leaders will remain the primary sales channels. However, an increasing share of additional sales will go to channels that combine fashion with attractive prices and multi-category shopping.

Katarzyna Kuciel
, Market Analyst

Price and a wide selection are changing the market

Non-food discount stores will be the biggest beneficiaries of these changes. They account for nearly 70% of the “other” channel’s value and will once again achieve double-digit sales growth in 2026. General merchandise stores, on the other hand, will grow at a rate of about 7%. Between 2026 and 2031, both non-food discount stores and general merchandise stores will grow at an average annual rate of about 6%. This will translate into an increase in their market share and a gradual shift in sales toward price-focused and multi-category channels.

This is driven by the way purchasing decisions are made. The survey shows that, when it comes to clothing, the most commonly cited reasons for a purchase are impulse, a whim, or inspiration—mentioned by 24% of respondents—as well as bargains and sales, cited by 23% of respondents. When it comes to footwear, a specific purchase goal is more common: 26% of customers are looking for a particular pair. However, promotions are nearly as important, cited by 25% of respondents.

The data show that fashion remains a category sensitive to price and impulse purchases. Even as incomes rise, consumers can relatively easily cut back on spending on clothing and footwear or postpone such purchases. For retailers, this means they must combine attractive prices with an offering that encourages purchases even without prior planning.

Accessories are growing faster, but they won’t change the balance of power

Fashion accessories stand out from the other categories. Between 2026 and 2031, they are expected to grow faster than apparel, footwear, and the fashion market as a whole. Their advantage lies in the ability to be sold through a variety of channels: from specialty stores and traditional apparel chains to online retailers, discount stores, and general merchandise retailers. They can easily be incorporated into an existing product lineup, allowing retailers to expand their assortment and increase sales value.

A study by PMR Market Experts by Hume’s shows that accessories are often added to the shopping cart when shopping at retailers with a wide selection. Brick-and-mortar clothing and footwear chains were cited by 40% of respondents, e-commerce platforms by 31%, and online stores operated by retail chains by 20%. By comparison, 15% of respondents each cited stores specializing in accessories, both online and brick-and-mortar.

The Market Through 2031 – Evolution Rather Than Revolution

By 2031, we should not expect any single format to dominate fashion sales. It is more likely that a diversified distribution model will continue to develop, in which specialized chains and e-commerce will coexist with non-food discount stores and general merchandise stores.

– For retailers, what will matter most is not so much which channel they use to sell, but whether they can meet the needs of customers who are increasingly buying fashion on a whim, on impulse, or in response to promotions. Those who combine competitive pricing with a convenient shopping experience and offers that encourage spontaneous decisions will gain a competitive edge.

Katarzyna Kuciel
, Market Analyst

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