What’s happening in the Polish card market?

Kukartka’s Darek Majewski proclaims himself to be the king of Polish cards!
Kukartka’s Darek Majewski proclaims himself to be the king of Polish cards!

Darek Majewski, md of Kukartka/Passion Cards, a Polish retailer, publisher and distributor of greeting cards, talks about the challenges and opportunities facing the Polish market.

“We had a very profitable 2017 for Passion Cards and our Kukartka brand. Our sales are up across the board, we have made new investments and things are definitely looking up. The political disputes have not had much impact on our business and we are noticing a steady growth of wealth among Polish population in general, which is very good news for any Polish entrepreneur!

Some Kukartka cards in a store in Poland.
Some Kukartka cards in a store in Poland.

As for the low points, there is the problem of the copycatting. As soon as we get a new, fresh idea on the market, someone immediately tries to copy it. We fight copies with Passion Cards through our quality winning through.”

How is the market changing?

A brightly coloured card from the Kukartka collection.
A brightly coloured card from the Kukartka collection.

“The Polish greeting card market is most definitely evolving towards quality over quantity. As publisher, we are seeing a growing interest in occasions, such as baby shower or stag night, which were previously rather niche. At the same time, weddings, christenings and confirmations continue to be our bestsellers.

As both a retailer and publisher we see the expanding trends towards more elaborate, unique and – as such – more expensive cards.

A traditional approach works well too in Poland.
A traditional approach works well too in Poland.

The emergence of electronic cards and department store gift vouchers has been a blessing in disguise for us. It has forced Passion Cards to really focus on our customers’ needs and let our creativity flow. We are now making the most expensive, intricate and gorgeous cards ever in our history. Our customers love them and that is a great feeling.”

Spinners are the main way cards are displayed in Poland.
Spinners are the main way cards are displayed in Poland.

What are the main challenges for 2018?

“The challenge for 2018 is how the cards are displayed. Since we are shifting towards more luxurious products, the displays need to reflect this, however the market and our wholesale customers are not yet ready for this. But after 25 years of experience nobody can say we can’t rise to a challenge. Being at the forefront of change is where we want to be.”

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