The conflict in the Middle East has hit the Wittchen brand. Sales of this product have dropped
Wittchen announced in a statement on its website that in the first quarter of 2026 its revenues amounted to PLN 85.8 million – more than 8%. less than a year earlier. This decline was due to various reasons – an exceptionally cold winter limited traffic in stationary showrooms, and the outbreak of war in the Middle East at the end of February resulted in a decline in tourist traffic, and therefore in sales of suitcases – one of Wittchen's key products.
Now the company is analyzing the sales network in terms of unprofitable store locations. Some of them may disappear.
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Increased costs and decreased sales
The sale of old Wittchen collections allowed us to reduce inventory levels, improve goods rotation and free up working capital. However, it was necessary to increase expenses, which ultimately resulted in a negative result. They increased, among others: marketing expenses, which were necessary to support sales in conditions of weakened demand. Logistics costs were also higher, mainly related to the high level of returns.
“In addition to unfavorable external factors beyond our control, the change in pricing policy also did not bring the expected results – it did not translate into improved sales dynamics. We draw conclusions and adapt promotional activities to current market conditions and consumer expectations,” emphasized Marcin Szyguła, vice president of Wittchen, in the release.
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Currently, the sales network, mainly stationary, is being analyzed. “We are analyzing the efficiency of some foreign stores and verifying locations that do not promise to achieve sustainable profitability. The effect of these activities may be a reduction in the number of stationary stores abroad, while further developing e-commerce,” announces Marcin Szyguła.
At the end of the first quarter of 2026, the Wittchen Group operated a total of seven online stores and 16 of its own stationary stores outside Poland – in the Czech Republic, Hungary, Romania, Austria, Germany and Slovakia. There are also eight franchise stores under the Wittchen brand in Ukraine. In total, the brand's stationary store network has over 100 outlets. In addition, there are 37 marketplace platforms.
