In February, the Dr Beckmann Group established its own subsidiary in Poland, which is to operate autonomously in the market. It is thus assuming full market responsibility and replacing the joint venture with the Mainz-based ‘Frosch’ company Werner & Mertz, which has been in existence since 2006. The background to this is the exceptionally dynamic development of the Polish market, according to the fourth-generation family-run company. According to its own figures, the Dr Beckmann Group has recently increased its turnover in Poland by more than 63 per cent, whilst the market as a whole grew by only 0.7 per cent. Among all brands, it is the number one in the drugstore market.

Growth thanks to new products

“Poland is one of the most dynamic markets in Europe for us,” said Nils Beckmann, CEO of Dr Beckmann. “The fact that we are growing significantly in a virtually stagnant market is a clear indication of our brand strength.” The local subsidiary enables rapid decision-making, greater market proximity and the opportunity to expand existing potential. Growth is largely driven by new products featuring Magic Leaves technology, with which Dr Beckmann has recorded 136 per cent growth in the laundry detergent category, according to NielsenIQ.

Stronger presence in the Middle East too

The establishment of the Polish subsidiary in Warsaw is part of an expansion strategy. In July 2025, the company, together with the Dr Beckmann Group Singapore, opened a sales office for the Asia-Pacific region. This was followed in September by the opening of the MEA hub in Dubai for the Middle East and Africa. Both locations are intended to strengthen regional proximity to the market and support the expansion of the business with local teams. The new locations represent a long-term, international growth strategy. The company’s own organisation in Poland demonstrates that local structures and market presence are very important.

Source: Dr Beckmann