Country Spotlight: Poland

Poland – The Central Point for Direct Selling Companies

When asked which country the Middle Kingdom is, most of you would answer without hesitation that it’s China. Well… keep calm, breathe deep and fasten your seatbelt as what you are about to read will shake up your knowledge of the world. And what does it have to do with direct selling? We will come to that.

53°34′39″N 23°06′22″E

This is not a secret code but very concrete GPS coordinates indicating Europe’s geographical center.

It was back in 1775 when the Polish royal astronomer and cartographer Szymon Antoni Sobiekrajski made the world’s first official declaration of the center of Europe.

Calculating equal distances from the extreme points of Europe, he set the European midpoint to be precisely in Suchowola, a town in modern north-eastern Poland. So, it was Poland, the Middle Kingdom.

From Having It All to Being Nothing At All

The history of Poland has been so rich and eventful that it could be enough to give to several other countries, and there would still be a lot left to share. We walked a long and highly bumpy road from the beginnings of the Polish state, around 966 AD, till now. We were the great kingdom ruled by the mighty Jagiellonian dynasty that stretched from the Baltic Sea in the Northwest to the Black Sea in the Southeast.

We were the European power that fell from its might into non-existence. For 123 years, Poland was erased from the map of Europe, being divided among three neighboring countries. But even through these dark times, we never stopped fighting for freedom. And despite all efforts of the invaders to wipe out our nation, we passed our identity, language, culture, and traditions from generation to generation, until we became an independent state again in 1918.

Out of the Frying Pan

But it wasn’t for long. The outbreak of the Second World War again brought extreme terror and long years of enslavement. Even after the war ended, we were free but not independent. Our authorities became puppets of the Soviet Union, leading our country toward economic collapse. Yet again, we persisted. We became reborn as a full-fledged democratic country, building its way to modern Europe.

We are an established democracy, a founding member state of the United Nations, a member of the World Trade Organization, NATO, and the European Union (including the Schengen Area). But let us spare you boring facts and figures. You can find them on Wikipedia. Here are some cool things about Poland that say much more about us than any numbers on area, population, or GDP could!

Cool Things to Know About Poland

When you think of Poland, you might picture beautiful landscapes, vibrant, modern cities, and, of course, a variety of so-delicious dumplings. But there’s much more to Poland than meets the eye and the taste…

We have the world’s first upside-down house. Yes, that’s correct. This upside-down house is in Szymbark, the tiny village which only has around 500 residents. The topsy-turvy wooden house was built the wrong way up in a forest, looking like something out of a fairy-tale. Visitors have to enter the house through the attic windows and stroll through the furnished interior, reminiscent of Communist Poland during the 1970s, to symbolize how the Communist rule turned life upside down in Poland.

We are the home to a remarkable 15 UNESCO World Heritage Sites, with the Castle of the Teutonic Order in Malbork as the largest castle in the world by land area.

Our 800-year-old Wieliczka Salt Mine is one of the oldest in the world. When you venture 135 meters below the ground, you’ll see chambers, sculptures, salt chandeliers, and an entire chapel carved from rock salt.

Any travel enthusiasts? Great news for you! We have one of the most diverse environments in Europe. You find ancient forests, mountain chains, dazzling lakes, beaches with sand, and even the only Central-European desert, Pustynia Błędowska. And, oh! We are also home to Europe’s heaviest animals – the European bison, weighing over 600kg on average.

Last but not least, vodka originated in Poland. The first written mention of the spirit was found in Polish court documents from 1405. Vodka was initially used as medicine.

What Does It Have to Do With Direct Selling, You Ask?

The answer is straightforward. All the above proves that Poland is a destination to run a direct selling business. We kept our identity and heritage (in corporate language, “DNA and mission” 😉) for over a century of not having a country at all! That’s something! That could only happen because Poles believe in the power of community, esteem family, care for friends, and more than paid ads, they value personal recommendations and personal experience of shopping. And they are brilliant and entrepreneurial people.

That’s why, when direct selling came to Poland, it found a fertile ground to flourish. It was a breath of freshness, a celebration of entrepreneurship, and a recipe for making dreams come true. Since then, we have proudly witnessed the constant development of the industry and an increase in market value.

Among the Grand Five

Poland belongs to the five critical European direct selling markets, along with Germany, the United Kingdom, France, and Italy. The estimated number of transactions in 2020 in the Polish industry placed at 37 600 000, and the sales volume of the whole sector in the same year reached 3 470 000 000 PLN.

The Polish Direct Selling Association (DSA) gathers 24 companies whose share in the industry sales volume amounts to more than 65%. For 25 years in the Polish market, the Association has been building a solid position in the industry through education in business and cooperation with administrative authorities, governmental bodies, and NGOs. The organization not only sets ethical market standards but also strengthens the positive image of the sector, including systematic pro-consumer activities and introducing self-regulation in the form of a code of ethical market practices.

Members of the Polish DSA Board

Michał Guzowski (Chairman. Regional Director for Eastern Europe, Juice Plus +. He has been associated with the direct sales industry for over 20 years. Between 2017-2019, he was responsible for the Polish market at Juice Plus +. He has been at his current role since 2020.)

Ewa Kudlińska – Pyrz (Board Member. General Manager, Mary Kay Cosmetics Poland and Lithuania. In 2003, Ewa was instrumental in opening Mary Kay’s Poland subsidiary as its General Manager. She later expanded Mary Kay’s presence to Lithuania, Latvia, and Estonia.)

Konrad Szałkiewicz (Board Member. General Manager, Herbalife Nutrition Poland, Czech Republic, and Slovakia. He has been leading Herbalife Nutrition since 2011. Prior to this, Konrad was the Sales Director at Oriflame Poland and before, he led the Sales Support and Business Development departments at Avon Poland.)

Tomasz Muras (Board Member. General Manager PM-International Poland. Tomasz is an industry veteran. In the last 30 years, he has worked for leading direct sales companies in Poland, Kazakhstan and Ukraine. He has been a Member of the Polish DSA from the beginning.)

Agnieszka Isa (Board Member, General Manager Avon Poland. Agnieszka has over 25 years of professional experience, and she’s been involved with Avon for 20 years. She started her career in Avon Poland where she held various positions. Two years ago, she took the role of General Manager at Avon Poland.)

Poland – From Direct Selling to Modern Relationship Selling

Direct selling has long ceased to be just a traditional retail channel. Today, it is an industry that uses the potential of social media to build relationships and introduce innovative technologies in the field of marketing, sales, and customer service. As a form of professional involvement, direct selling offers many benefits that can be leveraged to run a successful business in Poland.

Over the last years, the industry has been moving towards a mixed model in Poland, tailored to the preferences of various customer groups. Women and middle-aged people between 30 and 49 care more about face-to-face meetings with a consultant. However, for residents of large cities, with a constant deficit of free time, and young people, online shopping is an attractive option.

Poland is a developing economy with the potential for further growth. A still relatively low-income level makes it easier to recruit ambitious persons. And a large population of highly educated, driven entrepreneurs could benefit from the direct selling business model that provides exciting opportunities to run the business through both traditional and digital channels. The sky is the limit, and the modern natural relationship selling can be an excellent opportunity for anyone as it offers flexibility, wide earning opportunities, and a unique sense of community while being your own boss.

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Written by Janusz Potoczny, Executive Director of the Polish Direct Selling Association (PSSB). Janusz lives and works in Poland, combining the role of a husband, father, and owner of a Yorkshire Terrier. Janusz obtained his MBA from Franklin University, Columbus, Ohio, USA. He is the vice-chairman of FEM – Foundation for International Education. Janusz has been associated with the direct sales industry since the beginning of his career. He was the project manager of many projects related to the development of direct sales. Janusz is a long-time member of the Polish DSA. He also belonged to the PSSB Board of Directors. Janusz is a supporter of the idea of sustainable development and the improvement of health and quality of human life.

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