Polish tissue manufacturer Velvet CARE has launched a commercial company in Germany to strengthen its direct presence in DACH (Germany, Austria, Switzerland) markets.
Velvet CARE Germany will take responsibility for the sale of the group’s products in the region and will be headquartered in Freiburg.
Its operations focus on providing the highest quality tissue products, particularly under private labels.
Velvet CARE products have been sold in the German market for over a decade under the “Veltie” brand and private labels manufactured for individual retail chains.
This is due to the specific nature of the German market, where private labels account for over 85% of paper hygiene product sales.
Until now, Velvet CARE products have been distributed through an external partner.
The company’s operating model is based on close cooperation with Velvet Care’s production facilities in Poland.
Deliveries will be made primarily from the Sulęcin plant (Velvet WEST), located near the German border, due to optimized logistics costs and increased operational flexibility.
Velvet CARE Germany will be led by Stephan Knapp, who has previously worked at companies include Unilever, Reckitt, and the Dr. Beckmann Group.
He said: “Our goals in these demanding markets are very ambitious, but realistic – we are able to offer excellent quality Velvet CARE products at competitive prices”– emphasizes Stephan Knapp, DACH Country Manager, who assumed his position on 1 July.”
The establishment of Velvet CARE Germany is another step in the implementation of the company’s international expansion strategy and confirms the key role of Germany as one of the most important markets for the group’s further growth.
In the coming months and years, the company plans to expand sales in Austria and Switzerland.
Paweł Bajorek, President of Velvet CARE, said: “We plan to triple Velvet CARE product sales in the German market by 2028… and then maintain an equally rapid growth rate.
“This is a very ambitious goal, but one made possible by our ability to offer the highest quality products—tailored to the needs of discerning consumers—as well as efficient logistics and full control over the sales process.”
