Polish fashion retailer LPP Group has opened its Sinsay brand to external sellers as part of an e-commerce expansion aimed at turning the chain into a broader online shopping platform.
The marketplace went live on Aug. 3 and combines Sinsay’s own products with selected goods from external partners. The platform offers products across categories including clothing, footwear, toys, cosmetics, home goods and pet supplies.
LPP Deputy Chairman Mikołaj Wezdecki described the move as a step in Sinsay’s development from a budget-focused fashion brand into a broader shopping destination for families.
The marketplace allows LPP to expand its product offering through external sellers without having to build its own supplier network, warehousing and inventory financing for every category.
LPP has set a target of reaching PLN 30 billion ($7.0 billion) in group revenue by 2027, compared with PLN 23 billion in 2025. It also aims to have 100,000 products available on the marketplace by 2027, up from around 34,000 products across Sinsay’s stores, e-commerce operations and initial marketplace offering.
The company expects around 100 selling partners by the end of 2026, with the number potentially increasing to 500 over the longer term. It is targeting PLN 40 million to PLN 50 million in EBITDA in 2027, its first full year of marketplace operations.
The initial marketplace launch includes about 60 new brands, including Nike, LEGO and Eveline Cosmetics, supplied by 15 sellers.
LPP said Sinsay has several advantages in developing the marketplace, including a customer base of around 10 million across its markets and more than 2,500 stores in Europe, including nearly 700 in Poland.
The retailer also plans to use its physical store network as parcel collection and return points. Its logistics arm, LPP Logistics, operates an automated distribution network and ships millions of items each week.
LPP operates across 47 markets, which the company said could provide marketplace sellers with access to a broad European customer base.
Sellers can manage listings, prices and orders through a dedicated dashboard, while LPP’s technology unit Silky Coders provides technical support. From 2027, sellers are expected to gain access to LPP’s fulfilment infrastructure and the ability to expand sales into neighbouring markets.
Also Read: Bangladesh Bank Opens New Door for Global E-commerce Exports
The Polish marketplace sector is already highly competitive, with platforms including Allegro, Amazon, Zalando, Vinted, Empik, Temu and Shein competing for consumers and sellers.
Industry analyst Agnieszka Górnicka, chief executive of Inquiry, said Sinsay’s existing customer base gives it an advantage but cautioned that building a major marketplace would take time.
She identified maintaining a consistent customer experience with third-party products and managing price differences as key challenges. Some marketplace products, such as third-party Nike footwear, are priced significantly above Sinsay’s traditional budget positioning, she noted.
Sinsay said it would focus on categories that complement fashion rather than competing across all product categories. It plans to avoid areas such as electronics, while placing particular emphasis on footwear.
Footwear accounts for around 20% to 25% of the online fashion market, according to the report, putting Sinsay in competition with retailers such as CCC’s HalfPrice and Worldbox.
New marketplace sellers will receive up to three months without commissions before category-specific rates apply. LPP also plans to introduce retail media advertising within the marketplace and its physical stores, with the service targeted for launch in 2027.
The marketplace expansion comes as European retailers face changes in competition from Chinese low-cost platforms following the introduction of a new EU fee on low-value parcels.
LPP said it plans to increase performance-marketing spending as it seeks to build Sinsay’s marketplace business.
The company is betting that its combination of a large physical store network, established customer base and digital platform can help Sinsay establish a stronger position in Poland’s increasingly competitive online marketplace sector.