Highlights of the partnership between Lehmann and Kaufland Global Marketplace:
- Impressive year-on-year growth
- Selling on all international Kaufland marketplaces
- Kaufland brand helps attract new customer groups
- Retail media and vouchers ensure high visibility and reach on the Kaufland marketplaces
- Long-term partnership and personal contact are key factors
Having been in business for 16 years, the Polish company Lehmann HG Sp. z o.o. (formerly KT 24) has grown from a local supplier into a major European player in the home and garden sector. The key driver of growth here is cross-border e-commerce.
Source: Lehmann
From Poland to the rest of Europe: Maximum reach with minimum effort
“We generate more than 50 percent of our sales online, outside our home country of Poland”, explains Tomasz Pogorzelski, Deputy Digital Sales Manager at Lehmann.
“By placing international growth at the heart of our strategy, we have significantly expanded our target audience – and with minimal additional effort. With Kaufland Global Marketplace as a strong partner at our side, we have an excellent opportunity to reach international customers. Through Kaufland’s international marketplaces, a single registration currently gives us access to a potential 139 million online customers across Europe. “Once the new Kaufland marketplaces in Spain and the Netherlands are up and running, this potential will rise to as many as 220 million.”
Tomasz Pogorzelski, Deputy Digital Sales Manager at Lehmann
Source: Lehmann
Thanks to a networked multi-marketplace technology, the company can manage all order, offer and product data from a single portal. In addition, additional marketplace services such as 1st-level customer support in the local language, automated translation of product data and legal texts, assistance with payment processing and personalised Seller Support help businesses enter new markets.
Lehmann initially launched on the Kaufland marketplaces in Poland and Germany, and added further marketplaces shortly afterwards. The company is now active on all available Kaufland marketplaces and is already onboarding the new marketplaces in Spain and the Netherlands, which are due to launch in late summer of 2026.
“We didn’t hesitate for a moment”, recalls Pogorzelski. “With the announcement of the additional marketplaces, it was clear to us that we would also be expanding into Spain and the Netherlands with Kaufland Global Marketplace. Our experience so far has already shown us how quick and easy onboarding is for additional storefronts, as well as the valuable opportunities that open up.”
136% increase in turnover: Driving (international) growth through expansion, product data and onsite marketing
Source: Lehmann
Lehmann has been selling with Kaufland Global Marketplace for four years and, through consistent growth, has demonstrated just how successfully his company is capitalising on the platform’s potential: Between 2023 and 2024, sales on the Kaufland marketplaces increased by 44 percent. An even more impressive surge followed the next year, with a rise of 136 percent.
“We believe that the speed of the platform is one of the main reasons for the rapid growth in turnover. For most of the additional marketplaces, the first sales came very quickly after onboarding was complete. In addition, our technical infrastructure enables us to manage our activities centrally, whilst AI support and intuitive navigation within the Seller Portal make selling even easier. This lets us manually list new items almost every day and sell them immediately in all seven – soon to be nine – countries with minimal effort.”
Lehmann sells more than 100 items per Kaufland marketplace. To hold its own against competitors with its wide-ranging product portfolio, the company relies on a combination of robust product data and targeted marketing. High-quality product images and detailed descriptions ensure organic visibility and transparency. In addition, Pogorzelski’s team relies on onsite marketing tools such as retail media and discount campaigns to generate maximum visibility for their own products and win over the relevant target audience.
“We find Sponsored Product Ads particularly appealing. Creating the ads is so intuitive that we need to invest very little operational capacity to achieve outstanding results”, explains Pogorzelski. “That is why we consistently use SPA. Depending on the situation, we also use other marketing tools: When launching new products, we use vouchers to lower the barrier to entry for new customers. We design seasonal campaigns, such as Black Week or the Christmas sales period, specifically to further boost our reach and sales during peak periods.”
The result: Growth achieved at relatively low cost and with minimal effort – a crucial factor for a company that places efficiency at the heart of its expansion strategy.
Source: Lehmann
The Kaufland brand as a trusted name in new markets
Pogorzelski identifies Kaufland’s high brand awareness – up to 99 per cent in the marketplace countries – as an additional driver of growth. One of the reasons for this is Kaufland’s physical presence, with 1,600 stores across 8 countries.
“In e-commerce, trust and reliability are key factors – particularly when selling across national borders and targeting audiences who are unfamiliar with our company. The Kaufland brand creates brand recognition that has a direct positive impact on the credibility of our online offer. That makes it easier to enter the market”, Pogorzelski enthuses. “We are delighted to see that we are also enjoying success on the Kaufland marketplaces in France, Italy and Austria, where Kaufland does not have a physical presence. Although brand awareness isn’t as high here as it is in other countries, we’re still able to attract a large number of customers through the marketplaces.”
Partnership-based cooperation as a factor for success
“We select marketplaces very carefully and only agree to a partnership if it’s a genuine good fit. We’ve found the perfect match in Kaufland Global Marketplace”, emphasises Pogorzelski, who also highlights the collaborative partnership with the Kaufland Global Marketplace team: “A quick phone call or e-mail is all it takes, and our queries are resolved in no time. You never feel like you’re just an anonymous number. This personalised support gives us the confidence and freedom to focus on what really matters: Delivering added value to our customers through our products and continually refining our sales strategy.”
Furthermore, Pogorzelski values the opportunity to actively help shape the platform through his feedback: “By engaging in dialogue as equals, we can provide ongoing feedback on the processes on the Kaufland marketplaces. Kaufland Global Marketplace will then do everything in its power to resolve any potential issues at an early stage, so that our sales can continue to run smoothly. Continuous improvements to the platform and the further development of additional services help us to grow and ensure our long-term success.”
Quelle: Lehmann
Growth tip from an expert
Pogorzelski has some clear advice for sellers who also want to grow with Kaufland Global Marketplace: “Don’t hesitate – launch straight away on all available marketplaces. Kaufland Global Marketplace offers the ideal infrastructure for achieving secure and rapid sales growth. Anyone who uses the services offered can increase their reach and capitalise on the benefits of the strong Kaufland brand.”
Quelle: Lehmann