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Poland: Biedronka is expanding its own private label Dada baby brand

Updated: Feb 4, 2021

Dada is one of the key own brands of the discount retail chain Biedronka (owned by Jeronimo Martins). The discounter wants to expand the own private label brand with toys and accessories for children.

The chain has already submitted applications to the Patent Office for registration of the following marks: Dada Fun & Play, Dada Comfort and Dada Accesories. According to the classification, the discounter wants to sell, among others feeding pillows, blankets, toys, towels or baby clothes.

Dada is one of the flagship products of its stores. Recently, the discounter has been carrying out the "Dada welcome pack" campaign. Biedronka's goal is to be even closer to Polish families, whom the discounter accompanies in everyday shopping and to celebrate the joy of the birth of their children with them. Together with the Dada brand, Biedronka presents a welcome package to every toddler in Poland who will be born in 2020.

In mid-2020, the company also began publishing a magazine for future parents, parents of newborns and infants. The "DADA" magazine contains advice, recipes and discount coupons for products sold in the Biedronka chain stores. The company also runs a website with advice for parents.

Biedronka offers about 1,000 own private label products. Private label products account for nearly half of all its sales.

According to PMR data, in 2019 the value of the children's products market amounted to PLN 15.2 billion (US$4.3 billion) in Poland. The Biedronka network has over 3,000 in Poland. stores.

See also more on DRC Private Label services: Private Label Brand development

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