Velvet CARE Establishes German Subsidiary to Expand Direct Presence in DACH Markets

Velvet CARE, a Polish manufacturer of tissue hygiene products, has established Velvet CARE Germany GmbH as part of its international expansion strategy, strengthening its direct presence in Germany and the wider DACH region.

The new company, headquartered in Freiburg, will be responsible for sales of Velvet CARE products in Germany and, subsequently, Austria and Switzerland. Its primary role will be to serve major retail chains, with a focus on supplying tissue products under private-label brands.

Velvet CARE products have been available in Germany for more than a decade through the “Veltie” brand and private-label offerings for retail chains. Until now, distribution in the market was handled through an external partner. Under a signed agreement, Velvet CARE Germany GmbH will gradually assume responsibility for distribution activities.

The subsidiary will work closely with Velvet CARE’s manufacturing operations in Poland. Product deliveries will primarily be supplied from the company’s Sulęcin production facility, known as Velvet WEST, which is located near the German border. The company said the arrangement is intended to support logistics efficiency and operational flexibility.

Velvet CARE Germany has assembled a team of Customer Business Managers responsible for retailer relationships and operates a German-speaking back office to support customer service.

The company will be led by Stephan Knapp, who has held sales, marketing, leadership and business development roles at Unilever, Reckitt and the Dr. Beckmann Group. Knapp is scheduled to assume his position as DACH Country Manager on July 1, 2026.

According to Velvet CARE, Germany represents a key market in the Group’s long-term growth plans. The company also intends to expand sales activities in Austria and Switzerland in the coming years.

Paweł Bajorek, President of Velvet CARE, said the company aims to triple sales of Velvet CARE products in Germany by 2028, supported by product quality, logistics capabilities and direct control of the sales process.