The Polish brand breaks records! They showed how to do business

Dynamic online development, foreign expansion and investments in technology and team have brought measurable results.

Financial increases and maintenance of a high margin

In 2024, the Esotiq & Henderson group achieved record revenues of PLN 298 million, which means an increase of 8 percent. year on year. EBITDA, i.e. operational profit before deducting interest, taxes and depreciation, increased by 13.9 percent. yard up to PLN 35.9 million. This is an important indicator that shows the effectiveness of the company’s basic activity without taking into account accounting and financial factors. The consolidated operating profit reached PLN 18.46 million (+15.5 percent of yards), and net profit exceeded PLN 11 million, noting an impressive increase of 49 percent. Compared to 2023, the gross margin remained at a high level of 67 percent, and gross profit from sales increased to PLN 201 million (+13 percent).

Team expansion and technological development

The company conducted a thorough audit of activity and invested in the development of staff and modern technologies. Over 70 experienced specialists joined the team, which strengthened the brand’s development potential. Intensive digitization brought results in the form of 513 thousand. Downloads of the mobile application and 1.69 million participants of the Esotiq Club loyalty program.

– 2024 was a time of intensive work, deep changes and aware strategic decisions for us. We conducted a comprehensive audit of activities and made significant investments in team and technology development. Over 70 experienced managers and specialists joined our group, who today constitute the foundation of further expansion and construction of a strong international brand – comments Mariusz Jawoszek, president of the board of Esotiq & Henderson.

Online sales explosion

Internet sales increased by 36 percent RDR, reaching record levels, especially in the fourth quarter of 2024, when online revenues reached PLN 25 million. An effective marketing campaign and the Christmas and Black Friday period contributed to this success. Esotiq & Henderson products are present on popular e-commerce platforms such as Zalando, Amazon, Allegro, Empik and Modivo.

Foreign expansion and new concepts

The company is planning further international expansion, focusing on the markets of the middle-east European, the Balkans and Central Asia. The main goals are the Czech Republic, Slovakia, Romania, Croatia and Bulgaria. A novelty in the offer is the Bloovia line addressed to younger clients and the concept of Esotiq Micro deposit franchise dedicated to smaller towns.

Strengthening logistics and preparation for further growth

The logistics system was modernized, which contributed to the shortening of orders and increased customer satisfaction. The level of stocks at the end of the year was PLN 93.8 million, which guarantees readiness to handle growing demand. The network of stationary salons includes 269 points, including 197 franchise and 72 own.