A deep dive into the extraordinary story of Biedronka — Poland’s most iconic supermarket brand. What began as a modest retail experiment in Poznań has grown into a phenomenon that redefined Polish shopping culture.
Ladybird’s First Flight: Poznań, 1995
When the doors of the first Biedronka opened on Newtona Street in Poznań on 4 April 1995, few could have predicted the cultural and economic force it would become. Characterised by modest metal shelves, goods stacked in boxes, and an ethos of “cheap and cheerful,” Biedronka immediately stood out in the Polish market still dominated by bazaar stalls and neighbourhood kiosks.
But did you know this wasn’t technically the first location?
Fun fact: the very first store opened two months earlier in Śrem, a town not far from Poznań, on 1 February 1995.
At first it was… pretty grim. A big, unheated warehouse. But the team was young and passionate—that was the real engine.
recalled Barbara Głochowiak, who managed the Śrem location.
The Man Behind the Brand: Mariusz Świtalski
The mastermind of Biedronka’s early days was Poznań businessman Mariusz Świtalski. Originally a market trader, Świtalski had built Elektromis, one of Poland’s largest wholesale networks, before dreaming up a discount chain tailored to Polish conditions. The idea was simple: efficient, affordable, and widespread.
He chose the biedronka — the friendly ladybird — as a symbol anyone could remember. The original stores bore a green “market” sign and a seven-dotted insect logo that became instantly recognisable. It wasn’t glamorous, but it was local, reliable, and — most importantly — cheap.
By 1997, just two years after launching, the store already had over 200 stores.
Portuguese Takeover and a Retail Makeover
Here’s where things took a turn. As part of a deal struck in the mid-90s, the Portuguese retail group Jerónimo Martins acquired Biedronka from Świtalski in 1998. But this wasn’t a hostile takeover — it was always part of the plan. Świtalski was already collaborating with the group, which had previously acquired Eurocash from him.
The new owners didn’t just invest — they transformed. The chain underwent a rebranding process, store modernisation, and implemented Western-style management systems. Despite the international ownership, the store maintained its local DNA.
Biedronka is a Polish retail concept, developed by Poles and always focused on Polish customers.
emphasised Luís Araújo, CEO of Jerónimo Martins Polska.
From Local Favourite to National Fixture
By 2005, Biedronka was everywhere. From villages to city centres, its red-and-yellow signage was as common as bus stops and milk bars. The chain surpassed 1,000 stores that year. By the end of 2024, it operated 3,730 outlets, making it not just the largest supermarket chain in Poland but also the largest private employer.
The brand’s strategy? Local sourcing, private-label brands, and cultural resonance. Names like “Światowid,” “Mleczna Dolina,” and “Dada” became household staples. Weekly “theme weeks” gave Poles a taste of Portugal, Italy, or Asia — without leaving their town.
The Power of the “Biedra Bag”
Ever spotted someone with a plastic bag from Biedronka at an airport abroad? You’re not alone. The “Biedra bag” became a symbol of Polish practicality and pride. It’s a cultural meme now — proof of the brand’s deep embedding in the national psyche.
And it’s not just about groceries. Biedronka has played a role in shaping how Poles shop, encouraging smaller, more frequent visits instead of once-a-week mega hauls. Its entry into quick commerce, ready meals, and plant-based options proves it’s still adapting to lifestyle trends.
Retail with Responsibility
One major reason behind Biedronka’s lasting success is its approach to people. With over 84,000 employees, it’s not just a business — it’s a workplace ecosystem. In January 2025, it raised its minimum wage to 5,150 PLN gross, significantly above the national requirement, setting a benchmark for the sector.
What’s more, its modern stores are now equipped with solar panels, LED lighting, and even EV charging stations. Biedronka isn’t just following green trends—it’s pushing them forward.
International Horizons
After 30 years of exclusively Polish growth, the chain made its first international leap in March 2025 by opening its first store in Slovakia — under the same name and logo. The move signals the brand’s growing confidence and global ambition.
This is the first time we are taking one of our retail banners beyond its original country. The strength of Biedronka’s identity made that decision easy.
stated Jerónimo Martins.
Reflecting on Three Decades of Ladybird Legacy
To commemorate this milestone, Biedronka launched a retrospective series on LinkedIn, celebrating three decades of transformation, community engagement, and everyday wins. It’s not just a look back — it’s a reminder of how a bold idea in a Poznań warehouse grew into a brand recognised by millions. While much has changed since 1995, one thing remains the same: the ladybird still leads the way.
