Table of contents
- CCC enters the apparel market – what’s really happening
- Anatomy of the transaction and the strategic rationale behind the move
- Market, competition, and regulations – impact on the industry and customers
- What’s next? Scenarios, key indicators to monitor, and decisions
In August 2025, the CCC Group submitted an application to the Office of Competition and Consumer Protection (UOKiK) to take control of MKRI, the owner of the kaes. and Worldbox retail chains.
CCC’s entry into apparel – what’s really happening
This move is not just a one-off episode, but a logical step towards implementing the “everything fashion” strategy, aimed at expanding CCC’s offering beyond footwear to a full range of fashion products.
Why is this move significant for the Polish fashion market?
The acquisition of MKRI by CCC is part of a broader trend of market consolidation in Poland. Faced with increasing competition and shifting consumer preferences, companies are striving to strengthen their presence through acquisitions and portfolio expansion. Notably, in 2024 the value of the fashion market in Poland reached 65 billion PLN, with forecasts for 2025 indicating further growth.
What will the reader find in the rest of the article?
- Transaction Anatomy: Detailed information on the terms of the MKRI acquisition by CCC.
- Impact on the market and regulations: An analysis of how this acquisition will affect competition and what regulatory consequences may arise.
- Scenarios and indicators to monitor: An overview of potential future developments and key indicators to watch in the coming months.
Let’s now move on to a detailed discussion of exactly what CCC is acquiring and the motivations behind this decision.
The anatomy of the transaction and the strategic significance of the move
In August 2025, CCC S.A. submitted an application to the Office of Competition and Consumer Protection (UOKiK) for approval to take over control of MKRI sp. z o.o., headquartered in Malbork. The planned transaction involves acquiring at least 41% of MKRI’s share capital, which, combined with the shares already held, will enable CCC to exercise sole control over the company.
Shares and control
The acquisition by CCC of at least 41% of shares in MKRI is crucial for gaining full control over the company. This will enable CCC to independently make strategic decisions regarding the further development and integration of MKRI within its structure.
Two brands, two missions
MKRI manages two brands: kaes. and Worldbox. Kaes. is a retail chain offering casual clothing, primarily targeting customers in small and medium-sized towns, with attractive price points. Worldbox is a multibrand network specializing in the sale of sneakers and streetwear, featuring products from renowned brands such as Nike and Adidas.
Integration and synergies
The acquisition of MKRI gives CCC the opportunity to integrate new brands into its existing omnichannel ecosystem, aligning with the GO.25 strategy. The planned synergies include:
- Using the Modivo e-commerce platform to expand the online offering with kaes. and Worldbox products.
- Integration with the HalfPrice outlet network, enabling efficient distribution of surplus inventory.
- 24-hour logistics optimization, ensuring faster order fulfillment for customers of both brands.
- Introducing loyalty programs and cross-selling strategies by combining footwear and apparel sales within a single platform.
Mapping networks onto geographies
Kaes. complements the CCC offering in smaller towns, reaching customers who previously had limited access to the brand’s products. Meanwhile, Worldbox strengthens the sports and streetwear segment, attracting younger consumers looking for the latest trends.
Control over MKRI will allow CCC to better tailor its product offering to local needs and enable more effective market expansion.
Market, competition, and regulations – impact on the industry and customers
The acquisition of two clothing brands by CCC could significantly impact the Polish fashion market, both in terms of competition and regulations. Analyzing these aspects will help to understand the potential consequences for the industry and consumers.
The image of the clothing market in Poland
The Polish clothing market in 2024 was marked by dynamic changes. The market value was estimated at around PLN 50 billion, although a downward trend was observed, caused, among other factors, by a decrease in the number of operating companies. CCC, previously dominant in the footwear segment, is aiming to strengthen its position in the clothing sector as well through the acquisition of clothing brands.
Impact on competition and distribution channels
Strengthening CCC’s portfolio by integrating the Worldbox and kaes. brands could shift the balance of power in the market. LPP, owner of brands such as Reserved and Sinsay, as well as global fast fashion players like Inditex, may face new competitive challenges. Possible effects include:
- Changes in pricing policy, leading to price reductions to attract customers.
- Expanding the product range to meet the expectations of consumers seeking variety.
UOKiK proceedings and possible approval conditions
The Office of Competition and Consumer Protection (UOKiK) plays a key role in assessing market concentration. In 2024, the President of UOKiK issued 312 merger approvals, 3 of which were conditional decisions. In the case of an acquisition by CCC, UOKiK may impose conditions such as:
- Divestment of certain assets to maintain market competition.
- A commitment not to raise prices for a specified period.
The concentration assessment process involves analyzing the transaction’s impact on competition and potential benefits for consumers.
Implications for consumers in different locations
For residents of smaller towns, the takeover may mean:
- Better product availability thanks to omnichannel strategies such as click & collect.
- Access to a wider range of options without the need to travel to larger cities.
In large metropolitan areas, consumers can expect:
- Greater competition between brands, which may lead to more attractive promotions.
- Faster introduction of new collections and trends.
The acquisition of clothing brands by CCC may therefore benefit consumers by increasing the availability and variety of products.
What’s next? Scenarios, indicators to monitor, and decisions
The acquisition of two clothing brands by CCC could significantly impact the fashion market in Poland. To understand the potential consequences, it is worth considering possible regulatory scenarios, key indicators to monitor, and actions that stakeholders can take right now.
Possible regulatory scenarios and their implications
- Unconditional approval: Antitrust authorities approve the acquisition without any additional conditions. CCC can quickly integrate the new brands, enabling an immediate expansion of its portfolio and an increase in market share.
- Conditional approval: The acquisition is accepted under certain conditions, such as the resale of some locations or restrictions on exclusivity. This may delay full integration and require adjustments to the operational strategy.
- Acquisition ban: Regulatory authorities block the transaction, considering it a threat to competition. CCC will have to look for alternative ways to grow in the apparel segment, which may include developing its own brands or pursuing other acquisitions.
Key indicators to monitor
- Number of new store openings: Tracking the expansion of the Worldbox and kaes. networks will help assess the pace of integration and CCC’s development strategy.
- Share of apparel in CCC revenues: An increase in this indicator will demonstrate the effectiveness of the acquisition and integration of new brands.
- Net Promoter Score (NPS) and customer retention: Changes in customer satisfaction and loyalty can indicate the success or challenges related to the acquisition.
- Click&collect service availability: The development of omnichannel services will be key to enhancing shopping convenience and competitiveness.
- Gross margin of the apparel segment: Monitoring the profitability of the new segment will help assess operational efficiency after the acquisition.
Actions for stakeholders
For partners and suppliers:
- Framework negotiations: It is worth updating the agreements to reflect the new terms of cooperation resulting from the expansion of CCC’s offer.
- Logistics SLAs: Adjusting logistics service levels to accommodate increased order volumes and new distribution channels.
- Omnichannel merchandising: Integrating online and offline sales strategies to deliver a seamless shopping experience for customers.
For consumers:
- Promotions and returns: Pay attention to any changes in promotion and return policies that may arise as a result of integrating new brands.
- New collections: Keep an eye on the launch of new clothing lines that may better suit your needs and preferences.
3-5 year perspective
In the long term, CCC plans to further develop as an omnichannel platform, integrating both online and offline sales. Increased focus on ESG (Environmental, Social, Governance) issues and the expansion of the Modivo marketplace may contribute to a higher share of apparel in the group’s revenues by 2030. Additionally, securing an ESG loan of PLN 1 billion in 2023 may support the financing of these initiatives.
Monitoring the above indicators and actively adjusting strategies will enable stakeholders to respond effectively to changes resulting from the acquisition and to capitalize on emerging market opportunities.