Conquering the German Market

CEO Michael Prince at the Berlin store opening.

U.S. Polo Assn., the official brand of the United States Polo Association (USPA), has announced a powerful partnership with its apparel industry partners, Incom S.p.A. and the German family-owned firm Modevertrieb Sarnacchiaro (founded in 1985). Together, they are launching the brand’s first retail store in Germany.

Located in the popular Alexa shopping center at Alexanderplatz in central Berlin, the new U.S. Polo Assn. store marks the beginning of a strategic national rollout, significantly expanding the footprint of this multi-billion-dollar global brand in the German market.

The Berlin store will feature a curated selection of collections for men and women, including activewear, underwear, and resort wear—a perfect blend of sporting tradition and contemporary design.

A Vision for Growth

U.S. Polo Assn. embodies a unique style that fuses sport-inspired authenticity with a classic lifestyle, and its global expansion continues at a rapid pace. Over the next few years, the brand plans to open more than 20 stores across Germany, one of its top 10 target markets. A dedicated German e-commerce platform is also slated to launch in 2026.

This expansion underscores the brand's commitment to delivering an authentic retail experience and represents another exciting milestone for U.S. Polo Assn. in Europe. By the end of 2025, the brand aims to grow its global retail presence with 100 new stores, reaching a total of 1,200 points of sale worldwide.

A Grand Opening Celebration

The Berlin store’s grand opening was celebrated with a ribbon-cutting ceremony and cocktail reception attended by VIPs, media representatives, and brand fans. Distinguished guests included J. Michael Prince, President and CEO of U.S. Polo Assn.; Lorenzo Nencini, President of Incom; and Raffaele Sarnacchiaro of MVS. They were joined by Giordano Magini, U.S. Polo Assn. Global Brand Ambassador and Italian polo champion.

U.S. Polo Assn. models showcased the brand’s iconic, polo-inspired style throughout the event and the shopping center. Guests enjoyed appetizers, cocktails, gifts, and prizes, all set to the rhythm of a live DJ and inspired by the legendary sportswear brand.

Executive Perspectives

“We are aggressively expanding our presence in the German market with our U.S. Polo Assn. store, the future e-commerce platform, and our wholesale partnerships,” said J. Michael Prince, President and CEO of USPA Global, the company that manages the worldwide brand.

“Opening our first U.S. Polo Assn. store in Berlin isn't just about a new location; it's about introducing our brand in a fresh way to the German consumer. Our retail stores allow customers to fully experience the U.S. Polo Assn. lifestyle, strengthening our customer connection and reflecting our long-term commitment to this important market,” Prince added.

“Berlin is more than a European capital; it's a creative, multicultural, and fashion-conscious hub where consumers value both classic style and quality—two hallmarks of U.S. Polo Assn.,” said Lorenzo Nencini, CEO of strategic partner Incom. “Given our strong existing presence in the local fashion industry, we are proud to collaborate with Sarnacchiaro on this premier Berlin location, the ideal venue for U.S. Polo Assn.’s German debut.”

A Truly Global Brand

With a massive global presence, U.S. Polo Assn. products are distributed in over 1,100 dedicated brand retail stores and thousands of additional department stores. The brand offers apparel, accessories, and footwear for men, women, and children in more than 190 countries worldwide.

Through broadcast agreements with ESPN in the United States and Star Sports in India, several U.S. Polo Assn.-sponsored polo championships are now televised globally, bringing the thrilling sport to millions of fans for the first time.

Furthermore, U.S. Polo Assn. has become the official apparel sponsor of the Berlin Maifeld Polo Cup, held in the historic Olympic Park, originally built for the 1936 Summer Olympics. This prestigious tournament is one of Germany's most important and a highlight of the European polo season.