Answear.com Reports 63% EBITDA Growth in 2025

Answear.com, one of the leading premium & high-end fashion platforms in Central Europe, has released its 2025 full-year results. The Company generated revenues of PLN 1.7 billion, representing an increase of 13% year-on-year. Over the same period, EBITDA surged by 63% year-on-year to PLN 56 million. These solid results were achieved despite a challenging macroeconomic environment, intense competitive pressure, and weaker performance in certain international markets.

- In Q4 2025, we faced a difficult economic situation and aggressive price competition, which weighed on margins and resulted in performance below our expectations. Additionally, we incurred record-high TV marketing expenditures, which represent a strategic investment in the future development of the brand. Nevertheless, we continue to maintain our position as one of the fastest-growing fashion e-commerce platforms in Europe – comments Krzysztof Bajołek, CEO of Answear.com.

The past year in the e-commerce industry was marked by slower market growth and aggressive price competition, which intensified particularly in November. Despite these challenges, Answear.com strengthened its market position. It is worth noting that on a constant currency basis, revenue growth would have been 3 percentage points higher. The primary growth driver was the Polish market, where the Company recorded a 31% year-on-year increase in sales. At the same time, Answear faced challenging conditions in its international markets, including Ukraine, Slovakia, Romania, and Bulgaria, where difficult economic conditions deterred consumers from making purchases.

In Q4 2025, the Company incurred the highest brand-building marketing expenditures in its history, primarily in television, which increased their share of revenues to nearly 20%. While this investment generated costs in the current period and did not result in an immediate sales uplift at year-end, it is viewed as a strategic step in building brand recognition.

– In 2026, we are embarking on a path of marketing cost reduction. Driven by the growing scale of operations and the brand-building investments already made, which yield returns over a longer time horizon, we can expect lower expenditures while maintaining high effectiveness. We are focused on optimising the sales funnel and leveraging our accumulated experience and observations, which confirm that such optimisation is entirely achievable. Costs, which over the past two years were at record-high levels relative to sales, can be reduced in 2026 and in subsequent years – adds Jacek Dziaduś, CFO of Answear.com.

In light of Q4 2025 results, which fell below initial assumptions due to aggressive price competition, the Supervisory Board resolved on 1 April 2026 to adjust the target for 2026. In accordance with the updated incentive programme assumptions, the EBITDA performance target has been reduced by 10% to PLN 90 million.

– We face ambitious targets for 2026, with our EBITDA performance goal set at PLN 90 million. While the first half of the year may see somewhat lower momentum due to a high base effect and lower volumes of clearance merchandise, we anticipate significantly stronger results in the second half. Leveraging the scale already achieved and through process optimisation, we plan to progressively reduce marketing costs while reaping the benefits of investments already made. We are well prepared financially, operationally, and in terms of marketing to continue scaling the business – adds Krzysztof Bajołek.