U.S. Polo Assn., the official brand representing the United States Polo Association (USPA), has officially opened its first retail store in Germany, marking a significant milestone in the brand’s global expansion. The store, situated in the prominent Alexa Mall at Alexanderplatz in Berlin, offers a carefully curated range of men’s, women’s, and undergarments, as well as beachwear collections, blending sports heritage with contemporary flair.
This new location is part of a broader strategic initiative that aims to establish over 20 U.S. Polo Assn. stores across Germany in the coming years, highlighting the country as a key market for the multi-billion-dollar brand. Additionally, plans are underway for the launch of a U.S. Polo Assn. e-commerce site in Germany slated for 2026. This expansion underscores the brand’s commitment to providing an authentic shopping experience while reinforcing its presence in Europe.
To celebrate the grand opening, a festive ribbon-cutting ceremony was held, attended by VIPs, media, and brand enthusiasts. Notable guests included J. Michael Prince, President and CEO of U.S. Polo Assn./USPA Global, and Lorenzo Nencini, President of Incom, along with U.S. Polo Assn. Global Brand Ambassador and Italian Polo Champion Giordano Magini. Attendees were treated to appetizers, cocktails, and live music, all while experiencing the iconic polo player style showcased by U.S. Polo Assn. models.
“We are aggressively growing the German marketplace with our retail store and e-commerce expansion, as well as our wholesale partnerships,” said J. Michael Prince. “Opening our first U.S. Polo Assn. store in Berlin is not just about launching a store; it’s about creating a vibrant connection with the German market.”
Moreover, U.S. Polo Assn. has also established its presence as the Official Apparel Sponsor of the Berlin Maifeld Cup held at the historic Olympiapark, a venue renowned for its significance in the 1936 Berlin Summer Olympics. This prestigious tournament is considered one of Germany’s premier polo events and is a highlight of the European polo season.
“Berlin is a creative and multicultural hub where style and quality are highly valued, making it the perfect backdrop for our brand,” stated Lorenzo Nencini. “We are excited to partner with Sarnacchiaro for our debut on the German high street.”
With plans to expand its retail fleet by 100 new locations globally by 2025, U.S. Polo Assn. is poised to deepen its impact and connection with customers worldwide. The Berlin store launch marks a promising new chapter for the brand as it expands its reach to new audiences in Europe.
