Wolczanka

Wólczanka is a distinguished brand that has been a part of the Polish fashion landscape since 1948. It began as a boutique offering men's shirts, including an exclusive line under the Lambert sub-brand. Over the years, Wólczanka has become synonymous with high-quality fabrics and accessories, as well as exceptional craftsmanship. This focus on quality and detail has established the brand as a leader in the Polish market.

The brand's success is attributed to its dedication to designing shirts that not only meet but exceed customer expectations. Wólczanka's expertise in shirt-making is a result of generations of experience, which has allowed the brand to understand and adapt to the evolving needs and preferences of its customers.

In recent years, Wólczanka has undergone a significant transformation. The VRG Group, which owns the Wólczanka network of clothing stores, announced a rebranding plan as part of its strategic vision for 2023-2025. The rebranding initiative aims to refresh the brand's image and attract a younger demographic, specifically customers aged 25 and above. The key change in this rebranding effort is the introduction of a new brand, Well, which will replace Wólczanka in both existing and newly opened large stores.

The Well brand promises a "total look" concept, offering a wide range of products that extend beyond the shirts that have been Wólczanka's flagship product. This expansion into a full range of casual clothing for women is a strategic move to address customer feedback indicating confusion in the new store format. The Well branding will be visible in the online store and in physical stores, starting with two locations in smaller towns before expanding to major cities including Warsaw, Katowice, Rzeszów, and others.

The rebranding of Wólczanka to Well is one of the main marketing projects for the VRG Group in 2024. The company has also committed to investing in an eco-friendly clothing line, signaling a shift towards sustainability and environmental responsibility. The new Well brand is set to be colorful and environmentally friendly, with a distinctive logo designed by Edgar Bąk, a renowned designer known for his work on various corporate logos.

The interior design for the new Well Wólczanka stores is the work of Schwitzke Górski, a respected firm with experience in retail design across different sectors. The first of the new large Well stores will be established later this year in Krakow and Płock, with more scheduled to open in 2024 in cities like Gdańsk and Poznań. This rebranding marks a new chapter for Wólczanka, as it evolves to meet the changing demands of the fashion industry and its consumers.