Damian Szarnecki, sales manager at the Polish branch of Union Distribution – the official manufacturer of UD and Blaupunkt TVs and a representative of the Venta brand.
Editors: First, a clarification is in order for our readers. When describing your company above, we also added the noun “TV” to the word Blaupunkt. You are responsible for the television segment in Poland.
Damian Szarnecki : That’s right – Union Distribution is the exclusive manufacturer of Blaupunkt TVs in Poland and Europe. The Blaupunkt brand has a long history in Poland, dating back to the era of car audio dominance. Today, leveraging this recognition and reputation, we’re expanding the TV category – providing devices that combine modernity, functionality, and affordability. Of course, there’s also a Blaupunkt household appliance supplier operating independently of us.
Blaupunkt celebrated its 100th anniversary last year. It’s a wonderful anniversary, but also undoubtedly a huge challenge in our daily work with the brand.
A centenary is, on the one hand, a source of pride, but on the other, a tremendous responsibility. Expectations for a brand with such a legacy are naturally high. We strive to ensure that each of our products meets these expectations while simultaneously responding to the changing needs of the market. Today’s consumers no longer buy just a brand; they expect added value in the form of quality, smart features, design, and reliability. Thanks to its 100 years of experience, Blaupunkt has the right foundations to meet these expectations. I would also like to add that this year Blaupunkt signed a contract as one of the main sponsors of the Italian Racing Team Iron Lynx, which competes in the LMGT3 category of the WEC World Endurance Championship with a Mercedes GT. Personally, I am a die-hard fan of this brand and I am extremely pleased to be part of such a major event.
We are mainly talking about the Blaupunkt brand, but it should be added that your offer also includes an equally spectacular brand, Venta – one of the most experienced suppliers of air purification and humidification equipment on the market.
The Venta brand is positioned in the premium segment. This German manufacturer of air purification devices, for which we are also the official representative in Poland, is focused on high quality, precision, and real health benefits for the user. In an era of growing environmental awareness and concern for indoor air quality, Venta products—such as air purifiers and humidifiers—are enjoying growing popularity, especially among customers seeking top-of-the-line solutions.
In addition to the Blaupunkt and Venta brands, you also have your own brand, UD. What products are available with this logo, and what is the brand’s sales policy?
The UD brand, of course, stands for Union Distribution. This is our proprietary product line, created for customers seeking robust, well-equipped devices at a reasonable price. We primarily focus on televisions, including modern models with QLED technology, which are very popular among consumers. Our offerings also include small household appliances, such as microwaves, and essential consumer electronics accessories. UD is a brand that combines modern features, attractive design, and competitive pricing, allowing it to compete effectively in both traditional retail and e-commerce.
Speaking of the television segment, what kind of market are we dealing with today? What dominates it, and what do consumers expect beyond an attractive price?
The television market has undergone a significant transformation in recent years. Smart TV features, access to streaming platforms, and voice control are now almost standard. Consumers expect intuitive operation and a fast system, but also durability and reliable service. We’re also seeing growing interest in larger screen sizes, such as 55+, which are now a very popular choice. Price remains a factor, but functionality and the quality of after-sales support are becoming increasingly important.
Events in global markets, stemming from the trade war and the geopolitical conflict between the US and China, will likely change many of the pieces of the puzzle. What do you think will happen in the consumer electronics market? Will we see an increase in TV prices?
Trade policy, tariff wars, logistics costs – all of this impacts the final price of a device in the store. We are already observing certain tensions that may result in price increases, although they will not be drastic. Manufacturers are trying to minimize the effects of global changes, but they cannot be completely avoided. Our role as a distributor and manufacturer – because this is what sets us apart – is to respond appropriately. This means flexibly seeking alternative component suppliers, optimizing production processes and logistics to ensure the end customer doesn’t experience sudden price increases. Of course, this must be accompanied by innovative technologies and the latest solutions.
You undoubtedly have these, and in recent weeks they were brilliantly demonstrated at the IFA trade show, where you extensively presented your offer. What would you particularly like to draw the attention of Polish consumers to?
IFA is always a special event for us, but this year it held particular significance. For the first time, we presented such a wide range of Mini LED TVs, which generated tremendous interest from both retail partners and end customers. This technology is our focus this year – we believe it will set the standard for image quality in the premium segment in the coming years. At the same time, we expanded our QLED TV offering and added models with Tizen and webOS to our portfolio – all to further expand consumer choice. This allows users to tailor their TV not only to their technical needs but also to their Smart TV preferences. Therefore, IFA 2025 was not only an opportunity to present new products but also confirmation that Blaupunkt is consistently developing its technology and strengthening its position in the European market. Our stand and the models presented there were very well received.
The end of the year is upon us, and many trade shows are coming up, starting with the 35th anniversary of GT Poland, also known as “Galicia.” What models will you be showcasing?
The end of the year is a very busy, yet exciting time for us. Events like the 35th anniversary of GT Poland, which we all still colloquially call “Galicja,” are a great opportunity for us to meet face-to-face with partners and showcase the full potential of our offerings. This year, we’ve once again focused on the premium segment, showcasing our latest Mini LED TVs, which are our flagship development direction. However, we haven’t forgotten about other lines – we’ll also be showcasing QLED TVs and models with Google TV, which are becoming increasingly popular among users who value intuitiveness and a rich content offering. Our goal is to demonstrate that Blaupunkt is a brand that combines tradition with modernity and offers solutions tailored to the needs of both the most demanding and budget-conscious customers.
At the end of our conversation, how would you sum up Blaupunkt’s offer and message in three sentences?
Blaupunkt is a brand with over a century of heritage that constantly looks to the future. Our goal is to combine precision, reliability, and emotion – values that equally define the world of technology and motorsport. That’s why we are so closely associated with the aforementioned Iron Lynx – a team that demonstrates in endurance racing that success is the result of passion, consistency, and perfection in every detail. These same principles guide the creation of every Blaupunkt TV. So, you could say that both on the track and in the world of electronics – we play for the highest stakes and always strive for perfection.
