What Burda International does

Burda International is the international operating arm of German media conglomerate Hubert Burda Media, with its principal Polish subsidiary Burda Media Polska Sp. z o.o. operating as the largest lifestyle media company in Poland since 1994. The business runs a multi-platform media stack comprising 12 digital portals (Elle.pl, Glamour.pl, National-geographic.pl, Wizaz.pl, Polki.pl, Kobieta.pl, Party.pl, Viva.pl, MamoToJa.pl, Gotujmy.pl, and others) reaching nearly 13 million monthly users, alongside 6 print magazines (ELLE, ELLE Decoration, Glamour, VIVA!, National Geographic, National Geographic Traveler). Supporting technology includes the proprietary Burdaffi ad tracking and campaign optimization system, Burda Connect influencer platform with 2,500+ creators, a Content Studio (150m2) and Video Hub broadcast studio (300m2) for branded content production, and a programmatic advertising network delivering 800 million monthly impressions at 90% viewability.

The company's revenue model blends digital and print advertising, magazine subscriptions, e-commerce transactions through Cocolita.pl (a majority-owned online cosmetics drugstore processing 1 million annual orders across 20,000 SKUs) and Kultowy.pl (subscription and collectibles store), influencer marketing services, event sponsorship (ELLE Style Awards, Glamour Glammies, Kobieta Roku, Kosmetyk Wszech Czasów, VIVA! Najlepsze dla Urody, VIVA! People Power), and collectibles distribution including Topps UEFA and Pokémon TCG products. A horizontally segmented customer base spans women aged 25–54 seeking lifestyle content, beauty and luxury brand advertisers (Henkel, Happa, Itaka, LOT, TVN Warner Bros. Discovery), e-commerce beauty shoppers, and parents purchasing children's educational and collectible products. The company is privately held, headquartered in Warsaw with secondary operations in Wrocław, and is led by CEO Maciej Klepacki with a C-suite comprising COO Tomasz Jażdżyński, CCO Tomasz Kuisz, Managing Director Digital Nino Dżikija, and People & Culture Director Anna Waszak.

Name

Burda International

Legal name

Burda Media Polska Sp. z o.o.

Website

https://burdamedia.pl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Burda International is the international arm of Hubert Burda Media, operating Poland's largest lifestyle media platform: 12 digital portals, 6 print magazines, e-commerce, influencer marketing, and branded content production serving women 25–54 and beauty, fashion, and luxury advertisers across 14 markets.

Ownership category

akta.pro rank

Product category

Digital Lifestyle Media Publishing

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (54181), Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)

akta.pro secondary industries

Full-Service Media Planning & Buying (MPAAABAA), Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Digital media publishing
• Lifestyle magazines
• Influencer marketing
• Programmatic advertising
• Cosmetics e-commerce

Headquarters

HQ city

Wroclaw

HQ country

Poland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Digital Advertising: Display advertising, programmatic advertising, native/branded content across portfolio of digital portals reaching nearly 13 million monthly users. Includes performance-based campaign models.
2. Print Magazine Publishing: Traditional magazine publishing including international titles ELLE, Glamour, National Geographic, VIVA!, and ELLE Decoration. Offers 6 luxury lifestyle magazines in Poland.
3. E-commerce - Cocolita.pl: Online cosmetics drugstore generating approximately 1 million orders annually with 20,000 product SKUs. Majority-owned by Burda Media Polska.
4. E-commerce - Kultowy.pl: Official internet store for magazine subscriptions, collections, and periodicals published by Burda Media Polska.
5. Influencer Marketing Services: Campaign management services through Burda Connect platform with access to 2,500+ influencers and integration with Burda portfolio brands.
6. Collectible Products: Collector editions including RBA collections, Topps trading cards (UEFA Champion's League, Nations League), Pokemon Trading Card Game, and children's magazine Ucz się i baw z TVP ABC.
7. Event Marketing: Premium events including ELLE Style Awards, Kobieta Roku Glamour, Kosmetyk Wszech Czasów, and VIVA! awards ceremonies offering brand visibility and advertising opportunities.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels10 records

Core offering

Burda International operates a multi-platform lifestyle media business combining 12 digital portals (Elle.pl, Glamour.pl, Wizaz.pl, National-geographic.pl, Polki.pl, Kobieta.pl, etc.), 6 print magazines (ELLE, Glamour, VIVA!, National Geographic), e-commerce platforms (Cocolita.pl, Kultowy.pl), influencer marketing services (Burda Connect with 2,500+ creators), programmatic advertising, and signature industry events. The Polish subsidiary Burda Media Polska reaches nearly 13 million monthly digital users and serves as a vertical integration platform from content to commerce for beauty and luxury advertisers.

Product overview

Burda Media Polska operates a multimedia platform architecture comprising digital portals, traditional magazines, e-commerce properties, and advertising services. The core offering includes 12 digital portals (Elle.pl, Glamour.pl, National-geographic.pl, Wizaz.pl, Polki.pl, Kobieta.pl, Party.pl, Viva.pl, MamoToJa.pl, Gotujmy.pl, MojeGotowanie.pl, PrzeslijPrzepis.pl) and 6 luxury magazines (ELLE, ELLE Decoration, Glamour, VIVA!, National Geographic, National Geographic Traveler). E-commerce operations include Cocolita.pl (cosmetics), Kultowy.pl (subscriptions/collections), and marketplace verticals. Supporting services include Burda Connect (influencer platform with 2,500+ creators), Burdaffi (ad tracking system), Studio Video Hub (broadcast production), Content Studio (creative production), and programmatic advertising. The company also manages collectibles (Topps UEFA, Pokemon TCG) and organizes industry events (ELLE Style Awards, Glamour Glammies, Kosmetyk Wszech Czasów, Kobieta Roku Glamour).

Differentiator

Problem solved

Functional benefit

Brands

• Content Studio: In-house creative content studio producing commercial content, branded campaigns, video productions, photo sessions, and social media content for Burda brands and external clients.
• Video Hub
• Burda Connect
• Burdaffi
• Cocolita.pl
• Kultowy.pl

Products and services

• Digital Portals (Elle.pl, Glamour.pl, National-geographic.pl, Wizaz.pl, Polki.pl, Kobieta.pl, Party.pl, Viva.pl, MamoToJa.pl, Gotujmy.pl, MojeGotowanie.pl, PrzeslijPrzepis.pl) Portfolio of 12 lifestyle, beauty, travel, food, and entertainment digital portals reaching nearly 13 million monthly users in Poland. The portals support display advertising, programmatic buying, and native/branded content integrations for advertisers.
• Print Magazines (ELLE, ELLE Decoration, Glamour, VIVA!, National Geographic, National Geographic Traveler) Portfolio of 6 luxury lifestyle print magazines covering fashion, interior design, beauty, celebrity/lifestyle, travel, and popular science, distributed through controlled circulation in Poland.
• Cocolita.pl Online cosmetics drugstore offering 20,000 products with approximately 1 million annual orders and 1.5 million monthly visitors. Majority-owned by Burda Media Polska and positioned as the only media publisher with its own beauty e-commerce platform in Poland.
• Kultowy.pl Official Burda Media Polska e-commerce store offering current and archival magazine subscriptions, collector editions, periodicals, and exclusive bundles unavailable elsewhere.
• Collections (RBA, Topps UEFA Champions League and Nations League, Pokemon Trading Card Game, Ucz się i baw z TVP ABC) Collectible products including classic RBA collections, Topps UEFA licensed trading cards, Pokemon Trading Card Game, and children's educational magazine distributed through press, subscription, and retail channels.
• Burda Connect Influencer Marketing Platform Proprietary influencer marketing platform and community connecting brands with 2,500+ internet creators across top social media channels, with over 400 completed campaigns. Automates creator selection, data collection, and publication approval.
• Wizaz.pl Klub Recenzentki (Product Testing and Reviewer Community) Beauty product reviewer community with 170,000+ members providing product reviews and recommendations. Operates the KWC catalog containing nearly 2 million organic reviews across 180,000 cosmetic products, enabling recommendation-based beauty marketing for advertisers.
• Content Studio (Creative Production Services) Full-service 150m2 creative studio producing commercial content, branded video ads, photo shoots, social media content, graphic design, podcasts, and live-shopping productions for Burda brands and external clients.
• Video Hub Studio (Broadcast Production Services) 300m2 broadcast studio with three independent recording areas and professional streaming equipment for lifestyle content, native video production, branded videos, and live streaming for Burda brands and external clients.
• Programmatic Advertising Services Performance-based digital advertising services delivered across the Burda portfolio, offering programmatic buying with 800 million monthly ad impressions at 90% average viewability and proprietary Burdaffi tracking for campaign optimization.
• Industry Events (ELLE Style Awards, Glamour Glammies, Kosmetyk Wszech Czasów, Kobieta Roku Glamour, VIVA! Najlepsze dla Urody, VIVA! People Power, National Geographic Photo Contest) Premium award ceremonies and industry events providing brand visibility and advertising partnership opportunities across fashion, beauty, and lifestyle segments in Poland.

Quantifiable outcome

• 90% average viewability rate for display advertising
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Henkel Polska (Syoss)minorGTM or Marketing Partner · 29 May 2025Brand partnership for Masterclass event at Elektrownia Powiśle organized by Wizaz.pl featuring Syoss hair care products. Included expert panels, workshops, and product demonstrations with influencer Karolina Leśniak (@wlosrozsadku).
• HappaminorGTM or Marketing Partner · 29 May 2025Brand partner for matcha ceremony at Wizaz.pl Masterclass event featuring Happa brand products.
• Dobrze się składaminorGTM or Marketing Partner · 29 May 2025Creative workshop partner for origami workshop session at Wizaz.pl Masterclass producing lanterns and cosmetic containers.
• TVN Warner Bros. DiscoverycoreStrategic or Co-development PartnerStrategic media partnership for video content production and distribution. VIVA! People Power 2025 event produced in collaboration with TVN Warner Bros. Discovery with gala broadcast on TVN channel, representing significant expansion of event distribution reach.
• ItakaminorGTM or Marketing PartnerStrategic advertising partnership with major Polish travel operator for travel content and advertising integration across Burda Media Polska portfolio.
• LOT Polish AirlinesminorGTM or Marketing PartnerStrategic advertising partnership with national airline carrier for travel content and advertising integration.
• Topps (UEFA Licensed Products)coreGTM or Marketing PartnerDistribution partnership for licensed trading card products including UEFA Champions League and Nations League collections, and Pokemon Trading Card Game through Burda Media's press and retail distribution network.
• pomocedomowe.plminorOthersMarketplace partner platform for home help services integrated in Burda Media Polska marketplace ecosystem.
• opiekazwierzat.plminorOthersMarketplace partner platform for pet care services integrated in Burda Media Polska marketplace ecosystem.
• opiekaseniora.plminorOthersMarketplace partner platform for senior care services integrated in Burda Media Polska marketplace ecosystem.
• niania.plminorOthersMarketplace partner platform for childcare/nanny services integrated in Burda Media Polska marketplace ecosystem.
• modago.plminorOthersMarketplace partner platform integrated in Burda Media Polska marketplace ecosystem.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Others

• GroupM Poland: WPP-owned media buying group operating in Poland. Comparable as a programmatic and media-buying counterpart that competes for the same brand budgets Burda monetizes through its direct sales and Burdaffi programmatic stack.

Broad incumbents

• Condé Nast: Owner of Vogue, GQ, Vanity Fair and other premium lifestyle titles with global licensing structure. Directly comparable at the brand-licensor level (ELLE competes in fashion/beauty premium) though broader in scale than Burda Media Polska.
• Gruner + Jahr / PME (RTL Group): Magazine publisher integrated into RTL Group across European markets. Comparable as a legacy magazine publisher confronting similar print-to-digital transition dynamics as Burda in Poland.
• Hearst: Global media company operating Cosmopolitan, Esquire, ELLE Decoration-licensed titles, and digital properties. Comparable as an international magazine publisher sharing licensed ELLE Decoration and similar editorial properties.
• Bauer Media: Global magazine publisher and audio operator with CEE presence. Comparable as a large-scale women's lifestyle and general-interest magazine publisher, broader than Burda's Polish focus.

Direct peers

• Wirtualna Polska: Major Polish internet portal group spanning news, lifestyle, and e-commerce (including shopping comparison services). Directly comparable as a diversified digital publisher and ad-supported media platform in Poland.
• Ringier Axel Springer Polska: Operates Onet, the largest Polish digital portal, and a portfolio of news and lifestyle verticals. Directly comparable as a leading Polish digital media publisher competing for the same advertiser budgets and audiences.
• Agora: Polish media group operating Gazeta Wyborcza, Gazeta.pl, and radio/film assets. Comparable as a multi-platform Polish publisher monetizing advertising across print, digital, and events.
• Edipresse Polska: Polish subsidiary of Edipresse Group publishing women's lifestyle, parenting, and special-interest magazines with digital extensions. Directly comparable as a Polish magazine publisher overlapping on women's lifestyle and parenting verticals.

Emerging players

• Notino: Leading CEE beauty e-commerce platform. Comparable as a competing cosmetics distribution channel; a partner or competitor to Burda's Cocolita.pl depending on whether brands view them as substitute or complement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/burdamediapolska
• LinkedInlinkedin.com/company/burda-media-polska
• Instagraminstagram.com/burdamediapolska
• TikToktiktok.com/@burdamediapolska

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Burda International