U.S. Polo Assn., the official brand of the United States Polo Association (USPA), has made its long-awaited debut in Germany. The American lifestyle label opened its first retail store in the country on July 3 at the ALEXA shopping center, located directly at Berlin’s iconic Alexanderplatz.
Spanning over 100 sq m on the first floor of the center, the new store offers a full range of polo-inspired collections for men and women. Designed in the brand’s signature red, white, and blue color scheme, the modern, minimalist retail space features dynamic polo imagery and sporting symbols, such as mallets and trophies, that celebrate the legacy of the game.
Known globally for its iconic double horseman logo and classic yet sporty apparel, U.S. Polo Assn. caters to customers seeking stylish versatility—from casual weekend wear to polished business-casual looks. At ALEXA, fashion-savvy Berliners can expect personalized style advice from the brand’s experienced in-store team.
The launch is more than just a new store opening—it marks the start of U.S. Polo Assn.’s strategic expansion into the German market. The project is managed in cooperation with fashion distributor Sarnacchiaro GmbH (MVS) and Incom S.p.a., with real estate firm Sonae Sierra overseeing leasing on behalf of property owner Union Investment.
“ALEXA is renowned across Germany as a prime location for rising brands and innovative retail concepts,” said Oliver Hanna, Center Manager at ALEXA. “We are thrilled to welcome U.S. Polo Assn. as our latest addition. With this launch, we are expanding our fashion offering and giving visitors even more reasons to shop with us.”
For U.S. Polo Assn., the ALEXA store is a gateway to broader ambitions. J. Michael Prince, President & CEO of USPA Global—the company managing and marketing the brand—highlighted the strategic importance of the move. “This opening reflects our growing commitment to the German market. Being part of such a vibrant shopping destination allows us to authentically connect with German consumers and showcase our sport-inspired fashion in a top retail setting,” he said.
Prince also revealed further expansion plans: “U.S. Polo Assn. aims to open around 20 stores in Germany over the next five years and to add 100 new retail locations globally by 2025, bringing our total to over 1,200 stores worldwide.”
The Berlin store launch comes at a milestone moment. In 2025, U.S. Polo Assn. celebrates its 135th anniversary under the banner “Born to Play.” The campaign pays tribute to the brand’s roots in polo, with events and activations around the globe inviting fans to become part of its enduring story.
As part of the local celebration, ALEXA will host a VIP opening event on July 15. Guests can enjoy live DJ sets, cocktails, and an exclusive fashion show featuring U.S. Polo Assn. models. Attendees include global brand ambassador and Italian polo champion Giordano Magini, alongside German polo player and Berlin Cup organizer Moritz Gädeke.
With a strong retail footprint and rich sporting heritage, U.S. Polo Assn. is setting the pace for a stylish new era in Germany.
