The official brand of the United States Polo Association, US Polo Assn redefines its operations in Spain with the launch of its latest high-concept retail destination in Barcelona, Spain. This expansion serves as a critical anchor for the brand’s Mediterranean growth strategy, aligning with a broader European push that saw the brand surpass $2.5 billion in global retail sales in late 2025.
Experiential retail and high-energy design
The new Barcelona storefront integrates the brand's proprietary ‘High Goal/High Energy’ design language, emphasizing an immersive consumer journey. Features include interactive selfie stations with authentic polo backdrops and high-definition ‘Halo’ digital screens broadcasting live matches from the USPA National Polo Center. Modern retail is no longer a transactional space but a storytelling platform, states J Michael Prince, President and CEO, USPA Global. By blending sport heritage with digital engagement, the brand aims to capture Spain’s resurgent $322 billion retail market, which is currently benefiting from a 12 per cent Y-o-Y increase in tourism-driven luxury spending.
Scaling global diversification
The Barcelona launch follows record-breaking performance in 2024 and 2025, where the brand targeted a fleet of 1,500 stores by 2030. Beyond its core menswear, the Spanish flagship showcases significant expansions into womenswear and footwear, segments that now contribute nearly 20 per cent of total revenue. This diversification is vital as European consumers increasingly seek ‘athleisure-luxe’ alternatives. Despite macroeconomic inflationary pressures, the brand’s diversified supply chain and omnichannel integration - which now accounts for over 25 per cent of global sales - position it to maintain a double-digit CAGR throughout the 2026 fiscal year.
US Polo Assn manages the official apparel and licensing for the United States Polo Association, founded in 1890. Operating in 194 countries with over 1,200 retail stores, the brand specializes in sport-inspired casualwear and technical footwear. Recent financial milestones include a record $2.5 billion in retail sales, supported by aggressive expansion in Germany, India, and Latin America.
