Poland's oldest jewelry company acquires its "jewelry sister." The deal is worth 105 million.

Poland's oldest jewelry brand, W.KRUK, announces the acquisition of Lilou, one of the hottest brands in personalized jewelry. A strategic move that could redefine the jewelry market in Poland.
On July 8, 2025, W.KRUK , Poland's oldest jewelry brand , announced the signing of a conditional agreement to acquire Lilou . The base amount? An impressive PLN 105 million . If Lilou meets certain financial targets, W.KRUK will add up to PLN 30 million in bonuses . While at first glance this merger may seem like a meeting of two different worlds, W.KRUK knows exactly what it's doing—now more than ever, it needs a "jewelry sister" who will bring freshness, excitement, and new energy to its classic heritage.

W.KRUK is a brand with a history dating back to 1840 and boutiques scattered throughout Poland. We all recognize advertisements that evoke family, tradition, and elegant jewelry. Lilou, on the other hand, is its younger, one might say... more edgy sister . Founded in 2009 by Magdalena Mousson-Lestang , the brand took women by storm by offering personalized jewelry at a reasonable price. Engraved string bracelets and amulets with a personal touch quickly became a fashion hit. Because who hasn't gifted a friend a Lilou bracelet ? Today, Lilou has 45 boutiques, including two abroad, and a strong e-commerce presence. W.KRUK saw enormous potential in the emotional connection it creates with its customers —and is willing to pay for it.
Why is VRG choosing Lilou? W.KRUK StrategyW.KRUK's owner, the VRG Group, has previously announced its growth through acquisitions of complementary brands. Lilou is the ideal candidate: a younger brand with a loyal community and a strong online presence. Lilou gives VRG access to a new segment – customers seeking emotion, symbolism, and a personal message.
Lilou acquisition by W.KRUK: conditional transaction for PLN 105 millionUnder the agreement signed on July 8th, W.KRUK and special purpose vehicle WK SPV 1 are purchasing the entire Lilou group, comprising five operating companies that may be merged into a single entity before closing. The base price is PLN 105 million, with the possibility of a premium of up to PLN 30 million if Lilou meets certain financial targets.
For now, the transaction must be approved by the Office of Competition and Consumer Protection . If all goes according to plan, Lilou will become part of VRG's portfolio by the end of May 2026. This could mean not only the expansion of the chain but also a new way of thinking about jewelry: not as adornment, but as personal storytelling.
Personalized jewelry - a hit among the younger generationAccording to WGSN (Worth Global Style Network) , the era of so-called chaotic customization is upon us— personalization on a grand scale . What does this actually mean? The younger generation doesn't care about simple engraving . Gen Z wants "accessories for accessories" —charms , pendants , modules that consumers assemble themselves like a creator. WGSN describes this as a reaction against mass production . In this context, Lilou —with its prominent personalization accent—fits perfectly with the expectations of young customers.
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