Nanu-Nana

What Nanu-Nana does

Nanu-Nana is a German specialty retailer of decorative items, gifts, seasonal products, and home accessories operating a dual-channel model across the DACH region. The company runs an e-commerce platform serving Germany (nanu-nana.de) and Austria (nanu-nana.at), supplemented by a network of physical retail stores across both countries, with Click & Collect and a unified gift card program bridging the two channels. Its headquarters are located in Oldenburg, Germany, and the company operates as a GmbH & Co. KG limited partnership structure with Sabine Hoepp serving as managing director (Geschäftsführer) of the general partner entity Nana Internetshop GmbH.

The company's product portfolio spans approximately a dozen core categories including Decoration (vases, artificial flowers, picture frames, candles), Lichterwelt (LED lighting), Living (kitchenware, room fragrances, textiles, storage), Gift Ideas and gift cards, Wedding decorations, Outdoor & Garden, Hobby & Leisure (plush toys, games, crafts, fashion accessories), and seasonal collections covering spring, summer, autumn, and New Year's/Christmas. The e-commerce platform is built on a Magento backend with a Hyvä frontend framework, hosted by maxcluster GmbH. Unit pricing ranges from approximately €1.95 for small accessories to €50+ for premium items, with gift cards offered in €15, €25, and €50 denominations valid across both stores and online. Shipping within Germany is €5.95 and to Austria is €7.95, with standard 3-5 business day delivery via DHL Paket.

The business model is transaction-based retail: one-time purchase sales of low-priced decorative and gift items distributed through owned retail channels to consumer (B2C) customers. The company maintains GDPR, CCPA, and partial WCAG 2.1 compliance, and uses third-party marketing tools (CleverReach, trbo, Flowbox, Falcon.io) for email, personalization, and social media management. No external funding rounds, M&A activity, or external parent ownership were identified; the firm appears independently owned and operated.

Name

Nanu-Nana

Legal name

Nanu-Nana Internetshop GmbH & Co. KG

Website

https://nanu-nana.de

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Nanu-Nana is a German specialty retailer selling decorative items, gifts, seasonal products, and home accessories to consumer customers through an e-commerce platform and a network of physical stores across Germany and Austria.

Ownership category

akta.pro rank

Product category

Home Décor & Gift Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Gift, Novelty, and Souvenir Retailers (45942), All Other Miscellaneous Retailers (45999)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

akta.pro secondary industries

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE), Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)

Keywords

• Home decoration retail
• Gift shop
• Seasonal merchandise
• Home accessories
• DACH e-commerce

Headquarters

HQ city

Oldenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time transaction-based sales of decorative items, home accessories, gifts, and seasonal products through both online and physical retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Nanu-Nana sells decorative items, gifts, and seasonal home accessories through an owned e-commerce platform (nanu-nana.de and nanu-nana.at) and a network of physical retail stores in Germany and Austria. The assortment spans categories such as Decoration, Lighting, Living, Gift Ideas, Wedding, Hobby & Leisure, Outdoor & Garden, and Seasonal Products, supported by Click & Collect, gift cards, and integrated returns across channels.

Product overview

Nanu-Nana is a German online and brick-and-mortar retail company offering home accessories, gifts, and seasonal decorations. The core product is the Nanu-Nana Online Shop (e-commerce platform), supplemented by physical retail stores across Germany and Austria. The product portfolio centers on decorative items for the home across multiple categories: Decoration (vases, artificial flowers, figures, candles, wind lights, lanterns, picture frames), Lichterwelt (LED lighting - lamps, figures, candles, string lights), Living (kitchenware, room fragrances, organization solutions, textiles), Gift Ideas (gift cards, gift wrapping, occasion-based gifts), Wedding decorations, Outdoor & Garden, Hobby & Leisure (plush toys, games, crafts, backpacks, fashion accessories), and Seasonal Products (spring, summer, autumn, winter decorations). The company operates under a unified brand identity with stores throughout Germany and Austria, offering both online shopping and in-store purchases, with gift cards redeemable across both channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Nanu-Nana Online Shop German online retail platform for home accessories, gifts, and seasonal decorations, serving customers in Germany and Austria via www.nanu-nana.de and www.nanu-nana.at.
• Gutscheinkarten (Gift Cards)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

Three partnerships are on record, tiered core.

• DHL Paket GmbHcoreTechnology or IntegrationPrimary logistics partner for package delivery within Germany. DHL handles the shipping of online orders from the distribution warehouse to customers. Provides shipment tracking capabilities.
• PAYONE GmbHcoreTechnology or IntegrationPayment service provider for processing credit card payments (Visa, MasterCard, American Express) and PayPal transactions. Handles secure payment processing for online orders.
• maxcluster GmbHcoreTechnology or IntegrationExternal hosting provider for the company's website infrastructure. Ensures reliable website performance and availability.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Emerging players

• Etsy: Global online marketplace specializing in handmade, vintage, and personalized gifts. Competes directly for the 'unique gift' occasion that Nanu-Nana serves, especially for wedding and personalized gift segments.

Direct peers

• Butlers GmbH & Co. KG: German lifestyle/home-accessories and gifts chain with a comparable store footprint in Germany and neighboring countries and a near-identical assortment of decorative items, candles, and gift ideas—Nanu-Nana's closest direct competitor.
• Tchibo: German retailer with a rotating assortment that frequently features home accessories, gifts, and decorative items alongside coffee. Competes for the same impulse-gifting occasions and seasonal purchase moments in DACH.
• Xenos: Dutch specialty retailer of gifts, home accessories, and seasonal décor with stores across Germany and the Netherlands. Overlapping product categories (vases, candles, figurines, gift items) and similar physical-store-led go-to-market.
• DEPOT (Gries Deco Company GmbH): German-Austrian specialty retailer of home décor, gifts, and seasonal decorations operating own-brand physical stores and e-commerce across the same DACH region as Nanu-Nana—directly overlapping product, customer, and channel mix.
• Søstrene Grene: Scandinavian home-accessories and gift retailer with a rapidly expanding store base in Germany. Highly comparable assortment of small-ticket décor, gifts, and seasonal items aimed at impulse-driven consumers.

Broad incumbents

• H&M Home: Lifestyle/fashion group's home concept; broad catalog of decorative accessories and gift items sold via own stores and online across Europe—competes for the same trend-conscious gifting customer.
• IKEA: Global mass-market home-furnishings retailer expanding into small accessories and decorative items at low price points; exerts broad pricing pressure on the DACH home-accessories market Nanu-Nana competes in.
• WMF (WMF Group GmbH): Established German kitchen, table, and home-accessories brand with retail presence and adjacent gift/home assortment. Overlaps with Nanu-Nana on kitchenware, mugs, and decorative items but as part of a wider cookware-focused portfolio.
• Amazon: Dominant e-commerce platform in Germany selling the full spectrum of gifts, decorations, and seasonal items; sets the online benchmark for assortment breadth, pricing, and delivery speed that Nanu-Nana competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NanuNanaDE
• LinkedInlinkedin.com/company/nanu-nana
• Instagraminstagram.com/nanunana
• Pinterestpinterest.de/meinnanunana
• TikToktiktok.com/@nanunanade
• Xx.com/mein_NanuNana

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Nanu-Nana