What nice shops GmbH does

niceshops GmbH is an Austrian e-commerce operator founded in 2010, headquartered in Saaz (Styria) with additional offices in Graz and Vienna. It runs a portfolio of 20 specialized direct-to-consumer online stores (including Ecco Verde, Piccantino, VitalAbo, olibetta, playPolis, pools.shop, Interismo, Zoolini, 3Djake, From Austria, and others) covering categories from natural cosmetics, nutrition, and baby products to toys, pet supplies, aquaristics, home decoration, fine foods, pools, and E-bikes. The stores serve approximately 1.3 million active customers, offer more than 2 million articles, and operate in up to 18 languages with shipping to 40+ countries; maximum dispatch capacity is 15,000 packages per day. The saaza platform unifies all niceshops shops into a single cross-category shopping and checkout experience.

Beyond retail, niceshops develops and manufactures proprietary brands (Eigenmarken) including Geero E-Bikes (produced in Styria), PURE SKIN FOOD natural cosmetics, and Don PiccanToni spice blends. The company also operates Steve, a B2B fulfillment and e-commerce service that handles storage, packing, and shipping for third-party merchants and allows them to list products inside existing niceshops storefronts. The underlying technology stack includes a custom multi-language, multi-currency e-commerce platform built on Storyblok CMS, hosted on Hetzner infrastructure, with AWS-backed email delivery via SendinBlue, Freshworks for customer support, Google Analytics for measurement, and paid acquisition through standard ad-tech partners (Google, Meta, LinkedIn, Microsoft, Criteo, TikTok, Pinterest).

The business model is direct-to-consumer retail across multiple verticals, supplemented by B2B services (Steve fulfillment and product listing) and higher-margin own-label manufacturing. Revenue is generated from one-time product sales; pricing is per-product with no disclosed B2B subscription tiers. Distribution runs through the 20 owned storefronts plus the saaza aggregator, selective Amazon Marketplace listings, a physical Geero E-Bike store in Graz, and Geero test-ride locations at 50+ sites in Germany and Austria. The company is privately held (Gesellschaft mit beschränkter Haftung) under the management of Roland Fink, Mag. Christoph Schreiner, and Carina Hödl MSc, with no disclosed external investors, funding history, or revenue figures.

Name

nice shops GmbH

Legal name

niceshops GmbH

Website

https://niceshops.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

niceshops GmbH is an Austrian e-commerce operator running 20 specialized direct-to-consumer online shops (cosmetics, nutrition, food, toys, pet, aquaristics, pools, E-bikes) serving 1.3 million active customers in 18 languages, complemented by Eigenmarken brands (Geero, PURE SKIN FOOD, Don PiccanToni) and a B2B fulfillment service called Steve.

Ownership category

akta.pro rank

Product category

Online Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), All Other Specialty Food Retailers (445298), Soap and Cleaning Compound Manufacturing (32561), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Retail-Misc General Merchandise Stores (5399), Perfumes, Cosmetics & Other Toilet Preparations (2844), Food And Kindred Products (2000), Motorcycles, Bicycles & Parts (3751), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

Keywords

• Online retail
• E-commerce fulfillment
• Private label brands
• Multi-channel retail
• Sustainable e-commerce

Headquarters

HQ city

Paldau

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Retail Sales: Operates 20 online shops selling various product categories directly to consumers. Revenue generated from product sales across multiple verticals including natural cosmetics, nutrition, toys, pet supplies, aquaristics, home decoration, food, pools, and E-bikes. Also offers private label brands (Selfmade Originals) including PURE SKIN FOOD, Don PiccanToni spices, and Geero E-bikes.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

niceshops GmbH operates 20 specialized direct-to-consumer online shops across diverse product segments (natural cosmetics, nutrition, toys, pet supplies, aquaristics, home decoration, food, pools, E-Bikes) in up to 18 languages, unified by the saaza aggregator that enables cross-category consolidated ordering. The company also runs a third-party fulfillment service (Steve) handling storage, packing, and shipping for business customers, and develops proprietary private-label brands (Eigenmarken) including Geero E-Bikes (manufactured in-house in Styria), Don PiccanToni spice blends, and PURE SKIN FOOD natural cosmetics.

Product overview

Nice shops GmbH operates a portfolio of 20+ e-commerce shops in up to 18 languages, unified under the saaza platform which allows cross-category shopping. The company offers direct-to-consumer online retail across diverse product categories including natural cosmetics (Ecco Verde, PURE SKIN FOOD, oh feliz, Cosmeterie), food and cooking (Piccantino, From Austria, Don PiccanToni), nutritional supplements (VitalAbo, Ayurveda101), pet supplies (Zoolini), toys (playPolis), home decoration (Interismo), pools (pools.shop), aquaristics (olibetta), horse care (Equus Vitalis), baby products (Babymondino), eco products (Ecosplendo), fragrances (bloomling), health products (Peganto), 3D printing (3Djake), and E-Bikes (Geero). Additionally, the company provides fulfillment services through Steve and develops proprietary brands (Eigenmarken) including Geero E-Bikes, Don PiccanToni spices, and PURE SKIN FOOD cosmetics.

Differentiator

Problem solved

Functional benefit

Brands

• 3Djake: 3D printing supplies and accessories
• bloomling
• Ecco Verde
• Ecosplendo
• Cosmeterie
• Equus Vitalis
• Peganto
• Babymondino
• From Austria
• Interismo
• oh feliz
• olibetta
• pools.shop
• saaza
• Zoolini
• playPolis
• VitalAbo
• Piccantino
• Ayurveda101
• Don PiccanToni
• Geero
• PURE SKIN FOOD

Products and services

• saaza Unified online shop aggregating all niceshops online shops, allowing customers to shop across product categories and place a single combined order for an easy shopping experience.
• 3Djake Online shop specializing in 3D printing products and accessories.
• bloomling Online shop offering fragrance and perfume products.
• Ecco Verde Online shop specializing in natural and organic cosmetics.
• Ecosplendo Online shop focusing on eco-friendly and sustainable products.
• Ayurveda101 Online shop offering Ayurvedic health and wellness products.
• Cosmeterie Online shop for cosmetics and beauty products.
• Equus Vitalis Online shop for horse care and equestrian products.
• Peganto Online shop for health and wellness products.
• Babymondino Online shop for baby products and supplies.
• From Austria Online shop featuring Austrian-made products and delicacies.
• Interismo Online shop for home decoration and interior design products.
• oh feliz Online shop for cosmetics, perfumery, and body care products.
• olibetta Online shop for aquaristics including freshwater/saltwater aquariums, garden ponds, and terraristics.
• pools.shop Online shop for pools, pool accessories, and pool care products.
• Zoolini Online shop for pet food, pet care, and pet accessories.
• playPolis Online shop for toys and games for children and families.
• VitalAbo Online shop for nutritional supplements and sports nutrition, established 2006.
• Piccantino Online shop for fine foods, international delicacies, spices, cooking equipment, and kitchen accessories.
• Geero Own-brand Austrian-made E-Bikes with pedelec design, hidden motor in rear hub, removable 444-Wh battery offering up to 80-100 km range, weighing under 20 kg. Sold directly online and through the Geero E-Bike Store in Graz.
• Don PiccanToni Proprietary spice brand featuring eight European-inspired spice blends (country-specific mixes such as Poppy from England, Bjorn from Germany, Magda from Poland, Pierre from France, Lola from Spain, Luca from Italy, Emma from Austria, Severin from Switzerland). Free from glutamate and artificial additives.
• PURE SKIN FOOD Natural cosmetics brand developed in-house by niceshops, featuring sustainable skincare products.
• Steve Fulfillment Fulfillment service that handles storage, packing, and shipping of products for business customers, enabling them to focus on their core business.

Quantifiable outcome

• Ships up to 15,000 packages per day
• +2 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• PoolpandaminorStrategic or Co-development PartnerPoolpanda provides expertise and consulting support to pools.shop for advising current and future pool owners in a practice-oriented manner.
• Oliver KnottminorStrategic or Co-development PartnerOliver Knott, recognized expert in aquaristics, provides expertise and support to olibetta, sharing knowledge through useful tips, inspiring ideas, and carefully selected products.
• Hetzner Online GmbHcoreTechnology or IntegrationWeb hosting including backup storage for niceshops websites. Location of processing: EU/EWR.
• storyblok GmbHcoreTechnology or IntegrationCMS and web hosting platform for niceshops websites.
• Google Ireland LimitedcoreTechnology or IntegrationProvides Google Analytics (website analysis), Google Customer Match (targeted advertising), Google Enhanced Conversions (conversion tracking), and YouTube video hosting.
• LinkedIn Ireland Unlimited CompanycoreTechnology or IntegrationProvides LinkedIn Insight Tag (ad optimization), LinkedIn Matched Audiences (targeted advertising), and LinkedIn page analytics.
• Meta Platforms Ireland LimitedcoreTechnology or IntegrationProvides Meta-Pixel (ad tracking), Meta Custom Audiences (targeted advertising), and Facebook/Instagram page analytics (joint controllership).
• Amazon Web Services EMEA SARLcoreTechnology or IntegrationAWS infrastructure used for email newsletter delivery services.
• SendinBlue GmbHcoreTechnology or IntegrationEmail newsletter delivery platform for customer communications.
• Freshworks Inc.coreTechnology or IntegrationCustomer service platform for handling customer inquiries and support via email and chat.
• Sovendus GmbHminorGTM or Marketing PartnerVoucher network providing special offers to customers after order completion.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Windeln.de: DACH-focused online retailer for baby and family products. Directly comparable to niceshops' Babymondino shop in the same category, customer demographic, and geography.
• DocMorris: European online pharmacy and health platform shipping prescription and OTC products across DACH and the Netherlands. Directly competes with niceshops' VitalAbo supplements shop and broader health/wellness portfolio in the same DACH online channel.
• Westfalia: German specialty online retailer and catalog business for DIY, garden, and household products. Comparable to niceshops as a DACH e-commerce specialist with curated niche assortment and a similar mail-order heritage.
• Shop Apotheke Europe: Listed European online pharmacy selling OTC medicines, supplements, and health products across DACH and beyond. Direct competitor to niceshops' VitalAbo (nutrition/supplements) and Ayurveda101 (Ayurvedic wellness) in the same e-commerce health verticals.
• Flaconi: Berlin-based online retailer specializing in perfume, cosmetics, and natural beauty—directly overlapping with niceshops' Ecco Verde, PURE SKIN FOOD, oh feliz, and Cosmeterie natural cosmetics shops in the same DACH market.

Broad incumbents

• Zalando: Europe's largest online fashion/lifestyle platform, headquartered in Berlin. Comparable as a large multi-category DACH e-commerce operator with a broad inventory model, marketplace program, and pan-European logistics footprint—significantly larger scale but similar customer base overlap.
• Otto Group: Hamburg-based multi-vertical e-commerce and retail group operating dozens of online shops across fashion, home, and lifestyle. Highly comparable as a multi-shop e-commerce holding company serving DACH consumers across diverse specialty categories.
• Baur Versand: German multi-category online retailer (part of the Otto Group) selling fashion, home, and lifestyle products. Comparable as a long-established DACH multi-shop e-commerce operator with a broad but non-specialized assortment.
• Douglas: Europe's leading omnichannel perfume and beauty retailer with a strong DACH online presence. Competes head-on with niceshops' natural cosmetics shops (Ecco Verde, Cosmeterie, oh feliz) and offers comparable curated beauty assortments plus a 1,800+ physical store network.
• Galaxus (Digitec Galaxus): Switzerland's largest online retailer (part of Migros) operating across consumer electronics, home, sport, and household categories. Comparable as a multi-vertical DACH e-commerce operator with deep assortment and own-brand extension.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Niceshops
• Facebookfacebook.com/niceshopscom
• LinkedInlinkedin.com/company/niceshops-gmbh
• Instagraminstagram.com/niceshopscom

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about nice shops GmbH