What Bonami does

Bonami (BONAMI.CZ, a.s.) is a privately held Czech e-commerce operator specializing in furniture and home goods, headquartered in Prague with a distribution/returns facility at Prologis Park Prague Airport in Jeneč. The company sells through its own e-commerce platform built on Magento, offering more than 60,000 SKUs across furniture, lighting, textiles, kitchenware, garden, and décor, and complements online sales with physical Bonami Home Studios showrooms in Prague where customers can view merchandise, place orders, and arrange interior design consultations.

The business operates localized storefronts across 13 European country domains — Czech Republic, Poland, Slovakia, Romania, Hungary, Croatia, Lithuania, Latvia, Slovenia, Bulgaria, Estonia, and Italy — making it one of the broader-reaching home goods e-tailers in Central and Eastern Europe. Beyond its marketplace, Bonami has built an integrated service ecosystem that includes a full-service interior design practice (Bonami návrh interiéru) capable of design, procurement, installation, and custom kitchens within a six-week turnaround; a structured B2B Partners Program offering tiered discounts up to 25% and 2-year warranties for developers, architects, real estate agents, and interior designers; an affiliate program via the eHUB network paying up to 6% commission; and the BonamiStar influencer seeding program.

Monetization is primarily one-time product sales supplemented by gift voucher revenue (200–5,000 Kč denominations, 365-day validity), affiliate commissions, and B2B project fees for interior design engagements. Customer acquisition is multi-channel, spanning email, organic and paid social, SEO-driven editorial content (Shop The Look, trend articles, project showcases), influencer collaborations, and direct B2B outreach. The company maintains GDPR compliance, processes payments via Visa, Mastercard, PayPal, Klarna, and Twisto (BNPL), and ships through a multi-carrier logistics stack including Česká pošta, DPD, Zásilkovna, GLS, and Gebrüder Weiss.

Name

Bonami

Legal name

BONAMI.CZ, a.s.

Website

https://bonami.cz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Bonami is a privately held Czech e-commerce operator selling furniture and home goods across 13 European country storefronts, complemented by physical showrooms, full-service interior design, and a B2B partner program.

Ownership category

akta.pro rank

Headquarters

HQ city

Karlín

HQ country

Czechia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Furniture & Home Goods): Core revenue stream from online sale of furniture, home décor, textiles, kitchenware, garden, lighting, and accessories across 60,000+ SKUs. Sold directly to consumers (B2C) and businesses (B2B) with tiered pricing for partners.
2. Gift Vouchers: Electronic and printed gift vouchers sold in denominations of 200 Kč, 500 Kč, 1,000 Kč, 2,000 Kč, and 5,000 Kč. Valid for 365 days from purchase. Residual balance credited to recipient's account.
3. Interior Design Services (B2B): Full-service interior design, procurement, and installation for developers, real estate agents, property managers, and firms. Covers residential projects, rental staging, office fit-outs, and custom kitchen installations. Revenue generated through project fees and product sales at B2B discount tiers.
4. Affiliate Commission Revenue: Bonami operates an affiliate program through eHUB network, paying partners up to 6% commission on referred sales. Bonami also acts as the merchant in this arrangement, earning revenue from sales driven by affiliate partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Bonami operates a multi-category online store selling furniture, lighting, textiles, kitchenware, garden products, and home accessories across 13 European country-specific domains, with an online assortment exceeding 60,000 SKUs. The platform is supplemented by physical Bonami Home Studios showrooms in Prague, a full-service interior design offering (Bonami návrh interiéru), a tiered B2B partner program for developers and architects, an affiliate program via eHUB, and the BonamiStar influencer program.

Product overview

Bonami operates a multi-category e-commerce platform specializing in home goods and furniture. The core platform (bonami.cz) serves as a B2C online store offering products across categories including furniture, lighting, carpets, decorative accessories, kitchenware, and outdoor items. The product portfolio includes private-label Bonami-branded products (furniture, kitchen accessories, cleaning/organization, leisure items) as well as third-party premium brands. The company offers complementary services including professional interior design consultation (Bonami návrh interiéru), B2B partnership programs with volume-based pricing for developers and architects, an affiliate marketing program through eHUB, and the BonamiStar influencer collaboration initiative. Additional offerings include gift vouchers (electronic format in 200-5,000 Kč denominations), a mobile application for enhanced mobile shopping, and Bonami Home Studios (physical showroom locations). The platform operates across 11 Central and Eastern European country-specific domains, with products available in categories spanning living room, bedroom, children's room, bathroom, kitchen/dining, terrace/balcony, and garden.

Differentiator

Problem solved

Functional benefit

Products and services

• Bonami E-commerce Platform Multi-category online store offering more than 60,000 products across furniture, lighting, carpets, kitchenware, textiles, garden, and decorative accessories, with product browsing by category and room, shopping cart, user accounts, order management, and multiple payment and delivery options. Sold directly to consumers across Central and Eastern Europe.
• Bonami Gift Vouchers Electronic and printed gift vouchers available in denominations of 200 Kč, 500 Kč, 1,000 Kč, 2,000 Kč, and 5,000 Kč. Valid for 365 days from purchase. Electronic vouchers are delivered by email immediately after payment confirmation; printed vouchers are mailed.
• Bonami Interior Design Service (B2C) Professional interior design consultation service for consumers, including room design recommendations, product selection assistance, and styling advice for creating cohesive home interiors. Supports custom kitchen installations within 6 weeks.
• Bonami B2B Partner Program Business-to-business partnership program offering tiered volume-based discounts (15%, 20%, or 25% based on annual cumulative turnover thresholds of 50,000 Kč, 150,000 Kč, and 250,000 Kč) for developers, real estate agents, architects, and interior designers. Includes a 2-year warranty and dedicated account management. New partners receive 20% for the first month.
• Bonami Interior Design for B2B Turnkey interior design and realization service for businesses, including professional design proposals, product procurement, installation, and styling. Capable of completing projects in as little as 3-6 weeks including custom kitchen installations.
• Bonami Mobile Application Native mobile application for iOS and Android offering enhanced product discovery with 10x larger selection than competitor apps, personalized notifications for discounts and new arrivals, favorites and wishlists, and streamlined mobile checkout.
• Bonami Home Studios Physical retail showrooms in Prague where customers can view thousands of products in person, receive personalized selection assistance from the sales team, support for online purchases, and custom interior design consultations including kitchen design.

Quantifiable outcome

• B2B partners receive 2-year warranty (vs standard 12 months) as a standard benefit

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• eHUB (eHUB s.r.o.)coreGTM or Marketing PartnereHUB operates Bonami's affiliate network, providing tracking technology and 24/7 technical support. Bonami offers partners up to 6% commission on referred sales through the eHUB platform. Cookie validity ranges from 7 to 30 days. eHUB processes and pays monthly commissions to affiliate partners.
• Blahobyty.czminorStrategic or Co-development PartnerBlahobyty.cz manages rental apartments for investors. Bonami collaborated with Blahobyty.cz on interior design projects for rental properties, providing design, procurement, and furnishing services. The partnership has delivered at least two projects including the Mikulášská apartment (65 m², 300,000 Kč budget).
• Future X1minorStrategic or Co-development PartnerFuture X1 is a residential development investment fund. Bonami designed and furnished apartments in their new construction projects in Prague, including the Smíchov project (85 m², 3-bedroom, 470,000 Kč budget).
• Twisto payments a.s.minorGTM or Marketing PartnerTwisto provides 'Buy Now, Pay Later' payment service (Twisto platba). Bonami offers customers the option to pay using Twisto with up to 14 days payment terms. Bonami acts as the merchant, with Twisto facilitating the deferred payment.
• Heureka Group a.s.minorGTM or Marketing PartnerHeureka is a Czech price comparison and product review platform. Bonami uses Heureka for customer review aggregation and comparison shopping visibility.
• Trustpilot, Inc.minorGTM or Marketing PartnerTrustpilot provides independent customer review platform for Bonami, enabling verified customer reviews on products and the overall shopping experience.
• Shipping Partners (Česká pošta, DPD, Zásilkovna, WE|DO CZ, Gebrüder Weiss, FOFR Expressvan, PROFIGROUP PLUS, GLS, Allegro Retail)coreOthersMultiple logistics partners handle parcel delivery across Czech Republic and international markets. Zásilkovna is also used for returns (reclamation address ID: 986 19 867). Uloženka s.r.o. handles distribution.
• BIANO s.r.o. / GLami s.r.o.minorGTM or Marketing PartnerVisual search and product discovery platforms that drive traffic to Bonami through product recommendations and price comparison.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Home24: Home24 is a European online furniture and home accessories retailer serving multiple countries with a wide assortment of furniture and décor. Comparable to Bonami on multi-country e-commerce model, broad furniture assortment and B2B/retail hybrid positioning.
• Westwing Group: Westwing is a European online home and living retailer operating across multiple countries (including CEE) with curated furniture and décor assortment and a content-driven shopping model. Directly comparable to Bonami on category, DTC e-commerce model and content-led inspiration galleries.
• Kave Home: Kave Home is a European furniture and home décor brand with strong e-commerce presence across Southern and Central Europe. Comparable to Bonami on category mix (furniture, décor, outdoor), design-led branding and multi-country European footprint.
• Made.com (now Next Retail): Made.com was a European online furniture retailer selling design-forward furniture directly to consumers across multiple European markets. Highly comparable to Bonami in DTC model, mid-premium price positioning, and pan-European reach, though it has since entered administration.

Broad incumbents

• Wayfair: Wayfair is the largest pure-play online home goods and furniture retailer globally, with expanding European operations including CEE markets. Comparable as a broad incumbent in the same online home category with vastly larger scale and assortment.
• IKEA (Inter IKEA): IKEA is the dominant global furniture retailer with extensive physical store networks across CEE and growing e-commerce. Comparable as a broad incumbent competing for the same household furniture and home décor spend across Bonami's core markets.
• JYSK: JYSK is a Nordic-origin home furnishings retailer with dense store presence across CEE and growing online sales. Comparable to Bonami in product category and CEE geographic overlap, but operates a discount-store-led model rather than a premium design-led platform.
• XXXLutz: XXXLutz is one of Europe's largest furniture retailers, with major operations in Austria, Germany and expanding CEE presence (including Czech Republic). Comparable to Bonami in category and core CEE market overlap, but operates primarily a big-box store model.

Regional players

• Möbelix: Möbelix is an Austrian/CEE discount furniture retailer under the XXXLutz group, operating across Central Europe including the Czech Republic. Comparable to Bonami in category and partial geographic overlap, but competes primarily on price and store scale.
• ASKO Nábytek: ASKO Nábytek is a Czech/CEE furniture retailer with strong brick-and-mortar and growing online operations. Comparable as a regional player competing for the same Czech home furnishings customers but with a different store-led go-to-market.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bonamicz
• Xx.com/bonamicz
• Facebookfacebook.com/bonami.cz

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&A

Investments

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

Frequently asked questions about Bonami