El-Badia

What El-Badia does

El-Badia is a Paris-based shisha and hookah specialist founded in 1991, operating as a direct-to-consumer e-commerce retailer (el-badia.com, available in 13 languages and 13 currencies) and a physical boutique at 75 rue Saint Denis in the 1st arrondissement. The company, legally organized as La Montagne Verte SARL, is privately held and bootstrapped with no disclosed external funding. El-Badia sells a portfolio that combines proprietary house brands — notably the CELESTE® shisha (launched 2006, a registered trademark and historic bestseller), the EL-BADIA P1 portable shisha with a patented hose rewinding system, the Z-series and C-series stainless steel and aluminum models, the ARC V3 heat management system, and the 320° coconut charcoal brand — alongside exclusive French distribution rights for international brands including Steamulation, Wookah, QUASAR, KALOUD, MIG Shisha, JNR, RandM, Oduman, Maklaud, Moze, TSAR, Adalya, and Al-Fakher.

The business model centers on multi-brand hardware sales to two customer segments: individual shisha enthusiasts (DTC via el-badia.com and the Paris boutique) and shisha lounge professionals (B2B via the dedicated pro.el-badia.com portal). Go-to-market combines content marketing (educational blog), social media presence across Instagram, TikTok, Snapchat, Facebook, and Twitter, email newsletters, and SEO-optimized multi-language storefronts. Pricing is structured across entry-level (~€9 charcoal), mid-range (€59-€79 shishas), premium tiers (€119+ stainless steel models), and complete bundle packs offering up to 40% savings, with installment payments via Alma from €50 and free delivery thresholds in France (€39) and Europe (€59). Same-day shipping for orders before 3pm and a loyalty program support retention.

The company serves an international footprint spanning France, Europe (UK, Germany, Spain, Italy, Netherlands, Poland, Greece, Romania), and global markets including Canada, USA, Japan, UAE, South Korea, and Australia, leveraging an international partner network. With 11-50 employees and three decades of continuous operation, El-Badia positions itself as the French market leader in shisha/narguilé with one of the most comprehensive catalogs in the category, though revenue, profitability, and headcount trends are not publicly disclosed.

Name

El-Badia

Legal name

La Montagne Verte SARL

Website

https://el-badia.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

El-Badia is a Paris-based shisha and hookah specialist founded in 1991, operating a multi-brand e-commerce platform (el-badia.com in 13 languages) and physical boutique, selling proprietary house brands alongside exclusive French distribution rights for international hookah brands to individual consumers and shisha lounge professionals across 15+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Shisha/Hookah Product Sales: Primary revenue stream from selling shisha devices, narguilés, puffs, e-liquids, charcoals, accessories, and heat management systems directly to consumers and professionals through e-commerce and retail.
2. Brand Distribution Partnerships: Revenue generated from distributing international brands (QUASAR, KALOUD, WOOKAH, STEAMULATION, etc.) alongside own-brand products, positioning El-Badia as both manufacturer and curated retailer.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

El-Badia is a Paris-based hookah and shisha specialist founded in 1991 that manufactures and retails its own branded hookahs (CELESTE, P1, Z-series, C-series), heat management systems, and coconut charcoal, while also serving as an exclusive French distributor for international brands such as Steamulation, Wookah, QUASAR, KALOUD, and others. The company sells its products through a multi-language e-commerce platform (el-badia.com), a dedicated B2B professional portal (pro.el-badia.com), and a historic retail boutique in central Paris, with international shipping across Europe, North America, the Middle East, and Asia-Pacific.

Product overview

El-Badia operates as a multi-brand e-commerce platform and retailer specializing in shisha/hookah products. The portfolio includes their own proprietary brands (CELESTE, P1 portable, Z-series, C-series, ARC V3 heat system, 320° charcoal) alongside distributed international brands (Quasar, Kaloud, Wookah, Steamulation, JNR, RandM, Maklaud, Moze, Oduman, TSAR, MS/Mashisha, Adalya, Al-Fakher, Smoke Island, HookahSqueeze). The offering spans complete hookah devices, disposable puffs, e-shisha, flavors, charcoal, heat management systems, hoses, bowls, and accessories. El-Badia also sells curated product bundles (complete packs) and serves both individual consumers and professional shisha lounges.

Differentiator

Problem solved

Functional benefit

Brands

• CELESTE: Flagship shisha model launched in 2006; iconic bestseller known for its distinctive design, durability, wide accessory compatibility, and value for money. Available in multiple editions including limited editions.
• P1
• ARC V3
• 320°
• EL-BADIA

Products and services

• CELESTE Shisha The flagship El-Badia shisha model launched in 2006, featuring an instantly recognizable design, proven durability, wide compatibility with market accessories, and outstanding value for money. Targeted at shisha enthusiasts and lounges seeking a reliable, iconic classic shisha.
• EL-BADIA P1 Portable Shisha A compact portable shisha featuring a patented hose rewinding system integrated into the base, designed for mobile sessions without compromising draw quality, with maximum safety and practicality via its multifunction base. Targeted at users who want portable, travel-friendly shisha.
• EL-BADIA Z1 & Z6 Stainless Steel Shisha Stainless steel shisha models representing El-Badia's premium tier, offering refined draw, toughness, and sleek design for intense hookah sessions. Targeted at enthusiasts and professionals seeking durable, high-performance hookahs.
• EL-BADIA C5 V2 & C7 V2 Aluminum Shisha Aluminum shisha models delivering a complete out-of-the-box experience, with silicone hose and integrated heat system included for easy, reliable sessions. Targeted at entry-level users and lounges seeking ready-to-use shisha kits.
• ARC V3 Heat Management System El-Badia's proprietary heat management system (HMD) designed to better distribute heat for controlled combustion and consistent smoke output. Targeted at shisha users seeking enhanced session quality and consistency.
• 320° Coconut Charcoal Premium natural charcoal brand developed by El-Badia, made exclusively from carefully selected coconut shells, guaranteeing slow combustion, constant heat, no odors, and reduced environmental impact. Targeted at shisha users and lounges seeking high-quality natural charcoal.
• Complete Shisha Bundle Packs Pre-configured bundle packs combining hookahs, heat management systems, hoses, and accessories at up to 40% discount versus individual pricing. Targeted at beginners, gift buyers, and lounges seeking turnkey setups.

Quantifiable outcome

• Free delivery available in France from €39 and Europe from €59, enabling cost savings for customers
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• SteamulationcoreChannel Partner/ Reseller/ DistributorExclusive distributor of Steamulation premium German-engineered hookahs in France. Steamulation is known for V2A stainless steel construction and the patented SteamClick 360° connection system. Partnership reflects El-Badia's commitment to offering exceptional equipment for passionate hookah lovers and professionals.
• WookahcoreChannel Partner/ Reseller/ DistributorExclusive distributor of Wookah luxury wooden hookahs in France. Wookah combines exotic woods (African padouk, zebrano, walnut) with stainless steel for premium shishas. Partnership provides French customers access to Wookah's refined craftsmanship.
• MIG ShishaflagshipStrategic or Co-development PartnerCollaboration with MIG Shisha (renowned German engineering in stainless steel) to create exclusive models combining French savoir-faire with German precision. This partnership exemplifies El-Badia's strategy of creating exclusive products with prestigious international partners.
• QUASARcoreChannel Partner/ Reseller/ DistributorFrench brand distributing innovative heat management systems and futuristic hookahs. Known for double-chamber design for even heat distribution and borosilicate glass/aluminum construction. El-Badia curates Quasar products for customers seeking to upgrade their shisha experience.
• KALOUDcoreChannel Partner/ Reseller/ DistributorAmerican brand pioneering heat management systems with the revolutionary Kaloud Lotus. Transformed charcoal heat control for modern shisha. El-Badia distributes Kaloud products to offer customers innovation, reliability, and design in heat management.
• AlmaminorOthersPayment service provider enabling installment payments for customers. Alma integration allows pay-in-multiple-installments starting from €50, making products more accessible to customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Smoke King: German online hookah/shisha specialist retailing devices, accessories, and consumables. Closest geographic and category analogue to El-Badia across the EU, with a similar hybrid own-brand plus distributed-brand catalog model.
• Hookah-Shisha.com: Long-running US online hookah retailer carrying a deep multi-brand catalog (devices, charcoal, flavors) plus own-brand SKUs. Direct comparator for El-Badia's DTC hookah storefront model, although focused on the US market.
• Hookah John: US online hookah retailer with a broad multi-brand selection of devices, bowls, hoses, and consumables. Directly comparable to El-Badia in product mix and DTC-led distribution.
• Hookah Brand: German shisha e-tailer offering international and own-brand hookahs, accessories, and flavor lines. Comparable curated multi-brand play with similar European-market positioning to El-Badia.

Broad incumbents

• Al Fakher Trading Co. UAE-based global hookah-tobacco and charcoal manufacturer (since 1999) whose branded SKUs El-Badia distributes. Larger scale incumbent that competes upstream in branded tobacco/flavor and downstream via regional distributors.
• Kaloud: US inventor of the Kaloud Lotus heat-management system and other accessories, sold through El-Badia. Manufacturer/brand with growing own DTC channel that partially competes with El-Badia on HMD and accessory sales.
• Steamulation: German premium hookah manufacturer (V2A stainless steel, SteamClick 360° patent) whose products El-Badia exclusively distributes in France. Brand has its own DTC site, making it partly peer and partly upstream supplier.
• Wookah: Polish luxury wooden hookah manufacturer (exotic woods + stainless steel) with own DTC. El-Badia holds exclusive French distribution, making this a hybrid peer-distributor relationship in the same product category.

Emerging players

• Moze: Newer German hookah brand from Mainz combining stainless steel with polyacetal and resin, sold via El-Badia's store and its own site. Comparable emerging peer addressing the same premium enthusiast segment as El-Badia's CELESTE and Z-series.
• Oduman: Istanbul-founded glass-hookah brand since 2014 distributed by El-Badia, with growing own DTC footprint in Europe. Partial competitor and partner in the premium portable glass shisha category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/elbadia_chicha
• Facebookfacebook.com/elbadia.chicha
• Instagraminstagram.com/elbadia
• TikToktiktok.com/@elbadia_off

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 El-Badia