NAOKO

What NAOKO does

NAOKO is a Czech e-commerce platform operated by Albertina s.r.o. (IČO 45804711) that retails and wholesale-distributes premium household design brands to customers in the Czech Republic and Slovakia. The company runs two go-to-market motions in parallel: a direct-to-consumer storefront at www.naoko.cz selling to individual consumers across categories including kitchen, bathroom, living room, bedroom, office, wardrobe, cleaning, and furniture organization; and a B2B wholesale channel with dedicated registration, availability feeds, no minimum order quantities, and same-day or next-business-day shipping for retailers and resellers. Product pricing on the retail storefront spans from 119 Kč to 9,249 Kč, with promotional discounting (e.g., 20% off summer sale with code NAOKO20) and dual-currency support (CZK/EUR).

The platform is built on Shoptet, a hosted Czech e-commerce technology, and is structured around exclusive distribution partnerships with three international premium brands: JOSEPH JOSEPH (UK-based kitchen and home organization, 633 SKUs, present in 120+ countries), YAMAZAKI (Japanese minimalist home organization, 841 SKUs), and BLACK+BLUM (UK-based healthy-lifestyle containers, 72 SKUs). Two additional non-exclusive brands — SAGAFORM (Nordic kitchenware) and BALVI (designer home accessories) — broaden the assortment. NAOKO markets through its own product catalog website, an email newsletter, and seasonal promotions, and operates without disclosed funding rounds, public listing, or parent company ownership.

Name

NAOKO

Legal name

Albertina s.r.o.

Website

https://naoko.cz

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

NAOKO is a Czech e-commerce platform, operated by Albertina s.r.o., that retails and wholesale-distributes premium international household design brands — including JOSEPH JOSEPH, YAMAZAKI, and BLACK+BLUM — to consumers and retailers across the Czech Republic and Slovakia.

Ownership category

akta.pro rank

Headquarters

HQ city

Praha

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail E-commerce (B2C): Direct sales of premium household goods and design items to consumers through the naoko.cz online store, offering products across categories including kitchen, bathroom, living room, bedroom, and home organization. Products range from 119 Kč to 9,249 Kč.
2. Wholesale Distribution (B2B): B2B distribution of premium brands including JOSEPH JOSEPH, YAMAZAKI, BLACK+BLUM, SAGAFORM, and BALVI to retailers and business partners across Czech Republic and Slovakia, with dedicated wholesale registration, availability feeds, and no quantity limits.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

NAOKO is an online retailer and exclusive wholesale distributor of premium international household and design brands for the Czech Republic and Slovakia. It sells functional, design-led home goods across kitchen, bathroom, living room, bedroom, office, wardrobe, cleaning, and furniture categories to both individual consumers (B2C) and retail/business resellers (B2B) through its naoko.cz storefront. The catalog aggregates brands including JOSEPH JOSEPH, YAMAZAKI, BLACK+BLUM, SAGAFORM, and BALVI, with no minimum order quantities on wholesale and next-business-day shipping.

Product overview

NAOKO is a Czech e-commerce platform operated by Albertina s.r.o. that distributes premium household brands including JOSEPH JOSEPH (innovative kitchen tools and home organization), YAMAZAKI (Japanese minimalist home organization), BLACK+BLUM (healthy lifestyle food and drink containers), SAGAFORM (Nordic kitchenware), and BALVI (design home accessories). The platform offers retail sales to consumers and B2B wholesale distribution with features including real-time stock availability, next-business-day shipping, and no minimum order quantities.

Differentiator

Problem solved

Functional benefit

Products and services

• NAOKO Online Retail Storefront

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• YAMAZAKIcoreChannel Partner/ Reseller/ DistributorALBERTINA s.r.o. (operator of naoko.cz) is the exclusive representative and wholesale distributor of YAMAZAKI brand for Czech Republic and Slovakia. YAMAZAKI is a Japanese minimalist home goods brand known for space-efficient, functional design in the tradition of Japanese craftsmanship.
• BLACK+BLUMcoreChannel Partner/ Reseller/ DistributorALBERTINA s.r.o. (operator of naoko.cz) is the exclusive representative and wholesale distributor of BLACK+BLUM brand for Czech Republic and Slovakia. BLACK+BLUM is a London-based industrial design studio founded in 1998 by Dan Black and Martin Blum, producing health-supporting products like water bottles with Binchotan filtration, stainless steel and glass containers, and innovative lunch boxes.
• JOSEPH JOSEPHcoreChannel Partner/ Reseller/ DistributorALBERTINA s.r.o. (operator of naoko.cz) is the exclusive representative and wholesale distributor of JOSEPH JOSEPH brand for Czech Republic and Slovakia. JOSEPH JOSEPH is an international household goods company founded by brothers Antony and Richard Joseph in 2003, known for innovative kitchen tools, cleaning products, waste sorting solutions, and bathroom accessories. The brand has presence in over 120 countries with offices in London, New York, Paris, Düsseldorf, and Tokyo.
• SAGAFORMminorChannel Partner/ Reseller/ DistributorNAOKO distributes SAGAFORM brand products, including thermoses, thermal carafes, and insulated bottles with Scandinavian-inspired design.
• BALVIminorChannel Partner/ Reseller/ DistributorNAOKO distributes BALVI brand products, including designer household items, cat-themed drinkware, and decorative accessories.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• IKEA: Global home furnishings incumbent with strong CZ/SK retail footprint offering kitchen, bathroom, and organization products at scale; competes with NAOKO in adjacent household goods categories.
• Wayfair: Global online destination for home goods and furniture with broad assortment and pricing power; competes with NAOKO as a broad e-commerce alternative for design-led household products in Europe.
• Amazon: Global e-commerce incumbent serving Czech consumers (notably via amazon.de) with extensive household goods assortment, fast delivery, and aggressive pricing that pressures smaller specialty retailers like NAOKO.
• Mall.cz: Major Czech e-commerce platform offering household goods, home decor, and lifestyle products; overlaps with NAOKO's categories as part of a broad marketplace plus retail model.
• Alza.cz: Largest Czech e-commerce generalist platform selling household goods, small appliances, and home accessories alongside a much broader assortment; competes with NAOKO on convenience, selection, and delivery scale.

Direct peers

• Westwing: European premium home and living e-commerce retailer active in CZ and SK, with a curated assortment of design-led furniture, decor, and accessories that overlaps directly with NAOKO's positioning around premium international household brands.
• Beliani: European online retailer of furniture and home accessories with strong CZ/SK presence, competing for design-conscious household goods shoppers with a similar mix of branded and own-label products.
• Bonami: Czech and Central European online retailer specializing in premium and design-led home goods and accessories, operating in overlapping product categories (kitchen, bathroom, organization) and serving the same CZ/SK consumer base as NAOKO.

Regional players

• Vivense: Online furniture and home accessories retailer primarily serving Turkey and parts of CEE; comparable operating model as a regional e-commerce curator of household goods that overlaps with NAOKO's premium-design positioning.

Others

• YAMAZAKI (direct or other regional distributors): The brand owner itself and other regional YAMAZAKI distributors in Europe; relevant as ecosystem participants since NAOKO's exclusivity depends on YAMAZAKI's distribution strategy in CEE markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/naoko.cz

Revenue estimate

Valuation estimate

Number of profiles

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 NAOKO