Deston
Deston is a Czech e-commerce retailer founded in 1991 selling umbrellas and raincoats via deston.cz. The company holds exclusive Czech distribution rights for German manufacturer happy rain and also sells Pierre Cardin, Esprit, Scout, and Benetton umbrellas to Czech consumers.
- Company typePrivate
- Founded1991
- HeadquartersSmichov, Czechia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Deston does
Deston is a privately held Czech direct-to-consumer e-commerce retailer founded in 1991 by Ing. Antonín Chvátal, specializing in the sale of umbrellas and raincoats through its online storefront at www.deston.cz. The company operates as the exclusive representative of German manufacturer happy rain — described as the largest European umbrella supplier — for the Czech Republic market, and also distributes licensed umbrellas from Pierre Cardin, Esprit, Scout, United Colors of Benetton, and other brands. The product range spans folding, long-handle, automatic, wind-resistant, and UV50 sun-protection umbrellas for women, men, and children, alongside phthalate-free raincoats compliant with EU norms.
The business operates on a single-country B2C model, with revenue generated through unit-priced transactions (umbrellas priced approximately 170–1,120 Kč per unit) plus ancillary raincoat sales. Distribution is exclusively through its own e-commerce platform, supported by email/newsletter marketing, a Facebook page, and on-site content such as buying guides and customer reviews. Order fulfillment includes free shipping on orders over 1,500 Kč, 24-hour dispatch, and a 60-day return policy. The company is founder-operated with no disclosed institutional investment, and the input evidence indicates no proprietary technology, no AI/ML components, no mobile application, and no API surface underlying the platform.
Deston firmographics
Firmographics- Name
- Deston
- Legal name
- Deston
- Website
- https://deston.cz
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Deston is a Czech e-commerce retailer founded in 1991 selling umbrellas and raincoats via deston.cz. The company holds exclusive Czech distribution rights for German manufacturer happy rain and also sells Pierre Cardin, Esprit, Scout, and Benetton umbrellas to Czech consumers.
- Ownership category
- akta.pro rank
Deston industry classification
Industry- Product category
- Umbrella and Rainwear Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where Deston is headquartered
LocationHeadquarters
- HQ city
- Smichov
- HQ country
- Czechia
- HQ region
- Europe
Offices1 record
Markets served
Deston business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Umbrella and Raincoat Sales: Deston generates revenue through direct sales of umbrellas and raincoats via their e-commerce platform. They sell products from multiple premium brands including Pierre Cardin, happy rain, Esprit, Scout, and others, with prices ranging from approximately 170 Kč to over 1,100 Kč per umbrella.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children's umbrellas - Entry level priced products |
| Unit Pricing | Pay-as-you-go | Women's umbrellas - Mid-range automatic and folding umbrellas |
| Unit Pricing | Pay-as-you-go | Men's umbrellas - Premium and golf/partner umbrellas |
| Unit Pricing | Pay-as-you-go | Partner/Golf umbrellas - Large size for couples |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Deston product offering
Product offeringCore offering
Deston is an e-commerce retailer that sells umbrellas and raincoats (pláštěnky) directly to consumers in the Czech Republic through its online store at www.deston.cz. The company acts as the exclusive Czech representative of the German umbrella supplier happy rain and distributes branded umbrellas from Pierre Cardin, Esprit, Benetton, Scout, Ergobrella, AIR, and EARTH, alongside its own-brand raincoats for children and adults.
Product overview
Deston is an e-commerce retailer specializing in umbrellas and raincoats. The product portfolio centers on umbrella sales across multiple international brands including Pierre Cardin, happy rain (their primary German supplier), Esprit, Benetton, Scout (children's), Ergobrella, AIR, and EARTH. They also offer Deston-branded raincoats (pláštěnky) for children and adults. The company operates as the exclusive representative of happy rain for the Czech Republic since 1991, positioning itself as the largest selection of umbrellas online. Their umbrella offerings include folding compact, long/hollow-handle, automatic, fully automatic, wind-resistant, and UV50 protection models, with special collections like happy rain Art Editions featuring famous artworks.
Differentiator
Problem solved
Functional benefit
Brands
- happy rain: German umbrella brand - the company's primary supplier and exclusive partnership for Czech Republic. happy rain is described as the largest European umbrella supplier with products sold across all European countries.
- Pierre Cardin
- Esprit
- Scout
- Ergobrella
- AIR by Happy rain
- EARTH by Happy rain
- United Colors of Benetton
- UV50
Products and services
- Umbrellas (Deštníky) Wide range of folding, long/hollow-handle, automatic, and manual umbrellas for women, men, and children from brands including Pierre Cardin, happy rain, Esprit, Benetton, Scout, Ergobrella, AIR, EARTH, UV50, and licensed characters.
- Raincoats (Pláštěnky)
- Pierre Cardin Umbrellas
- happy rain Umbrellas
- Scout Children's Umbrellas
- AIR by Happy rain
- EARTH by Happy rain
- Ergobrella by Happy rain
- UV50 Protection Umbrellas
- Esprit Umbrellas
- United Colors of Benetton Umbrellas
- Happy rain Selection
- Happy rain Art Editions
- Partner/Golf Umbrellas
Companies that use Deston
Customer profileSegments3 records
Ideal customer profiles3 records
Deston technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Deston partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- happy raincoreDeston is the exclusive representative (exclusive distributor) of German company happy rain for the Czech Republic. Happy rain is described as the largest European umbrella supplier, with their products sold across all European countries. Deston has been representing happy rain on the Czech market since 1991, bringing 'happy rain' (literally 'happy rain' or 'joy of doing business with umbrellas') to Czech consumers.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Deston competitors and assessment
Company assessmentDirect peers
- Stutterheim: Swedish premium raincoat brand operating DTC e-commerce across Europe. Comparable because it sells premium rainwear to fashion-conscious European consumers through a similar online-only, brand-led model.
- Blunt Umbrellas: New Zealand-origin premium umbrella brand sold globally through DTC e-commerce and specialty retail. Comparable because it operates in the same premium, design-forward umbrella category Deston competes in via Pierre Cardin and happy rain Selection.
- Rains: Danish DTC rainwear brand selling raincoats, umbrellas, and outdoor accessories globally through e-commerce. Comparable because it is a digitally native, design-forward rainwear retailer with similar premium positioning and direct-to-consumer GTM.
- Totes: US-originated global umbrella brand with broad European retail distribution. Comparable because it competes in the same mainstream-to-premium umbrella category Deston addresses, with similar multi-segment (women, men, golf) positioning.
- Knirps: German heritage umbrella brand known for compact folding umbrellas, sold across Europe. Comparable because it is a European umbrella specialist with overlapping premium folding and pocket umbrella assortment.
- Senz Umbrellas: Dutch premium umbrella brand with patented asymmetric, windproof design sold across Europe. Comparable because it is a European-headquartered, design-differentiated umbrella brand overlapping with Deston's premium umbrella segment.
Broad incumbents
- Amazon: Global e-commerce marketplace selling third-party and branded umbrellas (including Pierre Cardin, happy rain, and other Deston brands) directly to Czech consumers. Comparable as a broad incumbent that competes with Deston on price, assortment, and delivery speed in the Czech market.
- Decathlon: Global sporting goods retailer with a wide umbrella and rainwear assortment in-store and online. Comparable as a broad incumbent that competes across the same umbrellas and rainwear category in the Czech Republic at lower price points.
Regional players
- Alza.cz: Largest Czech e-commerce marketplace, retailing a broad assortment including umbrellas and raincoats from multiple brands. Comparable as a regional e-commerce competitor that sells competing umbrella SKUs to the same Czech consumer base.
Others
- happy rain: German umbrella manufacturer described as Europe's largest umbrella supplier; Deston's exclusive Czech distributor since 1991. Listed as 'others' because happy rain is Deston's supplier rather than a market competitor, but their product line and brand portfolio directly overlap with what Deston retails.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Deston social profiles
Digital presenceDeston financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deston leadership team
Management profileNumber of profiles
Profiles1 record
Deston funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deston M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Deston
What does Deston do?
Deston is an e-commerce retailer that sells umbrellas and raincoats (pláštěnky) directly to consumers in the Czech Republic through its online store at www.deston.cz. The company acts as the exclusive Czech representative of the German umbrella supplier happy rain and distributes branded umbrellas from Pierre Cardin, Esprit, Benetton, Scout, Ergobrella, AIR, and EARTH, alongside its own-brand raincoats for children and adults.
Is Deston a public or private company?
Deston is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Deston founded?
Deston was founded in 1991. It employs 11 to 50 people.
Where is Deston based?
Deston is headquartered in Smichov, Czechia, in the Europe region.
How does Deston make money?
One revenue line is on record: umbrella and Raincoat Sales.
Who are Deston's main competitors?
Direct peers on record are Stutterheim, Blunt Umbrellas, Rains, Totes, Knirps and Senz Umbrellas. Broad incumbents are Amazon and Decathlon. Alza.cz is listed as a regional player. happy rain is listed as an others.
Does Deston have an API?
No public API is recorded for Deston.
What industry is Deston in?
Deston's product category is Umbrella and Rainwear Retail. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers. Its NAICS code is 458110 and its SIC code is 5600.