JOKA

What JOKA does

JOKA is the proprietary consumer-facing brand of W. & L. Jordan GmbH, a fourth-generation family-owned German interior design product company founded in 1919 in Kassel and led today by managing shareholder Jörg Ludwig Jordan. The company sells a comprehensive range of flooring (solid parquet, engineered parquet, cork, laminate, design/vinyl, linoleum, Xplora NEXT nature design floors, carpet, cushion vinyl, and terrace decking), doors (aluminum front doors, loft and glass doors), wall and ceiling coverings (wallpapers across multiple collections, wall panels), sun protection systems (Duette pleated blinds, roller blinds, aluminum blinds), and living textiles (furniture fabrics, transparent curtains).

The business operates through an exclusive closed-loop distribution model: end consumers cannot purchase directly but are matched with a network of over 1,200 certified craftsmen partners (JOKA Fachberater) — floor layers, upholsterers, painters, carpenters, and room decorators — who handle consultation, sales, and installation. The channel is supplemented by ~50 company-owned showrooms in Germany, a B2B online shop (Jordanshop with 50,000+ articles available 24/7 to professionals), a 175-truck logistics fleet delivering to 1,000+ customers daily (~500 tons of goods), and digital planning tools (Raumplaner, Terrassenkonfigurator, Türrenkonfigurator, Sonnenschutzdesigner).

The company employs approximately 1,500 people across 82 locations in Germany, Austria, Switzerland, Netherlands, Poland, and Italy, and holds a leading position in the upper residential and commercial interior segment in Central Europe. Sustainability is a primary brand pillar, evidenced by Made-in-Europe production, multiple environmental certifications (Blue Angel, Eco-INSTITUT, Cradle to Cradle, Indoor Air Comfort GOLD, GUT, QNG, DGNB), a 2 MW on-site photovoltaic system at the Kassel HQ, and the QNG certification that can increase KfW funding eligibility by 50% for compliant projects. The company also operates a significant sports sponsorship program (JOKA Sportiv) covering biathlon, football, ice hockey, handball, and golf, used primarily as a brand-building channel rather than as a revenue driver.

Name

JOKA

Legal name

W. & L. Jordan GmbH

Website

https://joka.de

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

JOKA is the consumer brand of W. & L. Jordan GmbH, a fourth-generation German family business selling premium flooring, doors, wall coverings, sun protection, and living textiles exclusively through a 1,200+ certified craftsmen partner network and ~50 showrooms across six Central European countries.

Ownership category

akta.pro rank

Product category

Interior Design Products (Floor Coverings, Doors, Wall Coverings, Living Textiles)

NAICS

Home Furnishings Retailers (44912), Building Material and Garden Equipment and Supplies Dealers (444), Paint and Wallpaper Retailers (44412)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI)

akta.pro secondary industries

Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG), Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)

Keywords

• Interior design products
• Flooring solutions
• Floor coverings
• Interior doors
• Living textiles

Headquarters

HQ city

Hengelo

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales through Craftsmen Network: JOKA sells its complete product range (flooring, doors, wall coverings, sun protection, living textiles) exclusively through certified craftsmen partners (JOKA Fachberater). End customers cannot purchase directly but are matched with craftsmen who handle sales and installation.
2. B2B Professional Sales: Professional customers including architects, contractors, project developers, and interior designers can purchase through the Jordanshop online platform or through regional showrooms. Products include complete range for residential and commercial projects.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

JOKA is the private-label brand of W. & L. Jordan GmbH, providing a comprehensive interior design product portfolio spanning flooring (parquet, laminate, design floors, cork, linoleum, carpet, terrace decking), doors (aluminum front doors, loft and glass doors), wall and ceiling coverings (wallpapers, wall panels), living textiles (furniture fabrics, curtains), and sun protection systems. Products are sold exclusively through a network of over 1,200 certified craftsmen partners (JOKA Fachberater) and company showrooms, serving both residential and commercial projects across Central Europe.

Product overview

JOKA is the private-label brand of the W. & L. Jordan GmbH, a fourth-generation family business founded in 1919 in Kassel, Germany. The company operates as a comprehensive interior design solution provider, offering a broad product portfolio for holistic room design. The JOKA product world includes: (1) Flooring/Boden — the core product category featuring Massivparkett, Parkett, Korkböden, Designböden, Laminat, Linoleum, Naturdesignböden Xplora Next, Teppich, CV-Böden, and Terrassendielen; (2) Türen/Doors — including Aluminium-Haustüren and Loft-/Glastüren; (3) Wand & Decke/Wall & Ceiling — Tapeten (multiple collections like Buchclub, Kitchen, Classic Home, etc.) and Wandpaneele PARO; (4) Wohntextilien/Living Textiles — Möbelstoffe (including Lederlook & Longlife collections), Transparente Vorhänge, and Sonnenschutz systems (Plissees, Rollos, Jalousien, Markisen); (5) Tische/Tables — from the JOKA table program; (6) Accessories — Bauchemie and Zubehör. The portfolio is sold exclusively through a network of over 1,200 JOKA Fachberater (certified craftsmen partners) and via showrooms, with professional installation services. Digital planning tools (Raumplaner, Terrassenkonfigurator, Türenkonfigurator, Sonnenschutzdesigner) support customer planning. The company is headquartered in Kassel with 82 locations across Germany, Austria, Netherlands, Switzerland, Poland, and Italy.

Differentiator

Problem solved

Functional benefit

Brands

• JOKA Sportiv: Sports sponsorship program featuring winter sports (biathlon), football partnerships (Eintracht Frankfurt), golf (JOKA Rules Tournament Series), and regional sports teams including MT Melsungen, Kassel Huskies, and KSV Hessen Kassel.
• Xplora NEXT
• JOKA Sonnenschutz
• JOKA Fachberater

Products and services

• Massivparkett (Solid Parquet) Solid wood parquet flooring made from genuine wood, available in various patterns including ship floor, herringbone, and classic plank styles for residential and commercial interior projects.
• Parkett (Engineered Parquet) Engineered parquet floors featuring individual elegance, timeless aesthetics, and distinctive surface structures.
• Korkböden (Cork Floors) Cork flooring providing joint relief, high value retention, soft and warm feel underfoot, compatible with underfloor heating, sound-dampening, abrasion-resistant, and easy-care.
• Designböden (Design Floors) Modern design flooring including vinyl and other materials with easy-care and durable properties, available in extensive colors, patterns, and properties for every living situation.
• Laminat (Laminate) Laminate flooring providing versatile application with extensive colors, patterns, and properties for every living situation.
• Linoleum Natural linoleum flooring made from linseed oil and renewable materials, known for durability and environmental friendliness.
• Naturdesignböden Xplora NEXT Natural design floors made mostly from wood with innovative Organic Rigid Coreboard technology, water-resistant, Made in Germany, climate-friendly production, PVC-free and plasticizer-free.
• Teppich (Carpet) Textile floor coverings providing comfort, warmth, and coziness for various living spaces.
• CV-Böden (Cushion Vinyl) Cushion vinyl flooring known for water resistance, easy cleaning, and durability.
• Terrassendielen (Terrace Decking) Robust outdoor flooring made from wood, WPC, or BPC materials that give terraces a natural look and create an optimal foundation for outdoor spaces.
• Aluminium-Haustüren (Aluminum Front Doors) High-quality aluminum front door program representing security, value retention, and design as the business card of every residential building.
• Loft- und Glastüren (Loft and Glass Doors) Modern loft and glass doors for light-filled rooms, distinctive loft doors, and individual design possibilities.
• Tapeten (Wallpapers) Decorative wallpaper materials for interior design available in various patterns, colors, and surface structures, with multiple collections such as Buchclub, Kitchen III, Classic Home, Tropical, La Veneziana, ArtBorders, Aquamarin, Noblesse, Kunstwände, Savanna, Lacantara, and Colormix.
• Wandpaneele PARO (Wall Panels) Decorative wall panels for wall covering made from wood, plastic, or metal with various designs, colors, and surface structures, some with integrated lighting or sound-absorbing properties.
• Möbelstoffe (Furniture Fabrics) Textile materials for upholstering furniture such as sofas and chairs, available in a large selection of designs, colors, and textures, with the new Lederlook & Longlife collections offering microfiber fabrics in leather look that combine livability, comfort, and functionality.
• Transparente Vorhänge (Transparent Curtains) Light, translucent fabrics that allow daylight into rooms while providing privacy and creating a bright, inviting atmosphere.
• Sonnenschutz (Sun Protection) Sun protection systems including Duette Wabenplissees, Plissees, Rollos, fabric shades, and lamella curtains for glare protection, light regulation, and energy efficiency.
• Tische (Tables) Table program featuring wooden tables as the centerpiece of social dining, including oak tables from the JOKA range.

Quantifiable outcome

• One of the leading providers of floor coverings, doors, and interior products in Central Europe
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Eintracht FrankfurtcoreGTM or Marketing Partner · 1 January 2026Main sponsor and partner until 2030. JOKA products (parquet, doors, PVC-free design floors) installed throughout ProfiCamp and Adler Business Club stadium areas. JOKA Showroom Frankfurt opened near the stadium. Previously served as cup sleeve partner during 2022/2023 UEFA Champions League season.
• German Ski Association (DSV)coreGTM or Marketing PartnerLong-standing partnership with German winter sports federation. JOKA is title sponsor of the DSV JOKA Deutschlandpokal, the biathlon youth development series supporting young biathletes since 2022/23 season.
• Swiss Biathlon Team (Swiss-Ski)coreGTM or Marketing PartnerOfficial Supplier since 2020/2021 season. JOKA logo displayed on carrying frames of all cadre athletes. Partnership provides visibility in Swiss winter sports.
• JOKA Rules Tournament SeriesminorGTM or Marketing PartnerOne of Germany's largest amateur golf tournament series with over 300 tournaments and 1,400 playing days annually. Includes European finals in Spain at Oliva Nova Golf Resort.
• MT MelsungenminorGTM or Marketing PartnerHandball Bundesliga club from Kassel region. Partnership includes stadium advertising at Rothenbach-Halle (up to 4,500 spectators) and annual JOKA RoadStore truck appearance.
• EC Kassel HuskiesminorGTM or Marketing PartnerIce hockey 2nd division team with goal of promotion to DEL 1. JOKA visible through prominent rink advertising at home games.
• KSV Hessen KasselminorGTM or Marketing PartnerTraditional football club (Regionalliga) with over 70 years of history in the Kassel region. Long-standing partnership with visible advertising and entrance carpet.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Tarkett: Global flooring manufacturer (vinyl, parquet, laminate, rubber, carpet) with a significant Central European footprint and broad multi-channel distribution. Much larger scale and broader product range position Tarkett as a broad incumbent rather than a direct niche competitor, but it competes for the same project specifications.
• XXXLutz: Austrian-headquartered European furniture and home furnishings retail group with extensive Central European store footprint. Not a direct flooring specialist, but competes for the same end-customer renovation and furnishing wallet through multi-category home assortment at scale.

Direct peers

• Bauwerk Parkett: Swiss premium two-layer parquet manufacturer with strong DACH presence and similar trade-channel focus. Comparable craftsmanship-led, premium-positioned parquet portfolio and Central European geographic overlap make Bauwerk a direct peer in the high-end flooring niche.
• HARO (Hamberger Flooring): German family-owned premium wood flooring manufacturer (parquet, laminate, cork, design floors) with similar sustainability certifications and trade-focused distribution. Comparable scale and product depth position HARO as a head-to-head rival in the upper residential parquet segment.
• Parador: German premium flooring manufacturer specializing in parquet, laminate, design floors, and vinyl with a comparable trade-channel and showroom-led distribution model. Highly comparable product portfolio and Central European premium positioning make Parador the closest direct competitor to JOKA's flooring business.
• MeisterWerke: German family-owned manufacturer of flooring (parquet, laminate, design floors, cork, linoleum) and panels under Meister and Schulte brands. Comparable product breadth, German premium trade focus, and family ownership profile make MeisterWerke a tight direct peer.
• Forbo Flooring Systems: Swiss-listed manufacturer of linoleum, vinyl, carpet tiles, and resilient flooring with strong European project and trade channels. Overlaps directly with JOKA's linoleum, design floor, and carpet categories across the same commercial and residential customer base.
• Windmöller (wineo): German family-owned resilient flooring manufacturer (wineo brand) specializing in PVC-free design floors, laminate, and natural flooring. Direct overlap with JOKA's Xplora NEXT nature-design positioning and similar sustainability-led premium trade go-to-market.

Emerging players

• home24: European online furniture and home furnishings retailer operating across multiple DACH and continental European markets. Highlights the digital-first, multi-category home assortment model that contrasts with JOKA's trade-channel-only distribution and underscores the structural shift JOKA must navigate.
• Westwing Group: Europe-focused online home furnishings and decor retailer with curated assortment across furniture, textiles, and accessories. Represents the digital-native, discovery-led model that JOKA does not currently operate, illustrating the channel shift risk to JOKA's craftsmanship-led positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights8 records

Customer concentration

• Facebookfacebook.com/joka.meine.welt

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 JOKA