Decora
Decora AS is a Tartu, Estonia-based private omnichannel retailer (founded 1993) selling construction, finishing, garden, and home improvement goods through an e-commerce storefront (decora.ee), seven nationwide physical stores, and a dedicated B2B channel serving Estonian DIY consumers and trade contractors.
- Company typePrivate
- Founded1993
- HeadquartersTartu, Estonia
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Decora does
Decora AS is an Estonian private joint-stock company (aktsiaselts) founded in 1993, headquartered in Tartu, that operates as a multi-category home improvement, construction, finishing, garden, and household goods retailer. The company runs a hybrid omnichannel model combining a self-serve e-commerce storefront at decora.ee with seven physical retail stores across Estonia (Tallinn, Tartu, Pärnu, Võru, Viljandi, Jõgeva, and Põltsamaa), a dedicated logistics center (Logistikakeskus), a separate purchasing department (Ostuosakond), and a B2B sales unit (Ärimüük). The core technology is a Zaproo-developed e-commerce platform with a deep nine-category product catalog (construction materials, finishing materials, tools and fasteners, home appliances, garden goods, furniture, plumbing, lighting, and interior goods), customer accounts, product comparison, wishlist, live chat, and parcel-machine delivery integration. Authorized Estonian retailer relationships with flagship brands (Makita, Kärcher, Ryobi, Scheppach, Fiskars, Gardena, Tikkurila, Ruukki, Essve, Huum, Weber, Bosch, BEKO, TEFAL, Mustang, Sunseeker, Baltic Agro, Biolan, Kekkilä, Matogard, Horticom) anchor the assortment.
The company serves two primary customer segments. The B2C segment is Estonian DIY private consumers (Eraklient) purchasing for home improvement, renovation, gardening, and DIY projects, supported by a 'Tavalisest parem hind' (better than usual price) value proposition, aggressive promotional campaigns (up to -31% off), free parcel-machine delivery over €69, and a content blog (Uudised ja nõuanded). The B2B segment (Äriklient) targets contractors, builders, property managers, and trade buyers with bulk pricing, a dedicated inside-sales team, separate e-store workflow, and installment payment (Järelmaks). Revenue streams include retail merchandise sales across the nine categories, B2B bulk sales, value-added services (curtain design Kardinate disain, carpet edging Vaipkatete ääristamine, paint tinting Värvide toonimine, transport), and gift cards (Kinkekaardid). Sub-brands Decora Köögistuudio (Kitchen Studio) and Decora Taimehoov (Plant Nursery) layer service-led experiences on top of the core retail transaction. The company recently won the 'Rahva lemmik e-pood 2026' (People's Favorite E-Store 2026) consumer-voted recognition.
Decora firmographics
Firmographics- Name
- Decora
- Legal name
- Decora AS
- Website
- https://decora.ee
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Decora AS is a Tartu, Estonia-based private omnichannel retailer (founded 1993) selling construction, finishing, garden, and home improvement goods through an e-commerce storefront (decora.ee), seven nationwide physical stores, and a dedicated B2B channel serving Estonian DIY consumers and trade contractors.
- Ownership category
- akta.pro rank
Decora industry classification
Industry- Product category
- Home Improvement & Construction Materials Retail
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Retail-Furniture Stores (5712)
- akta.pro primary industry
- Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA)
- akta.pro secondary industry
- Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)
Keywords
Where Decora is headquartered
LocationHeadquarters
- HQ city
- Tartu
- HQ country
- Estonia
- HQ region
- Europe
Offices8 records
Markets served
Decora business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail merchandise sales: Core revenue stream: one-time sales of physical goods across nine main categories — Aiakaubad (garden goods), Ehitusmaterjalid (construction materials), Kodumasinad (home appliances), Küttekolded ja saun (hearths and sauna), Mööbel (furniture), Santehnika (plumbing), Sisustus ja kodukaubad (interior and home goods), Tööriistad ja kinnitusvahendid (tools and fasteners), Valgustus ja elekter (lighting and electrical), Viimistlusmaterjalid (finishing materials). Each product carries an individual unit price (€/piece, €/liter, €/kg) with campaign discounts and clearance pricing.
- Business client (B2B) sales: Dedicated B2B sales channel (Äriklient) offering bulk and trade pricing for professional buyers, contractors, and businesses, with separate purchasing department (Ostuosakond) and inside-sales contacts.
- Value-added services: Fee- or margin-based services including curtain design (Kardinate disain), carpet edging (Vaipkatete ääristamine), paint tinting (Värvide toonimine), transport (Transport), and installment payment (Järelmaks).
- Gift cards: Sells branded gift cards (Kinkekaardid) as stored-value products redeemable in-store and online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product unit pricing across full catalog |
| Other | Pay-as-you-go | Promotional campaign discounts |
| Other | Pay-as-you-go | Clearance (Lõpumüük) category |
| Other | Pay-as-you-go | Free parcel-machine shipping over €69 |
| Other | Monthly | Installment payment (Järelmaks) |
| Other | Pay-as-you-go | Gift cards (Kinkekaardid) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Decora product offering
Product offeringCore offering
Decora AS is an Estonian multi-category retailer that supplies building materials, finishing materials, tools, fasteners, home appliances, garden goods, furniture, plumbing, lighting, and interior/home goods through its e-commerce platform (decora.ee) and a network of seven physical stores across Estonia. The company also offers a dedicated B2B channel (Äriklient) for professional buyers, alongside value-added services such as curtain design, carpet edging, paint tinting, transport, and installment payments.
Product overview
Decora operates as a single unified e-commerce platform, branded "Tavalisest parem ehituspood" ("A better-than-usual construction store"), serving Estonian retail and B2B customers with a broad assortment of building materials, finishing materials, tools, garden goods, household appliances, furniture, and interior products. On top of the core Decora e-pood, the company layers specialist services that are tightly integrated with the catalog: Kardinate disain (curtain design), Vaipkatete ääristamine (carpet edging), Värvide toonimine (paint tinting), and the Decora Köögistuudio (kitchen studio) for kitchen planning. The Decora Taimehoov is a dedicated garden/plant department accessible both online and in physical locations, and the Decora Äriklient program provides a separate B2B purchasing channel backed by the Decora Logistikakeskus distribution operation.
Differentiator
Problem solved
Functional benefit
Brands
- Decora Köögistuudio: Decora Kitchen Studio — a branded service line referenced in the main site navigation for kitchen-related offerings.
- Decora Taimehoov
Products and services
- Decora e-pood (Online Store) Decora's flagship online construction and home improvement store offering browsing, ordering, and delivery of building, finishing, garden, and household goods across Estonia, with parcel-machine delivery, user accounts, product comparison, and wishlist features.
- Decora Köögistuudio (Kitchen Studio)
- Kardinate disain (Curtain Design Service)
- Vaipkatete ääristamine (Carpet Edging Service)
- Värvide toonimine (Paint Tinting Service)
- Decora Äriklient (B2B Business Customer Program)
- Decora Gift Cards (Kinkekaardid)
- Decora Retail Stores (Kauplused)
- Transport Service
- Järelmaks (Installment Payment)
Quantifiable outcome
- Free parcel-machine delivery on orders over €69
- +2 more outcomes
Companies that use Decora
Customer profileSegments4 records
Ideal customer profiles4 records
Decora technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Decora partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered flagship and core.
- MakitaflagshipDecora is a featured retailer of Makita power tools and accessories. Makita is listed among Decora's popular brands (Populaarsed kaubamärgid) and the dedicated /populaarsed-kaubamargid/makita page confirms the relationship. Product examples visible: Akutrell Makita DDF484Z at €193.00.
- KärchercoreDecora is a featured retailer of Kärcher cleaning equipment. Kärcher is listed among Decora's popular brands (Populaarsed kaubamargid) with a dedicated /populaarsed-kaubamargid/karcher page.
- RyobicoreDecora is a featured retailer of Ryobi power tools. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/ryobi page.
- ScheppachcoreDecora is a featured retailer of Scheppach tools and machinery. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/scheppach page.
- FiskarscoreDecora is a featured retailer of Fiskars garden and hand tools. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/fiskars page.
- GardenacoreDecora is a featured retailer of Gardena garden tools and irrigation. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/gardena page.
- TikkurilacoreDecora is a featured retailer of Tikkurila paints. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/tikkurila page.
- RuukkicoreDecora is a featured retailer of Ruukki roofing and steel products. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/ruukki page.
- EssvecoreDecora is a featured retailer of Essve fasteners and screws. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/essve page. Products include Terrassikruvi Essdeck Max and Essdrive wood screws.
- HuumcoreDecora is a featured retailer of Huum saunas. Listed among Decora's popular brands (Populaarsed kaubamärgid) with dedicated /populaarsed-kaubamargid/huum page.
- WeberflagshipDecora is a dedicated retailer of Weber tiling products. Featured prominently on the homepage ('Weberi plaatimissegud') with a category filter to Weber-branded products under /ehitusmaterjalid/kuivsegud/plaatimissegud?brand_name=512. Also sells Weber grill accessories (Starter Weber söegrillile).
- Baltic AgrocoreDecora is a primary retail outlet for Baltic Agro garden, seed, and fertilizer products. Many products throughout the catalog are Baltic Agro branded — grass seeds (Muruseeme Koduõue Muru, Muruseeme Inglise Muru, Muruseeme Universaalmuru, Muruseeme Varjumuru, Spordimuru, Talumuru, Trallimuru, Mõisamuru), crop seeds (Tatar, Kaer, Suvivikk, Keerispea, Kesaredis, Valge sinep), and fertilizers (Kevadine aiaväetis Baltic Agro 4 kg, Väetis kanakaka graanulid Baltic Agro 10L).
- Baltic AgrocoreOn the dedicated Muruseeme (grass seed) category page, Baltic Agro is the dominant supplier — products such as Muruseeme Universaalmuru (1kg, 10kg), Muruseeme Koduaia (kilepakend 10kg), Muruseeme Varjumuru 1kg, Koduaiamuru Baltic Agro 5kg, and Estonian-specific blends including 'Eesti muruseemnete parandussegu 1.0kg' are all Baltic Agro branded. Baltic Agro also supplies agricultural crop seeds (Tatar, Kaer, Suvivikk, Keerispea, Kesaredis, Valge sinep) and ornamental mixes (Lillemuru seemnesegu).
- BoschcoreDecora is a featured retailer of Bosch home appliances. Product example: Nõudepesumasin Bosch SPU4HMW12E integreeritav 45cm at €634.00.
- BEKOcoreDecora is a featured retailer of BEKO built-in ovens. Product examples: Integreeritav elektriahi BEKO BBVM17400B 72L aurufunktsioon at €462.00 and Elektriahi BEKO BBCM17400B 48L integreeritav hüdrolüütiline aurufunktsioon at €454.00.
- TEFALcoreDecora is a featured retailer of TEFAL small kitchen appliances. Product examples: Saumikser TEFAL Quickchef+ HB67G830 1000W at €128.00, Käsimikser TEFAL HT464138 Prep'Mix+ 500W at €76.00.
- MustangflagshipDecora is a primary retailer of Mustang BBQ equipment. Multiple Mustang products are featured on the homepage grill category: Gaasigrill Mustang Charleston 4+1 at €686.55 (saving €308.45), Gaasigrill Mustang Pecos 2 at €98.99, Grillvardad Mustang 60cm 6tk, Wok-grillpann Mustang 30cm, and Grilltikud 40cm/100tk.
- SunseekercoreDecora is a featured retailer of Sunseeker robot lawn mowers. The Sunseeker S5 robot lawn mower is promoted on the homepage at €1,679.
- HorticomcoreDecora retails Horticom garden and grass-seed products. Product examples: Suvelillemuld pikaajalise väetisega Horticom 30L, Muruseeme Talumuru 1kg (Horticom-branded), Muruseeme Trallimuru 1kg.
- BiolancoreDecora is a primary retailer of Biolan garden soils and growing media. Featured products include Aiamaa must muld Biolan 60L (€3.29), Mustikamuld Biolan 50L (€3.99), Rodomuld ja okaspuumuld Biolan 50L (€5.20), Naturaalne aiaturvas Biolan 280L (€16.40), Külvi-ja pikeerimismuld Biolan 24L (€4.50), Muld Biolan 50L roosi (€4.49), and Turvas tomatitele 50L.
- KekkiläcoreDecora is a primary retailer of Kekkilä garden soils and growing media. Featured products include Kasvuturvas Kekkilä 300L (€13.99), Aiamuld Kekkilä 60L, Suvelillemuld Kekkilä 30L (€3.69), Lillemuld Kekkilä 10L (€3.10), and Turbaplokk Kekkilä (lahtine).
- MatogardcoreDecora is a primary retailer of Matogard BIO garden soils. Featured products include Aiamuld kompostiga Matogard 60L BIO (€4.99), Kasvuhoonemuld Matogard bio kompostiga 60L (€5.49), Muld Matogard 20L suvelillede (€3.19), Muld Matogard 6L toalille roheline (€3.50), Muld Matogard 20L köögiviljale BIO (€5.00), Bio-külvimuld Matogard 10L (€4.30), and Perliit Matogard 5L (€4.40).
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Decora competitors and assessment
Company assessmentDirect peers
- Espak: Estonian building materials and home improvement retailer with physical stores and trade/B2B focus. Closely comparable to Decora's Ehitusmaterjalid (construction materials) and B2B (Äriklient) motion, serving overlapping contractor and DIY segments in Estonia.
- Bauhof: Estonian home improvement and DIY retail chain (part of the Bauhof Group operating across the Baltics). Direct competitor to Decora in the same Estonian market, with overlapping construction, finishing, garden, and household goods assortment and a comparable physical-store-plus-e-commerce model.
- Ehituse ABC (ABC Ehituskauplused): Estonian building materials retail chain with deep contractor/trade roots. Competes with Decora on construction materials, finishing materials, tools, and fasteners, with comparable physical-store presence and B2B pricing structures for professional buyers.
Regional players
- DEPO: Latvian DIY and home improvement retailer with multi-store and e-commerce presence. Closely comparable Baltic cross-category operator in a neighboring market, useful for benchmarking assortment, B2B program design, and omnichannel execution.
- Senukai: Leading Lithuanian DIY and home improvement chain. Comparable omnichannel retailer in a neighboring Baltic market with a similar breadth of construction, finishing, garden, and tool assortment, making it a useful regional benchmark for Decora's operating model.
- JYSK: Danish home furnishings and household goods retailer with a dense Estonian store footprint. Overlaps with Decora on furniture, interior goods, garden furniture, and household categories, and competes for the same Estonian household basket.
Broad incumbents
- K-Rauta: Finnish-origin DIY and home improvement chain with Estonian stores. Larger incumbent offering overlapping construction, finishing, garden, and tool categories to Estonian consumers and contractors; competes with Decora on assortment breadth and price.
- Hornbach: Pan-European DIY megastore chain with Estonian operations. Competes with Decora on construction, finishing, tools, and garden categories with a much larger store format and international procurement scale.
- Bauhaus: European DIY and home improvement big-box chain with Estonian presence. Competes broadly with Decora across construction, finishing, garden, and tools at greater scale, leveraging pan-European procurement.
Emerging players
- Würth: Global tools, fasteners, and trade-supplies specialist with Estonian operations. Comparable to Decora's tools/fasteners category and B2B (Äriklient) motion, focused on professional buyers such as the contractors Decora serves via Äriklient.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Decora social profiles
Digital presenceDecora compliance and trust
Trust signalCompliance1 record
Decora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decora leadership team
Management profileNumber of profiles
Decora funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decora 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 Decora
What does Decora do?
Decora AS is an Estonian multi-category retailer that supplies building materials, finishing materials, tools, fasteners, home appliances, garden goods, furniture, plumbing, lighting, and interior/home goods through its e-commerce platform (decora.ee) and a network of seven physical stores across Estonia. The company also offers a dedicated B2B channel (Äriklient) for professional buyers, alongside value-added services such as curtain design, carpet edging, paint tinting, transport, and installment payments.
Is Decora a public or private company?
Decora is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Decora founded?
Decora was founded in 1993. It employs 251 to 500 people.
Where is Decora based?
Decora is headquartered in Tartu, Estonia, in the Europe region.
How does Decora make money?
Four revenue lines are on record. Retail merchandise sales are the primary driver. The others are business client (B2B) sales, value-added services and gift cards.
Who are Decora's main competitors?
Direct peers on record are Espak, Bauhof and Ehituse ABC (ABC Ehituskauplused). Regional players are DEPO, Senukai and JYSK. Broad incumbents are K-Rauta, Hornbach and Bauhaus. Würth is listed as an emerging player.
Does Decora have an API?
No public API is recorded for Decora.
What industry is Decora in?
Decora's product category is Home Improvement & Construction Materials Retail. Its primary akta.pro industry code is CRAIACAA, Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings), with a secondary code of CRAIACAD, Seasonal, Holiday & Party Home Décor Retail. Its NAICS code is 44912 and its SIC code is 5712.