Lesnina

What Lesnina does

Lesnina H. d.o.o., trading as Lesnina XXXL, is a Croatian private limited company and omnichannel furniture and home equipment retailer founded in 1949 and headquartered in Zagreb. The company operates 9 physical retail showrooms across Croatia alongside a national e-commerce web shop at xxxlesnina.hr, delivering nationwide with a 14-day return policy and a Click and Collect service. Its branded identity (Lesnina XXXL) and use of media.xxxlutz.com assets indicate affiliation with the XXXLutz international furniture retail group, though no formal ownership record is present in the available sources.

The product portfolio spans living room, bedroom, kitchen, dining, lighting, textile, and outdoor/garden furniture across tens of thousands of SKUs, with five proprietary kitchen sub-brands (Dieter Knoll Collection, C'elina, Novel, Moderano, Welnova) and a custom kitchen design service supported by an online 3D Kitchen Planner, in-home consultation, measurement, delivery, and installation. The company also operates a third-party marketplace on its web shop (Relaxdays, MuchoWow, Vicco, Artisan Furniture, Livetastic) with free delivery on marketplace items, and offers the Lesnina XXXL Card loyalty program with welcome discounts, birthday rewards, monthly cardholder offers, and vehicle rental benefits. On-site restaurant services exist within certain store locations.

Revenue is generated primarily through one-time retail product sales (with prices in EUR inclusive of VAT), custom kitchen project sales including installation, marketplace commissions, and loyalty-driven repeat purchases. Customer segments are horizontally distributed across individual Croatian households (primary) and property owners/landlords furnishing apartments and short-term rentals (secondary). Distribution is exclusively within Croatia, with payments integrated across Mastercard, Visa, Maestro, Diners Club, PayPal, Splitit, Google Pay, and Apple Pay. The firm was recognized in 2024–2025 with multiple Croatian e-commerce awards (eCommAwards Best Webshop, Best Legal, Best SEO; Web Retailer Award 2025; BestBuy Award for Best Value for Money).

Name

Lesnina

Legal name

Lesnina H. d.o.o.

Website

https://xxxlesnina.hr

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lesnina XXXL is a Croatian omnichannel furniture and home equipment retailer operating 9 physical showrooms and a nationwide e-commerce web shop, serving individual households and property owners with furniture, custom kitchens, and a third-party marketplace under affiliation with the XXXLutz group.

Ownership category

akta.pro rank

Product category

Home Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

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

akta.pro primary industry

Home, Furniture & Decor DTC (CRAFACAE)

akta.pro secondary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

Keywords

• Furniture retail
• Home furnishings
• Kitchen design
• Home decor
• Omnichannel retail

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct retail sales of furniture, home equipment, garden furniture, kitchen appliances, and home textiles through both physical stores and e-commerce platform. Products include living room furniture, bedroom sets, kitchens, outdoor furniture, lighting, textiles, and decor.
2. Custom Kitchen Sales: Custom-built kitchen sales with design consultation, measurement, delivery and professional installation services
3. Marketplace Commission: Third-party marketplace sales through platform featuring external sellers like Relaxdays and MuchoWow with free delivery on marketplace items
4. Loyalty Program: Lesnina XXXL card program offering welcome discounts, birthday discounts, annual bonuses, and monthly exclusive offers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Lesnina XXXL (Lesnina H. d.o.o.) is a Croatian furniture and home equipment retailer that sells living room, bedroom, kitchen, dining, outdoor, and garden furniture, kitchen appliances, lighting, textiles, and home decor through 9 physical retail stores across Croatia and a comprehensive e-commerce platform. The company also offers a custom kitchen design service with 3D visualization, professional measurement, and installation, alongside a Lesnina XXXL Card loyalty program and a third-party marketplace featuring external sellers such as Relaxdays, MuchoWow, and Vicco.

Product overview

Lesnina XXXL is a Croatian furniture and home equipment retailer operating through a unified e-commerce platform (xxxlesnina.hr) alongside 9 physical store locations. The product portfolio centers on the online shop as the primary digital product, supplemented by a 3D Kitchen Planner tool for custom kitchen visualization, a Marketplace platform for third-party sellers (Relaxdays, MuchoWow, Vicco), and the Lesnina XXXL Card loyalty program. Core product categories include furniture for living rooms, bedrooms, kitchens, and outdoor spaces, with specialized sub-brands for custom kitchens (Dieter Knoll Collection, Novel, Moderano, Celina, Welnova) and an Online Only collection of exclusive web-shop items. Services include custom kitchen design with consultation, measurement, and installation. The Marketplace extends the offering to third-party garden equipment, storage solutions, and furniture sellers.

Differentiator

Problem solved

Functional benefit

Brands

• C'elina: Custom kitchen brand featuring contemporary lines, trendy colors, metal applications and practical organizers
• Dieter Knoll Collection
• Novel Kuhinje
• Moderano
• Welnova
• Lesnina XXXL Card
• C'elina koncept

Products and services

• Lesnina XXXL Online Shop Comprehensive e-commerce web shop (xxxlesnina.hr) selling furniture, home equipment, garden furniture, kitchen appliances, lighting, textiles, and decor across Croatia, with a 14-day return policy, secure payments, and Click and Collect pickup service for individual consumers.
• Custom Kitchen Design Service Full-service custom kitchen offering that includes personal design consultation, on-site measurement, 3D visualization through the 3D Kitchen Planner, delivery, and professional installation, available across multiple kitchen sub-brands (Dieter Knoll Collection, Novel, Moderano, Celina/C'elina, and Welnova) for individual consumers and property owners.
• Lesnina XXXL Card Loyalty membership program (free to join) that gives individual consumers ongoing perks including a welcome discount, birthday discount, annual bonus, monthly cardholder-only specials, and additional partner benefits such as vehicle rental discounts.
• Marketplace Platform Online third-party seller marketplace integrated into the Lesnina XXXL web shop where external sellers such as Relaxdays, MuchoWow, Vicco, Artisan Furniture, and Livetastic list garden equipment, storage solutions, balcony screens, kitchen furniture, and bedroom furniture with free delivery to Croatian customers.
• Lesnina XXXL Restaurant

Quantifiable outcome

• Seasonal clearance sales up to 70% off
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• RelaxdaysminorChannel Partner/ Reseller/ DistributorThird-party marketplace seller offering garden equipment, storage solutions, shelves, and home accessories. Products are fulfilled with free delivery to customers. Relaxdays operates as a dropship seller on the Lesnina XXXL marketplace platform.
• MuchoWowminorChannel Partner/ Reseller/ DistributorThird-party marketplace seller specializing in balcony screens and outdoor privacy solutions. Products include balcony screens with various designs (flowers, wood panels, beach scenes) available on the marketplace with free delivery.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Home24: European online furniture and home accessories retailer operating across multiple CEE markets; comparable in pure-play e-commerce furniture model and assortment breadth.
• Westwing: European online-first home and living retailer with curated furniture and decor assortment; competes for digitally-engaged Croatian furniture shoppers seeking design-led products online.

Broad incumbents

• Wayfair: Global online furniture and home goods retailer with massive SKU breadth and aggressive digital marketing; competes with Lesnina's e-commerce channel for Croatian furniture shoppers across all major categories.
• Kika / Kika-Leiner: Austrian furniture retailer (also part of the XXXLutz group) operating a similar large-format showroom-plus-e-commerce model with comparable kitchen and home furniture offerings across Central Europe.
• XXXLutz: Austrian-headquartered pan-European furniture retail group of which Lesnina appears to be an affiliate; operates the same omnichannel furniture retail format across multiple countries and shares branding, product lines, and operational assets.
• Mömax: Value-oriented furniture retailer (part of the XXXLutz group) with an overlapping discount-leaning assortment across furniture and home accessories; comparable in price positioning and product mix.
• IKEA: Global furniture and home furnishings retailer with a comparable broad assortment across living, bedroom, kitchen, and outdoor categories; competes with Lesnina on price, assortment depth, and showroom-driven discovery in Croatia.

Direct peers

• JYSK: Danish-founded discount home furnishings retailer with a strong CEE footprint and overlapping product categories (furniture, outdoor, textiles) at similar value-price positioning; directly competes with Lesnina in the Croatian market.

Regional players

• Emmezeta: Regional furniture and home furnishings retailer in the Western Balkans with overlapping product categories and value-price positioning; comparable peer given geographic proximity and similar omnichannel model.
• Meblo Trade: Croatian furniture manufacturer and retailer offering living, bedroom, and kitchen furniture; directly competes with Lesnina in the Croatian domestic market with locally-manufactured product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance7 records

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 Lesnina