Naketano

What Naketano does

Naketano GmbH is a privately held German streetwear and casual apparel retailer headquartered in Essen, Germany. The company designs and sells comfortable, casual clothing — primarily hoodies, sweatshirts, t-shirts, sweatpants, sweat shorts, and sweat jackets — for men and women, distributed under its own brand through a direct-to-consumer e-commerce model. Its product catalog spans approximately 276 SKUs (87 women's, 107 men's, plus outlet items) with retail prices ranging from €29.99 to €150, and standard domestic shipping priced at €3.95 (waived for newsletter subscribers and orders above €100).

The company's technology stack is built on the Shopify e-commerce platform with Shopify Payments for transaction processing, supplemented by a broad range of payment integrations (PayPal, Apple Pay, Google Pay, Klarna, Sofortüberweisung, Visa, Mastercard, American Express, Maestro). Distribution is conducted via DHL for logistics, with MeinEinkauf AG handling customs and delivery for Swiss customers. Products ship to 25+ European countries, and the company operates an additional B2B wholesale channel with no minimum order quantities, a separate outlet sub-brand for discounted past-season items, and a physical outlet store.

Revenue is generated primarily through one-time direct product sales (both retail and wholesale), gift voucher sales (starting at €10), and a small subscription-style newsletter retention program that offers free shipping and discounts. The company is led by Managing Director Sascha Peljhan and employs between 11 and 50 people. In 2026, Naketano established the Naketano Stiftung, a charitable foundation that donates surplus sales proceeds to educational measures and integration initiatives in local communities, embedding a social mission into the brand positioning.

Name

Naketano

Legal name

Naketano GmbH

Website

https://naketano.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Naketano GmbH is a German direct-to-consumer streetwear brand selling hoodies, sweatshirts, t-shirts, and sweat bottoms for men and women through a Shopify-powered online store shipping across 25+ European countries, with a social mission via its 2026 Naketano Stiftung foundation.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

Keywords

• Streetwear apparel
• Casual hoodies sweatshirts
• E-commerce fashion brand
• Men's women's sweatshirts
• Outlet fashion clothing

Headquarters

HQ city

Essen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time transaction-based retail sales through owned e-commerce store, supplemented by B2B wholesale orders and gift voucher sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Naketano designs, sources, and sells casual streetwear apparel — hoodies, sweatshirts, t-shirts, sweatpants, sweat shorts, and sweat jackets — for men and women through its own Shopify e-commerce storefront, with a B2B wholesale channel, a discounted outlet assortment, and digital gift vouchers. Products are typically constructed from cotton-polyester blends emphasizing soft feel, comfortable fit, ribbed cuffs, and faux-leather brand details.

Product overview

Naketano is an online fashion retailer specializing in streetwear and casual apparel. The core product portfolio consists of sweatshirts, hoodies, t-shirts, sweatpants, sweat shorts, and sweat jackets designed for both women (Damen) and men (Herren). Key product families include the Brazzo hooded sweatshirt jackets, Darth sweat hoodies, Müde Marie and Sternenkrieger oversize t-shirts, Wolkenkind and Ivic sweat jackets, Auf Kombi and Warmer Lenny sweat shorts, Chillichaote and Deine Schwester sweat pants, and various sweatshirt variants like Rainerius and Birol 20. The company also operates an Outlet store for discounted past-season styles and a B2B wholesale shop. Founded in Essen, Germany, Naketano emphasizes social responsibility through its charitable foundation established in 2026, donating sales proceeds to educational and integration initiatives. The online store is built on Shopify's e-commerce platform and ships throughout Europe and Switzerland.

Differentiator

Problem solved

Functional benefit

Brands

• Naketano Stiftung: Charitable foundation established in 2026 to donate surplus sales proceeds to educational measures and integration initiatives.

Products and services

• Women's Streetwear Collection (Damen) A women's casual streetwear line featuring sweatshirts, hoodies, sweatpants, t-shirts, and sweat shorts constructed with an emphasis on soft fabric, comfortable fit, ribbed cuffs, and faux-leather brand applications. Targeted at individual female consumers in Germany and broader Europe seeking comfortable everyday casual apparel.
• Men's Streetwear Collection (Herren) A men's casual streetwear line featuring sweatshirts, hoodies, sweatpants, sweat shorts, t-shirts, and joggers with an emphasis on soft materials, comfortable fit, ribbed cuffs, and faux-leather brand details. Targeted at individual male consumers in Germany and broader Europe seeking comfortable everyday casual apparel for wear, sports, and relaxed lifestyle use.
• Outlet Damen (Women's Outlet) A women's outlet assortment offering past-season Naketano styles at reduced, unbeatable prices. Targeted at value-oriented individual female consumers seeking discounted casual streetwear.
• Outlet Herren (Men's Outlet) A men's outlet assortment offering past-season Naketano styles at reduced, unbeatable prices. Targeted at value-oriented individual male consumers seeking discounted casual streetwear.
• Naketano Geschenkgutschein (Gift Voucher) A gift voucher in denominations starting at €10, redeemable for any product in the Naketano online shop. Targeted at individual consumers seeking a gift option or at existing customers funding a recipient purchase.
• Naketano B2B Shop (Wholesale) A B2B wholesale online shop enabling retailers and resellers to order Naketano apparel directly from the warehouse with no minimum order quantities and payment via invoice, PayPal, or credit card. Targeted at small-to-mid apparel retailers and resellers across Europe sourcing differentiated comfort-focused streetwear at wholesale terms.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DHLcoreOthersDHL is used as the primary shipping carrier for domestic German deliveries (2-3 business days) and international shipments across Europe (3-5 business days). Standard shipping fee of €3.95 within Germany.
• MeinEinkauf AGminorOthersFor Swiss customers, MeinEinkauf AG facilitates delivery including customs clearance, invoicing, and shipping within Switzerland. The purchase contract is formed between buyer and MeinEinkauf AG.
• ShopifycoreTechnology or IntegrationShopify powers the Naketano e-commerce platform (naketano.com), providing website hosting, online store functionality, and Shopify Payments for payment processing. Shopify processes all customer transactions and order management.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Stüssy: Iconic California streetwear label selling hoodies, tees, and casual apparel globally. Comparable on streetwear aesthetic and target consumer (style-conscious youth), though much larger scale and broader international footprint.
• Zalando (Zalando Lounge): Europe's largest online fashion platform, distributing hundreds of streetwear and casual brands including competitors to Naketano. Relevant as the dominant channel where European consumers discover and purchase streetwear; competing for the same end customer.
• Carhartt WIP: European arm of Carhartt, offering workwear-inspired streetwear including hoodies, sweatshirts, and casual bottoms. Comparable on streetwear positioning and product categories, but operates as a much larger global brand with broader distribution.

Emerging players

• Closed: German denim and casualwear brand selling sweatshirts, hoodies, and tees via D2C and wholesale. Comparable on German origin, casualwear product mix, and multi-channel distribution including B2B.
• Dedicated: Swedish sustainable streetwear brand selling tees, hoodies, and sweatshirts with a strong eco/ethical narrative. Comparable on values-based positioning and casual streetwear assortment, though primarily serves Northern European markets.

Direct peers

• ARMEDANGELS: German sustainable fashion brand selling casualwear, hoodies, and sweatshirts via D2C e-commerce with a strong social/ethical mission. Closely comparable on geography, product mix, G2C-only channel, and values-based positioning.
• Langerchen: German sustainable casualwear brand specializing in organic cotton hoodies, sweatshirts, and joggers. Closely comparable on product mix, target demographic, sustainability story, and D2C e-commerce go-to-market.
• Lanius: German sustainable fashion label producing organic cotton casualwear and knitwear. Comparable on German origin, social/ethical mission similar to Naketano's foundation, and D2C-driven sales model targeting style-conscious consumers.
• Recolution: German streetwear/casualwear brand with a focus on sustainable materials and relaxed everyday apparel. Comparable on target customer (style-conscious European men/women), product mix (hoodies, sweats, tees), and D2C-led distribution.

Others

• Armedangels (duplicate listed separately): Adjacent German casualwear label (placeholder omitted to avoid duplication with primary peer entry).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/naketano.official
• LinkedInlinkedin.com/company/naketano-retail-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Naketano