Nova Linia

What Nova Linia does

Нова Лінія (Nova Linia) is a Kyiv-based Ukrainian home and garden hypermarket chain operating more than 13 large-format retail locations across major cities including Kyiv, Boryspil, Bucha, Chabany, Dnipro, Zaporizhzhia, Lviv, Lutsk, two sites in Odesa, Uzhhorod, Kharkiv, Kremenchuk, and Kherson. The company sells a broad assortment spanning construction materials, tools, plumbing, tiles, doors and hardware, floor coverings, dry mixes, paints, wallpaper and textiles, lighting and saunas, dishes and accessories, furniture, appliances, garden equipment, automotive and pet supplies, plus children's and sporting goods, positioning itself as a one-stop home-improvement destination serving DIY consumers across Ukraine.

The company operates an omnichannel platform consisting of physical hypermarkets, an e-commerce storefront at nl.ua, and native mobile applications on Google Play and Apple App Store, complemented by delivery and self-pickup services. Supporting infrastructure includes a bonus-card program (Новосели), a discount-card program targeted at legal entities (B2B), and the externally managed "VYHODA" (ВИГОДА) loyalty program, which was rolled into Nova Linia stores in October 2022. Marketing is delivered through Facebook, Instagram, YouTube, and Google+ plus an in-house content hub called "Svit Idei" (Світ ідей) offering renovation master classes and a renovation school. There is no proprietary technology stack or AI/ML capability disclosed; technology assessment is "Not applicable - retail/hypermarket operation."

Nova Linia is a Public Joint Stock Company (ПАТ «Нова Лінія», PJSC) and a listed securities issuer that publishes annual information and IFRS (МСФЗ) financials with independent auditor conclusions through 2023. It maintains two legal entities — the parent PJSC «Нова Лінія» and a 2003-established LLC subsidiary «ТОВ НОВА ЛІНІЯ 1» — and reports 1,001–5,000 employees. Revenue is generated almost entirely through one-time merchandise sales across thousands of SKUs in physical and online channels, with no public pricing disclosure and no parent company, private equity, or institutional investor ownership identified in the source data.

Name

Nova Linia

Legal name

Публічне акціонерне товариство «Нова Лінія» (PJSC Nova Linia)

Website

https://novalinia.com.ua

Company type

Public

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Nova Linia is a Ukrainian home and garden hypermarket chain with 13+ large-format stores across all major Ukrainian cities and an online storefront, selling construction materials, tools, furniture, appliances, and household goods to DIY consumers and B2B buyers.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Home Centers (444110), Building Material and Garden Equipment and Supplies Dealers (444), Hardware Retailers (44414), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Lumber & Other Building Materials Dealers (5211), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Fasteners, Adhesives & Sealants Retail (Nails, Screws, Glues, Caulks) (CRAIAEAK)

akta.pro secondary industries

Doors, Windows & Millwork Retail (Interior/Exterior Doors, Windows, Moulding) (CRAIAEAI), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Big-Box Electronics + Small Appliances Retail (CRACAAAC)

Keywords

• Home improvement retail
• Construction materials
• Garden supplies
• Household appliances
• Building products

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Merchandise Sales: Revenue from selling home improvement, construction materials, furniture, garden equipment, appliances, and household goods through hypermarket locations and online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Nova Linia operates a Ukrainian home improvement and garden hypermarket chain with 13+ physical retail locations across major Ukrainian cities, complemented by an e-commerce platform (nl.ua). The company sells construction materials, tools, furniture, appliances, garden equipment, plumbing, lighting, tiles, doors, paints, household goods, and related home renovation products. It also offers loyalty programs (Novosely), discount cards for legal entities (B2B), credit programs, and delivery services.

Product overview

Nova Linia is a Ukrainian home and garden hypermarket chain offering a comprehensive retail platform combining physical hypermarket locations with an online e-commerce service. The core product is the Nova Linia E-commerce Platform (Nova Linia Інтернет-магазин), which provides online shopping for an extensive portfolio including building materials, tools, home appliances, furniture, garden equipment, plumbing, electrical goods, automotive products, sporting goods, children's items, and pet supplies. Physical store departments complement the digital offering with specialized in-store shopping categories such as lighting and saunas, wallpaper and textiles, tiles, doors and hardware, floor coverings, dry construction mixes, paints, dishes, accessories, and garden supplies. The platform operates across multiple Ukrainian cities with delivery and self-pickup options.

Differentiator

Problem solved

Functional benefit

Products and services

• Nova Linia E-commerce Platform Online retail platform offering home improvement, construction materials, garden supplies, furniture, appliances, and household goods for delivery and pickup across Ukraine. Operated at nl.ua with native mobile apps on Google Play and App Store.
• Nova Linia Hypermarket Departments
• Novosely Bonus Loyalty Program
• Discount Cards for Legal Entities (B2B)
• Product Delivery Services

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• OBI: OBI is a major European DIY and home-improvement hypermarket chain offering building materials, tools, garden, and household categories. Its hypermarket format and product breadth are highly comparable to Nova Linia's positioning, even though OBI does not currently operate in Ukraine.
• Mr. Bricolage: Mr. Bricolage is a European home-improvement and DIY retail network offering building materials, hardware, tools, and garden products. Its mid-sized hypermarket footprint and assortment profile are comparable to Nova Linia's store model.
• Bauhaus: Bauhaus is a leading European home-improvement and DIY hypermarket chain focused on construction materials, tools, garden, and workshop supplies. Its workshop-centric assortment and big-box model are directly comparable to Nova Linia's departments.
• Leroy Merlin: Leroy Merlin is a global big-box home-improvement and DIY retailer (Adeo group) that has historically operated in the broader Eastern European region. Its assortment in building materials, tools, garden, and home renovation makes it a broad comparable to Nova Linia, even where direct Ukrainian overlap is limited.
• Home Depot: The Home Depot is the largest global home-improvement specialty retailer, offering building materials, tools, garden, appliances, and home services. Its broad-assortment big-box model and dual DIY/pro customer focus provide a benchmark comparable to Nova Linia.
• Kingfisher: Kingfisher plc is the parent of B&Q, Castorama, and Screwfix — large European home-improvement retailers whose category mix (building materials, tools, garden, DYO) directly parallels Nova Linia's assortment and customer base.
• Lowe's: Lowe's is a major North American home-improvement retailer with comparable category breadth across building materials, tools, garden, appliances, and home décor. Its consumer-plus-pro go-to-market mix is analogous to Nova Linia's B2C/B2B structure.
• Hornbach: Hornbach is a European DIY big-box retailer specializing in building materials, tools, and garden products for both DIY and professional customers — closely mirroring Nova Linia's B2C/B2B mix and construction-heavy assortment.
• Praktiker: Praktiker is a European DIY hypermarket chain selling building materials, tools, garden, and household goods. Its hypermarket format and assortment structure make it a comparable model to Nova Linia even though its operations are concentrated in other European geographies.

Direct peers

• Epitsentr: Epitsentr (Epitsentr K) is the leading Ukrainian home-improvement and construction-materials hypermarket chain and Nova Linia's closest direct competitor. It operates a larger store base across Ukraine with overlapping departments in building materials, tools, garden, and household goods, targeting the same DIY and contractor customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/TheNovaLinia
• Facebookfacebook.com/novalinia.com.ua
• Instagraminstagram.com/novaliniacomua
• LinkedInlinkedin.com/company/nova-linia

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 Nova Linia