What NKD does

NKD is a German value textile discounter founded in 1962 and headquartered in Bindlach, Germany, with 10,000+ employees and an operational footprint spanning seven European countries: Germany, Austria, Italy, Croatia, Slovenia, Czech Republic, and Poland. The company operates approximately 2,000+ owned physical retail stores alongside an e-commerce platform at nkd.com and iOS/Android mobile applications, distributing affordable apparel for women, men, and children plus a "Wohnen & Mehr" (home & living) assortment of textiles, décor, bedding, bathroom linens, kitchen textiles, and household goods. NKD differentiates through vertical integration of private-label sub-brands — most notably the Laura Torelli Fashion family (Classic, Collection, Fashion, and Plus lines) and an extensive in-house lingerie portfolio (ISABELLA, BELLA, ALINA, MARA, KARINA, GRETA, OLIVIA, CELINE, TRIANA, AMELIE, INSA, ANJA, ANNA, Sara) — supported by OEKO-TEX Standard 100 certification on many textiles.

Revenue mechanics rest on unit pricing across a broad assortment, with sample entry points such as T-shirts at €6.39, pajamas at €17.99, and bedding items from €6.99, supplemented by regular promotional cycles (e.g., the "Sommer, Sonne, Strand" campaign offering 20% off summer items) and seasonal digital brochures. The technology stack comprises a multi-locale storefront, a mobile application with a digital NKD loyalty card and eBon receipt system, push-notification marketing, Click & Reserve (click-and-collect) integration with offline stores, and third-party integrations with DHL (logistics), PayPal, Visa, Mastercard, and Amazon Pay (payments), plus Google and Apple Sign-In (authentication). All textiles are tested by independent certified laboratories, and the website is required to comply with WCAG 2.1 Level AA accessibility standards under the German BFSG and EU Directive 2019/882. NKD also operates the NKD-Loopi closed-loop recycling program producing shopping bags from recycled plastic film waste.

On March 31, 2026, NKD was acquired by South African listed retailer Mr Price Group for R9.6 billion (~€500 million), the largest deal in Mr Price's history and its stated gateway into the European market. NKD's current reported sales stand at €712 million with a stated target of €1 billion by 2030, which Mr Price executives have guided will be earnings accretive by year two. Leadership comprises CEO Alexander Schmökel, CFO Stefan Macheleidt, and CSO Christian Welles.

Name

NKD

Legal name

NKD Group GmbH

Website

https://nkd.com

Company type

Private

Founded year

1962

Operating status

Acquired

Headcount range

5,001–10,000 employees

Short description

NKD is a German value textile discounter founded in 1962, operating approximately 2,000+ stores across seven European countries alongside e-commerce and mobile channels, selling affordable apparel and home goods to budget-conscious families.

Ownership category

akta.pro rank

Headquarters

HQ city

Bindlach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Physical retail store sales of clothing and home goods across European locations. The primary revenue stream through point-of-sale transactions in owned retail stores.
2. E-commerce Online Sales: Online sales through nkd.com website and mobile application. Customers purchase directly through the digital storefront with home delivery or click-and-collect options.
3. SALE and Promotional Revenue: Revenue from regular sale campaigns and promotional offers including seasonal sales events, discount campaigns, and clearance promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

NKD is a European value textile discounter that sells affordable clothing and home goods directly to consumers through a network of physical retail stores, an e-commerce website (nkd.com), and a mobile application. The product range spans women's, men's, and children's fashion, lingerie and underwear, and home and living categories such as bedding, kitchen textiles, and decorations under own-brand sub-labels including Laura Torelli Fashion and an internal portfolio of lingerie brands (NKD-ISABELLA, NKD-KARINA, NKD-BELLA, NKD-ALINA, etc.).

Product overview

NKD is a German-based Value Textile Discounter operating as a multi-channel retailer with an online shop (nkd.com), mobile application, and physical store network across Germany, Austria, Italy, Croatia, Slovenia, Czech Republic, and Poland. The company offers a comprehensive portfolio of affordable clothing and home goods organized into women's fashion, men's fashion, children's clothing, lingerie/underwear, and home & living categories. Key brand offerings include the Laura Torelli Fashion sub-brand (with Classic, Collection, Fashion, and Plus lines for women) and proprietary lingerie lines (ISABELLA, KARINA, BELLA, ALINA, AMELIE, GRETA, OLIVIA, CELINE, TRIANA). The company operates approximately 2,000+ stores across Europe and was acquired by South African retailer Mr Price Group in March 2026 for R9.6 billion, targeting €1bn in sales by 2030.

Differentiator

Problem solved

Functional benefit

Brands

• Laura Torelli Fashion: A fashion sub-brand offering womenswear including dresses, blouses, and tops under the Laura Torelli Fashion label.
• NKD-ISABELLA
• NKD-BELLA
• NKD-ALINA
• NKD-MARA
• NKD-Sara
• NKD-KARINA
• NKD-GRETA
• NKD-OLIVIA
• NKD-CELINE
• NKD-TRIANA
• NKD-AMELIE
• NKD-INSA
• NKD-ANJA
• NKD-ANNA

Products and services

• NKD Online Shop E-commerce platform (nkd.com) offering the full catalogue of affordable clothing, home textiles, and household goods, with home delivery via DHL, click-and-collect (free store delivery), invoice purchasing, and 14-day return policy.
• NKD Mobile App iOS and Android shopping application with digital NKD loyalty card (Digitale NKD-Karte), eBon digital receipts, push notifications for promotions, current brochures/catalogs, personalized offers, and 24/7 shopping capability.
• Laura Torelli Fashion NKD-owned womenswear sub-brand offering multiple lines — Classic (timeless fashion), Collection (fashion-conscious women), Fashion (trends from size XXS), and Plus (sizes up to 58) — covering dresses, blouses, and tops sold in stores and online.
• NKD Lingerie Lines Proprietary intimate-apparel sub-brands under NKD including ISABELLA, KARINA, BELLA, ALINA, AMELIE, GRETA, OLIVIA, CELINE, TRIANA, MARA, Sara, INSA, ANJA, and ANNA, offering underwired bras, wireless bras, panties, shapewear, and other lingerie for women.
• Click & Collect (Click & Reserve) Free store-delivery service allowing online shoppers to reserve items on nkd.com and pick them up at their preferred local NKD retail store.

Quantifiable outcome

• Target of €1 billion in sales by 2030, up from €712 million currently

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Takko Fashion: Takko is a German-headquartered value fashion retailer offering affordable family apparel through hundreds of stores in DACH and adjacent markets, overlapping directly with NKD's core assortment and price positioning.
• KiK: KiK Textilien & Non-Food is the closest direct competitor to NKD in Germany: a value textile discounter with a similarly broad low-price assortment of apparel and home goods across a large own-store footprint.
• C&A: C&A is a long-established European family apparel retailer with broad geographic overlap and a value-to-mid-market positioning that closely mirrors NKD's 'fashion for the whole family' proposition.
• Zeeman: Zeeman is a Dutch value textile and household-goods discounter operating across many of the same Western and Central European markets as NKD with a similarly low-price family apparel model.
• Primark (Associated British Foods): Primark is Europe's largest dedicated fast-fashion value retailer, operating in many of the same countries as NKD and competing head-to-head for price-sensitive family and fashion shoppers.

Broad incumbents

• H&M: H&M is a global apparel incumbent with broad European reach and an entry-level value proposition (e.g., Divided lines) that competes with NKD in basics and family apparel, though it spans far more price tiers.
• TEDi: TEDi is a German discount variety retailer overlapping with NKD on home textiles, seasonal decorations, and basic apparel/accessories in DACH markets.
• Action: Action is Europe's fastest-growing discount variety retailer carrying apparel, home textiles, and household goods at ultra-low price points, competing with NKD on home/living and basics categories.

Others

• Mr Price Group: Mr Price Group is NKD's parent company and a comparable South African value fashion retailer, useful as a peer reference for the same value-fashion playbook that NKD is expected to scale in Europe.

Regional players

• Woolworths (Netherlands/BE): Woolworths in the Benelux is a value-led variety retailer carrying apparel, home goods, and household items comparable to NKD's home & living assortment, though it operates primarily in different geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nkd.friends
• Instagraminstagram.com/nkddeutschland
• LinkedInlinkedin.com/company/nkd-vertriebs-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors2 records

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 NKD