Nature Time

What Nature Time does

naturzeit GmbH & Co. KG, operating as "Nature Time" (brand: naturzeit), is a privately held German specialty retailer of outdoor equipment founded in 2009 and headquartered in Ludwigsburg, Baden-Württemberg. The company runs an omnichannel operation combining a 1,000-square-meter brick-and-mortar store in Ludwigsburg with a direct-to-consumer e-commerce platform that ships across Germany and Europe, offering more than 25,000 articles from over 150 brands. Core product categories span outdoor clothing, footwear, climbing and mountaineering gear, cycling equipment, Nordic walking, trail running, and kids outdoor.

The business model is a curated specialty retail model: revenue is generated through standard retail margins on third-party branded merchandise across physical and online channels, supplemented by a courses and tours program that monetizes in-house outdoor expertise. Customer engagement is layered through the "naturzeit-Friends" loyalty community and a proprietary magazine/content channel, and the retailer maintains cultural partnerships such as the European Outdoor Film Tour (EOFT). Distribution is omnichannel without additional physical stores, making geographic reach dependent on the e-commerce site rather than store rollouts.

The company is bootstrapped (no disclosed external funding), employs 1-10 people, and competes in a crowded European outdoor market against scaled players such as Decathlon, SportScheck, Bergfreunde, and Amazon. Its differentiation rests on category depth across niche outdoor disciplines, advisory-led service from expert staff, community/event-driven brand building, and integration of retail with educational courses and guided tours. No proprietary technology, AI/ML capability, or unique data asset is disclosed.

Name

Nature Time

Legal name

naturzeit GmbH & Co. KG

Website

https://naturzeit.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

naturzeit is a privately held German specialty outdoor retailer (Ludwigsburg) operating an omnichannel model combining a 1,000 sqm store with a Europe-wide e-commerce platform carrying 25,000+ articles from 150+ brands across climbing, mountaineering, cycling, trail running, Nordic walking, and kids outdoor.

Ownership category

akta.pro rank

Product category

Outdoor Retail / Sporting Goods

NAICS

Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661)

akta.pro industry

PRIMARYCRAMAMAK

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Camping, Hiking & Climbing Retail

SECONDARYCRAMAMAH

Tents, Shelters & Sleep Systems Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Camping, Hiking & Climbing Retail

SECONDARYCRAMAHAL

Bike Online Retail & Omnichannel Specialists

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Cycling & Bike Retail

SECONDARYCRAAABAL

Outdoor & Active Lifestyle Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

SECONDARYCRAMAAAJ

Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Outdoor & Adventure Equipment Retail

Keywords

• Outdoor apparel retail
• Hiking footwear
• Mountaineering equipment
• Climbing gear
• Outdoor retail store

Headquarters

HQ city

Ludwigsburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce): Online sales of outdoor equipment, apparel, and accessories through www.naturzeit.com. Products shipped within Germany and Europe with 48-hour dispatch time.
2. Product Sales (Retail): In-store sales at the Ausrüstungshaus in Ludwigsburg with approximately 1000 sqm of retail space across two floors. Customers can browse, try products, and purchase on-site.
3. Courses and Tours: Outdoor courses and guided tours offered as part of the Kurse & Touren program. Activities include climbing courses, pleasure hikes, and climbing via ferrata. Bookable online, in-store, or by phone.
4. Gift Vouchers: naturzeit gift vouchers (Geschenkgutscheine) that can be redeemed for any products, equipment, or tours in the naturzeit assortment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

naturzeit is a German outdoor specialty retailer selling apparel, footwear, and equipment from over 150 premium brands (Mammut, The North Face, Salewa, Meindl, Fjällräven, deuter, Arc'teryx, Patagonia, etc.) for hiking, trekking, climbing, mountaineering, cycling, Nordic walking, and children's outdoor activities. The company operates both an e-commerce platform (naturzeit.com) and a ~1,000 m² physical store in Ludwigsburg, complemented by a guided courses and tours program, a shoe resoling service, Click & Collect, and a free loyalty program (naturzeit-Friends).

Product overview

naturzeit is an outdoor online shop and brick-and-mortar retailer based in Ludwigsburg, Germany, founded in 2009. The company operates a comprehensive e-commerce platform (www.naturzeit.com) alongside a physical retail store with approximately 1,000 m² of sales space. The product portfolio centers on outdoor apparel, footwear, and equipment organized into six main categories: Outdoorbekleidung (outdoor clothing including jackets, pants, fleece, shirts, functional underwear, and accessories), Outdoor Schuhe (outdoor footwear from hiking boots to climbing shoes), Ausrüstung (equipment including backpacks, sleeping bags, tents, trekking poles, lamps, and outdoor kitchen), Klettern und Bergsteigen (climbing and mountaineering gear), Fahrrad (cycling equipment), and Kids Outdoor. The company also offers a courses and tours program led by expert guides, a magazine with buying guides and outdoor tips, a loyalty program (naturzeit-Friends), and services like Click & Collect and shoe resoling. naturzeit stocks products from over 150 outdoor manufacturers including Mammut, The North Face, Salewa, Meindl, Fjällräven, deuter, Arc'teryx, and Patagonia, totaling more than 25,000 articles.

Differentiator

Problem solved

Functional benefit

Brands

• naturzeit-Friend: Loyalty program offering online prices to registered members, ability to collect naturzeit-Taler (reward points) for product reviews, and receiving latest information about tours and outdoor articles

Products and services

• Outdoorbekleidung (Outdoor Clothing) Comprehensive range of outdoor apparel including jackets (hardshell, softshell, winter, down, double), outdoor pants, midlayer fleece, shirts, functional underwear, functional socks, and accessories (sunglasses, headwear, gloves, gaiters, belts, sport bandages, insect/UV protection clothing) for hiking, trekking, and mountaineering.
• Outdoor Schuhe (Outdoor Shoes) Extensive selection of outdoor footwear including hiking boots, trekking boots, lightweight hiking shoes, mountain/berg boots, via ferrata boots, high-altitude boots, multifunctional shoes, approach shoes, trail running shoes, winter boots, trekking sandals, climbing shoes, barefoot shoes, bicycle shoes, hut shoes, and shoe care products.
• Ausrüstung (Outdoor Equipment) Full range of outdoor equipment including backpacks and bags (hiking, daypacks, trekking, climbing, bike, ski/snowboard, child carriers), sleeping bags and mats (synthetic, down, bivy sacks, travel pillows, mats), tents (dome, tunnel, geodesic, family), trekking poles, lamps, hammocks, outdoor furniture, compasses, energy supply, trekking umbrellas, and outdoor kitchen equipment (cookers, fuels, camping dishes, bottles, water treatment).
• Klettern und Bergsteigen (Climbing and Mountaineering) Complete climbing and mountaineering equipment including climbing harnesses, helmets, via ferrata sets, climbing ropes, chalk bags, slacklines, crash pads, carabiners, belay devices, ice axes, crampons, ski skins, avalanche equipment, and climbing clothing.
• Fahrrad (Bicycle) Bicycle equipment and accessories including cycling clothing (jerseys, shorts, jackets, gloves, arm/leg warmers, helmets), cycling shoes (MTB, touring), bike helmets, glasses, baskets, lights, locks, pumps, computers/GPS, smartphone accessories, trailers, components (grips, saddles, fenders, racks, brakes, gears, tires), and maintenance supplies.
• Nordic Walking Nordic walking equipment including poles, accessories, shoes, and clothing.
• Kids Outdoor Children's outdoor equipment including hiking shoes, winter boots, sandals, climbing shoes, backpacks, child carriers, sleeping bags, mats, water bottles, gloves, sunglasses, bike helmets, trailers, and cycling accessories.
• Kurse & Touren (Courses & Tours) Guided outdoor program including climbing courses, pleasure hikes, via ferrata tours, snowshoe hiking, and custom corporate team events, led by experienced naturzeit guides in small groups. Bookable online, in-store, or by phone.
• Shoe Resoling Service (Neubesohlungen)

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• European Outdoor Film Tour (EOFT)coreStrategic or Co-development Partner · 1 January 2026naturzeit is a regular partner and presale venue for the European Outdoor Film Tour (E.O.F.T.) in Ludwigsburg. The 2-day stop at naturzeit is a fixed annual event for outdoor enthusiasts in the region. naturzeit sells tickets and provides the venue for this cultural outdoor event.
• Sport2000minorChannel Partner/ Reseller/ DistributorSport2000 is a sports retail buying group/network. naturzeit is affiliated with Sport2000 as indicated by their partner logo display, suggesting a buying cooperative relationship for independent outdoor retailers.
• IdealominorGTM or Marketing PartnerPrice comparison partner. naturzeit is listed on Idealo price comparison platform, driving additional online visibility and customer acquisition through this channel.
• Trusted ShopsminorGTM or Marketing PartnerCustomer review and trust certification partner. naturzeit displays Trusted Shops certification badge, providing verified customer reviews and purchase protection to build customer confidence.
• DHLcoreChannel Partner/ Reseller/ DistributorLogistics and shipping partner. DHL handles domestic German and international European shipments from naturzeit's operations.
• EdelridminorStrategic or Co-development PartnerCo-branded via ferrata tour event. Edelrid Klettersteig Bad Hindelang is offered as part of the naturzeit courses and tours program, featuring branded content and partner integration.

Scale indicators5 records

Expansion highlights4 records

Regional players

• REI Co-op: US outdoor cooperative combining retail stores, e-commerce, classes/tours, and a member loyalty program; highly comparable omnichannel-plus-experiences model but operates in a different geography.
• Snowleader: French outdoor and snow sports retailer combining online and physical stores with a multi-brand premium assortment; comparable in omnichannel model and category mix, focused primarily on the French market.
• Mountain Equipment: UK outdoor specialty retailer with retail stores and online channels focused on climbing, mountaineering, and hiking gear; comparable in product mix and premium-brand positioning but UK-focused.
• Backcountry: US online outdoor and action-sports specialty retailer offering premium apparel, footwear, and equipment with expert content; analogous online-first specialty competitor but North American focus.
• Cotswold Outdoor: UK-based outdoor specialty retailer with physical stores and a strong e-commerce site carrying premium hiking, climbing, and camping brands; comparable omnichannel model but UK-focused market.

Direct peers

• Globetrotter Ausrüstung: Germany's largest specialty outdoor retailer, combining flagship stores (including a major Hamburg flagship) with a comprehensive e-commerce platform — the closest direct omnichannel peer to naturzeit's model and category mix.
• Bergfreunde.de: Leading German online outdoor specialist offering climbing, hiking, and mountaineering gear across premium brands; directly comparable in product breadth, target customer, and German DACH focus.
• Bergzeit: German premium online outdoor retailer specializing in hiking, climbing, ski, and mountain sports gear; competes for the same shopper with a similar brand portfolio and DACH-focused digital strategy.

Broad incumbents

• Decathlon: Global sporting goods mass-market retailer with a deep private-label outdoor range and large store network in Germany; overlaps heavily with naturzeit on hiking, climbing, and cycling categories but at lower price points.
• SportScheck: Long-standing German sporting goods multichannel retailer (owned by Otto Group) selling apparel, footwear, and equipment across outdoor, fitness, and winter sports; competes with naturzeit on breadth rather than specialty depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/naturzeit
• Facebookfacebook.com/naturzeit

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 Nature Time