What Innatura does

Innatura gGmbH, founded in 2011 by Dr. Juliane Kronen and headquartered in Cologne, Germany, operates a non-profit product donation mediation platform that connects companies holding surplus new consumer goods with registered charitable organizations in Germany. The company manages the full donation lifecycle end-to-end: donor acquisition, intake at a 3,000 square meter logistics center in Köln-Gremberghoven, cataloguing, storage, order management, and last-mile delivery via DHL GoGreen parcels or freight pallets. Registered organizations self-serve through an online shop covering nine product categories (household, personal care and health, baby, electronics and entertainment, toys, sport and outdoor, clothing and shoes, office and school supplies). The platform is built on a web-based storefront and a merchandise management system rather than proprietary technology.

The two-sided network comprises approximately 280 corporate donor companies (including Beiersdorf, Procter & Gamble, Amazon Germany, LEGO, STAEDTLER, dm drogerie-markt, Tchibo, Kneipp, Edding, and Bosch) and more than 5,000 registered charitable recipient organizations (nonprofits, women's shelters, youth projects, Kitas, refugee facilities, and municipal institutions). Revenue is generated through per-order mediation fees (Vermittlungsgebühr), weight-based shipping fees on parcels and pallets, and recurring monetary donations via the innatura-Förderkreis, with Beiersdorf and P&G each providing more than 10% of annual revenue. Recipient organizations access products at up to 95% below retail market price.

Cumulatively since founding through mid-2025, Innatura has mediated product donations with a market value of €67 million, enabled €53 million in savings for the social sector, and avoided more than 6,000 tonnes of waste, reaching over 1 million people via downstream recipient organizations. Innatura is the German member of the In Kind Direct International network under the patronage of King Charles III and operates with a lean staff of approximately 17 employees supplemented by volunteers and Bundesfreiwilligendienst participants.

Name

Innatura

Legal name

innatura gGmbH

Website

https://innatura.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Innatura gGmbH is a non-profit product donation mediation platform based in Cologne, Germany, connecting approximately 280 corporate donors with 5,000+ registered charitable recipient organizations, delivering new consumer goods at up to 95% below retail price.

Ownership category

akta.pro rank

Product category

Product Donation Mediation / Charitable Logistics

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Grantmaking and Giving Services (81321)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Donation, Consignment & Resale Coordination (HSAFAFAG)

akta.pro secondary industry

Donation, Reuse & Sustainability Returns Programs (TLAIAHAJ)

Keywords

• Product donation mediation
• Charitable logistics services
• Nonprofit donation platform
• Surplus goods redistribution
• Corporate social responsibility

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Mediation Fee (Vermittlungsgebühr): Recipient charitable organizations pay a small per-order mediation fee to innatura for facilitating the product donation. This fee is displayed on the platform before order confirmation and is due upon receipt of goods. The fee is substantially below market prices, enabling organizations to save up to 95% compared to retail purchasing. These fees fund warehouse operations and the Geschäftsstelle (business office).
2. Shipping/Logistics Fees: Recipient organizations pay shipping costs for deliveries. Rates are weight-based for packages (€5.20–€12.00 per parcel depending on weight class up to 24kg) and volume-based for pallets (€110.67–€208.25 depending on weight up to 500kg). Shipping is handled via DHL GoGreen or self-pickup from the Cologne warehouse.
3. Monetary Donations (Geldspenden): Innatura receives financial donations through its innatura-Förderkreis (sponsoring circle). Companies and individuals who are not product donors can support innatura's growth through regular financial contributions. Major donors include Beiersdorf AG and Procter & Gamble International Operations S.A., each providing more than 10% of annual revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Innatura operates a full-service donation mediation platform that connects corporate donors of new, surplus consumer goods with registered charitable organizations in Germany. The platform combines a self-serve online shop (over 1,500 product types across nine categories) with a 3,000 sqm logistics center for receiving, sorting, storing, and shipping donations. Recipient organizations pay a small per-order mediation fee plus shipping, achieving up to 95% savings versus retail prices, while donor companies receive a verified, end-to-end donation channel supporting their CSR and waste-prevention goals.

Product overview

Innatura operates as a single unified platform — an online donation-mediating marketplace with an integrated e-commerce shop and logistics infrastructure. The core product is the innatura Plattform (Online Platform for Product Donation Mediation), which consists of a public website with an integrated online shop, a registration and account management system for charitable recipient organizations, and a 3,000 m² logistics center in Cologne-Gremberghoven where donated products are received, sorted, stored, and shipped. Registered organizations browse and order donated products across nine product categories (Household, Personal Care & Health, Baby, Electronics & Entertainment, Toys, Sport & Outdoor, Clothing & Shoes, Office & School Supplies, Health/Gesundheit) via the shop, paying a small mediation fee plus shipping instead of full market prices. Supporting offerings include the innatura Förderkreis (recurring monetary donation program) and a volunteer ambassador network.

Differentiator

Problem solved

Functional benefit

Products and services

• innatura Online Shop (Sachspenden-Vermittlungsplattform) Web-based e-commerce shop where registered charitable organizations in Germany browse and order donated products across nine categories (household, personal care & health, baby, electronics & entertainment, toys, sport & outdoor, clothing & shoes, office & school supplies) for a small per-order mediation fee plus shipping.
• Sachspendenlager (Donation Warehouse and Logistics Center) 3,000 sqm logistics center in Cologne-Gremberghoven where donated products from corporate donors are received, sorted, stored, and prepared for shipment to recipient charitable organizations. Supports DHL GoGreen parcel and freight pallet delivery plus self-pickup.
• Recipient Organization Registration and Verification System

Quantifiable outcome

• Up to 95% cost savings for recipient organizations vs. retail market price
• +5 more outcomes

Named customers13 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, minor and major.

• In Kind Direct InternationalcoreStrategic or Co-development Partner · 1 January 2011innatura is the German member of In Kind Direct International, a network of nonprofit product donation mediation organizations founded under the patronage of King Charles III (then Prince of Wales). The network includes In Kind Direct (UK), Dons Solidaires (France), and diagonalis (Italy). The organizations share best practices, processes, and occasionally exchange donations that cannot be absorbed by their domestic networks. King Charles III has remained the founding patron of In Kind Direct International since its inception.
• Dons SolidairesminorStrategic or Co-development Partner · 1 January 2011French sister organization in the In Kind Direct International network. Partners exchange knowledge and occasionally cross-border donations that cannot be absorbed domestically.
• diagonalisminorStrategic or Co-development Partner · 1 January 2011Italian sister organization in the In Kind Direct International network. Partners exchange knowledge and occasionally cross-border donations.
• Beiersdorf AGmajorGTM or Marketing PartnerOne of innatura's largest and longest-standing donor companies, providing personal care products (e.g., Nivea). Named as a top donor contributing more than 10% of innatura's annual revenue. Supported innatura from its founding in 2013 and is also a financial supporter through the Förderkreis.
• Procter & Gamble International Operations S.A.majorGTM or Marketing PartnerNamed as a top donor contributing more than 10% of innatura's annual revenue. Largest donor in 2025 with over 540 pallets donated, worth approximately 2 million EUR. Partnership has spanned more than 10 years. Products include brands such as Always, Pampers, Ariel, and Oral-B. Also supports innatura with financial donations through the Förderkreis.
• Amazon DeutschlandmajorGTM or Marketing PartnerEarly supporter from innatura's founding in 2013. Donates surplus consumer goods and returned items that cannot be resold but are in new, usable condition.
• STAEDTLERmajorGTM or Marketing PartnerDonor company contributing stationery and writing products. One of 25 companies partnering with innatura by 2016.
• dm drogerie-marktmajorGTM or Marketing PartnerGerman drugstore chain donating surplus retail products. One of the early donor companies listed among the first 25 partners.
• LEGO GroupminorGTM or Marketing PartnerDonor company contributing new toy products to innatura's catalog.
• TchibominorGTM or Marketing PartnerDonor company contributing household products (e.g., side tables) to innatura's catalog.
• Kneipp GmbHminorGTM or Marketing PartnerDonor company of wellness and personal care products.
• Edding GroupminorGTM or Marketing PartnerDonor company contributing marking and writing products to innatura.
• BoschminorGTM or Marketing PartnerCorporate donor company contributing products to innatura.
• CP Gaba (now part of Church & Dwight)minorGTM or Marketing PartnerOral care and consumer goods company donating products to innatura.
• J.J. DarbovenminorGTM or Marketing PartnerCoffee and food company donating products to innatura.

Scale indicators12 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Bundesverband Deutsche Tafel e.V. German umbrella organization coordinating the nationwide Tafel network of food banks distributing surplus to people in need. Operates a similar donation mediation/distribution model but specialized in food rather than new consumer goods.
• Goodwill Industries International: Large US-headquartered nonprofit that collects and resells donated goods (primarily secondhand) through retail channels to fund workforce programs. Comparable in donation-recycling social mission but with a resale/employment-focus rather than new-product mediation.

Others

• Caritas Deutschland: Major German welfare organization that both receives product donations and runs its own social-service programs. Comparable as a beneficiary/ecosystem participant rather than a direct competitor — innatura routes donations into Caritas-affiliated charities.
• DRK (Deutsches Rotes Kreuz): German Red Cross, one of the largest recipient charitable organizations in Germany and a major user of innatura's donation platform. Comparable as a downstream beneficiary and ecosystem partner rather than a competitor.

Direct peers

• Diagonalis: Italian counterpart in the In Kind Direct International network, mediating product donations between Italian manufacturers and charitable organizations. Closely comparable mission and operating model to innatura.
• Good360: US-based nonprofit that matches product donations from corporate donors to a network of vetted nonprofits, with logistics support. Closest large-scale international peer to innatura in mission and operating model.
• Dons Solidaires: French sister organization in the In Kind Direct International network, operating the same product donation mediation model for French charities and corporate donors. Directly comparable in mission, structure, and network affiliation.
• In Kind Direct: UK-based product donation mediation charity and founding member of the In Kind Direct International network alongside innatura. Operates the same model of matching surplus new goods from manufacturers/retailers to UK charities, sharing best practices and cross-border donations with innatura.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/innaturaSachspenden
• LinkedInlinkedin.com/company/innatura-ggmbh---vermittelt-sachspenden-f%C3%BCr-soziale-zwecke
• Instagraminstagram.com/innaturaspenden

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

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 Innatura