What Dekoria does

Dekoria s.r.o. is a Czech private limited company headquartered in Poděbrady that specializes in arranging promotional materials in pharmacy windows and interiors across the Czech Republic and Slovakia. The company operates a field-services model in which its own team of trained arrangers visits more than 500 pharmacy locations on scheduled monthly rotation routes, installing, maintaining, and removing campaign materials on behalf of pharmaceutical brand clients. Two principal execution formats are offered: classical arrangements using printed cardboard posters and decorative elements, and adhesive window wraps (Polepy) in partial or full-window formats, with seasonal restrictions on cold-weather installation.

Client interaction is managed through a dedicated online portal, the Client Zone (klientská zóna), which lets registered customers select priority and backup pharmacies, set a maximum budget, and monitor campaign progress via weekly photo documentation and monthly PDF reports. Billing is monthly, with prices determined by scope of work, campaign duration, and geographic coverage; rental fees for premium pharmacy locations are bundled into campaign costs. The company's primary customer segment is pharmaceutical brands and product manufacturers seeking multi-location promotional placement, with pharmacies themselves serving as the placement channel rather than paying customers. Dekoria has also extended its arranging services into food retailers, drogeries, and supermarket sales stands, and the firm lists custom home textiles and decor as a separate offering for retail and business clients.

The company has been operating for roughly 20 years (website copyright is 2014, with claim of two decades of experience), is led by MUDr. Rolf Pekař, MBA, and operates as a privately held Czech s.r.o. with no disclosed institutional investment, M&A activity, or external partnerships in the available data. Its principal proprietary assets are its established pharmacy-location network and the Client Zone portal containing historical campaign documentation.

Name

Dekoria

Legal name

Dekoria s.r.o.

Website

https://dekoria.cz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Dekoria s.r.o. arranges promotional displays in 500+ pharmacy windows across the Czech Republic and Slovakia for pharmaceutical brand clients, managing installation, monthly rotation, and photo-documentation through an online client portal.

Ownership category

akta.pro rank

Product category

Pharmacy Retail Display Services

akta.pro primary industry

Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)

Keywords

• Pharmacy window displays
• Retail merchandising services
• Promotional display arrangement
• Adhesive window wraps
• Pharmaceutical point-of-sale marketing

Headquarters

HQ city

Podebrady

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pharmacy window arrangement services: Monthly billing for window display arrangement services in pharmacies. Pricing varies based on scope of work, campaign duration, and geographic coverage. Includes monthly reporting and final campaign reports.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Dekoria arranges and maintains promotional materials in pharmacy windows and interiors across the Czech Republic and Slovakia. Services cover initial consultation, intake and distribution of promotional materials, clearing and cleaning of windows/interiors, professional installation of campaigns with monthly rotation cycles, ongoing display maintenance, removal and disposal, and online documentation with weekly photographs. The offering is delivered as a bundled managed service to pharmaceutical brands, with optional design, printing, and production of promotional materials.

Product overview

Dekoria is a specialized service company offering window display arrangement services for pharmacies across the Czech Republic and Slovakia. The core product is the comprehensive arrangement of promotional materials in pharmacy windows and interiors. The service portfolio includes two main product types: Adhesive Wraps (Polepy) for large-format window graphics and Classic Arrangement (Klasické aranžmá) using printed cardboard materials. The Client Zone (Klientská zóna) is an online platform that enables customers to order campaigns, select pharmacies, and track progress through photo documentation. Additional services include promotional material design, printing, and production, as well as consulting in design and decorations.

Differentiator

Problem solved

Functional benefit

Products and services

• Window Display Arrangement Services (Aranžmá výloh)

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Quad: Public marketing services and printing company (which acquired InnerWorkings) producing in-store signage, point-of-sale materials, and retail marketing campaigns for major consumer brands. Comparable to Dekoria's printed materials and adhesive wrap production, but at much larger scale and broader scope.
• Neptune Retail Solutions: Leading in-store marketing and advertising company (successor to News America Marketing) running point-of-sale and promotional programs across US grocery, drug, and mass retail—overlapping in-store pharmacy and drug-channel advertising territory with Dekoria at meaningfully larger scale.
• Catalina Marketing: Long-standing in-store advertising and shopper marketing company offering digital and printed promotional campaigns through retailer networks. Comparable buyer set (consumer brands, including OTC) and pharmacy/drug retail touchpoints to Dekoria.
• Mood Media: Global in-store media company providing in-store audio, visual, and scent marketing plus signage solutions to retail and pharmacy chains. Overlaps with Dekoria on the in-pharmacy customer-experience and signage side, with a broader tech-enabled platform.

Direct peers

• Advantage Solutions: US-based marketing services company providing in-store merchandising, retail media, and brand activation services to consumer packaged goods and pharmaceutical brands—directly comparable service model to Dekoria's in-pharmacy arrangement business, scaled to North American retail.
• Acosta Group: Sales and marketing agency providing retail merchandising, field marketing, and brand activation services to consumer goods and healthcare clients. Closest direct analogue to Dekoria's outsourced in-store merchandising proposition for brand customers.
• CPM Group: UK-headquartered international sales and field marketing agency providing in-store execution and merchandising services across Europe. Closest European peer in terms of business model and customer base to Dekoria.
• CROSSMARK: Headquarters-based retail merchandising and marketing services firm executing in-store campaigns for CPG and health brands. Operates the same "send crews to set up retail displays on behalf of brand clients" model as Dekoria, at larger scale.

Regional players

• News Marketing (formerly News Media+): Italian/European in-store marketing firm operating promotional campaigns in pharmacies and parapharmacies across Southern Europe—closely aligned with Dekoria's pharmacy-channel specialization and retail-media service model, though in different geographies.

Others

• Relay (formerly Relay Network): Out-of-home retail media network providing pharmacy-front advertising solutions (window clings, in-store displays) to brand advertisers through US drugstore chains—an adjacent platform player pursuing the same pharmacy point-of-purchase media space as Dekoria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dekoria-s-r-o-

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 Dekoria