What RENO does

RENO is a German footwear and accessories retailer founded in 1977, operating as a brand under Kienast Schuhhandels GmbH & Co. KG within the Kienast Unternehmensgruppe. The company is headquartered in Wedemark, Germany, employs 284 people, and serves individual consumers across women, men, and children segments through a multi-channel model that combines physical retail stores across Germany, a German-language e-commerce platform at reno.de, and a dedicated mobile app supporting a points-based loyalty program with exclusive coupons. Its assortment spans casual, comfort, dress, and seasonal footwear including sandals, sneakers, pumps, boots, slippers, and extended sizes (42+), sourced from a mix of major third-party brands (Skechers, adidas, Puma, Marco Tozzi) and exclusive in-house brands (Tamaris, Rieker, bisgaard), with promotional sales reaching up to 30% off.

RENO's technology stack is a conventional e-commerce build: Storyblok for content management, Google Analytics 4 and Microsoft Clarity for web analytics, Meta Pixel, Google Ads, Microsoft Advertising, and Pinterest for retargeting, Klaviyo for email marketing, Freshdesk for customer service ticketing, Doofinder for product search, and payment orchestration via Klarna, PayPal, and PAYONE. Logistics are handled by DHL with 1-3 business day delivery, free shipping over €50, and standard pricing of €4.95 below that threshold. The company has invested in WCAG 2.1 accessibility compliance and maintains customer engagement channels including WhatsApp Business, email newsletter, and a customer account portal for order and returns management.

The business model is direct-to-consumer product sales via one-time transactions, with revenue generated through both online and in-store channels. Pricing is unit-based with most products in the €49.99 to €89.99 range. Go-to-market relies on a wide assortment, multi-channel accessibility, brand partnerships, and standard digital marketing tactics rather than any proprietary technology. The legal entity is Kienast Schuhhandels GmbH & Co. KG, a limited partnership registered in Hannover, Germany, with management led by Geschäftsführer Peter-Phillip Kienast and Marco Kling. The company is privately held with no disclosed external investors, funding rounds, M&A activity, or public listing.

Name

RENO

Legal name

Kienast Schuhhandels GmbH & Co. KG

Website

https://reno.de

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

RENO is a German footwear retailer founded in 1977 serving women, men, and children through physical stores, a German e-commerce site, and a mobile loyalty app, with an assortment spanning exclusive brands (Tamaris, Rieker, bisgaard) and major labels.

Ownership category

akta.pro rank

Headquarters

HQ city

Wedemark

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, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: RENO generates revenue primarily through the direct sale of footwear and accessories to consumers. The company sells shoes across multiple categories (sneakers, sandals, boots, pumps, comfort shoes, etc.) for women, men, and children. Revenue is earned through one-time transaction-based purchases via both online shop and physical retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

RENO is a German footwear and accessories retailer selling shoes for women, men, and children through both an e-commerce platform (reno.de) and a network of physical retail stores across Germany. The company offers a broad assortment spanning categories such as sandals, sneakers, pumps, boots, comfort shoes, slippers, and extended sizes, distributed via brand-name partnerships (Tamaris, Rieker, Skechers, adidas, Puma, Marco Tozzi) and exclusive in-house labels. Supporting services include a mobile app for loyalty points and coupons, multiple payment options including buy-now-pay-later, free shipping above €50, and a loyalty program.

Product overview

RENO is a German footwear and accessories retailer offering shoes and fashion for the whole family through an e-commerce platform and physical store network. The core product is the RENO Online Shop (shop.reno.de), a unified e-commerce platform selling women's, men's, and children's footwear across multiple subcategories including sandals, sneakers, comfort shoes, pumps, slippers, boots, and extended sizes. The company also offers exclusive in-house brands such as Tamaris (women's), Rieker (men's), and bisgaard (children's) alongside third-party branded products. Supporting services include a mobile app for loyalty points and coupons, a store finder for retail locations, a customer account portal for order management, and a newsletter subscription for promotional offers. RENO operates as a brand of the Kienast Unternehmensgruppe (Kienast Schuhhandels GmbH & Co. KG).

Differentiator

Problem solved

Functional benefit

Products and services

• RENO Online Shop German-language e-commerce platform offering the full RENO footwear and accessories assortment for women, men, and children, with categories including sandals, sneakers, pumps, boots, comfort shoes, slippers, and extended sizes. Features standard shipping via DHL (1-3 business days), free shipping over €50, and multiple payment options including credit card, PayPal, Klarna, and prepayment.
• RENO Mobile App Mobile shopping application for RENO customers featuring loyalty points collection, exclusive coupons for purchases, and store locator functionality to find nearby retail locations.
• RENO Physical Retail Stores Network of brick-and-mortar RENO retail stores located across Germany, allowing customers to shop footwear and accessories in-person. Store locations are surfaced through an OpenStreetMap-powered store finder on reno.de.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Partnerships

Four partnerships are on record, tiered core.

• DHL Paket GmbHcoreChannel Partner/ Reseller/ DistributorPrimary shipping and logistics partner for order delivery. RENO ships all orders via DHL, including delivery address notification and shipment tracking. Standard 1-3 business day delivery within Germany.
• Klarna Bank ABcoreTechnology or IntegrationPayment service provider enabling multiple payment options including invoice purchase (Sofortüberweisung), installment plans, and Pay Later services. Handles payment processing and creditworthiness checks for invoice purchases.
• PAYONE GmbHcoreTechnology or IntegrationPayment processing partner handling credit card transactions. Provides secure credit card payment processing for RENO's online shop.
• PayPal (Europe) S.a.r.l. et Cie, S.C.A.coreTechnology or IntegrationPayment service partner offering PayPal checkout options including Pay Later (installment payments). Handles secure payment processing for PayPal transactions.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Zalando: Europe's largest online fashion platform, with footwear as a flagship category and a Partner Program supplying many of the same brands RENO carries. Overlaps with RENO on a broad assortment but operates at vastly larger scale and does not specialize in footwear retail.
• Foot Locker: Global multi-brand athletic footwear retailer with a strong German store and digital footprint. Overlaps with RENO in sneakers/athletic footwear (adidas, Puma, Skechers) but specializes in athletic while RENO is horizontal.

Direct peers

• Deichmann: German family-owned multi-channel shoe retailer and one of the largest footwear chains in Europe. Directly comparable to RENO across women/men/kids footwear, exclusive brand assortment (e.g., Graceland), and physical-plus-online distribution in DACH.
• Shoe Discount (SHD): German online-first shoe retailer (an Otto Group company) competing aggressively on price and assortment breadth. Closely comparable e-commerce shoe specialist that pressures RENO online on range and discount cadence.
• Schuhhaus Siemes: German regional shoe retail chain with deep DACH store footprint across price tiers. A direct mid-market peer in physical-store, multi-brand family footwear that overlaps head-to-head with RENO's assortment.
• Görtz: Hamburg-based German shoe retailer operating a multi-store chain plus online shop across premium and family footwear. Closely comparable mid-/large-scale DACH shoe retailer with similar multi-brand, multi-channel model.
• MyShoes: German online shoe retailer focused on multi-brand family footwear at mid-market prices. Directly comparable to RENO on assortment breadth, exclusive-brand strategy, and German DACH target customer.

Emerging players

• Snipes: German-origin sneaker and streetwear retailer with strong DACH and U.S. presence and growing e-commerce. Comparable in athleisure/sneaker assortment overlap and family-owned DNA, and competes for the same Gen Z and family buyer RENO targets within sneakers.

Regional players

• engelhorn: German multi-category retailer with a strong footwear department and in-house plus multi-brand assortment. Adjacent comparison point for RENO's premium/multi-brand footwear merchandising and family-focused positioning in Germany.
• Leder & Schuh (Humanic / Shoe4You): Austrian shoe retail group operating the Humanic and Shoe4You banners across DACH and CEE. Comparable horizontal family-footwear assortment plus omni-channel model, but with primary markets in Austria and Eastern Europe rather than Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RENO
• Instagraminstagram.com/reno_schuhe
• LinkedInlinkedin.com/company/reno-compny

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 RENO