What Mercati srl does

Mercati srl is an Italian private limited company (S.r.l.) headquartered in Levico Terme, Trentino, that operates a direct-to-consumer e-commerce brand called WD Lifestyle, selling original and design-oriented home accessories, kitchenware, tableware, and leisure/outdoor products. The company employs 24 people and markets its assortment primarily through its own online storefront at wdlifestyle.it, organized by room (kitchen, table, living, bathroom, outdoor) and segmented into 28+ city-themed product lines (Monterey, New York, Milano, Roma, Tokyo, etc.) with prices ranging from under €20 to above €100. Customers are individual consumers seeking stylish gifts and lifestyle products; the site is offered in Italian, English, and French with free European shipping above €39 and 14-day returns.

The business operates a straightforward one-time-purchase retail model with no subscription, no SaaS, and no technology product layer — the offering is physical goods. Revenue is generated through unit-priced product sales via the proprietary e-commerce platform, with marketing driven by organic social media (Facebook, YouTube, Instagram), an email newsletter offering a 10% sign-up discount, and content-style inspiration pages on the storefront. Strategic positioning emphasizes design-forward aesthetics, city-inspired identity, and sustainability (recycled materials, FSC packaging, cause partnerships with Reef Check Italia Onlus and the Fontanelle D'acqua app). At the time of data capture, the website displayed a temporary notice that purchases were suspended, indicating an operational disruption. Share capital is reported at €30,000, and no external funding, parent entity, or executive team has been disclosed.

Name

Mercati srl

Legal name

MERCATI S.R.L.

Website

https://wdlifestyle.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mercati srl, operating as WD Lifestyle, is an Italian D2C e-commerce retailer headquartered in Levico Terme that sells design-oriented home accessories, kitchenware, tableware, and outdoor/leisure products to European consumers across more than 28 city-themed collections.

Ownership category

akta.pro rank

Product category

Home Accessories Retail

NAICS

All Other Miscellaneous Retailers (459999)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Luxury & Premium Catalog Department Store Retailers (CRAGAIAL)

akta.pro secondary industry

Luxury Home & Lifestyle Department Stores (CRAGADAG)

Keywords

• Home accessories retail
• Kitchen and tableware
• Lifestyle gift products
• Thermal bottles and outdoor gear
• Design home goods

Headquarters

HQ city

Levico Terme

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Product Sales: One-time product sales through their e-commerce platform. Customers purchase individual items including glassware, kitchen accessories, thermal bottles, home decor, and leisure products. Prices range from under €20 to over €100 for premium items.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Mercati srl, operating under the brand WD Lifestyle, sells original and stylish home accessories, kitchenware, tableware, and leisure products through its own direct-to-consumer e-commerce store at wdlifestyle.it. Products include glasses, bottles, carafes, cups, bowls, plates, jars, tea and coffee accessories, wine and cocktail items, small kitchen appliances, thermal bottles, lunch boxes, and home décor, organized by city-themed lines and by room/budget categories. The company ships free within Europe for orders over €39 and accepts credit card and PayPal payments.

Product overview

WD Lifestyle operates as an e-commerce platform selling physical home goods, kitchenware, tableware, and leisure accessories. The product portfolio includes multiple city-themed product lines (Monterey, Siena, New York, Roma, Istanbul, Pechino, Osaka, and others), organized by room type (kitchen, table, living room, bathroom, bedroom, garden, outdoor) and by budget for gifting purposes. The company also offers themed product kits and sets. The offering is a standard e-commerce retail model without SaaS, platform, or technology product components.

Differentiator

Problem solved

Functional benefit

Brands

• WD Lifestyle: Primary brand creating original and stylish objects for the home, including kitchen, table, living room, outdoor, and leisure time accessories.

Products and services

• Kitchen and Tableware Products (Tavola e Cucina) Physical retail offering of tableware and kitchenware products including glassware, bottles, carafes, cups, bowls, plates, jars, tea and coffee accessories, wine and cocktail items, small kitchen appliances, and kitchen accessories. Served to individual consumers shopping for home and dining use.
• Leisure and Outdoor Accessories (Fuori Casa) Physical retail offering of leisure and outdoor accessories including thermal water bottles, thermal bags, lunch boxes, beach items, backpacks, and school and office accessories. Targeted at consumers' time spent outside the home.
• Home Living Accessories (Home Living) Physical retail offering of home décor and comfort accessories including lighting, music accessories, personal care items, and bathroom accessories. Targeted at consumers decorating and accessorizing their homes.
• Gift Ideas Collection (Idee Regalo) Curated gift selection organized by budget tier and recipient type, including party favors (bomboniere). Targeted at consumers shopping for gifts across various occasions and price points.
• City-Themed Product Lines Series of themed product collections named after world cities, each with consistent styling and aesthetic. Includes Monterey, Siena, New York, Milano, Miami, Napa, Roma, Istanbul, Pechino, Osaka, Habana, Kaffa, Hong Kong, Olimpia, Samarcanda, Mykonos, Acapulco, Malibù, Tokyo, Balat, Austin, Freiburg, Anversa, Sintra, Guatapè, Brest, Wellington, and Amsterdam.
• Kit and Set Collections (Kit e Set) Pre-curated kits and sets of complementary products designed for gifting or coordinated home decoration. Targeted at consumers seeking bundled or coordinated purchases.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Fontanelle D'acqua AppminorOthers · 1 January 2022Partnership started in 2022 with the Fontanelle D'acqua mobile application. The app, accessible via QR code on WD Lifestyle thermal bottle packaging, helps users find nearby drinking water fountains, promoting plastic bottle reduction.
• Reef Check Italia OnlusminorOthers · 1 January 2020Environmental partnership established in 2020 with Reef Check Italia Onlus, a non-profit organization dedicated to the protection of Mediterranean Sea species. WD Lifestyle's Reef Check branded thermal bottles donate a portion of proceeds to support this marine conservation organization.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Kasanova: Italian home goods and lifestyle retailer selling kitchenware, tableware, gift items, and decor. Closest Italian-headquartered peer with overlapping assortment, gift curation, and mass-market positioning.
• Westwing: European DTC home and living e-commerce platform operating across multiple countries including Italy, with curated assortment, content-driven inspiration, and design-forward positioning that mirrors WD Lifestyle's catalog/marketing model.
• Maisons du Monde: French-listed home furnishings and decor retailer with a strong DTC e-commerce model and a multi-category lifestyle assortment (kitchen, table, decor, gifts). Directly comparable to Mercati's home accessories and lifestyle positioning across Europe.
• Butlers: European home accessories and gift retailer with stores and online presence offering design-led kitchen, table, and decor items. Comparable through similar mid-market price points, gifting orientation, and lifestyle branding.
• Light & Living: European home accessories brand offering lighting, decorative accessories, and lifestyle items sold through DTC and wholesale. Comparable through design-driven, multi-category home goods assortment aimed at style-conscious consumers.

Broad incumbents

• Wayfair: Global home goods e-commerce marketplace with a broad assortment across kitchen, decor, and lifestyle. Comparable through pure-play DTC e-commerce retail of home goods, though at massive scale and a marketplace model.
• IKEA: Global home furnishings giant with massive kitchen, table, and lifestyle assortment sold across Europe. Sets pricing and assortment benchmarks and competes for the same mid-market household consumers, even though not a direct niche match.
• H&M Home: Large fast-fashion home concept offering affordable, trend-led home accessories across Europe. Comparable through DTC catalog model and multi-category lifestyle assortment, though at much larger scale and broader brand portfolio.
• Zara Home: Inditex-owned home lifestyle brand selling design-forward kitchen, table, and decor items globally. Comparable through trend-driven, design-led positioning and a multi-country European DTC e-commerce presence, but operates at vastly higher scale.

Emerging players

• Bolia: Scandinavian design-led home and furniture brand with a curated, design-forward assortment sold DTC across Europe. Comparable through design-first positioning and online-first GTM, though with a furniture/Premium tilt that differs from Mercati's broader accessories focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCUt0rrOAJjca5ThO0rk_tzw
• Facebookfacebook.com/wdlifestyle.it
• Instagraminstagram.com/wdlifestyle
• LinkedInlinkedin.com/company/mercati-srl

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 Mercati srl