Naomi

What Naomi does

Naomi (legal entity Naomimood OÜ, registry code 14046046) is an Estonian women's fashion retailer that has operated since 1995, serving women of all ages with apparel ranging from everyday basics to formal and glamorous occasions. The assortment, priced between approximately €9.90 and €159.90, is organized into dresses, blouses and tops, knitwear, pants, skirts, outerwear, and bags, with a dedicated plus-size category ('Suured numbrid') and a persistent discounted section ('Allahinnatud tooted'). The company distributes through two channels: a WooCommerce/WordPress-based e-commerce storefront at naomi.ee covering domestic Estonia with Smartpost and Omniva parcel-locker delivery (free over €60), and at least five physical retail locations in Estonian shopping centres, with confirmed stores in Ülemiste keskus and Kristiine keskus in Tallinn.

The business model is straightforward direct-to-consumer retail of physical goods at unit prices denominated in EUR inclusive of Estonia's 22% VAT, with frequent promotional discounting as the primary demand-stimulation mechanism. Payments are processed through Montonio's secure environment (Estonian bank links plus Visa/MasterCard), with Maksekeskus AS named as an authorised processor in the privacy policy. Marketing relies on the website storefront, Facebook social presence, email newsletters, and paid retargeting via Google DoubleClick. The company is GDPR-compliant, confines personal data to the EU, and has no disclosed headcount, no external funding, no parent company, and no disclosed management team.

The technology foundation is a standard commodity e-commerce stack: WooCommerce on WordPress with no public API, no proprietary platform features, and no AI/ML capabilities. The company is privately held with no institutional investors identified, operating exclusively in the Estonian market with no disclosed international or Baltic expansion plans. Real estate activities referenced in the firmographic description are not substantiated in the operational data provided.

Name

Naomi

Legal name

Naomimood OÜ

Website

https://naomi.ee

Company type

Private

Founded year

1995

Operating status

Operating

Short description

Naomi (Naomimood OÜ) is an Estonian women's fashion retailer operating since 1995, serving women of all ages across Estonia through a WooCommerce e-commerce store (naomi.ee) and at least five physical retail locations in shopping centres, including Tallinn.

Ownership category

akta.pro rank

Product category

Women's Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Special-Occasion & Formalwear Department Stores (CRAGAGAG)

Keywords

• Women's apparel retail
• Fashion ecommerce
• Plus size clothing
• Women's accessories
• Physical retail stores

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales (e-commerce and physical stores): Naomi generates revenue by selling women's clothing and accessories directly to consumers through its e-commerce website (naomi.ee) and physical retail stores in Estonia. All prices are in EUR and include 22% VAT. The revenue is primarily one-time transactional sales of physical goods.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Naomi operates a direct-to-consumer women's fashion retail business, selling clothing (dresses, blouses, tops, knitwear, pants, skirts, outerwear) and accessories (bags) to women of all ages through both an e-commerce store at naomi.ee and a network of physical boutique stores in Estonian shopping centres. The assortment includes an extended-size ("Suured numbrid") line and a discounted ("Allahindlus") section, with prices in EUR inclusive of 22% VAT and delivery via Smartpost and Omniva parcel lockers.

Product overview

Naomi is an Estonian women's fashion e-commerce platform operated by Naomimood OÜ. The company offers a unified online shopping experience for women's clothing spanning multiple categories including dresses (Kleidid), blouses and tops (Pluusid, topid), knitwear (Kudumid), pants (Püksid), skirts (Seelikud), outerwear (Ülerõivad), and bags (Kotid). The product portfolio is organized around key sub-categories such as short/long/formal/everyday dresses, cardigans/sweaters/tunics in knitwear, jeans/classic/casual pants, and various outerwear types including tags, jackets, coats, and fur coats. The company also offers extended sizes (Suured numbrid) and maintains a discounted/sale section (Allahinnatud tooted). Naomi operates physical retail stores in Ülemiste and Kristiine shopping centers in Tallinn, with online orders shipped via Smartpost and Omniva parcel machines.

Differentiator

Problem solved

Functional benefit

Products and services

• Kleidid (Dresses) Dress collection for women, including short, long, formal, everyday, and knit dresses; priced €9.90–€159.90 with frequent promotional markdowns. Sold to individual women consumers through the Naomi e-commerce site and physical stores in Estonia.
• Pluusid, topid (Blouses and tops) Blouses and tops including silk blouses, cardigans, tunics, and various top styles for women, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Kudumid (Knitwear) Knitwear collection for women including cardigans, sweaters, and tunics, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Püksid (Pants) Pants for women including jeans, classic pants, and casual/dress pants, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Seelikud (Skirts) Skirt collection for women, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Ülerõivad (Outerwear) Outerwear for women including jackets/blazers, coats, hooded jackets, fur coats, and tags, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Kotid (Bags) Accessory bags and handbags collection for women, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Suured numbrid (Plus Size) Extended-size women's clothing assortment addressing the need for plus-size fashion options, sold via the Naomi e-commerce store and physical boutiques in Estonia.
• Allahinnatud tooted (Discounted Products)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• Maksekeskus AScoreTechnology or IntegrationNaomimood OÜ uses Maksekeskus AS as an authorised payment processor. Customer personal data required for payment processing is transmitted to Maksekeskus AS. Maksekeskus AS is described as a 'volitatud töötleja' (authorised processor) in Naomi's privacy policy, handling payment transactions securely outside the e-commerce environment.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Vero Moda: Vero Moda (Bestseller) is a women's fashion brand with significant Baltic and Estonian retail presence, offering similar dress, knitwear, and casual categories. Comparable to Naomi across product mix, price range, and target customer profile.
• Seppälä: Seppälä is a Finnish women's fashion retailer with a Baltic presence, offering affordable dresses, occasion wear, and everyday clothing. Comparable to Naomi on women's apparel focus, mid-market price points, and physical-store-led model.
• About You: About You is a European online fashion retailer with an Estonian storefront, offering women's apparel across multiple brands and price points. Comparable to Naomi's e-commerce channel and women's fashion focus, though marketplace-style rather than inventory-led.
• Monton: Monton is a Baltics-focused women's fashion brand (part of Baltika Group) offering dresses, blouses, and business/occasion wear. Direct competitor to Naomi in Estonian and Baltic women's apparel, with comparable mid-market positioning.
• Reserved (LPP): Reserved is a major European fashion retailer operated by Polish LPP, with deep Estonian and Baltic market presence. Direct competitor in women's apparel, with overlapping price positioning and shopping-centre retail footprint.
• Lindex: Lindex is a Nordic women's fashion retailer with a strong presence in the Baltics, offering dresses, tops, and accessories across physical stores and e-commerce. Most directly comparable peer to Naomi in terms of product category, target demographic (women across age groups), and omnichannel model.

Regional players

• Kaubamaja: Kaubamaja is Estonia's largest department store chain, carrying women's apparel and accessories alongside other categories. Direct regional competitor in the Estonian women's retail market, though broader in assortment.
• Stockmann: Stockmann is a Nordic/Baltic department store with Estonian operations, carrying women's apparel, accessories, and beauty. Overlaps with Naomi in target customer and shopping-centre retail format, though broader in assortment.

Broad incumbents

• Zara: Zara (Inditex) is a global fast-fashion leader with stores in Tallinn. Competes with Naomi on women's apparel and accessories, particularly in dresses, knitwear, and outerwear, with a stronger brand and trend-velocity advantage.
• H&M: H&M is the global fast-fashion incumbent with extensive Estonian presence. Competes for the same women's apparel customer but operates at vastly greater scale, brand recognition, and supply chain efficiency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 Naomi