What Decolights.ee does

Decolights.ee, legally registered as DECOLIGHTS OÜ (registration code 16035874) in Tallinn, Estonia, is a single-country e-commerce retailer specializing in professional-grade seasonal LED lighting and decorative illumination products. Founded around 2020 and operating with 1-10 employees, the firm sells exclusively online through its own web storefront (decolights.ee) and delivers nationwide via Omniva and SmartPOST parcel lockers and Venipak courier. The product catalog combines own-imported professional light chains, light curtains, light tubes, light nets, and large-format 3D aluminum decorations (Reindeer, Sleigh, Gift Boxes) with authorized-reseller arrangements for Twinkly smart lighting (app/Voice-controlled RGB+W LEDs) and Lumiz solar-powered garden lighting.

The technical core is selected, not proprietary: products are sourced from upstream manufacturers and chosen for durability in harsh northern climates, featuring IP44-IP67 ingress protection, UV-stable components, LED tube/PVC-rubber wire specifications, and operating ratings from -25°C to +50°C. Certain SKUs are extendable up to 250 metres (light chains) and 6.5 km (light nets), and select configurations carry CE marking. Pricing is unit-based, ranging from approximately €14.90 (entry solar garden lights) to €5,100+ (large 3D decorations), and is displayed exclusive of VAT because the entity is not VAT-registered. The smart-lighting range relies on Twinkly's WiFi/Bluetooth stack with Alexa and Google Assistant integration; Decolights.ee does not expose its own APIs or SDKs.

The business model is primarily direct-to-consumer and small-business e-commerce with a one-time-purchase revenue stream per order, supplemented by install-and-decorate services for residential and commercial clients (evidenced by the firm's "Tehtud tööd" / completed-works portfolio page). The customer base is dual-segment: individual Estonian consumers decorating homes, terraces, and gardens, and a smaller commercial/municipal segment requiring professional-grade or large-format decorations for public and business displays. Geographic scope is explicitly Estonia-only. Customer acquisition relies on the .ee domain's organic search presence plus email marketing; no paid social, marketplace, or wholesale distribution is disclosed. Payment infrastructure spans local Estonian banks via Klix by Citadele, Maksekeskus credit-card processing, and installment financing through InBank and ESTO to support higher-value 3D-decoration purchases.

Name

Decolights.ee

Legal name

DECOLIGHTS OÜ

Website

https://decolights.ee

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Decolights.ee is an Estonia-based, single-country e-commerce retailer (DECOLIGHTS OÜ, Tallinn) selling professional-grade seasonal LED Christmas lights, smart lighting, and large-format 3D decorations to Estonian consumers and commercial buyers via its own website and national parcel-locker delivery.

Ownership category

akta.pro rank

Product category

Decorative LED Lighting

NAICS

Electric Lighting Equipment Manufacturing (3351), Residential Electric Lighting Fixture Manufacturing (335131), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Holiday & Decorative String Lighting Retail (CRAIAHAJ)

akta.pro secondary industries

Outdoor Lighting & Electrical (Low-Voltage) (HSAPALAI), Seasonal/Holiday Outdoor Lighting Installation & Takedown (HSAIAHAN), Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior) (IMAGAIAB)

Keywords

• LED Christmas lights
• Decorative LED lighting
• Smart holiday lighting
• Professional light chains
• Solar garden lighting

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer and B2B sales of professional Christmas lights, LED decorations, and related products through their online store. Products include LED light strings, light curtains, 3D decorations, smart lighting (Twinkly), and solar garden lights (Lumiz). Revenue is generated through one-time product purchases with various price points from approximately €15 to €5,100+.
2. Installment Payment Services: The company offers installment payment options through InBank and ESTO financing partners, allowing customers to pay in 3-72 monthly installments. This enables higher-value purchases and may generate referral fees from financing partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Decolights.ee (DECOLIGHTS OÜ) operates an Estonian e-commerce store selling professional-grade LED Christmas lights and decorative lighting products. The catalog includes LED light chains (lambiketid), light curtains, light tubes, light nets, micro-LED decorative strings, large 3D illuminated decorations, Twinkly-branded app-controlled smart lighting, and Lumiz solar-powered garden lighting. The company also offers custom decorative lighting solutions and installation services on request.

Product overview

Decolights.ee is an Estonian e-commerce company (DECOLIGHTS OÜ) specializing in professional Christmas lights and decorative LED lighting solutions. The product portfolio centers on two main categories: professional-grade light chains and smart lighting systems. Professional products include various LED light chains (Lambiketid) in different lengths and socket configurations, LED light curtains (Valguskardin) with flashing options, LED light tubes (Valgusvoolik), LED light strings (Valguskett), LED light nets (Valgusvõrk), and large 3D illuminated decorations for commercial/professional displays. The smart lighting line features Twinkly-branded products including curtain lights, icicle lights, festoon string lights, and flexible LED strips (Flex) that connect via WiFi and Bluetooth for app control, music synchronization, and voice assistant integration. Additional offerings include solar-powered Lumiz garden lighting with decorative fabric shades. The company operates exclusively online with delivery throughout Estonia.

Differentiator

Problem solved

Functional benefit

Products and services

• LED lambiketi komplekt rippuvate pesadega 16.5M 30 PIRNI Professional LED light chain set with hanging sockets, 16.5 meters long with 30 bulbs included. Weather-resistant for outdoor use. Targeted at residential and commercial customers decorating homes, terraces, gardens, and outdoor areas for the Christmas/holiday season.
• Professionaalne lambikett 20M 20 PESA (ilma pirnideta) Professional light chain 20 meters with 20 E27 sockets, sold without bulbs. Extendable up to 250 meters, white PVC rubber wire, IP44 water resistant. Designed for scalable commercial and large residential outdoor installations in Estonian winter conditions.
• LED lambikett rippuvate pesadega 21.5M 40 PESA LED light chain with hanging sockets, 21.5 meters with 40 E27/G45 sockets (without bulbs). IP44 water resistance, extendable, PVC rubber wire. Designed for Estonian winter conditions.
• LED Valguskardin Vilkuv PRO 5M Professional LED light curtain with flashing function, 5 meters length, 120 LEDs (90 steady + 30 flashing white), IP65 protection, UV-protected, extendable up to 10 units, 24-month warranty, working temperature -25C to +50C.
• Twinkly Smart Curtain Special Edition (RGB+W, Gen II) Smart Twinkly Christmas lights curtain, 1m x 2m, with 210 RGB+W LEDs. WiFi and Bluetooth app control, IP44 weather resistance, music synchronization via separate Music Dongle, compatible with Google Assistant and Alexa.
• Twinkly Festoon Smart RGB Light Chain (Gen II) Smart Twinkly RGB festoon light chain, 14.5m total (10m lit), 20 G45 bulbs, WiFi/Bluetooth control, MusicSync capability. Lifespan 30,000+ hours.
• Twinkly Flex Smart LED Strip 2M RGB App-controlled flexible LED strip with RGB (16 million colors), 192 LEDs per meter, 2M length, Bluetooth and WiFi connectivity, music synchronization via Twinkly Music USB, 15W max power.
• Twinkly Icicle Special Edition Smart Lights (RGB+W, Gen II) Smart Twinkly icicle lights with 190 RGB+W LEDs, 8.5m total (5m lit), WiFi/Bluetooth control, IP44 rated, music synchronization, 30,000+ hour lifespan.
• 480LED Micro-LED Decorative Christmas Lights 51M Decorative micro-LED Christmas lights with 480 LEDs, 51M total length (48M lit + 3M power cord), remote control with 8 programs, IP44 rated, warm white.
• Lumiz Solar Garden Lighting Solar-powered garden lighting series including lanterns, balloon lights, bulbs in various sizes and patterns. Features battery module with remote control and multiple decorative fabric options. 80+ products in the category.
• Valgusvoolik PRO (LED Light Tube) warm white Professional LED light tube in warm white, available in 5M-100M lengths, 36 LEDs/m, IP67 protection, 230V, cuttable every 1M.
• LED Valgusvõrk (Light Net) 1x2m LED light net 1m x 2m with 176 LEDs, UV-protected, IP44 rated, 360-degree light spread, extendable up to 6.5km, warm white option.
• LED Valguskett vilkuv PRO 10M Professional flashing LED light string 10M with 100 LEDs (80 steady + 20 flashing), UV-protected, 9.2W power, multiple color options.
• 3D Decorations (Reindeer, Sleigh, Gift boxes) Large 3D illuminated decorations (e.g., 200x80x185cm moose, 150x200x100cm sleigh, gift boxes from Ø60cm to Ø300cm) made from TIG-welded aluminum with LED tube contour lighting, UV-protected, CE certified, 230V. Designed for commercial property and large-scale installations.
• Custom LED Decoration Solutions and Installation Custom decorative lighting solution and installation service for residential and commercial customers. Customers contact the company with their requirements and receive a tailored proposal. Examples shown on the 'tehtud tööd' (completed works) page.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Maksekeskus AScoreTechnology or IntegrationPayment processing partner providing secure payment gateway services. Payments are processed through Maksekeskus AS secure environment for credit card transactions. The seller has no access to customer's bank or credit card details.
• OmnivacoreChannel Partner/ Reseller/ DistributorLogistics partner for parcel delivery to Omniva parcel lockers across Estonia. Customers can collect orders from over 100 parcel locker locations nationwide.
• Itella SmartPOSTcoreChannel Partner/ Reseller/ DistributorLogistics partner providing parcel locker delivery services across Estonia through SmartPOST network.
• TwinklycoreTechnology or IntegrationDecolights.ee is an authorized reseller of Twinkly smart lighting products. Twinkly offers RGB and RGB+W LED smart lights controllable via WiFi/Bluetooth using mobile app, compatible with Google Assistant and Alexa voice assistants. Products include smart strings, curtain lights, and flexible LED strips.
• LumizcoreTechnology or IntegrationDecolights.ee is an authorized reseller of Lumiz solar-powered garden lighting products. Lumiz offers decorative solar lanterns and accessories including balloon lights, lantern modules, hanging hooks, metal rings, and terrace stands.
• Klix by CitadelecoreTechnology or IntegrationSecure payment solution for bank link payments, part of AS Citadele bank Estonian branch. Processes payments for Swedbank, SEB, Luminor, Coop, LHV, and other banks.
• InBankminorChannel Partner/ Reseller/ DistributorInstallment payment provider allowing customers to pay for orders in 3-72 monthly installments with instant approval decision.
• ESTOminorChannel Partner/ Reseller/ DistributorInstallment payment and later payment solutions provider. Offers 0€ contract fee for installment purchases with digital signature via ID-card, Smart-ID, or Mobile-ID.
• Zone Media OÜcoreTechnology or IntegrationWeb hosting and data center provider. Customer personal data is stored on Zone Media OÜ servers located within EU member states or countries with adequate data protection as assessed by the European Commission.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lights4fun: UK specialist in decorative indoor/outdoor LED lighting including festoon, curtain, and net lights. Direct functional overlap with Decolights.ee's core product categories and customer profile.
• Festive Lights: UK-based specialist online retailer of decorative Christmas and outdoor lighting (string lights, festoons, curtains, tree lights). Closely comparable to Decolights.ee as a dedicated e-commerce retailer serving both consumer and small-commercial customers across one national market.
• Premier Decorations: UK-based manufacturer and wholesaler of decorative Christmas lighting, including string lights, trees, and large illuminated decorations. Comparable in catalog breadth, particularly for large outdoor 3D decorations such as those sold by Decolights.ee.
• Konstsmide: Swedish/Nordic manufacturer and supplier of decorative outdoor and Christmas lighting for residential and commercial use. Most regionally comparable peer given Nordic/Estonian climate overlap and similar harsh-winter product positioning to Decolights.ee.
• Noma Lights: European decorative and Christmas lighting brand offering LED string lights, festoons, and outdoor lighting. Overlaps with Decolights.ee's residential and commercial LED assortment in European markets.
• Christmas Direct: UK online retailer of Christmas and festive lighting decorations with installation services. Mirrors Decolights.ee's combination of e-commerce sales plus installation offerings in a single-country market.

Broad incumbents

• Wayfair: Global generalist home goods e-commerce retailer including a large decorative lighting assortment. Competes broadly for Decolights.ee's consumer lighting buyer, even if not specialized in professional Christmas lighting.
• Twinkly: Global smart-lighting platform and OEM of app-controlled RGB+W Christmas and decorative lighting that Decolights.ee resells. Comparable as a smart-lighting category leader and as a partner whose brand presence supports Decolights' high-end assortment.
• Balsam Hill: Premium online retailer of artificial Christmas trees, wreaths, and decorative lighting. Comparable premium-positioned holiday decor e-commerce brand even though catalog scope is broader than Decolights.ee's lighting focus.

Regional players

• The Christmas Decorators: UK and Ireland Christmas lighting installation service provider for commercial and residential customers. Comparable service offering to Decolights.ee's installation business arm, though geographically distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 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 Decolights.ee