Notino, the European online retailer of beauty and health products, exceeded the threshold of EUR 1.6 billion in revenue in fiscal year 2024. Romania contributed 8% to this result. According to financial data, Notino continues to perform above the average of the European e-commerce market, with double-digit growth.
Notino operates in 27 European markets and serves over 30 million customers. In fiscal year 2024 (May 2024 – April 2025), the company achieved revenues of EUR 1.579 billion, representing an annual increase of 18%. This is more than twice the growth rate of the European e-commerce market, estimated at around 8% in the same period.
Poland remains the largest market for Notino, with almost 16% of revenues. It is followed by the Czech Republic, with 12%, and Italy, with 9%, while Romania contributed 8% of revenues. The largest annual increases were recorded in Finland (+56%) and Ireland (+39%). According to company representatives, the fiscal year was characterized by different dynamics across the markets where it operates, with a very good period in the first nine months, followed by a more challenging season.
“The first nine months of the fiscal year were excellent, but afterwards we experienced a more difficult period. After Christmas, we focused on stabilization and understood that focus is more important than rapid expansion. We continue to grow several times above the market, and we know we want to invest in quality and sustainable long-term growth,” said Zbyněk Kocián, CEO of Notino.
The company achieved its profit targets, grew steadily by a double-digit percentage, and maintains its goal of continuing this dynamic in the coming years.
An essential factor of success is Notino’s modern logistics infrastructure, with four distribution centers in the Czech Republic, Romania, Italy, and Poland, ensuring fast and reliable deliveries across Europe.
“One of the main challenges in logistics is the automation of distribution centers. It is an extremely complex field, given the huge volume of orders processed daily,” explained Tomáš Hofer, Chief Logistics Officer of Notino. In this regard, the company is developing internal teams of experts and collaborating with top industry partners.
In the past fiscal year, Notino shipped 114,771,511 products to customers. The record day was Black Friday, on November 29, when almost 300,000 parcels were delivered. The best-selling category was perfumery, representing almost half of purchases, followed by skin care products (14%) and hair cosmetics, which grew by nearly 20% compared to the previous year.
Offline development and omnichannel strategy
Notino relies on an omnichannel strategy, combining strong online presence with an increasingly extensive network of physical stores. In the past year, the company opened new locations in the Czech Republic and Poland, and in July 2025 will inaugurate its first store in Zagreb, Croatia. At present, the network counts 27 stores in eight European countries.
“We have learned how to be profitable offline as well. We want to offer the highest shopping standards, which is why we are modernizing our store portfolio – opening new locations, relocating some existing ones, or completely renovating them,” said Bartosz Kliś, Chief Commercial Officer of Notino.
Organizational transformation and sustainable growth
Fiscal year 2024 was also a period of introspection. After 21 years of activity, the company initiated a transformation process to simplify its internal structure, increase efficiency, and focus on sustainable development.
“We have transformed so that in the future we will do fewer things, but at a higher level of quality. After two decades, we looked back for the first time and decided to implement new, stable, and long-term functional processes,” said Zbyněk Kocián.
This change also led to the reorganization of management. Three decision-making centers were created: the first, led by Lukáš Havlásek, focuses on online sales, customer experience, and innovation; the second, coordinated by Bartosz Kliś, targets commercial results, pricing policy, and supplier relations; the third is headed by Hana Ducháčková, responsible for strategy and planning, human resources, and IT development.
The company believes that through technological innovation, strengthened logistics, the expansion of its store network, and organizational transformation, it has a solid foundation for the next stage of growth.
