Notino's strategy is proving successful Thanks to local partnerships and with an eye on omnichannel

Notino closed fiscal year 2025 with a turnover of 1.76 billion euros, recording an increase of 11.5% compared to the previous year. Today, Notino has more than 40 million customers in 27 European markets. In fiscal year 2025 (from May 2025 to April 2026), Italy confirmed itself as a key market, generating 9% of total revenue. Poland is the first market with a share of more than 15%, followed by the Czech Republic at 12%. The fastest growth, with an increase of more than 25% compared to the previous year, was recorded in Croatia and Lithuania.

Notino is growing: the numbers for 2025 and 2026

The 2025 financial period was full of fundamental changes for Notino; the company undertook a profound internal transformation, aimed at making the company structure more agile, efficient and ready to withstand future challenges. In fact, Notino enters the new fiscal year 2026 with something new at the top of its management. After more than six years, Zbyněk Kocián handed over the leadership of the company to a trio of co-CEOs: Bartosz Kliś, Lukáš Havlásek and Jakub Šedý, who will jointly lead the expansion of the group. The new governance model is based on a proven division of skills into three business areas, and is designed to allow the company to make faster decisions and manage its subsequent expansion at European level more effectively.

The customer experience remains the top priority: 4 out of 10 orders come from the app

In addition to organizational transformation, Notino has continued to invest in customer experience. The company has focused on further simplifying the purchasing process, the development of digital services, the personalization of the customer experience and the launch of a new loyalty program, which this year will be further developed, gradually extending it to other European markets. The app also plays a key role in this strategy: it has become an important point of contact between customers and the brand, as well as one of the main channels through which consumers choose to return to Notino.

Local partnerships as part of an omnichannel strategy

Notino has continued to develop its omnichannel model, capable of merging online shopping, physical stores and beauty services into a single large ecosystem. The company has continued the expansion of its retail network throughout Europe, also opening its very first physical store in Croatia. In total, Notino now operates 27 stores in eight European countries, whose sales have increased by almost 30% on an annual basis. In autumn, the first store is scheduled to open in Ljubljana, Slovenia, followed by further inaugurations in key markets.

The importance of the territory

In parallel with the expansion of the network of stores, Notino reinforces its presence in the area with impactful local partnerships. In Italy, for the second consecutive year, the brand was the presenting partner of “Radio Italia Live — The Concert” in Milan and Palermo. This constant commitment to oversee every point of contact with the consumer was also rewarded by the prestigious award at the Ecommerce Italia Awards 2025, where Notino won first place in the Health & Beauty category.