Notino Closes the Financial Year Up 11.5%: The New Organizational Structure

Notino, Europe’s largest e-commerce platform for beauty and health products, closed fiscal year 2025 with revenue of 1.76 billion euros, marking an 11.5% increase over the previous year.

Credits Notino Press Office

Today, Notino has over 40 million customers across 27 European markets. In fiscal year 2025 (May 2025 through April 2026), Italy reaffirmed its status as a key market, generating 9% of total revenue. Poland ranks as the top market with a share of over 15%, followed by the Czech Republic at 12%. The fastest growth, with an increase of over 25% compared to the previous year, was recorded in Croatia and Lithuania.

The 2025 fiscal year was marked by fundamental changes for Notino; the company embarked on a profound internal transformation aimed at making its organizational structure more agile, efficient, and ready to meet future challenges.

In fact, Notino is entering the new fiscal year 2026 with a change at the top of its management. After more than six years, Zbyněk Kocián has handed over the reins of the company to a trio of co-CEOs: Bartosz Kliś, Lukáš Havlásek, and Jakub Šedý, who will jointly lead the group’s expansion. The new governance model is based on a proven division of responsibilities across three business areas and is designed to enable the company to make faster decisions and more effectively manage its upcoming expansion across Europe.

Credits Notino Press Office

“The transformation was not easy, and in the short term, it also affected our growth rate. Nevertheless, we closed the fiscal year with double-digit growth, which exceeded the European e-commerce market average. At the same time, we maintained a solid financial position, which allows us to continue investing in the company’s further development. Furthermore, in the early months of 2026, it became clear that these changes were the right choice. Today, we have a more efficient organization, which provides us with a solid foundation for future growth,” said Jakub Šedý, co-CEO of Notino.

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

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

“Long-term customer loyalty isn’t achieved with a single major innovation, but by paying attention to the details every day. That’s why we continuously invest in both our digital services and our loyalty program. Following the successful launch in the Czech Republic, Slovakia, and Hungary, we plan to expand it to other countries. We will continue to develop it based on customer feedback and then gradually introduce it to other European markets. The growing popularity of our app—which now accounts for four out of every ten orders—is a clear sign that this approach is winning over our customers,” said Lukáš Havlásek, co-CEO of Notino.

The brand has also continued to develop its omnichannel model, which seamlessly integrates online shopping, brick-and-mortar stores, and beauty services into a single, comprehensive ecosystem. The company has continued to expand its retail network across Europe, opening its very first brick-and-mortar store in Croatia. In total, Notino now operates 27 stores across eight European countries, with sales increasing by nearly 30% year-over-year. The opening of its first store in Ljubljana, Slovenia, is scheduled for this fall, followed by additional openings in key markets.

Alongside the expansion of its store network, Notino is strengthening its local presence through impactful local partnerships. In Italy, for the second consecutive year, the brand served as a presenting partner for “Radio Italia Live – Il Concerto” in Milan and Palermo. This ongoing commitment to maintaining a presence at every point of contact with consumers was also recognized with a prestigious award at the Ecommerce Italia Awards 2025, where Notino took first place in the Health & Beauty category.

“For us, omnichannel doesn’t simply mean combining online and offline, but being present wherever our customers choose to focus on beauty and their well-being. That’s why, alongside the development of our digital services and retail network, we invest in local partnerships that help us build long-term relationships with consumers. Italy is an excellent example of how this approach is yielding great results,” said Bartosz Kliś, co-CEO of Notino.