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August 8, 2022

Notino announces 2021 financial results: 737 million euros in turnover, highest figure ever

Notino, one of the largest online retailers of perfumes and cosmetics in Europe, outperformed itself by setting a new record of 737 million euros (3.6 billion RON) in annual turnover, registering an increase of 35%, compared to the previous year. Romania’s share in the total turnover is 8% putting it among the top 5 best performing countries for the company.

Last year marked a great evolution for the company and was a period during which Notino consolidated its position as the largest European online beauty retailer:

  • an average of 270 million euro in stock value.
  • 2 million packages delivered to its customers.
  • Setting a record of 180.000 orders placed in one day, on November 27th, during the Black Friday promotion.
  • 77 million products sold.

In Romania, 2021 was a record year for Notino also in terms of customers figures, reaching 260,000 new clients compared to a previous year, reaching a total of 1,300,000 over the years. The net promoter score was 88,8%, further reaffirming the retailer’s orientation towards offering the best services in terms of products, customer support and delivery. The retailer’s focus is always on discovering new opportunities and ways to gain customers and to build loyalty to the existing ones through constantly expanding its portfolio and working to develop new and innovative services.

We value the trust our customers have placed in us. Not only this record growth, but also the customer satisfaction itself, which has reached a historic peak and significantly surpassed the best year so far in 2020, is a confirmation for us that we are moving in the right direction and motivates us to move our plans even further”, declared Zbyněk Kocián, CEO Notino.

When it comes to the overall products sold in Romania, the highest share is represented by make-up products. This category accounted for 29%, followed by hair care with 21,7 % and perfumes 17,8 %. In the last category mentioned, the most sold scent during las year was Lancome – La vie est belle. In addition, the total number of orders placed in Romania in 2021 was 1.37 million. Overall, Notino has delivered to its Romanian customers almost 7 million products in 2021.

These figures confirm that the boom in demand for cosmetics and personal care products triggered by the coronavirus pandemic is still ongoing. Customers are thus motivated in consumption by the desire to feel better“, added Zbyněk Kocián, CEO Notino.

At group level, Notino continued to reach new markets in 2021, by adding four new countries to its network of markets – Ireland, Latvia, Lithuania and Estonia. Thus, the online retailer is now operating in a total of 28 markets where it reaches 20 million clients, with an increase of 4 million compared to the previous year.

In 2021, Notino also continued making its presence on the bricks & mortar segment more visible, opening a new flagship store in the Czech Republic. This new location, built on a total area of 850 square meters, is now the biggest perfumery in its native country. “This new modern store is a prime example of the path we want to take in the coming years. It is an exceptionally extensive assortment, innovative services and technologies not yet applied elsewhere, and at the same time a completely simple and intuitive approach to shopping. Our long-term goal is making the time spent at Notino a moment when they reward themselves with our (special) care”, declared Zbyněk Kocián, CEO Notino.


About the company


The company was founded in the Czech Republic in 2004. It quickly became one of the strongest players on the market in beauty and e-commerce. Notino is currently present on 28 European markets and has 26 physical stores. It is the authorised partner of the world’s largest beauty brands such as DIOR, Lancôme, Gucci, Yves Saint Laurent, Jean Paul Gaultier, Chloé, Estée Lauder and many more. Its portfolio includes 83,000 products, from over 1,500 brands.


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