NKD
Mr Price Group · Germany
NKD is a German value retailer of clothing, home textiles and household goods founded in 1962 and headquartered in Bindlach, Bavaria. It operates more than 2,000 stores in seven European countries. Since 31 March 2026 it has been owned by South African retailer Mr Price Group, which bought it from TDR Capital.
| Founded | 1962, Essen |
|---|---|
| Founder | Burkard Hellbach |
| Owner | Mr Price Group (since 2026) |
| Headquarters | Bindlach, Germany |
| Chief executive | Alexander Schmökel (since 2023) |
| Stores | More than 2,000 in 7 countries |
| Website | nkd.com |
What is NKD?
NKD (NKD Group GmbH) describes itself as a leading value textile discounter in Europe. It sells fashion for the whole family, lingerie, home textiles, home accessories, toys and household items through compact stores of around 300 to 450 square metres and an online shop.
History
Founder Burkard Hellbach opened the first store, called NK Discount, in Essen in 1962. The chain grew to around 900 stores by 2001, when the Hellbach holding company became insolvent. The business was restructured and sold in 2003 to Daun & Cie. British private equity firm TDR Capital acquired NKD in 2019.
In December 2025 NKD announced that Mr Price Group, a Johannesburg-listed value retailer, would acquire the company to support its expansion into Europe. The sale was completed on 31 March 2026. Alexander Schmökel has been chief executive since 2023.
Products and positioning
NKD sits in the lowest price segment and relies on more than ten private labels, including Laura Torelli, bo_dy and Reward. Many children's items carry OEKO-TEX Standard 100 certification. The range covers:
- Everyday wear and sportswear for women, men and children
- Lingerie and nightwear
- Home textiles and home accessories
- Toys, gifts and household goods
Business model and distribution
The company operates more than 2,000 stores in Germany, Austria, Italy, Slovenia, Croatia, Poland and the Czech Republic, mostly in town centres and shopping centres, and employs more than 10,000 people. Its online shop has operated since 2007 and offers click and collect. In May 2026 NKD launched an app in Germany with a digital loyalty card and e-receipts.
NKD and technology
NKD states that it uses data science and AI across planning, allocation, pricing and markdown management.
Why it matters
The takeover by Mr Price Group brings a major emerging-market retailer into the German discount fashion market, alongside KiK, Takko and Ernsting's family.
Frequently asked questions
Who owns NKD?
NKD has been owned by Mr Price Group, a value retailer listed in Johannesburg, since 31 March 2026. It previously belonged to private equity firm TDR Capital.
What does NKD stand for?
The chain began in 1962 as NK Discount, opened by founder Burkard Hellbach in Essen. NKD is the abbreviated name that developed from it.