Customer-Driven Comeback: Kaup24.ee Opens New Store in Tallinn
Kaup24.ee, one of Estonia’s leading e-commerce platforms, has opened a new physical store in Tallinn, located in the Mustika Shopping Centre in Mustamäe. To celebrate the occasion, the company hosted an official grand opening event on Thursday at 12:00, attracting both curious shoppers and long-time customers. Guests were welcomed with a festive balloon arch, an official ribbon-cutting ceremony, and plenty of sweet surprises. From Thursday to Saturday, visitors can enjoy exclusive discounts, and those who made a purchase have a chance to win exciting prizes in a special lottery.
The opening marks a strategic return to brick-and-mortar retail in Estonia, reestablishing the company's physical presence after the closure of previous locations in 2024. Parenting company PPH Group says, that reopening of physical store made in response to increasing demand for hybrid shopping experiences.
“Kaup24.ee is returning to physical retail with a renewed focus on customer experience, accessibility, and trust. This strategic step is a part of a broader quality improvement program, which aims to ensure faster delivery, customers satisfaction and maintain high product standards. Customer feedback shows that the personal touch and location is important for them so reopening the shop reinstates that opportunity“, said Dainius Liulys, CEO of PHH Group.
Though compact, the new Mustamäe store 444 square meters is significantly larger than previous pick-up points. It offers a curated selection of seasonal items, complemented by a permanent assortment across key categories such as electronics, beauty, children’s products, and home interiors. Conveniently located near the former Mustamäe pick-up spot, the store also supports order collection via Omniva PUDO, providing a flexible solution for customers picking up larger items.
Kaup24.ee’s free delivery policy to parcel terminals remains unchanged outside of Tallinn for orders over 20 €. Tallinn residents have the opportunity to pick up big and small orders without a delivery fee from the newly opened store in Mustika shopping centre.
“The formula for successful e-commerce hasn’t changed: competitive pricing, a wide but valuable assortment, and fast delivery. For the recent year we’re returning to these principles with a focus on quality, customer trust, strong partnerships with sellers and suppliers, and a renewed commitment to keeping our promises”, said D. Liulys.
At present, no further store openings have been confirmed. However, the performance of the Mustamäe location will serve as a key indicator for future expansion decisions in Estonia. The reopening is a deliberate shift from broad physical presence toward a more focused and sustainable omnichannel retail strategy.
