Lázně Bělohrad, Czech Republic – Amadea s.r.o., a Czech manufacturer of wooden decorations and gifts, quietly exports to dozens of countries while grappling with increasing competition from low-cost Chinese imports and complex new European regulations. The company, which produces over 70,000 unique products in three Czech facilities, generates approximately 150 million Czech crowns (roughly $6.5 million USD) in annual revenue, according to recent reports.
Founded by Martin Portych after a business split with a partner in 2002, Amadea initially focused on tampoprint and injection molding before pivoting to laser-cut wooden items. “We bought a laser quite wildly,” Portych told reporters. “We didn’t have service secured, so we had to learn it ourselves. Getting spare parts was a problem.” The company’s early success came from being the first in Europe to industrially produce laser-cut wooden ornaments.
Amadea’s growth trajectory included a pivotal moment at the Christmasworld trade fair in Frankfurt, Germany. Starting with a makeshift booth constructed from salvaged materials, the company secured a significant order that led to distribution in German Christmas markets. Portych recalls initial skepticism from foreign buyers, who at the time viewed Czech businesses as unreliable. “Czechs were generally considered unreliable and untrustworthy,” he said, “they were afraid to order something.”
Today, Amadea’s products are sold in Germany, Poland, Slovenia, Canada and France, among other countries. A particularly lucrative contract came from Škoda Auto, which commissioned custom ornaments featuring models from the Laurin &. Klement era to the Superb. The order was large enough to require the company to accept out a loan to purchase additional laser equipment, marking the end of its “basement” production era.
The company has expanded its manufacturing capabilities, acquiring Krkonošské dřevařské závody in Bílá Třemešná in 2023. This acquisition allows Amadea to control the entire production process, from selecting trees in Czech forests to drying the wood. Another facility in Ostroměř focuses on processing solid wood, expanding the company’s product line beyond ornaments and decorations to include household items.
Despite its success, Amadea faces increasing challenges. The rise of ultra-low-cost marketplaces like Temu is impacting profits. “We definitely felt it towards the end of the year,” Portych stated. “Our profit is lower. It’s difficult to quantify, but every year our business has grown, but last year it increased much less than usual. I estimate that these marketplaces took about 10 percent.” He also criticized the lack of regulatory standards for products imported from China, citing concerns about the use of formaldehyde-based adhesives banned in Europe.
Amadea is also preparing for the implementation of the European Union Deforestation Regulation (EUTR), scheduled to take effect in December 2026, which will require companies to document the origin of wood products using methods like satellite imagery. Portych expressed frustration with the regulations, arguing they impose unnecessary burdens while failing to address the issue of illegally sourced wood from China. “They are importing practically anything, including wood glued with formaldehyde, which is carcinogenic in Europe,” he said.
The company maintains a network of retail stores in Prague, which now generate 90 percent of its income, a reversal from previous years. Amadea also competes with smaller Czech woodworking shops and online retailers like bewooden.cz. The company continues to innovate, but Portych acknowledges the ongoing battle against counterfeit products. “Everywhere we look, we see products that we invented,” he said.
