Ok. So I did experiment a bit and found our its probably the demo content.
1. I have made new shop from scratch – import whole Niche – same thing (even with different theme)
2. I have made a reset of that shop. Imported Niche options, but not the content. I have copied hooks and it works:
https://newshop2.loftlight.eu/shop/
So I guess the problem is some kind of conflict when importing demo content