HelloFresh

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HelloFresh SE

logo
legal form European Company (SE)
ISIN DE000A161408
founding 2011
Seat Berlin , GermanyGermanyGermany 
management
  • Dominik Richter
  • Thomas Griesel
  • Christian Gärtner
  • Edward Boyes
Number of employees 4,477 (2019)
sales EUR 1.8 billion (2019)
Branch Grocery retail
Website www.hellofresh.de
As of December 31, 2019

HelloFresh is a German company based in Berlin . It was founded in 2011. HelloFresh offers so-called “cooking boxes” for consumers: packages with prepared ingredients and a recipe that are available by subscription.

history

HelloFresh was founded in 2011 by Dominik Richter, Jessica Nilsson and Thomas Griesel and with the financial participation of Rocket Internet . At the end of 2012, the Vorwerk Group also took a stake in the start-up company. In mid-2014 HelloFresh received another venture capital of 50 million US dollars and was thus able to increase its total financing to 70 million US dollars. At the beginning of 2015, Rocket Internet acquired further company shares amounting to around 130 million euros and has been the majority shareholder of HelloFresh ever since. In 2014, according to information from the Berliner Morgenpost , the company recorded a sales increase of 380% to EUR 70.1 million, with a loss of EUR 11.9 million. According to the company's own information, it was 69.6 million euros in sales and 15.4 million euros in loss.

After another capital increase in September 2015, the company's estimated value rose to EUR 2.6 billion. HelloFresh's IPO, originally planned for 2015 , has been postponed indefinitely.

In the 2015 financial year, company sales rose by 338% to EUR 305 million and the loss by 660% to EUR 117 million. HelloFresh delivered several million meals a month in seven countries (Germany, USA, Great Britain, Netherlands, Belgium, Austria, Australia) and employed around 800 people.

The cooking boxes have also been available in Switzerland since April 2016.

After the IPO planned for 2015 did not take place, the move to the capital market was successful two years later: HelloFresh shares have been traded in Frankfurt's Prime Standard since November 2, 2017 . With an issue price of 10.25 euros per share, the company was valued at around 1.7 billion euros.

In spring 2018, Vorwerk sold all of its shares in HelloFresh. The majority shareholder became the investment company Rocket Internet .

In January 2019, Rocket Internet reduced its stake in HelloFresh from 48% to below 30%. In May 2019, Rocket Internet announced that it would sell its shares in HelloFresh. In the same month Rocket Internet sold all of its shares, valued at 373 million euros.

In the second quarter of 2019, an adjusted pre-tax profit of € 18.3 million was generated for the first time, and the third quarter of 2019 was also positive.

Corporate governance

Board

  • Dominik Richter, CEO
  • Thomas Griesel, CEO
  • Christian Gärtner, CFO
  • Edward Boyes, Chief Commercial Officer

Supervisory board

  • Jeffrey Lieberman (Chairman), Managing Director of Insight Venture Partners
  • Ursula Radeke-Pietsch (Deputy Chair), Global Head of Strategic Projects at Siemens
  • John H. Rittenhouse, Chairman and CEO of Cavallino Capital
  • Derek Zissman, Director at Crossroads Partners Ltd.
  • Ugo Arzani, Global Head of Retail and Consumer Goods for the Qatar Investment Authority

Products

HelloFresh is the largest delivery service for groceries according to prescriptions in Germany and worldwide, according to the company. The company develops recipes and puts together suitable foods with which the recipes can be cooked. The company calls these packages Kochbox . Consumers can order the Kochbox by subscription and receive the latest delivery once a week. HelloFresh provides many recipes from previous deliveries free of charge on its own website.

In Germany, the subscriber can choose between three variants: a Classic Box , a Veggie Box with vegetarian recipes and a Fruit Box . These cooking boxes contain a variable number of pre-portioned meals. Up to one week before the delivery date, the customer has the option of choosing the desired dishes (sometimes for a surcharge) from a range of dishes on offer, as well as purchasing starters. An independent product test by the Berlin Consumer Center gave a positive quality rating for the recipes and the food supplied.

HelloFresh promotes its products with British TV chef Jamie Oliver . According to the company's presentation, one recipe for each cooking box was designed by Jamie Oliver.

In addition, with HelloFresh GO , ready-made meals and snacks are also offered at the machine.

Business figures

year Sales
(€ million) 		Employees
(year-end)
2014 67 118
2015 305 525
2016 597 1331
2017 905 2715
2018 1300 4276
2019 1809 4477

Web links

Individual evidence

  1. ↑ Felicitas Hackmann: What HelloFresh is up to with 50 million dollars. In: gruenderszene.de. Vertical Media GmbH, June 23, 2014, accessed on February 1, 2016 .
  2. ↑ hellofreshgroup.com: Imprint
  3. ↑ a b c Annual Report 2019. (PDF) HelloFresh SE, accessed on July 8, 2020 (English).
  4. ↑ Felicitas Hackmann: What HelloFresh is up to with 50 million dollars. In: gruenderszene.de. Vertical Media GmbH, June 23, 2014, accessed on February 1, 2016 .
  5. ↑ WirtschaftsNews . In: Berliner Morgenpost . No. 340 , 2012, p. 5 .
  6. ↑ Jens Koenen, Robert Landgraf: Samwer brothers plan great things . In: Handelsblatt . No. 117 , 2014, p. 18 .
  7. ↑ Felicitas Hackmann: What HelloFresh is up to with 50 million dollars. In: gruenderszene.de. Vertical Media GmbH, June 23, 2014, accessed on February 1, 2016 .
  8. ↑ 500 million euros for delivery service . In: Hamburger Abendblatt . No. 32 , 2015, p. 33 .
  9. ↑ Björn Hartmann: Tremendous growth in the red . In: Berliner Morgenpost . No. 122 , 2015, p. 6 .
  10. ↑ a b Stephan Dörner, Nina Trentmann: In search of unicorns . In: The world . No. 27 , 2016, p. 14 .
  11. ↑ Finances Compact . In: The world . No. 218 , 2015, p. 13 .
  12. ↑ Robert Landgraf, Peter Köhler: Edag and the search for fresh money . In: Handelsblatt . No. 217 , 2015, p. 32 .
  13. ↑ Peter Köhler, Miriam Schröder: Demanding, but lazy. In: handelsblatt.com. Handelsblatt , October 28, 2015, accessed on February 3, 2016 .
  14. ↑ Vinzenz Greiner: HelloFresh is coming to Switzerland: Zalando sister supplies Rösti. In: blick.ch. Verlag Ringier AG, April 14, 2016, accessed October 5, 2017 .
  15. ↑ Hello Fresh wants to collect around 360 million euros when it goes public. In: spiegel.de. October 22, 2017. Retrieved October 23, 2017 .
  16. ↑ Hello Fresh goes public , Wirtschaftswoche, November 1, 2017.
  17. ↑ Hello Fresh: Thermomix manufacturer Vorwerk sells all shares. In: Handelsblatt. May 4, 2018, accessed April 12, 2019 .
  18. ↑ Katrin Terpitz: Kochboxen-Versand: Vorwerk sells all shares in Hello Fresh. Retrieved April 12, 2019 .
  19. ↑ Rocket Internet sells all shares in Hello Fresh. In: finance-magazin.de. May 14, 2019, accessed November 5, 2019 .
  20. ↑ Delivery service: Rocket Internet gets out of Hello Fresh. In: Handelsblatt. May 13, 2019, accessed June 21, 2020 .
  21. ↑ Florian Kolf: Hellofresh is profitable for the first time. Report in the Handelsblatt on August 13, 2019.
  22. ↑ HelloFresh SE continues with excellent results. Notification at wallstreet-online.de from November 5, 2019.
  23. ↑ HelloFresh - Management Board. Retrieved June 19, 2020 .
  24. ↑ HelloFresh - Supervisory Board. Retrieved June 19, 2020 .
  25. ↑ Ann-Kathrin Nezik : The super delivery market. In: Der Spiegel . September 19, 2015, accessed February 26, 2018 .
  26. ↑ Marie Rövekamp: What's the point of eating out of the box? In: tagesspiegel.de. Der Tagesspiegel publisher, January 25, 2016, accessed on February 3, 2016 .
  27. ↑ Miriam Schröder, Carsten Herz: The star and the start-up . In: Handelsblatt . No. 18 , 2016, p. 46 .
  28. ↑ a b c securities sales prospectus of HelloFresh SE, October 23, 2017 (English).
  29. ↑ Statista: HelloFresh turnover from 2012 to 2017
  30. ↑ Hellofresh reduces losses. In: n-tv. Retrieved April 12, 2019 .
  31. ↑ HelloFresh KGV | BALANCE SHEET | P&L | Fundamentals. Retrieved May 16, 2020 .