Home24

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home24 SE

logo
legal form SE
ISIN DE000A14KEB5
founding 2012
Seat Berlin , GermanyGermanyGermany 
management Marc Appelhoff
Brigitte Wittekind
Johannes Schaback
Number of employees > 1,500
sales EUR 372 million
Branch Internet trade : furniture dispatch
Website www.home24.com
As of December 31, 2019

home24 SE is an online mail order company for furniture , garden furniture and home accessories based in Berlin . The company was initially called FP Commerce and became Home24 GmbH in 2012. In May 2015 the company was converted into a stock corporation. The company is also active in Austria , the Netherlands , France , Belgium , Italy and Switzerland . The online shops opened in Singapore and Malaysia were closed again after a short time.

history

In June 2009, Philipp Kreibohm and Felix Jahn founded the company under the name FP Commerce. A short time later, online shops for garden furniture and other furniture were included in the niche shop system. The idea of ​​selling furniture and furnishings was born. The niche shops have all been taken offline and since March 2012 the entire range has been sold under the brand name home24, also in view of a planned internationalization. The online furniture store started in France in June 2012 and went online at the same time in the Netherlands. In 2012, the company was internationally active in nine countries. In April 2012 home24 started in Singapore and Malaysia, but stopped its offer again at the end of August 2012.

The DACH region was completed when the online shops were taken online in January 2013 in Austria and in February 2014 in Switzerland. Jung von Matt created the first TV spot “Am Arsch der Welt” for home24 in September 2012, in which the actor Oliver Korittke played a supporting role.

In 2013 home24 became the first online retailer to join the GfM Trend Association . In May 2014 the groundbreaking ceremony took place for a new logistics center in Ludwigsfelde in Brandenburg on the southern Berlin city limits. The property company Goodman Group took on the development and subsequent administration of the 35,000 m² shipping warehouse . The previous logistics locations were Freienbrink near Berlin and Grevenbroich near Düsseldorf. In September 2015 Lothar Lanz was elected as the new chairman of the supervisory board of home24 SE. Until the end of 2013, Lanz was responsible for personnel and finances on the Management Board of Axel Springer SE , from where he also moved to the Supervisory Board. In October 2015 home24 opened its largest logistics center in Lower Saxony to date. With 60,000 m², the logistics center is the second self-operated property of the online furniture store in Germany.

In 2015 home24 still had more than 150,000 articles from over 1,000 manufacturers. By 2018, the company will reduce its range by a third to a good 100,000 items.

According to the Börsen-Zeitung , home24 was able to further increase its profitability in 2016 and 2017. In connection with the company's growth rate, Co-CEO Appelhoff expressed dissatisfaction in March 2018.

On 15 June 2018, followed by first listing of the company on the Frankfurt Stock Exchange . Three months after the IPO, home24 had to publish a sales warning. The company also missed the reduced sales forecast in 2018. By March 2019, home24 had lost 78% of its issue price.

Outlet stores

In November 2015, the company took over its former competitor Fashion For Home and "is now also focusing on shops for the first time". In April 2016 home24 opened its first outlet store in Berlin's Prenzlauer Berg district . Home24 has had outlet stores in Berlin, Hamburg , Bottrop , Düsseldorf , Frankfurt , Stuttgart , Munich and Vienna since 2017 . Home24 announced the opening of another outlet in Neu-Ulm in autumn 2018 . The largest outlet store with 8,000 square meters has been located in Cologne since February 2019.

Own brands

The company focuses heavily on the expansion of its own brands, i.e. ranges that are specially designed and developed by home24. These include the brands KINX and SMOOD. Design collaborations are also part of it: in January 2016 the online furniture store launched a collection with top model Eva Padberg .

International offshoots

With Mobly, the company has an international branch in Brazil, which was also set up by Rocket Internet . In addition to Germany, the company operates under the name home24 in France, the Netherlands, Austria, Italy, Belgium and Switzerland. An expansion in other countries is planned.

Business data

In July 2013, Kinnevik had to reset home24's company valuation from just under EUR 270 million to EUR 170 million. In 2014 home24 achieved sales of 160 million euros and thus made a jump in sales of 72.5% compared to the previous year. The company had 1.5 million customers.

According to the nine-month data published in December 2015, the company recorded net sales of 172.3 million euros. In the same period of the previous year, net sales amounted to 105.5 million euros, corresponding to a growth of 63.4 percent. The operating losses increased compared to the same period last year from 34 to 60.5 million euros and were thus around 78 percent higher.

In the 2017 financial year, home24 achieved sales of 276 million euros, an increase of 13 percent compared to the previous year. The operating loss fell from 40 million euros to 22 million euros in the same period. According to the Federal Gazette, the company had 385 employees of its own.

In the first half of 2018, home24 increased its sales by 14 percent compared to the previous year to 151 million euros. The company had 1.16 million customers. In the 2019 financial year, the company achieved sales of 372 million euros with 1,500 employees.

Shareholders

In 2012, Rocket Internet held 51%, Kinnevik 24%, Holtzbrinck Ventures and Reinhold Zimmermann (Zimmermann Beteiligungen GmbH & Co. KG) each held 6%. The Rewe Group took a stake in home24 in September 2013 and hoped that this would enable further networking in eCommerce.

In December 2014, a financing round of 15.9 million euros was announced. In this round, 10 million euros came from the main investor Rocket Internet with the participation of Holtzbrinck Ventures and Acton Capital Partners . The valuation of the company after the completion of the financing round was 814.8 million euros .

In June 2015, the Scottish investor Baillie Gifford led another financing round totaling over 120 million euros with 90 million euros. Old investors around Rocket Internet contributed 30 million euros. The valuation of the company after this financing round was 942 million euros. In March 2016, another financing round of 20 million euros was announced, half of which was from existing investors. Upon completion of the financing, the company was valued at 981 million euros. In another financing round in 2016, the company was only valued at 420 million euros.

Other major investors in the company include JP Morgan Asset Management , Rewe Group and Baillie Gifford.

In January 2018, Rocket Internet still held 43%. In June 2018 the company went public on the Frankfurt Stock Exchange . In February 2019, Rocket Internet reduced its stake in Home 24 to 25%.

Web links

Individual evidence

  1. ↑ home24.de: Imprint
  2. ↑ EUWID Möbel: Möbel-Profi will in future be called Home24 | EUWID furniture. Retrieved September 8, 2017 .
  3. ↑ FP Commerce: This is how the Samwers' niche shop system works . In: Gründerszene Magazin . ( gruenderszene.de [accessed on September 8, 2017]).
  4. ↑ Rocket Internet pumps Home24 up . In: Gründerszene Magazin . ( gruenderszene.de [accessed on February 27, 2018]).
  5. ↑ Tech in Asia - Connecting Asia's startup ecosystem. Retrieved February 27, 2018 (American English).
  6. ↑ Tech in Asia - Connecting Asia's startup ecosystem. Retrieved February 27, 2018 (American English).
  7. ↑ WORK | Young from Matt. Retrieved September 8, 2017 .
  8. ↑ Join the association of the year: Home24 docks with GfM-Trend. Retrieved September 8, 2017 .
  9. ↑ Home24: Details about the new logistics center . In: MÖBELMARKT . ( moebelmarkt.de [accessed on September 8, 2017]). Home24: Details about the new logistics center ( Memento of the original from September 27, 2016 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.moebelmarkt.de
  10. ↑ Berliner Morgenpost - Berlin: Online furniture retailer builds logistics center in Brandenburg . ( Morgenpost.de [accessed on September 8, 2017]).
  11. ↑ IPO specialist becomes head of the supervisory board at Home24 . In: Gründerszene Magazin . ( gruenderszene.de [accessed on March 3, 2018]).
  12. ↑ Ex-Springer CFO Lothar Lanz becomes head of the supervisory board at Zalando . ( finance-magazin.de [accessed on March 3, 2018]).
  13. ↑ Home24 AG: home24-lothar-lanz-becomes-chairman-of-the-supervisory board-of-home24-ag. In: Home24 AG. Home24 AG, September 17, 2015, accessed on September 17, 2015 (German).
  14. ↑ Online furniture mail order company - figures, news, trends. Accessed July 2, 2015.
  15. ↑ About us. Retrieved February 27, 2018 .
  16. ↑ a b Home24 sees enormous potential - boersen-zeitung.de. Retrieved March 28, 2018 .
  17. ↑ Furniture dealer Home 24 creates a strong stock market day , at www.faz.net , accessed on June 15, 2018
  18. ↑ Horror performance at Home24: share brutally beaten up. Retrieved March 22, 2019 .
  19. ↑ Buy furniture online »Designer furniture - Fashion For Home. Retrieved September 8, 2017 .
  20. ↑ Home24 goes offline for the first time with the purchase of Fashion For Home. In: investing.com. Retrieved October 25, 2019 .
  21. ↑ Home24: Outlet store in Berlin opens on Saturday. In: www.moebelkultur.de. Retrieved November 23, 2016 .
  22. ↑ Matthias Düngelhoff: The first shops in the former Karstadt store will open in November . ( waz.de [accessed on February 27, 2018]).
  23. ↑ Showrooms - Our furniture stores in your area | home24. Retrieved on February 27, 2018 (German).
  24. ↑ Home24 opens mega outlet at Möbel Mahler. In: Internetworld. July 27, 2018, accessed August 14, 2018 .
  25. ↑ "Mega-Outlet": Home24 goes to Möbel Mahler on the market. In: Online Retailer News. July 30, 2018, accessed August 14, 2018 .
  26. ↑ Home24 opens first outlet store in Cologne | City Cologne. Retrieved on May 8, 2020 (German).
  27. ↑ Fashion meets interior: Living interview with Eva Padberg . In: GRAZIA Germany . ( grazia-magazin.de [accessed on November 23, 2016]).
  28. ↑ Loja de Móveis e Artigos de Decoração | Mobly. Retrieved September 8, 2017 .
  29. ↑ Home24 falls short of expectations . In: Gründerszene Magazin . ( gruenderszene.de [accessed on September 8, 2017]).
  30. ↑ BAnz., 2014 consolidated financial statements
  31. ↑ Jochen Krisch: Home24 grows in 2014 from 93 to 160 million euros (+ 72.5%). In: Exciting Commerce. May 5, 2015, accessed September 8, 2017 .
  32. ↑ Why Home24 does not seem to develop further structurally - digitally compact. February 15, 2016, accessed July 6, 2016 .
  33. ↑ Layoffs at Home24. Retrieved July 6, 2016 .
  34. ↑ Online furniture retailer: Why Home24 could soon go public . ( handelsblatt.com [accessed April 12, 2018]).
  35. ↑ Annual financial statements for the business year from 01/01/2017 to 12/31/2017. In: Bundesanzeiger Verlag. December 31, 2017, accessed July 23, 2018 .
  36. ↑ Troubled times for Rockets furniture shop Home24. In: manager magazin. September 2, 2018, accessed October 17, 2018 .
  37. ^ Marc Appelhoff: How the Home 24 boss realigned the furniture retailer. In: Handelsblatt. February 12, 2020, accessed April 9, 2020 .
  38. ↑ Home24. Retrieved September 8, 2017 .
  39. ^ REWE-Zentral-Aktiengesellschaft: REWE Group newsroom. Retrieved September 8, 2017 .
  40. ↑ Home24 takes over Fashion For Home. November 10, 2015, accessed April 18, 2019 .
  41. ↑ Rocket now values ​​Home24 at 815 million euros. Retrieved July 6, 2016 .
  42. ↑ Home24 receives 120 million euros. Retrieved July 6, 2016 .
  43. ↑ Home24 gets more capital - and replaces the board. Retrieved July 6, 2016 .
  44. ↑ a b Rocket Internet boss: Samwer wants to bring Home24 to the stock exchange . ( handelsblatt.com [accessed January 31, 2018]).
  45. ↑ JP Morgan invests in Home24 . In: Gründerszene Magazin . ( gruenderszene.de [accessed on September 8, 2017]).
  46. ↑ Home24: A further 120 million euros will flow to Berlin. Retrieved September 8, 2017 .
  47. ↑ Home24: Rocket solves the pool with Kinnevik. In: finance-magazin.de. Retrieved November 19, 2019 .

Coordinates: 52 ° 31 ′ 55 "  N , 13 ° 25 ′ 38"  E