Home24

Home24 is a leading pure-play home & living ecommerce platform operating in continental Europe and Brazil. Founded in 2009, the company revolutionized how customers can purchase furniture, lamps, and home accessories online. Home24's platform offers over 500,000 products across a wide range of styles and price points to suit all tastes and budgets.

The company's core business model blends two distinct approaches - third-party products providing choice and conversion, and private label products driving margins and value. Over 50% of Home24's revenues come from its own private label brands like Studio Copenhagen and Morteens. This combined assortment approach, along with the company's integrated logistics operations ensuring low return rates, has allowed Home24 to develop competitive advantages.

The business utilizes data-driven decision making across its operations, leveraging analytics on customer search behavior to optimize assortment planning. Home24 has showrooms in major European cities to complement its online presence, generating around 10% of annual revenues through these offline channels.

In April 2022, Home24 acquired Butlers, a direct-to-consumer brand selling home accessories through 130 outlets across Europe. This added a strong supplier of impulse purchase items to Home24's product range.

The company is focused on driving profitable growth, achieving over 80% revenue growth across 2020-2021 while maintaining adjusted EBITDA break-even. Home24 aims to capitalize on the large market opportunity as online penetration grows from the current 15% level in its markets.

In October 2022, Austrian furniture retailer XXXLutz announced plans to acquire Home24 to strengthen its ecommerce position. The deal, approved by regulators in April 2023, will see Home24 continue operating independently with its existing management team.