Home Shopping Europe

What Home Shopping Europe does

Home Shopping Europe GmbH (HSE) is a privately held German multi-channel home shopping retailer headquartered in Ismaning near Munich (HRB 159494), operating across Germany, Austria, and Switzerland through dedicated storefronts (hse.de, hse.at, hse24.ch). The company serves a stated base of 10.5 million customers via an integrated stack of three proprietary TV shopping channels (HSE Live TV, HSE Extra Live TV, HSE Trend Live TV), an interactive creator-driven livestream shopping platform, a 24/7 e-commerce site, iOS/Android mobile apps, and toll-free phone ordering with call-center support. Its assortment spans seven main categories — Fashion, Cosmetics, Jewelry & Coins, Home & Living, Cooking, Health & Vitality, plus a Hearing Aids sub-line via a KIND Hörgeräte partnership — supported by more than 20 exclusive sub-brands (e.g., THOM by Thomas Rath, Judith Williams, BE GOLD, BEATE JOHNEN SKINLIKE, Sallys Welt, Cucinella, bedrop, This Place, Harry Ivens, Dr. Peter Hartig).

The business model is direct-to-consumer retail with revenue driven by one-time product sales across the categories above, supplemented by transaction activity generated through TV and livestream commerce. Pricing is unit-based, with regular promotions ranging from 5% to 50% off, voucher codes such as SALE20 (20% off fashion, capped at EUR 5,000 order value), and a EUR 10 newsletter signup incentive. Payment options include PayPal, direct debit, invoice (subject to credit check), installment plans, credit card, and Apple Pay; fulfillment runs through DHL and DHL Packstation across the DACH region with a 30-day free return policy. Distribution and trust signals include TÜV Gütesiegel Sehr Gut, bevh/EHI Gepruefter Online-Shop Gütesiegel, ECOMMERCE EUROPE Gütesiegel, Trustpilot ratings, and Handelsverband Austria partnership.

The company is led by Sandra Rehm (Chair of the Management Board) and Rainer Stäbler, with Richard Reitzner chairing the Supervisory Board and Stefan Martin serving as Youth Protection Officer. No revenue, funding, M&A, or parent-company information is disclosed in the source data; HSE is described as actively operating but private, with no publicly identified institutional shareholders or subsidiaries.

Name

Home Shopping Europe

Legal name

Home Shopping Europe GmbH

Website

https://hse.de

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Home Shopping Europe (HSE) is a privately held German multi-channel retailer headquartered in Ismaning that sells fashion, beauty, jewelry, home, cooking, and health products to consumers across the DACH region via three TV channels, creator-driven livestream shopping, e-commerce, and mobile apps.

Ownership category

akta.pro rank

Product category

Multichannel Home Shopping Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Live Shopping Platforms (CRAFANAD)

akta.pro secondary industries

Social Commerce & Livestream Shopping Platforms (BPAMAGAJ), Live Shopping & Commerce Streaming Platforms (MPACACAD)

Keywords

• Tv home shopping
• Livestream commerce
• Multichannel retail
• Online shopping platform
• Dach retail

Headquarters

HQ city

Ismaning

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Supply Chain, Operations, Technology or R&D, Personnel

Revenue model

1. Product Retail Sales: HSE generates revenue through direct product sales across multiple categories including fashion, cosmetics, jewelry, home & living, cooking, and health products. Customers purchase through TV, website, mobile app, or phone with various payment options.
2. TV and Livestream Commerce: Revenue generated from products featured during live TV broadcasts and livestream shopping events, where creators present and sell products in real-time.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Home Shopping Europe (HSE) operates a multi-channel home shopping platform combining live TV broadcasts (HSE Live TV, HSE Extra Live TV, HSE Trend Live TV), interactive livestream shopping with creators, and a 24/7 e-commerce online shop with mobile apps. The company retails multi-category products directly to consumers across Germany, Austria, and Switzerland, spanning fashion, cosmetics, jewelry and coins, home and living, cooking, and health and wellness, supported by phone ordering, multiple payment options, and 30-day free returns.

Product overview

Home Shopping Europe (HSE) operates a multi-channel home shopping platform combining live TV broadcasts, interactive livestream shopping, and a comprehensive e-commerce online shop. The core offering consists of HSE Live TV (featuring multiple channels: HSE, HSE Extra, and HSE Trend), HSE Livestream Shopping with creator-driven content, and the HSE Online Shop accessible via web and mobile app. The product portfolio spans seven main categories: Fashion (Mode), Cosmetics (Kosmetik), Jewelry & Coins (Schmuck & Münzen), Home & Living (Haus & Wohnen), Cooking (Kochen), and Health & Vitality (Gesund & Vital), complemented by daily deals and offers. HSE features exclusive sub-brands including THOM by Thomas Rath, Judith Williams, BE GOLD, BEATE JOHNEN SKINLIKE, BEATE JOHNEN NUTRI SOLUTION, This Place, Cucinella, Sallys Welt, Genussgipfel, Biller's Gewürze & Tee, bedrop, and ORTIE & me. The platform supports ordering via TV, online shop, mobile app, and call center with payment options including PayPal, credit card, invoice, and Apple Pay.

Differentiator

Problem solved

Functional benefit

Products and services

• HSE Live TV
• HSE Livestream Shopping
• HSE Online Shop
• HSE Mobile App

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• DHLcoreOthersDHL is the primary logistics and shipping partner for HSE, handling delivery services across Germany, Austria, and Switzerland. DHL Packstation support is also provided for convenient customer pickup.
• KIND HörgeräteminorChannel Partner/ Reseller/ DistributorKIND Hörgeräte (hearing aids) partnership offering hearing aid products through the HSE platform.
• PayPalcoreTechnology or IntegrationPayPal is integrated as a payment method for HSE online purchases, providing customers with a secure payment option.
• ApplecoreTechnology or IntegrationApple Pay is available as a payment method. HSE also maintains apps on the Apple App Store for iOS devices.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Baur Versand: German catalog and online retailer with multi-category fashion, home, and lifestyle assortment. Comparable multi-category direct-to-consumer model serving DACH shoppers.
• HSN (Home Shopping Network): American TV and online shopping retailer selling fashion, beauty, jewelry, and home goods via live broadcasts and digital channels. Operates the same broadcast-plus-ecommerce flywheel as HSE.
• 1-2-3.tv: German TV and online home-shopping channel selling jewelry, watches, and lifestyle products. Direct DACH competitor in the broadcast-shopping format.
• Channel21: German TV home-shopping broadcaster offering jewelry, electronics, and lifestyle products. Direct DACH competitor overlapping HSE's broadcast-shopping channel strategy.
• QVC Group: US-headquartered multi-category TV and digital home-shopping operator with creator-led live broadcasts. Closest global analog to HSE's TV + livestream + e-commerce model, just at much larger scale.
• Shop LC: Multi-category TV and online shopping retailer focused on jewelry, fashion, beauty, and home. Comparable livestream/TV commerce model with similar category mix to HSE.

Broad incumbents

• Otto Group: Germany's largest multi-category e-commerce platform with broad fashion, home, and lifestyle assortment. Competes for the same DACH multi-category shopper as HSE, but at far larger scale and without TV/livestream heritage.
• Zalando: Leading European fashion and lifestyle e-commerce platform. Overlaps HSE in fashion and beauty categories and is increasingly investing in livestream commerce in DACH.
• Amazon Live: Amazon's integrated livestream shopping feature embedded in its marketplace. Competes for the same creator-driven live commerce dollars and overlaps with HSE's online shop assortment.

Emerging players

• Whatnot: Fast-growing live-shopping marketplace primarily for collectibles, with expansion into fashion and lifestyle. Comparable livestream-commerce model and creator-driven shopping format, focused on younger demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hse.de

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home Shopping Europe