HSE24

What HSE24 does

HSE24 is a German home shopping retailer founded in 1995 (originally as Home Shopping Europe) and headquartered in Ismaning, Germany, operating a multi-channel retail platform that combines live television broadcasting, e-commerce, mobile applications, and creator-led livestream shopping. The company serves approximately 10.5 million customers across Germany, Austria, and Switzerland through country-specific storefronts (hse.de, hse.at, hse24.ch), three live TV channels (HSE Live TV, HSE Extra Live TV, HSE Trend Live TV) plus an HD feed, iOS and Android mobile apps, toll-free call-center ordering, and a 2025-launched livestream shopping feature with named creator influencers. Sandra Rehm serves as CEO. The platform distributes six core product categories — fashion, cosmetics, jewelry & coins, home & living, cooking, and health & vital — alongside a sizable portfolio of exclusive or celebrity-owned sub-brands (Judith Williams, THOM by Thomas Rath, Harry Ivens, Helena Vera, Pfeffinger, Peter Schmidinger, Marcel Ostertag, Lola Paltinger, Alfredo Pauly, Caprice, Diamond Collection, Barbara Klein, Nicola Sautter, Christian Henze, Sallys Welt, and others), plus third-party branded merchandise.

HSE24 generates revenue through direct merchandise sales, with transaction-level pricing ranging from roughly €19.99 to €899.00 across categories and discounts of 13–55% on sale items. Customers transact via TV broadcast, the hse.de website, mobile apps, or phone orders, with payment options spanning PayPal, credit card, invoice purchase (subject to credit check), Ratenkauf installment plans, direct debit, and Apple Pay. Fulfillment is handled through DHL, with DHL Packstation supported as a pickup option and free returns within 30 days. The customer base is primarily German-speaking female consumers focused on fashion and beauty, with secondary geographic segments in Austria and Switzerland; there is no disclosed enterprise or B2B customer concentration.

The company is privately held with no disclosed parent company, funding rounds, subsidiaries, acquisitions, or executive hires beyond CEO Sandra Rehm in the available data. Trust and compliance posture includes TÜV "Sehr Gut" certification, bevh/EHI Geprüfter Online-Shop Gütesiegel, E-Commerce Europe trust seal, and Austrian Handelsverband quality seal, alongside a Trustpilot review presence. Note on data quality: the firmographics entry lists 1–10 employees, which is inconsistent with a multi-channel retail operation serving 10.5 million customers across three countries and four TV channels; this is treated as a likely data error rather than a sizing input. No revenue figure is disclosed, and the input contains no evidence of proprietary AI/ML capabilities, patents, or research output.

Name

HSE24

Legal name

HSE24

Website

http://www.hse24.com/

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

HSE24 is a German home shopping retailer founded in 1995, serving 10.5 million customers across Germany, Austria, and Switzerland through live TV channels, e-commerce, mobile apps, and creator-led livestream shopping across fashion, beauty, jewelry, home, cooking, and health categories.

Ownership category

akta.pro rank

Headquarters

HQ city

Ismaning

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (TV and Online): Direct product sales across multiple categories including fashion, cosmetics, jewelry, home goods, and health products. Revenue generated from merchandise sales through live TV broadcasts, online shop, mobile apps, and call center orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

HSE24 operates an integrated multi-channel home shopping platform that sells fashion, cosmetics, jewelry, home goods, cooking, and health products to consumers in Germany, Austria, and Switzerland. The core offering combines live TV broadcast channels, an e-commerce website, native iOS and Android apps, and livestream shopping with creators, supported by exclusive in-house brands (e.g., Judith Williams, Thomas Rath, Harry Ivens). Customers can order via web, app, phone, or during TV/livestream broadcasts, with delivery and returns handled through DHL and a 30-day free-return policy.

Product overview

HSE24 is a German home shopping company operating a multi-channel retail platform consisting of its core e-commerce online shop (hse.de), three live TV shopping channels (HSE Live TV, HSE Extra Live TV, HSE Trend Live TV), a mobile app for iOS and Android, and a newer livestream shopping feature with creator influencers. The platform offers six main product categories: Mode (Fashion), Kosmetik (Cosmetics), Schmuck & Münzen (Jewelry & Coins), Haus & Wohnen (Home & Living), Kochen (Cooking), and Gesund & Vital (Health & Vital). The company distributes both exclusive in-house brands (such as THOM by Thomas Rath, Helena Vera, Judith Williams, Pfeffinger, Das blaue Wunder, Harry Ivens) and third-party branded merchandise across these categories. The HSE24 ecosystem enables customers to shop via television broadcast, online website, mobile application, and interactive livestreams, with integrated payment methods including PayPal, credit card, invoice, and installment purchase options, and delivery through DHL and Packstation.

Differentiator

Problem solved

Functional benefit

Brands

• HSE Live TV: Main live TV shopping channel broadcasting product showcases and deals.
• HSE Extra Live TV
• HSE Trend Live TV
• HSE in HD

Products and services

• HSE Online Shop (hse.de)
• HSE Live TV Shopping Channels
• HSE24 Mobile App (iOS & Android)
• Livestream Shopping with Creators

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Six partnerships are on record, tiered core and minor.

• DHLcoreChannel Partner/ Reseller/ DistributorLogistics and shipping partnership for order fulfillment. DHL handles delivery of all HSE products with free shipping on select items. Includes DHL Packstation support for flexible parcel collection options.
• DHL PackstationminorChannel Partner/ Reseller/ DistributorConvenient parcel collection service partnered with DHL, allowing customers to pick up orders at automated locker stations.
• Apple App StorecoreChannel Partner/ Reseller/ DistributorDistribution partnership for HSE mobile app availability on iOS devices through Apple's App Store platform.
• Google PlaycoreChannel Partner/ Reseller/ DistributorDistribution partnership for HSE mobile app availability on Android devices through Google Play Store platform.
• KIND HörgeräteminorStrategic or Co-development PartnerPartner for hearing aid products and services, mentioned in service offerings on HSE website.
• PayPalcoreTechnology or IntegrationPayment processing integration enabling customers to pay securely via PayPal for online purchases.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• QVC Group: Largest U.S.-based home shopping TV and e-commerce operator running multiple TV channels and an online storefront. Operates the same live-TV-plus-e-commerce model as HSE24 across multiple geographies, making it the most directly comparable peer globally.
• 1-2-3.tv: Direct German home shopping competitor also broadcasting live TV auctions and e-commerce in DACH. Competes head-to-head with HSE24 in the same German-speaking market with a similar live-TV-plus-online shopping format.
• Channel 21: German home shopping TV channel offering product showcases in fashion, jewelry, beauty, and home goods. Closely comparable to HSE24 in audience, format, and category mix within the DACH market.
• Juwelo TV: Specialized home shopping TV channel focused on jewelry and gemstones in Germany and other European markets. Comparable in distribution model and overlapping category focus with HSE24's Schmuck & Münzen line.

Broad incumbents

• Amazon Germany: Dominant German e-commerce marketplace that competes with HSE24 on selection, price, and convenience across all six HSE24 product categories. A primary structural threat to HSE24's online and livestream growth.
• Zalando: Leading European fashion and lifestyle e-commerce platform with a strong German customer base. Directly competes with HSE24 in the Mode (fashion) and Schuhe (shoes) categories and represents the primary digital benchmark for younger DACH consumers.
• Otto Group: Major German multi-category e-commerce and retail group operating Otto.de and several specialty retailers. Comparable in multi-category, DACH-focused retail breadth and competes with HSE24 across home, fashion, and lifestyle.

Emerging players

• About You: Hamburg-based digital fashion platform targeting younger German-speaking consumers. Overlaps with HSE24's Mode category but focuses on a fundamentally different (younger) demographic, making it both a competitor for wallet share and a benchmark for digital-first positioning.
• Shop LC (formerly Liquidation Channel): U.S. live TV and digital home shopping retailer focused on jewelry, beauty, and lifestyle products. Comparable live-TV-driven GTM and overlapping jewelry/beauty categories, providing a useful digital-first comparison point for HSE24's product mix.

Regional players

• Ideal Shopping Direct (Create and Craft / Ideal World): UK-based home shopping TV and e-commerce operator running live broadcast channels for craft, home, and lifestyle products. Same TV-plus-ecommerce business model as HSE24 but focused on the UK market, making it a structural and format peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/hse24
• LinkedInlinkedin.com/company/hse24

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HSE24