KabelDirekt
KabelDirekt is a German e-commerce retailer of consumer and professional cables (HDMI, network, audio, USB) and electronic accessories, selling via its own Shopify store and Amazon across ~30 European countries, the US, and Canada. It also serves B2B customers with volume pricing, custom manufacturing, and a KD Essentials kitchen-and-organization sub-brand.
- Company typePrivate
- Founded2010
- HeadquartersSchenefeld, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What KabelDirekt does
KabelDirekt is a privately held German e-commerce retailer (operating company: Idel Versandhandel GmbH) that designs and distributes a broad portfolio of consumer and professional cables and electronic accessories. Founded in 2010 by Thorben Idel in Hamburg and currently managed by Felix Idel and Axel Idel, the company runs a dual-channel model: a first-party Shopify storefront at kabeldirekt-store.de and a marketplace presence on Amazon Germany and other international Amazon stores, with shipping localized to roughly 30 European countries plus the US and Canada. The catalog covers HDMI, DisplayPort, DVI, VGA, antenna/SAT, network (CAT6/7/8), audio (jack, RCA, speaker, TOSLINK), USB, SATA/Molex, and optical HDMI cables, alongside USB adapters, hubs, and cable-management accessories — approximately 800 SKUs backed by ~3 million items in stock and an average 12-hour shipping processing time. Products are developed in Germany with multi-stage quality controls and manufactured in licensed facilities worldwide, with optical HDMI supporting interference-free runs up to 100 meters.
The business generates revenue through one-time hardware sales across its cable and accessory portfolio, with a horizontal segmentation approach that serves both individual consumers and business customers. B2C is priced per unit via the storefront and Amazon, while B2B (IT installations, system integrators, government, education) operates on quote-based volume discounts, 21-day invoicing (with XRechnung/E-Invoice), a Try & Buy sample program for optical HDMI, and Private Label/custom manufacturing for OEM and promotional use. A second sub-brand, KD Essentials (launched 2012), extends the catalog into FSC-certified bamboo kitchen and home-organization products (cutting boards, storage boxes, organizers), diversifying the revenue mix beyond core cabling. No external funding, M&A, or institutional ownership has been disclosed; the company is family-controlled and self-classifies as a Mittlere Kapitalgesellschaft under HGB criteria.
KabelDirekt firmographics
Firmographics- Name
- KabelDirekt
- Legal name
- Idel Versandhandel GmbH
- Website
- https://kabeldirekt-store.de
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- KabelDirekt is a German e-commerce retailer of consumer and professional cables (HDMI, network, audio, USB) and electronic accessories, selling via its own Shopify store and Amazon across ~30 European countries, the US, and Canada. It also serves B2B customers with volume pricing, custom manufacturing, and a KD Essentials kitchen-and-organization sub-brand.
- Ownership category
- akta.pro rank
KabelDirekt industry classification
Industry- Product category
- Consumer Electronics Accessories
- NAICS
- Electronics and Appliance Retailers (4492), Electronic Connector Manufacturing (334417)
- SIC
- Wholesale-Electronic Parts & Equipment, Nec (5065), Wholesale-Electrical Appliances, Tv & Radio Sets (5064)
- akta.pro primary industry
- Cables, Connectors & Wiring Harnesses Retail (CRACAKAE)
- akta.pro secondary industry
- Cables, Mounts & Installation Accessories Retail (HDMI, Wall Mounts, Stands) (CRACAEAJ)
Keywords
Where KabelDirekt is headquartered
LocationHeadquarters
- HQ city
- Schenefeld
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
KabelDirekt business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue from direct sales through own online store (kabeldirekt-store.de) to consumers and business customers purchasing cables and electronics accessories.
- Marketplace Sales: Sales through Amazon marketplace, where KabelDirekt is one of the largest brands for high-quality cable solutions in Germany and other markets.
- Private Label / Custom Manufacturing: Custom cable manufacturing under customer brand names, available for larger order quantities with flexible lengths, colors, materials, and custom connectors.
- B2B Volume Sales: Volume discounts and project pricing for business customers, IT installations, system houses, and public tenders.
- KD Essentials Brand Extension: Kitchen accessories and home organization products under the KD Essentials sub-brand, including bamboo cutting boards, storage boxes, and organizers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | KD Essentials Bamboo Storage Boxes |
| Unit Pricing | Pay-as-you-go | KD Essentials Cabinet Organizer |
| Unit Pricing | Pay-as-you-go | KD Essentials Hanging Baskets |
| Unit Pricing | Pay-as-you-go | KD Essentials Bamboo Cutting Boards |
| Other | Multi-year contract | B2B Volume Discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
KabelDirekt product offering
Product offeringCore offering
KabelDirekt designs, develops, and sells branded cables and electronics accessories, including HDMI, DisplayPort, DVI, VGA, network (CAT6/7/8), audio, USB, and internal PC cables, as well as cable management products. The portfolio also features the KD Essentials sub-brand offering bamboo kitchen and home organization accessories, combined with B2B services such as custom/Private Label manufacturing, a Try & Buy sample program, and invoice purchasing with 21-day payment terms.
Product overview
KabelDirekt is a German e-commerce company specializing in high-quality cables and electronic accessories. The core product portfolio centers on audio/video cables (HDMI, DisplayPort, DVI, VGA, SAT, antenna), network cables (CAT6, CAT7, CAT8), audio cables (jacks, RCA, speaker, TOSLINK), and USB/PC cables. Products are developed in Germany and manufactured worldwide in licensed facilities. The company also operates a sub-brand called KD Essentials, which offers bamboo-based kitchen accessories (cutting boards, storage boxes, organizers) and home office products. B2B services include custom manufacturing (Private Label), a Try & Buy sample program, invoice purchasing with 21-day payment terms, and volume discounts. The product range encompasses approximately 800 products with global market presence and over 10 million customers.
Differentiator
Problem solved
Functional benefit
Brands
- KD Essentials: Sister brand introduced in 2012, offering high-quality cable accessories, storage solutions, and organization products including bamboo cutting boards, storage boxes, kitchen organizers, and hanging baskets.
Products and services
- HDMI Kabel High-quality HDMI cables in all versions, lengths, and materials for home theater, gaming, and professional applications. Developed in Germany and manufactured worldwide in licensed facilities.
- DisplayPort Kabel DisplayPort cables in various lengths and specifications for high-resolution gaming, productive work, and professional image editing with reliable signal transmission.
- DVI Kabel DVI (Digital Visual Interface) cables for video connectivity solutions.
- VGA Kabel VGA cables for legacy video display connections.
- Antennenkabel Antenna cables for television and radio signal reception.
- SAT Kabel Satellite cables for satellite TV reception installations.
- CAT6 Netzwerkkabel CAT6 network cables for reliable data transmission in networking installations.
- CAT7 Netzwerkkabel CAT7 network cables guaranteeing fast and stable data transmission for highest demands, ideal for gaming, streaming, and professional network installations with first-class shielding.
- CAT8 Netzwerkkabel CAT8 network cables for highest-speed data transmission and professional network infrastructure.
- Klinkenkabel Audio jack cables for connecting audio devices.
- Cinch Kabel RCA/phono cables for audio and video connections.
- Lautsprecherkabel Speaker cables for audio system connections.
- TOSLINK Kabel Optical audio cables (S/PDIF) for digital audio signal transmission.
- USB Kabel USB cables for data transfer and device charging.
- SATA & Molex Kabel Internal computer power and data cables for storage drives and components.
- USB Adapter & Hubs USB adapters and hubs for expanding connectivity options.
- KD Essentials Aufbewahrungsboxen aus Bambus Stackable and combinable bamboo storage boxes available in large (€22.59), medium, and small sizes with matching lids sold separately. Made from 100% sustainable FSC-certified bamboo under the KD Essentials sub-brand.
- KD Essentials Spülschrank-Organizer Full-metal kitchen cabinet organizer with 2 pull-out shelves for under-sink storage, priced at €35.99. Load capacity up to 15 kg, dimensions 27 x 38 x 34 cm.
- KD Essentials Küchen-Hängekorb (Mesh-Design) Set of 2 under-shelf hanging baskets with mesh design for flexible storage, priced at €20.99. Load capacity up to 5 kg, fits shelf thickness up to 19 mm.
- KD Essentials Küchen-Hängekorb (Grid-Design) Set of 2 under-shelf hanging baskets with grid design for versatile storage solutions.
- KD Essentials Schneidebrett aus Bambus (XL) Extra-large bamboo cutting board with juice groove and grip handles, priced at €34.99. Dimensions 35 x 28 x 3 cm, working surface 32 x 26.5 cm. Made from food-safe, antiseptic bamboo material.
- KD Essentials Schneidebrett aus Bambus (M) Medium-size bamboo cutting board with juice groove and grip handles, priced at €24.99. Dimensions 28 x 19.5 x 3 cm, working surface 25 x 18 cm.
- Individualanfertigungen (Private Label) Custom cable manufacturing service for B2B customers and promotional use, with custom branding/logo, flexible lengths, individual colors, and customer-specific connectors. Available for larger order quantities.
- Try & Buy Programm Free sample program allowing B2B customers to test optical HDMI cables risk-free in their configuration before purchase.
Quantifiable outcome
- 10+ million customers served globally
- +2 more outcomes
Companies that use KabelDirekt
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
KabelDirekt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
KabelDirekt partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AmazoncoreMajor marketplace channel partner. KabelDirekt is one of the largest brands for high-quality cable solutions on Amazon in Germany and many other markets. Products are sold through Amazon marketplace alongside the company's own e-commerce store.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
KabelDirekt competitors and assessment
Company assessmentDirect peers
- Rankie: Cable and accessories brand with strong Amazon marketplace presence selling HDMI, USB, and audio cables. Competes with KabelDirekt on similar SKUs and consumer target segments through the same Amazon channel.
- Goobay: German cable and electronics accessories brand offering networking, AV, and charging cables for consumer and B2B customers across Europe. Comparable assortment to KabelDirekt with similar pricing positioning in German-speaking markets.
- Anker: Leading global consumer electronics accessories brand selling USB cables, chargers, hubs, and HDMI products primarily through Amazon. Directly competes with KabelDirekt on cables and connectivity accessories across the same Amazon marketplaces.
- UGREEN: Chinese consumer electronics accessories brand offering a broad range of cables, chargers, USB hubs, and connectivity products with strong Amazon marketplace presence in Europe and globally. Direct head-to-head competitor to KabelDirekt on HDMI, USB, and network cable categories.
- InLine: German accessories and cable brand offering HDMI, USB, network, and AV cables for consumer and IT markets. Direct German-market competitor with overlapping distribution through e-commerce and retail channels.
- Cable Matters: Direct-to-consumer cable and connectivity brand with strong presence on Amazon US and Europe. Competes head-to-head with KabelDirekt on HDMI, DisplayPort, USB-C, and network cables sold to consumers and small businesses.
- Hama: Established German accessories brand selling cables, photo, audio, and consumer electronics accessories across Europe. Competes with KabelDirekt in the German retail and e-commerce channels for cables and AV accessories.
- StarTech.com: Specialist IT cables and connectivity brand targeting system integrators, IT professionals, and enterprise customers. Comparable to KabelDirekt's B2B/IT installation customer base with a focus on professional-grade networking, AV, and connectivity cables.
- Amazon Basics: Amazon's private label for consumer electronics accessories including HDMI, USB, and network cables. Directly competes with KabelDirekt on the Amazon marketplace, often at lower price points, making it the principal commoditizing competitor.
Broad incumbents
- Belkin: Established US-based brand (owned by Foxconn) offering a wide portfolio of cables, chargers, docks, and connectivity accessories for consumer and enterprise markets. Overlaps directly with KabelDirekt's HDMI, USB, and network cable offerings but operates at a much broader scale and product range.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
KabelDirekt social profiles
Digital presenceKabelDirekt compliance and trust
Trust signalCompliance2 records
KabelDirekt financial estimates
Financial estimateRevenue estimate
Valuation estimate
KabelDirekt leadership team
Management profileNumber of profiles
Profiles2 records
KabelDirekt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KabelDirekt M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KabelDirekt
What does KabelDirekt do?
KabelDirekt designs, develops, and sells branded cables and electronics accessories, including HDMI, DisplayPort, DVI, VGA, network (CAT6/7/8), audio, USB, and internal PC cables, as well as cable management products. The portfolio also features the KD Essentials sub-brand offering bamboo kitchen and home organization accessories, combined with B2B services such as custom/Private Label manufacturing, a Try & Buy sample program, and invoice purchasing with 21-day payment terms.
Is KabelDirekt a public or private company?
KabelDirekt is a private company. It is classified as family owned and is currently operating.
When was KabelDirekt founded?
KabelDirekt was founded in 2010. It employs 11 to 50 people.
Where is KabelDirekt based?
KabelDirekt is headquartered in Schenefeld, Germany, in the Europe region.
How does KabelDirekt make money?
Five revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales, private Label / Custom Manufacturing, B2B Volume Sales and KD Essentials Brand Extension.
Who are KabelDirekt's main competitors?
Direct peers on record are Rankie, Goobay, Anker, UGREEN, InLine, Cable Matters, Hama, StarTech.com and Amazon Basics. Belkin is listed as a broad incumbent.
Does KabelDirekt have an API?
No public API is recorded for KabelDirekt.
What industry is KabelDirekt in?
KabelDirekt's product category is Consumer Electronics Accessories. Its primary akta.pro industry code is CRACAKAE, Cables, Connectors & Wiring Harnesses Retail, with a secondary code of CRACAEAJ, Cables, Mounts & Installation Accessories Retail (HDMI, Wall Mounts, Stands). Its NAICS code is 4492 and its SIC code is 5065.