slewo
- Company typePrivate
- Founded2010
- HeadquartersZimmern Ob Rottweil, Germany
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
slewo firmographics
Firmographics- Name
- slewo
- Legal name
- slewo GmbH
- Website
- https://slewo.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
slewo industry classification
Industry- Product category
- Online Furniture & Home Furnishings Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912), Furniture Retailers (449110), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)
Keywords
Where slewo is headquartered
LocationHeadquarters
- HQ city
- Zimmern Ob Rottweil
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
slewo business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Furniture and home goods e-commerce: slewo.com generates revenue through one-time product sales of furniture, mattresses, bedding, and home accessories. Customers purchase directly through the online shop at listed retail prices, with periodic discount promotions (up to 13% cart discount, seasonal sales). Revenue is transaction-based and non-recurring per order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
slewo product offering
Product offeringCore offering
slewo.com is a direct-to-consumer online retailer selling a large, extensive range of current furniture, mattresses, and home accessories to German-speaking consumers in Germany, Austria, and Switzerland. The catalog spans bedroom (solid-wood beds, wardrobes, nightstands), living room, dining room, and children's room furniture, alongside mattresses (pocket spring, cold foam, latex, memory foam, gel), slatted frames, bedding and home textiles. Products are sold through country-specific storefronts (slewo.com, at.slewo.com, ch.slewo.com) with multilingual support and shipped via DHL, DPD, and Fröde.
Product overview
slewo.com is an online furniture and home furnishings retailer offering a broad, multi-category portfolio of products. The core offering centers on bedroom furniture (solid wood beds, wardrobes, nightstands, vanity tables), living room furniture (sofas, cabinets, display cabinets/Vitrinen), and dining room furniture (tables, chairs, benches). Adjacent to furniture, the company sells mattresses across multiple technologies (pocket spring/Taschenfederkern, cold foam, latex, memory foam/Viscoschaum, gel), bedding and home textiles (bedding sets, Tencel, flannel), and accessories. The product portfolio is organized primarily by room/life category (Schlafzimmer, Wohnzimmer, Esszimmer, Kinderzimmer, Bad, Büro, Garten) and secondarily by brand. Key branded lines include BlackWood (solid wood beds), Hasena (Swiss upholstered bedroom furniture), 3S Frankenmöbel (solid wood dining tables), designline (upholstered dining), SIT (industrial dining furniture), Faktorei (rustic-industrial pieces), and premium labels such as Vondom and JOOP!. The company also operates a consumer advisory guide (Ratgeber) with purchasing advice and sleep-related content, and maintains a SALE/Schnäppchen channel for discounted items. The business model is purely e-commerce, with multi-language support for German, English, French, Spanish, and Italian markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Massivholzbetten (Solid Wood Beds) A large selection of solid-wood beds in designs such as wild oak (Wildeiche) and other natural woods, sold to private retail consumers in the DACH region seeking sustainable bedroom furniture. Example price range: €555 to €1,929.
- Schlafzimmermöbel (Bedroom Furniture) Bedroom furniture collection including beds, wardrobes, dressers, vanity tables, and nightstands, with a focus on solid materials, natural textures, and a Modern Rustic styling, sold to retail consumers in DACH markets.
- Esstische (Dining Tables) Stylish dining tables spanning solid wood, glass, and metal combinations to fit a range of dining room styles, sold to DACH retail consumers. Example price range: €369 to €2,399.
- Wohnzimmermöbel (Living Room Furniture) Living room furniture including sofas, armchairs, cabinets, sideboards, display cabinets (Vitrinen), and wine racks, with a retro, textural, and glass-element design emphasis, sold to retail consumers in DACH markets.
- Kinderzimmer-Möbel (Children's Room Furniture) Furniture designed for children's rooms, including bunk beds and play-oriented furnishings, sold to retail consumers with families across DACH markets.
- Matratzen & Lattenroste (Mattresses & Slatted Frames) A comprehensive range of mattresses in pocket-spring (Taschenfederkern), cold-foam (Kaltschaum), latex, memory-foam (Viscoschaum), and gel variants, paired with matching slatted frames and bedding accessories for DACH consumers.
- Bettwäsche & Heimtextilien (Bedding & Home Textiles) Bedding including reversible bedding sets, pillow and duvet fillings, bed linen in materials such as Mako-Satin and flannel (Biber), plus home textiles such as cushions and blankets, sold to DACH consumers.
- BlackWood Brand Shop (Solid Wood Furniture Line) A curated brand shop featuring BlackWood solid-wood beds and furniture, including the Dolce Vita series, sold to retail consumers seeking distinctive solid-wood designs in the DACH region.
- Hasena Brand Shop (Swiss Bedroom Furniture) A dedicated shop section offering Hasena, a Swiss manufacturer of high-quality bedroom furniture, featuring upholstered beds and headboard designs for DACH retail consumers.
- 3S Frankenmöbel Brand Shop (Solid Wood Dining Tables) A 3S Frankenmöbel brand shop offering solid-wood dining tables and bedroom furniture, including wild-oak and acacia models, sold to DACH consumers.
- designline Brand Shop (Upholstered Dining) A designline brand shop offering dining room furniture including upholstered dining benches, tables, and accessories for DACH consumers.
- SIT Brand Shop (Industrial Dining) A SIT brand shop featuring dining room furniture including rattan chairs, wine racks, and table bases in industrial styles, targeting DACH consumers.
- Faktorei Brand Shop (Industrial / Rustic Furniture) A Faktorei brand shop offering industrial-style and rustic furniture pieces, including wine cabinets in vintage style and unique table designs, for DACH consumers.
- Beco Matratzen Brand Shop (Mattresses) A Beco Matratzen brand shop offering mattresses and bedding products sold to retail consumers in DACH markets.
- Salesfever Brand Shop (Contemporary Furniture) A Salesfever brand shop offering contemporary and trend-focused dining room and living room furniture at competitive prices for DACH consumers.
- La Casa Brand Shop (Bedroom & Living) A La Casa brand shop for bedroom and living room furnishings sold to retail consumers in DACH markets.
- Wolf Möbel Brand Shop (Solid Wood Dining Tables) A Wolf Möbel brand shop offering solid-wood dining tables such as the Tucson series with extension leaves, sold to DACH consumers.
- Vondom Brand Shop (Designer Indoor/Outdoor Furniture) A Vondom brand shop presenting designer indoor and outdoor furniture pieces to retail consumers in the DACH region.
- JOOP! Brand Shop (Designer Bedding) A JOOP! brand shop featuring designer bedding collections such as the Mako-Satin Cornflower collection, sold to DACH consumers.
- Forestales Brand Shop (Modern Rustic Solid Wood Beds) A Forestales brand shop featuring the Riverside solid-wood bed collection in wild oak or core birch (Kernbuche), embodying the Modern Rustic style for DACH consumers.
- Hefel Brand Shop (Tencel Bedding) A Hefel brand shop specializing in luxury Tencel bedding collections with a wide range of colors for DACH consumers.
- Irisette Brand Shop (Bedding & Home Textiles) An Irisette brand shop offering bedding and home textiles sold to DACH retail consumers.
- Frankenstolz Brand Shop (Mattresses & Bedding) A Frankenstolz brand shop for mattresses and bedding products sold to retail consumers in DACH markets.
- Schösswender Brand Shop (Upholstered Furniture) A Schösswender brand shop offering upholstered furniture and living room pieces sold to DACH consumers.
- Klenk Brand Shop (Wood Furniture) A Klenk brand shop specializing in high-quality wood furniture sold to DACH consumers.
- meise.möbel Brand Shop (Contemporary Furniture) A meise.möbel brand shop for contemporary furniture sold to DACH retail consumers.
- Schnäppchen & SALE (Discounted Furniture Clearance) A dedicated clearance and sale category on slewo.com featuring reduced-price furniture and accessories with discounts of up to 49% off regular prices, available to retail consumers in DACH markets.
- slewo.com Ratgeber (Advisory Buyer's Guide) An extensive editorial buyer's guide providing expert advice and tips on furniture, mattresses, and home textile purchasing decisions, including buying guides and sleep science articles, available to all slewo.com visitors.
Companies that use slewo
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
slewo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
slewo partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights4 records
slewo competitors and assessment
Company assessmentBroad incumbents
- Otto (Otto Group): Germany's largest general online retailer with a major furniture and home category; competes with slewo for DACH furniture e-commerce spend but across a much wider product portfolio.
- Wayfair: Global online furniture and home goods giant operating in DACH through wayfair.de; competes with slewo on the same online furniture category but at vastly greater scale and assortment breadth.
- XXXLutz: Austrian-headquartered European furniture retail leader with both physical stores and a growing online channel; competes with slewo in DACH but with omnichannel scale and private-label manufacturing that slewo lacks.
- IKEA (Inter IKEA / Ingka): Global furniture retailer with strong DACH presence and major e-commerce operations; competes with slewo for the same mid-market furniture consumer with broader assortment and own-brand manufacturing.
- Amazon Germany Home: Amazon's German home and furniture category is the dominant horizontal marketplace competing for the same DACH shoppers; its scale, logistics, and Prime delivery set the competitive floor slewo must clear.
Direct peers
- Westwing Group: Berlin-based vertical online retailer for furniture and home accessories in DACH and Europe; directly comparable to slewo in target customer (DACH consumers), product mix (curated home/furniture), and e-commerce-only model.
- Home24: Berlin-based online furniture and home accessories retailer operating across DACH and broader Europe; comparable to slewo as a vertical furniture e-tailer with similar assortment breadth and customer demographic.
- Baur Versand: German catalog and online retailer with a strong furniture and home assortment targeting DACH consumers; comparable to slewo as a German-origin multi-category online home goods retailer with similar demographic focus.
- Livingo: German online furniture outlet focused on branded furniture at discount prices; directly comparable to slewo in DACH e-commerce furniture, particularly in competing for deal-driven furniture shoppers.
Regional players
- Möbelix: Austrian discount furniture retailer (XXXLutz group) operating across Austria and parts of DACH; overlaps with slewo's Austrian customer base on mid-market furniture, though with a primarily physical store model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
slewo social profiles
Digital presenceslewo financial estimates
Financial estimateRevenue estimate
Valuation estimate
slewo leadership team
Management profileNumber of profiles
slewo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
slewo 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 slewo
What does slewo do?
slewo.com is a direct-to-consumer online retailer selling a large, extensive range of current furniture, mattresses, and home accessories to German-speaking consumers in Germany, Austria, and Switzerland. The catalog spans bedroom (solid-wood beds, wardrobes, nightstands), living room, dining room, and children's room furniture, alongside mattresses (pocket spring, cold foam, latex, memory foam, gel), slatted frames, bedding and home textiles. Products are sold through country-specific storefronts (slewo.com, at.slewo.com, ch.slewo.com) with multilingual support and shipped via DHL, DPD, and Fröde.
Is slewo a public or private company?
slewo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was slewo founded?
slewo was founded in 2010. It employs 1 to 10 people.
Where is slewo based?
slewo is headquartered in Zimmern Ob Rottweil, Germany, in the Europe region.
How does slewo make money?
One revenue line is on record: furniture and home goods e-commerce.
Who are slewo's main competitors?
Broad incumbents on record are Otto (Otto Group), Wayfair, XXXLutz, IKEA (Inter IKEA / Ingka) and Amazon Germany Home. Direct peers are Westwing Group, Home24, Baur Versand and Livingo. Möbelix is listed as a regional player.
Does slewo have an API?
No public API is recorded for slewo.
What industry is slewo in?
slewo's product category is Online Furniture & Home Furnishings Retail. Its primary akta.pro industry code is CRAEAGAA, Traditional Variety Stores (General Variety & Five-and-Dime). Its NAICS code is 4491 and its SIC code is 5712.