Home Deluxe

What Home Deluxe does

Home Deluxe GmbH is a privately held German e-commerce retailer founded in 2009 and headquartered in Preußisch Oldendorf (operating from Lübbecke, Germany). The company manufactures and sells a broad assortment of house and garden products — spanning bathroom fixtures (bathtubs, shower enclosures, faucets, steam showers, whirlpools), saunas and infrared cabins, indoor living furniture (sofas, beds, tables, lighting, acoustic and wall panels, flooring), garden and outdoor living (garden furniture, WPC decking and privacy fences, terrace coverings, outdoor saunas, hot tubs, lawn equipment), pet supplies, and a Home Wear apparel sub-brand. Pricing ranges from €29 accessories to over €5,000 premium wellness SKUs such as outdoor whirlpools, with a Summer Sale promotional cadence and financing offered via Santander Consumer Bank.

The platform is built on Plentymarkets as the ERP/merchandise management system, with Hotjar and Google Analytics for behavioral analytics, Google AdWords and remarketing for paid acquisition, AWIN/ADCELL for affiliate distribution, JUNE for email automation, and Zeeg for appointment scheduling; trust is anchored by Trusted Shops and Händlerbund Käufersiegel seals. The go-to-market is direct-to-consumer: the homedeluxe.de storefront ships across at least ten European countries (Germany plus Austria, Switzerland, Netherlands, Belgium, France, UK, Poland, Italy, Spain) with multi-currency checkout, supported by a network of company-operated physical showrooms in Germany and a Home Lovers loyalty program. Revenue is generated through one-time product sales (with optional paid assembly services and pay-later options via PayPal, Klarna, Paylado, and Santander), making Home Deluxe a horizontal, multi-category home and garden specialist with a pan-European DTC footprint.

Name

Home Deluxe

Legal name

Home Deluxe GmbH

Website

https://home-deluxe-gmbh.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Home Deluxe GmbH is a German e-commerce retailer founded in 2009 that sells house and garden products — furniture, bathrooms, saunas, outdoor living, pet supplies, and apparel — directly to consumers across at least ten European countries via its homedeluxe.de storefront and German showrooms.

Ownership category

akta.pro rank

Headquarters

HQ city

Lübbecke

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct online retail of furniture, wellness products, garden items, and home accessories. Revenue generated from one-time product purchases with prices ranging from under €100 to over €5,000 for premium items like outdoor whirlpools. Individual shipping costs calculated per order. Assembly services available as optional add-on.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Home Deluxe GmbH manufactures and retails furniture, home furnishings, wellness products, and garden/outdoor items via its online store homedeluxe.de and physical showrooms in Germany. The assortment spans Bathroom (bathtubs, showers, whirlpools, faucets, mirrors), Saunas & Infrared Cabins (indoor/outdoor, barrel saunas), Living/Home (sofas, beds, tables, chairs, massage chairs, acoustic panels, flooring), Garden & Outdoor (WPC fencing, composite decking, garden furniture, outdoor whirlpools, terrace coverings), Pet Supplies, and Home Wear apparel. Orders ship across Germany and Europe via freight forwarders, with optional assembly services, installment financing through Santander, and telephone-based pre-purchase consultation.

Product overview

Home Deluxe operates as an e-commerce retailer specializing in furniture and home living products. The offering is organized as a multi-category platform with distinct product lines spanning Bathroom (bathtubs, showers, bathroom furniture, whirlpools, faucets), Saunas & Infrared Cabins (indoor/outdoor saunas, barrel saunas), Living/Home (sofas, tables, chairs, beds, massage chairs, acoustic panels, lighting, flooring), Garden & Outdoor (whirlpools, garden furniture, WPC fencing, decking, terrace coverings, hot tubs), Pet Supplies (scratching posts, pet beds), and Home Wear apparel (hoodies, t-shirts). The company also offers complementary services including financing options, flexible assembly services, and customer support. Key product brands and series include ALAZIA modular outdoor sofas, CALLADO/CALLATOR PREMIUM WPC fencing, SAMANA composite decking, VENOM wall panels, CIELO/LOMA hanging chairs, and SONIC acoustic panels. The platform functions as both a direct-to-consumer online store and showcases products through Shop The Look curated collections and physical store showrooms.

Differentiator

Problem solved

Functional benefit

Brands

• Home Lovers: Loyalty program offering exclusive benefits, special offers, and Home Wear items for registered members.
• Home Wear

Products and services

• ALAZIA Outdoor Sofa Modular outdoor sofa in light grey with rust-free aluminum structure, Fast-Dry foam for quick drying, water-repellent and weatherproof covers; designed for garden and terrace use.
• CIELO Polyrattan Hängesessel (Hanging Chair) Durable polyrattan hanging chair with frame, featuring elegant design, stable base, and spring-loaded suspension; includes seat, side, and back cushions.
• CLARA LED Solar Tischlampe (Solar Table Lamp) LED solar-powered table lamp with RGB colors and warm white light, integrated solar panel, USB charging cable, and three light levels; suitable for indoor and outdoor use.
• CANTOS Gartentisch (Garden Table) Garden table in wood-look finish measuring 150 x 90 x 75 cm; UV-resistant and abrasion-resistant quality with easy-clean plastic tabletop and robust aluminum frame.
• SEDIA Gartenstuhl (Garden Chair) Stackable set of four garden chairs in anthracite grey with wood-look design, weather-resistant with robust aluminum frame; dimensions 63 x 56 x 85 cm.
• LOMA Hängesessel (Hanging Chair) Folding hanging chair for two persons in beige, sold under the HOME DELUXE brand.
• BEACH Outdoor Whirlpool Outdoor whirlpool with steps and thermal cover for garden use, priced as a premium product.
• SOLIS Terrassenüberdachung (Terrace Covering) Terrace roofing/covering structure in grey with dimensions 495 x 303 x 226/278 cm.
• SAMANA WPC Terrassendielen (Composite Decking) WPC (Wood Plastic Composite) terrace decking complete set including substructure; available in anthracite and light grey, in 10m² and 20m² options.
• CALLADO WPC Sichtschutzzaun (Privacy Fence) WPC privacy fence system with fence elements and posts; part of the CALLADO series and also available in a PREMIUM variant.
• CALLATOR PREMIUM WPC Gartentor (Garden Gate) WPC garden gate available in vertical or horizontal pane configurations; dimensions 90 x 180 cm.
• CALLUX STRIPE Solar LED Nutleiste (LED Strip) Solar-powered LED lighting strip for fence installations; three-piece set with integrated solar panels.
• EMELIA Sonnenliege (Sun Lounger) Sun lounger for outdoor use.
• VENOM Wandpaneel (Wall Panel) Wall panel product line for interior decoration; available in 4-piece sets in Walnut and Anthracite Softtouch Matt finishes, starting at €69.
• WOLGA DELUXE Wellenholzliege (Wave Wood Lounger) Folding wave wood lounger combining natural wood design with comfortable lying surface, priced at €99.
• MIRAL Gartenlounge (Garden Lounge) Garden lounge furniture collection in beige for outdoor living spaces, priced at €279.
• NAILEA Gartenliege (Garden Lounger) Garden lounger in anthracite for outdoor use.
• AMIRI XXL Couchtisch Marmor (Marble Coffee Table) Marble coffee table with extra-large dimensions of 120 x 80 cm; available in black and other color options.
• COZY Sitzsack (Bean Bag) Bean bag with ottoman in beige color.
• SONIC Akustikpaneel (Acoustic Panel)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• plentymarkets GmbHcoreTechnology or IntegrationWarenwirtschaftssystem (merchandise management/ERP system) provider used for order processing and contract fulfillment.
• Händlerbund Management AGminorGTM or Marketing PartnerProvides Käufersiegel (buyer seal) rating and review system for customer trust and review management.
• Trusted Shops GmbHminorGTM or Marketing PartnerTrust badge and buyer protection certification provider. Displays trusted shop seal and collected customer reviews on the website.
• AWIN AGminorGTM or Marketing PartnerAffiliate advertising network for third-party advertisements placement on the Home Deluxe website.
• Firstlead GmbH / ADCELLminorGTM or Marketing PartnerAffiliate tracking partner program for tracking order origins and visitor traffic attribution.
• Google Ireland Limited / Google LLCcoreTechnology or IntegrationProvides multiple services including Google Analytics (web analytics), Google AdWords (advertising/conversion tracking), Google Maps (store locator), YouTube (video content), reCAPTCHA (form security), and remarketing features.
• PayPal (Europe) S.à r.l. et Cie, S.C.A.minorOthersPayment processing service for secure online transactions.
• Klarna Bank ABminorOthersPayment method provider offering buy-now-pay-later and installment options for customers.
• Santander Consumer BankminorOthersProvides financing and installment payment options for larger purchases. Handles credit checks and payment plan processing.
• EPG Financial Services Ltd (Paylado)minorOthersAdditional payment method option for customers.

Recent moves1 record

Expansion highlights5 records

Direct peers

• Wayfair: Largest pure-play online home goods and furniture retailer globally, operating across Europe (including Germany). Direct competitor on assortment breadth, D2C e-commerce model and bulky-goods fulfilment.
• Made.com: European online designer furniture retailer (now under Next plc) selling directly to consumers across multiple European markets. Comparable on D2C model and mid-market furniture positioning.
• Home24: Berlin-based online furniture and home furnishings retailer active across DACH and broader Europe. Competes directly on furniture, living and home accessories assortment via an e-commerce storefront with delivery and assembly services.
• Westwing Group: Munich-headquartered D2C home and living e-commerce company serving Germany and 9+ European countries. Closest like-for-like European peer on category focus, customer profile and curated-assortment model.

Regional players

• JYSK: Scandinavian-headquartered home goods retailer with very strong DACH footprint. Overlaps on garden, living and home accessories assortment at value price points.
• Roller (Roller Möbel): German furniture discounter chain with ~160 stores and growing online shop. Direct competitor for budget- and mid-market home furnishings and garden furniture in Germany.

Broad incumbents

• XXXLutz: Austrian-headquartered European furniture retail giant with strong DACH presence and growing online channel. Competes on furniture, garden and wellness categories at much larger scale.
• IKEA (Ingka Group): Global home furnishing incumbent with extensive DACH presence. Comparable on product categories (furniture, storage, garden, wellness) but operates a predominantly showroom-driven, self-assemble model rather than pure e-commerce.
• Otto (Otto Group): Germany's largest fashion/lifestyle online retailer with a sizable home & living category. Overlaps with Home Deluxe on home furnishings D2C sales to German consumers, but as part of a much wider non-specialist portfolio.
• Amazon Germany: Dominant German marketplace selling furniture, garden, bath and home furnishings via 1P and 3P. Sets the baseline on price, delivery speed and selection that Home Deluxe must compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/deluxesysteme
• Facebookfacebook.com/HomeDeluxe
• LinkedInlinkedin.com/company/home-deluxe-gmbh

Revenue estimate

Valuation estimate

Number of profiles

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 Deluxe