Visual Statements

What Visual Statements does

Visual Statements GmbH is a German publishing and direct-to-consumer commerce company founded in 2014 and headquartered in Freiburg im Breisgau. It operates a multi-brand content platform built around daily German-language motivational, sarcastic, and lifestyle visual quotes, distributed primarily through owned social media accounts on Instagram, Facebook, TikTok, and Pinterest. The company runs ten thematic sub-brands — VS, wrdprn, Lieblingsmensch, Vollzeitprinzessin, Liebelieberdich, mimimi, lalelove, Meerweh, Lieblingskollegen, and Kreisliga Fussball — each targeting a distinct audience vertical such as sarcasm, self-love, motherhood, travel, and workplace humor.

The underlying platform is a Shopify-based e-commerce storefront (shop.visualstatements.net) hosted on Hetzner infrastructure in Germany, with Google Analytics for web measurement and direct shop integrations from social posts. The merchandise catalog spans mugs, T-shirts, posters, greeting cards, mousepads, doormats, tote bags, journals, puzzles, necklaces, pillows, and personalized products, most of which is manufactured in Germany. Six of the brand names are registered trademarks.

The business model is direct-to-consumer one-time purchase sales of branded lifestyle merchandise, primarily to consumers in the DACH region (Germany, Austria, Switzerland), with unit pricing from approximately €2.03 to €29.90 and free-shipping thresholds calibrated per market. The company is founder-managed by Benedikt Böckenförde and Leo Tacke, is privately held with no disclosed external investors, and has 11–50 employees.

Name

Visual Statements

Legal name

Visual Statements GmbH

Website

https://visualstatements.net

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Lifestyle Merchandise and Branded Gifts

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Graphic Design Services (541430)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Miscellaneous Retail (5900), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Online Gift & Novelty Specialty Retail (DTC) (CRALAJAO)

akta.pro secondary industries

Office, Stationery & Craft Supplies DTC (CRAFACAL), Visual Identity & Brand Design Systems (BPAFAEAC), Branded Merchandise & Corporate Gifts (BPAFAMAA)

Keywords

• Lifestyle merchandise
• Inspirational quote publishing
• Branded apparel accessories
• Motivational content commerce
• Social media merchandise

Headquarters

HQ city

Freiburg Im Breisgau

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Merchandise Sales: Visual Statements generates revenue through the sale of branded merchandise featuring their visual quotes and designs. Products include T-shirts, mugs, posters, greeting cards, affirmation cards, mousepads, doormats, tote bags, notebooks, planners, puzzles, necklaces, and other lifestyle products. Products are sold as one-time purchases through their Shopify e-commerce store.
2. E-commerce Platform Revenue: Revenue from direct-to-consumer online sales through shop.visualstatements.net, with shipping to Germany, Austria, and Switzerland. Products priced at various tiers from greeting cards at around €2 to T-shirts at €29.90 and premium items.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Visual Statements GmbH is a German publishing and lifestyle brand that creates motivational, humorous, and sarcastic visual quotes distributed through social media and sells branded merchandise including mugs, T-shirts, posters, greeting cards, mousepads, doormats, tote bags, planners, puzzles, necklaces, pillows, and magnets. The company operates a portfolio of over ten themed sub-brands (VS, wrdprn, Lieblingsmensch, Vollzeitprinzessin, Liebelieberdich, lalelove, mimimi, Meerweh, Lieblingskollegen, Kreisliga Fussball), each targeting distinct life themes and audiences. Products are manufactured in Germany and sold directly to consumers through a Shopify e-commerce storefront serving the DACH region.

Product overview

Visual Statements is a German lifestyle and media brand operating as a multi-sub-brand portfolio company. The core offering centers on branded inspirational, motivational, and humorous quote content delivered through social media (Instagram, Facebook, TikTok, Pinterest) and merchandise. The portfolio consists of nine distinct sub-brands: VS® (core Visual Statements), wrdprn® (sarcasm/humor), Lieblingsmensch® (love/friendship), Vollzeitprinzessin (female empowerment), Liebelieberdich (self-love), lalelove® (motherhood), mimimi® (everyday failures), Meerweh® (travel), and Lieblingskollegen (workplace humor). The merchandise line includes Tassen (mugs), Poster, T-Shirts, Postkarten/Grußkarten (cards), Mousepads, Fußmatten (doormats), Achtsamkeitskarten (mindfulness cards), Stofftaschen (bags), Halsketten (necklaces), Kissen (pillows), Puzzle, Magnete, and Planer/Tagebücher (planners/journals), plus personalization options. Products are primarily manufactured in Germany and sold through the Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• VS® (Visual Statements): Original brand delivering motivating and inspiring content with humorous, sarcastic, and authentic quotes for everyday life.
• wrdprn®
• Lieblingsmensch®
• Vollzeitprinzessin
• Liebelieberdich
• Lieblingskollegen
• Meerweh®
• mimimi®
• lalelove®
• Kreisliga (Kreisliga Fussball)

Products and services

• VS® (Visual Statements) Brand The original Visual Statements brand offering motivational, humorous, and relatable quotes delivered through social media content and branded merchandise for German-speaking audiences seeking daily inspiration.
• wrdprn® Brand A sarcastic and humorous sub-brand delivering wit, irony, and honest commentary about everyday life, annoying situations, and personal shortcomings through content and merchandise for German-speaking audiences.
• Lieblingsmensch® Brand A sub-brand focused on love, friendship, and trust themes, inspiring users with content about meaningful relationships and personal connections through content and merchandise.
• Vollzeitprinzessin Brand A female empowerment sub-brand representing confident, feminine strength with humorous yet profound wisdom, delivered through content and merchandise for women who embrace life with grace and sass.
• Liebelieberdich Brand A self-love and self-acceptance sub-brand inspiring individuals to embrace their true selves and celebrate diversity and individuality through content and merchandise.
• lalelove® Brand A sub-brand for expectant mothers and new moms celebrating the small miracles of life with content about motherhood and family moments, delivered through content and merchandise.
• mimimi® Brand A humorous sub-brand celebrating life's everyday failures and setbacks with self-irony and wit, providing daily comic relief against world-weariness through content and merchandise.
• Meerweh® Brand A travel and wanderlust sub-brand that dreams of exotic destinations and celebrates the feeling of being on the road, inspiring travelers with location content and merchandise.
• Lieblingskollegen Brand A workplace humor sub-brand providing entertaining content from the work world and helping achieve the right work-laugh balance through content and merchandise for professionals.
• Tassen (Mugs/Cups) Ceramic mugs featuring branded quotes and designs, including standard mugs, jumbo mugs, and enamel mugs, sold to consumers in the DACH region through the Shopify storefront.
• Postkarten & Grußkarten (Postcards & Greeting Cards) Postcards and greeting cards for various occasions featuring inspirational and humorous messages, sold to consumers for personal gifting.
• Poster Wall posters featuring quotes and illustrations in various sizes (20x30cm, 30x45cm, 40x60cm, 50x75cm) for home decor, sold to consumers.
• T-Shirts & Sweatshirts Apparel including T-shirts and sweatshirts with branded prints, including oversize fits and standard cuts, sold to consumers for personal wear and gifting.
• Mousepads Desk accessories featuring humorous and motivational designs, sold to consumers for office and home use.
• Fußmatten (Doormats) Decorative doormats with humorous welcome messages, sold to consumers for home entryways.
• Achtsamkeitskarten & Dankbarkeitstagebuch (Mindfulness Cards & Gratitude Journal) Card sets and journals focused on mindfulness, self-reflection, and gratitude practices, sold to consumers seeking personal development tools.
• Stofftaschen & Turnbeutel (Fabric Bags & Gym Bags) Reusable shopping bags and gym bags featuring branded designs, sold to consumers for everyday use and gifting.
• Halsketten (Necklaces) Jewelry items including gold-plated necklaces with inspirational messages, sold to consumers as lifestyle accessories and gifts.
• Kissen (Pillows) Decorative throw pillows featuring branded prints, sold to consumers for home decor.
• Puzzle Jigsaw puzzles featuring branded artwork and quotes, sold to consumers as gifts and leisure items.
• Kühlschrankmagnete (Fridge Magnets) Decorative magnets for refrigerators with humorous and motivational designs, sold to consumers as small gifts and souvenirs.
• Planer & Tagebücher (Planners & Journals) Planning and journaling products including gratitude journals and academic planners, sold to consumers for personal organization and self-reflection.
• Personalisierte Produkte (Personalized Products) Customizable versions of mugs, posters, books, and mousepads with personalized text or designs, sold to consumers for unique gifting and personal use.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Hetzner Online GmbHminorOthersHetzner Online GmbH provides web hosting services for visualstatements.net. The company operates servers located in Germany for hosting the website and associated services.
• DataCo GmbHminorOthersDataCo GmbH provides data protection officer services for Visual Statements, ensuring GDPR compliance. Contact for data protection matters: [email protected].
• DHLminorOthersDHL is the primary shipping partner for Visual Statements' e-commerce orders, handling domestic and international package delivery to Germany, Austria, and Switzerland.

Scale indicators10 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Juniqe: A Berlin-based DTC lifestyle brand selling curated art prints, posters, and design-led lifestyle products. Comparable in product category (posters, lifestyle merchandise) and target market (design-conscious European consumers).
• Posterlounge: A leading German DTC platform for posters, wall art, and lifestyle prints serving DACH consumers with artist-designed decor. Comparable to Visual Statements' poster and wall decor product line and DACH e-commerce focus.
• Cute Guerrilla: A German direct-to-consumer brand specializing in sarcastic, humorous, and motivational quote merchandise (mugs, T-shirts, posters, cards). Closely comparable to Visual Statements' wrdprn and mimimi sub-brands in target audience, product mix, and content-led e-commerce model.
• FTL (F**k The Law): A German DTC brand known for sarcastic, edgy quote and lifestyle merchandise. Closely comparable to Visual Statements' wrdprn sub-brand in tone, audience, and product mix (mugs, T-shirts, accessories), competing directly in the German sarcastic-quote niche.
• Myposter: A German DTC platform specializing in customizable posters, wall art, and photo products. Comparable in product category (posters, wall art), DACH e-commerce focus, and personalization offering.
• Avocadostore: A German marketplace for sustainable and eco-friendly lifestyle products including apparel, home goods, and gifts. Comparable in DACH e-commerce focus, lifestyle/gift positioning, and product breadth across multiple categories.
• Redbubble: A global print-on-demand marketplace for artist-designed apparel, posters, stickers, and home decor. Comparable merchandise categories (T-shirts, posters, mugs, stickers) and online marketplace model, though at vastly larger scale and broader geographic footprint.
• Society6: A US-based marketplace for artist-designed prints, posters, mugs, and lifestyle merchandise. Comparable in product mix (art prints on merchandise), DTC model, and content-to-commerce orientation, though at much larger scale.
• Spreadshirt: A German DTC platform for custom and printed apparel and accessories. Comparable in merchandise category (T-shirts, hoodies, bags) and direct-to-consumer fulfillment model in DACH.
• Desenio: A Scandinavian-origin DTC brand selling posters, art prints, and quote-based wall decor to European consumers. Comparable product mix (posters, quotes, prints) and online-first distribution model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/visualstatements
• Instagraminstagram.com/visualstatements

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Visual Statements