trnd
trnd is a Munich-headquartered collaborative marketing platform that runs Europe's largest word-of-mouth consumer community, connecting brands such as P&G, Unilever, L'Oréal, and Coca-Cola with registered members who test products and generate authentic recommendations across 14+ European markets.
- Company typePrivate
- Founded2005
- HeadquartersMunich, Germany
- Headcount251–500
- GTM typeB2B
- OfferingServices
What trnd does
trnd is Europe's leading collaborative marketing company, operating a consumer community (members called "trndsters") that brands engage to generate authentic word-of-mouth recommendations at scale. Founded in 2005 and headquartered in Munich via parent entity TERRITORY Influence GmbH, trnd recruits voluntary consumers across 14+ European markets, sends them products to test, and collects their reviews, photos, and social posts for redistribution to brand marketers. The company's core technology is trndsphere, a proprietary online community platform that handles campaign recruitment, project participation, content submission, and analytics, augmented by two operational sub-systems: the WOM Activity Index (an internal engagement-scoring mechanism that tracks reports, surveys, and conversations to determine eligibility for future campaigns) and the Wombats rewards system (a gamified points ledger that incentivises activity and referrals).
The business is a hybrid B2B professional services / community-platform model. Brands pay trnd on a quote-based, project and retainer basis to access trndster communities for product launches, sampling, awareness campaigns, and consumer-insight collection; the company has supported 500+ brands since 2005, with named enterprise clients spanning P&G, Unilever, L'Oréal, Coca-Cola, Nestlé, Sony, COTY, Estée Lauder, Henkel, Danone, MARS, and Freixenet. Consumer-side pricing is freemium and free-of-charge, with voluntary participation. Distribution combines a self-serve trndsphere platform with a field-sales TERRITORY Influence agency overlay, organised through five wholly-owned regional subsidiaries covering Middle Europe (Munich/Hamburg), Southern Europe (Barcelona), Western Europe (Paris), and Central Eastern Europe (Budapest/Warsaw). The company is managed by three Managing Directors — Stefan Schumacher, Karsten Hoffmann, and Oliver Reinke — under private ownership with no disclosed venture or private-equity backing and no public listing.
trnd firmographics
Firmographics- Name
- trnd
- Legal name
- TERRITORY Influence GmbH
- Website
- https://trnd.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- trnd is a Munich-headquartered collaborative marketing platform that runs Europe's largest word-of-mouth consumer community, connecting brands such as P&G, Unilever, L'Oréal, and Coca-Cola with registered members who test products and generate authentic recommendations across 14+ European markets.
- Ownership category
- akta.pro rank
Where trnd is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices6 records
Markets served
trnd business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Brand Campaign Services: trnd generates revenue by partnering with brands to run word-of-mouth marketing campaigns. Brands pay for access to the community of consumers who test products and generate authentic recommendations. The agency has supported 500+ brands since 2005, indicating a B2B service model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free consumer membership with voluntary participation |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
trnd product offering
Product offeringCore offering
trnd operates a pan-European collaborative marketing platform that connects enterprise brands with a community of approximately 1.7 million registered consumers ("trndsters"). Brands launch word-of-mouth marketing campaigns on the platform; selected consumers receive products to test and then share honest opinions within their personal networks. The company monetizes these campaigns by selling brand campaign management services to corporate clients.
Product overview
trnd is a collaborative marketing platform operated by TERRITORY Influence GmbH that connects brands with consumers through an online community of registered members called 'trndsters'. The core platform facilitates word-of-mouth marketing campaigns where members receive products to test, share honest opinions, and promote brands to their networks. The platform includes the trnd community platform as the main product, supported by the WOM Activity Index (which tracks member engagement levels) and the Wombats rewards system (which gamifies participation through points). The underlying technology is branded as trndsphere. The service operates across multiple European country-specific sites and has worked with major consumer brands including P&G, Unilever, L'Oréal, Coca-Cola, Nestlé, and Henkel.
Differentiator
Problem solved
Functional benefit
Products and services
- trnd Community Platform Pan-European collaborative marketing platform and consumer community where brands launch word-of-mouth marketing campaigns and registered consumers ("trndsters") apply to test products and share honest opinions with their personal networks. Used by brand marketers to drive product trial, peer recommendations, and authentic advocacy; used by consumers to participate in campaigns and earn Wombats rewards.
- Collaborative Marketing Campaign Services B2B marketing service in which trnd plans, recruits consumer participants, ships products, coordinates feedback, and measures WOM impact (via the WOM Activity Index) for enterprise brand clients across European markets. Sold as a campaign-based service to brand marketers.
Companies that use trnd
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
trnd technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
trnd partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- P&GcoreProcter & Gamble is one of trnd's major brand partners. P&G collaborates with trnd's community of consumers to test products and generate authentic word-of-mouth recommendations across P&G's portfolio of consumer goods brands.
- UnilevercoreUnilever partners with trnd for collaborative marketing campaigns across its portfolio of food, home care, and personal care brands. Consumers test products and share honest recommendations.
- L'OréalcoreL'Oréal collaborates with trnd for beauty and cosmetics product campaigns. Community members test and review products, providing feedback for product development.
- Coca-ColacoreCoca-Cola has partnered with trnd for event-driven campaigns including FIFA World Cup watch parties and product sampling initiatives across European markets.
- NestlécoreNestlé works with trnd on food and beverage product campaigns. The partnership enables consumer testing and authentic recommendations for Nestlé brands.
- COTYcoreCOTY partners with trnd for fragrance and beauty product campaigns. Community members test and promote products to their personal networks.
- Estée LaudercoreEstée Lauder collaborates with trnd for premium cosmetics product sampling and review campaigns in European markets.
- DanonecoreDanone works with trnd on dairy and nutrition product campaigns. Community members provide feedback and share product experiences.
- SonycoreSony partners with trnd for consumer electronics product launches. The community provides authentic reviews and product feedback.
- HenkelcoreHenkel collaborates with trnd for laundry and home care product campaigns. Community members test products and share recommendations.
- MARScoreMARS works with trnd on confectionery and pet care brand campaigns. The partnership enables consumer engagement and authentic product recommendations.
- FreixenetcoreFreixenet partners with trnd for sparkling wine product launches and awareness campaigns in European markets.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
trnd competitors and assessment
Company assessmentEmerging players
- CreatorIQ: CreatorIQ is an enterprise influencer-marketing platform providing creator discovery, campaign management, and analytics. It competes for the same enterprise marketing budgets that trnd targets.
- Aspire (AspireIQ): Aspire is an influencer marketing platform for mid-market and enterprise brands offering creator sourcing, UGC, and affiliate tools — competing for the same brand-side campaign budget as trnd.
- Octoly: Octoly is a creator-sampling and product-discovery platform connecting beauty and lifestyle brands with influencers — overlapping trnd's product-trial campaign model in similar FMCG verticals.
- Mavrck: Mavrck is an influencer-marketing platform focused on consumer brands, providing campaign workflow and measurement. It serves the same CPG/FMCG brand marketers as trnd.
- Tribe (Tribe Dynamics): Tribe is a global influencer marketing platform connecting brands with vetted micro-influencers via a self-serve marketplace. It overlaps with trnd's creator/advocate recruitment and brand-campaign service offering.
Direct peers
- Influenster: Influenster (owned by Bazaarvoice) operates a product-discovery community where members receive samples, write reviews, and share recommendations — directly mirroring trnd's trndster mechanic.
- BzzAgent: BzzAgent is a word-of-mouth marketing network that recruits everyday consumers to test and evangelize brand products. It is the closest direct functional analog to trnd's community-led WOM model.
- Social Native: Social Native is a content-amplification platform that connects brands with creators and consumers to produce authentic user-generated content at scale — comparable in business model and customer profile.
Regional players
- Reachhero: Reachhero is a Munich-based influencer marketing platform serving German-speaking markets. It is regionally comparable to trnd's German operations and competes for the same DACH brand budgets.
Broad incumbents
- Bazaarvoice: Bazaarvoice is a ratings-and-reviews SaaS platform that owns Influenster and supplies UGC and social-proof solutions across retail. It is a broader-scale incumbent addressing adjacent brand-marketing use cases.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
trnd social profiles
Digital presencetrnd financial estimates
Financial estimateRevenue estimate
Valuation estimate
trnd leadership team
Management profileNumber of profiles
Profiles4 records
trnd subsidiaries and ownership
Company hierarchySubsidiaries4 records
trnd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
trnd 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 trnd
What does trnd do?
trnd operates a pan-European collaborative marketing platform that connects enterprise brands with a community of approximately 1.7 million registered consumers ("trndsters"). Brands launch word-of-mouth marketing campaigns on the platform; selected consumers receive products to test and then share honest opinions within their personal networks. The company monetizes these campaigns by selling brand campaign management services to corporate clients.
Is trnd a public or private company?
trnd is a private company. It is classified as corporate owned and is currently operating.
When was trnd founded?
trnd was founded in 2005. It employs 251 to 500 people.
Where is trnd based?
trnd is headquartered in Munich, Germany, in the Europe region.
How does trnd make money?
One revenue line is on record: brand Campaign Services.
Who are trnd's main competitors?
Emerging players on record are CreatorIQ, Aspire (AspireIQ), Octoly, Mavrck and Tribe (Tribe Dynamics). Direct peers are Influenster, BzzAgent and Social Native. Reachhero is listed as a regional player. Bazaarvoice is listed as a broad incumbent.
Does trnd have an API?
No public API is recorded for trnd.