SoGood

Name

SoGood

Legal name

Sogood International GmbH

Website

https://sogood.de

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Bathroom Products Retail

NAICS

Department Stores (4551)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom fixtures retail
• Online sanitary shop
• Shower enclosures online
• Bathtubs and washbasins
• Bathroom renovation products

Headquarters

HQ city

Dietzenbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product sales - Bathroom and sanitary products: Revenue generated through direct online sales of bathroom products including shower enclosures, bathtubs, washbasins, bathroom furniture, WC/bidets, glass sliding doors, bathroom fixtures, heating radiators, and bathroom accessories. One-time purchase model with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

SoGood is an online specialist retailer that sells bathroom, shower, and sanitary products directly to consumers and businesses through its e-commerce storefront sogood.de. The assortment spans shower enclosures, shower trays, washbasins, bathtubs, bathroom furniture, WCs/bidets, glass sliding doors, bathroom faucets, bathroom accessories, and bathroom radiators, primarily under its proprietary doporro brand alongside other branded lines. Orders are fulfilled via own warehouse in Rodgau plus third-party logistics carriers for delivery across Germany and Austria.

Product overview

SoGood is an online specialist retailer for bathroom, shower, and sanitary products based in Germany, operating the e-commerce platform sogood.de. The company offers a comprehensive portfolio of bathroom products under its proprietary doporro brand alongside other branded offerings. The product range spans multiple categories including shower enclosures (Duschkabinen) in various configurations (corner, U-form, pentagonal, round), shower trays (Duschwannen) in mineral cast and acrylic with optional anti-slip surfaces, washbasins (Waschbecken) in mineral cast and ceramic materials, bathtubs (Badewannen) including freestanding acrylic models with integrated faucet systems, bathroom furniture sets with mirrors and washbasin countertops, toilets and bidets, glass sliding doors (Glasschiebetüren) with soft-close mechanisms, bathroom faucets and fixtures, accessories including drain assemblies, and bathroom heaters/towel warmers. The company positions itself as a specialist for sanitary solutions with over 20 years of experience, serving both retail consumers and B2B customers. Products feature safety glass (ESG) with NANO self-cleaning coatings, and the company offers custom-made shower trays with delivery within 3 weeks.

Differentiator

Problem solved

Functional benefit

Brands

• doporro: A sub-brand under SoGood for bathroom products including showers, bathtubs, washbasins, furniture, and heating solutions. Products include shower cabins, glass sliding doors, freestanding bathtubs, and bathroom radiators.

Products and services

• Shower Cabins (Duschkabinen) Shower enclosures and cabins in multiple configurations including corner, U-form, pentagonal, and round showers, featuring ESG safety glass with NANO coating for easy cleaning. Sold to homeowners and trade customers renovating or fitting out bathrooms.
• Shower Trays (Duschwannen) Shower trays made from mineral cast and sanitary acrylic, available with anti-slip functionality and custom sizes. Includes stock sizes delivered in 5–7 working days and custom sizes in 3 weeks.
• Washbasins (Waschbecken) Washbasins in mineral cast and ceramic, available as surface-mounted, built-in, standing, and wall-hung models for residential and trade bathroom installations.
• Bathtubs (Badewannen) Freestanding and built-in bathtubs in acrylic with fiberglass reinforcement, available in rectangular, oval, and freestanding designs, including models with integrated faucet sets for residential bathrooms.
• Bathroom Furniture (Badmöbel) Bathroom furniture sets including mirrors (Badspiegel), complete furniture sets, and washbasin countertops (Waschtischplatte) crafted from environmentally friendly materials.
• WC & Bidet Wall-hung and standing toilets and bidets sold for residential bathroom installation.
• Glass Sliding Doors (Glasschiebetüren) Interior glass sliding doors with soft-close mechanism, ESG safety glass, and various glass finishes including striped and fully satinated patterns, for bathroom and interior separation.
• Bathroom Faucets (Badarmaturen) Design faucets for washbasins, showers, and bathtubs, including concealed installation (Unterputz) models, sold as part of complete bathroom fit-outs.
• Bathroom Accessories (Badzubehör) Bathroom accessories including drain assemblies (Ablaufgarnituren), washbasin plugs, and related installation hardware.
• Bathroom Radiators (Heizkörper) Bathroom heaters and towel warmers made from low-carbon steel with powder coating, available in horizontal and vertical configurations in white and anthracite finishes.

Quantifiable outcome

• More than 100,000 customer reviews demonstrate high customer satisfaction and market trust
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• LionshomeminorGTM or Marketing PartnerLionshome is a German product comparison platform. SoGood displays the Lionshome Partner Seal on its website, indicating an active partnership for product visibility and comparison shopping traffic generation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Duravit: Duravit is a leading German/EU sanitary-ware manufacturer producing washbasins, bathtubs, and bathroom furniture. It overlaps with SoGood's assortment via its product lines sold through retail partners, and increasingly competes via its own DTC channels.
• Hansgrohe: Hansgrohe is a major German/EU manufacturer of bathroom and kitchen faucets, showers, and accessories. Its products are stocked by SoGood, while Hansgrohe's brand stores and DTC channels compete with SoGood on premium shower and faucet sales.
• Villeroy & Boch: Villeroy & Boch is a premium German/EU bathroom manufacturer selling ceramic, bathtub, and furniture lines through DTC channels and partners. It is comparable to SoGood in product overlap but competes primarily as a brand/manufacturer rather than a multi-brand retailer.

Direct peers

• REUTER: REUTER is one of Germany's leading online specialists for bathroom and sanitary products, operating a similar D2C e-commerce model with a comparable broad assortment of showers, bathtubs, washbasins, furniture, and faucets — directly competing with SoGood for German renovation buyers.
• badshop.de: badshop.de is a German online specialist retailer of bathroom and sanitary products covering similar product categories to SoGood (showers, bathtubs, washbasins, accessories), serving both B2C and B2B customers in Germany.
• Megabad: Megabad is a large German online bathroom retailer with an extensive assortment of sanitary products, premium-brand partnerships, and configurator tools. It competes head-to-head with SoGood in D2C bathroom e-commerce and overlapping product categories.
• Sanitärshop (sanitaershop.de): Sanitärshop is a German online retailer focused on sanitary and bathroom products, with a comparable catalog of showers, bathtubs, and installation accessories, targeting both end consumers and trade buyers in Germany.

Broad incumbents

• Wayfair: Wayfair operates a major German online home-goods marketplace including bathroom fixtures and accessories. It competes with SoGood on selection, pricing, and logistics subsidies, even though its core model is marketplace rather than specialist.
• Hornbach: Hornbach is a major German home-improvement retailer with significant online and in-store bathroom assortments. While not a pure-play bathroom specialist, it competes with SoGood across multiple product categories and customer segments.
• Bauhaus: Bauhaus is a leading European DIY and home-improvement chain with substantial bathroom and sanitary ranges online and in-store. It overlaps with SoGood's categories but at much broader scale and with different GTM (omnichannel big-box).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/doporro.baddesign
• Instagraminstagram.com/doporro_baddesign
• Pinterestpinterest.de/doporro_baddesign
• LinkedInlinkedin.com/company/sogood-international-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SoGood