Die Moderne Hausfrau
Die Moderne Hausfrau is a German direct-to-consumer e-commerce retailer (operated by Walz Leben & Wohnen GmbH, Bad Waldsee) selling household goods, kitchen, living, garden, health, clothing, and gift products to German household consumers via its own online shop and a network of exclusive private-label brands.
- Company typePrivate
- Founded1967
- HeadquartersBad Waldsee, Germany
- Headcount—
- GTM typeB2C
- OfferingServices
What Die Moderne Hausfrau does
Die Moderne Hausfrau is a Germany-only direct-to-consumer e-commerce retailer that sells household goods, kitchen utensils, living accessories, garden products, health and care items, clothing and shoes, and gift ideas to German household consumers. The storefront is operated by Walz Leben & Wohnen GmbH, a private limited company (HRB 732446, Amtsgericht Ulm) headquartered at Steinstraße 28, 88339 Bad Waldsee, and managed by Michael Egbers and David Weidemann. The brand traces back to 1967 and combines a long-running mail-order heritage with a modern online shop at moderne-hausfrau.de.
Die Moderne Hausfrau firmographics
Firmographics- Name
- Die Moderne Hausfrau
- Legal name
- Walz Leben & Wohnen GmbH
- Website
- https://moderne-hausfrau.de
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Short description
- Die Moderne Hausfrau is a German direct-to-consumer e-commerce retailer (operated by Walz Leben & Wohnen GmbH, Bad Waldsee) selling household goods, kitchen, living, garden, health, clothing, and gift products to German household consumers via its own online shop and a network of exclusive private-label brands.
- Ownership category
- akta.pro rank
Where Die Moderne Hausfrau is headquartered
LocationHeadquarters
- HQ city
- Bad Waldsee
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Die Moderne Hausfrau business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: The company generates revenue through direct product sales of household goods, kitchen utensils, living accessories, garden products, health and care products, clothing, shoes, and gifts. Customers purchase individual items at listed prices with no subscription component. Revenue is one-time transaction-based from end consumers in the German market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Die Moderne Hausfrau product offering
Product offeringCore offering
Die Moderne Hausfrau is a direct-to-consumer e-commerce retailer operating as the online shop of Walz Leben & Wohnen GmbH, selling household goods, kitchen utensils, living accessories, garden products, health and care items, clothing and shoes, and gift ideas to German consumers. The offering combines exclusive private-label sub-brands (Genialo, viva domo, wonderwalk, wedolina, mayenvital, TRI, DMH, You2Toys, WUNDMED) with curated third-party brands, ships within Germany via DHL, südmail, and dpd, and supports payment through invoice, PayPal, Klarna, Apple Pay, credit card, and prepayment.
Product overview
Die Moderne Hausfrau is an e-commerce platform operated by Walz Leben & Wohnen GmbH offering a diverse portfolio of household and lifestyle products. The business model combines exclusive private-label brands with curated third-party brands. Private-label sub-brands include: Genialo (household and kitchen goods), viva domo (living accessories and home textiles), wonderwalk (footwear), Wonderwalk Home (indoor slippers), wedolina (comfort footwear), mayenvital (health products), TRI (diverse lifestyle goods), DMH (gift products), You2Toys (adult wellness), and WUNDMED (medical supplies). The platform spans seven core product categories: Kitchen Utensils, Household Goods, Living Accessories, Garden Accessories, Clothing & Shoes, Health & Care, and Gift Ideas. Third-party brands include Nicer Dicer, Dr. Oetker, Gardena, and many others. The site functions as a multi-category marketplace with integrated e-commerce capabilities including multiple payment options (Apple Pay, PayPal, Klarna, credit cards, bank transfer), loyalty programs (PAYBACK), and various shipping providers (DHL, Südmail, DPD).
Differentiator
Problem solved
Functional benefit
Brands
- genialo: Exclusive brand offering household and kitchen products
- viva domo
- wonderwalk
- wonderwalk Home
- mayenvital
- wedolina
- TRI
- DMH
- You2Toys
Products and services
- Kitchen Utensils (Küchenutensilien) Comprehensive product category offering kitchen utensils, bakeware, cookware, kitchen textiles, kitchen helpers, and kitchen electrical appliances for German household consumers, sourced via exclusive brands Genialo, Wenko, Metaltex, Fackelmann, Zenker, and Nicer Dicer.
- Household Goods (Haushaltswaren) General household product category covering storage and organization solutions, cleaning supplies, ironing accessories, trash bins, and home maintenance items for German households.
- Living Accessories (Wohnaccessoires) Home living product category offering decorative items, lighting, clocks, textiles, bathroom accessories, and office supplies for interior design, sourced via exclusive brands viva domo, Wenko, Easymaxx, Metaltex, K&N Schurwolle, and Rotho.
- Garden Accessories (Gartenaccessoires) Garden product category covering garden furniture, decorations, plant accessories, grills, solar lights, weather stations, and outdoor living items, sourced via exclusive brands Genialo, viva domo, Captain Green, MediaShop, Wenko, and Gardena.
- Clothing & Shoes (Bekleidung) Fashion and footwear category including women's and men's clothing, shoes, accessories, bags, underwear, jewelry, and watches across multiple brands.
- Health & Care (Gesundheit) Health and wellness product category including daily living aids, fitness equipment, incontinence products, personal care items, plasters, bandages, and rehabilitation supplies, sourced via exclusive brands mayenvital, TRI, and WUNDMED.
- Gift Ideas (Geschenkideen) Gift selection category including craft supplies, leisure items, themed gifts, gift vouchers, and curated gifts for various recipients and occasions, including adult lifestyle items via the You2Toys sub-brand.
Companies that use Die Moderne Hausfrau
Customer profileSegments1 record
Ideal customer profiles1 record
Die Moderne Hausfrau technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Die Moderne Hausfrau partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- PAYBACKcorePAYBACK is a loyalty program partnership allowing customers to accumulate points with every purchase. This partnership drives customer retention and repeat purchases while providing additional value to customers.
- DHLcoreDHL is one of the primary shipping and logistics partners for Die Moderne Hausfrau, handling domestic German deliveries from the company's distribution operations.
- südmailminorsüdmail serves as an additional shipping and logistics partner for domestic German deliveries.
- dpdminordpd serves as an additional shipping and logistics partner for domestic German deliveries.
- Klarna Bank AB (publ)coreKlarna provides payment services including invoice purchase (Rechnungskauf), installment plans (Ratenkauf), immediate bank transfer (Sofortüberweisung), and direct debit (Lastschrift). This partnership enables flexible payment options for customers.
- EHI Retail InstituteminorEHI Retail Institute provides the EHI Geprüfter Online-Shop certification, a trusted seal for German e-commerce shops indicating compliance with consumer protection and security standards.
- Walz Leben & Wohnen GmbHcoreDie Moderne Hausfrau is the trading name and online shop brand of Walz Leben & Wohnen GmbH, the operating parent company headquartered in Bad Waldsee, Germany. The company has international subsidiaries for other country markets.
Recent moves6 records
Expansion highlights5 records
Die Moderne Hausfrau competitors and assessment
Company assessmentDirect peers
- Baur Versand: German multi-category mail-order and e-commerce retailer selling fashion, home, and household products. Baur competes directly with Die Moderne Hausfrau across overlapping home and lifestyle categories to a similar German household consumer base.
- Tchibo: German multi-channel retailer offering household goods, clothing, and lifestyle products via DTC e-commerce and physical stores. Tchibo directly competes with Die Moderne Hausfrau in the household and lifestyle category with a similar mass-market value proposition and broad product assortment.
- Bonprix: German-based value fashion and home retailer (Otto Group subsidiary). Bonprix is a comparable DTC multi-category retailer serving German consumers with overlapping apparel, home, and lifestyle product ranges at similar price points.
- HSE24: German home-shopping retailer (TV and online) offering fashion, beauty, and household products. HSE24 targets a similar German household demographic via direct-response commerce, with overlapping categories including home, kitchen, and health.
- Westfalia: German catalog and online retailer specializing in household, garden, and DIY products. Westfalia directly competes in the same household/garden multi-category space as Die Moderne Hausfrau with a similar value-positioning and core target demographic.
Broad incumbents
- Otto Group: Germany's largest multi-category e-commerce and retail group. While not a direct comparable in scale, Otto operates in adjacent household, fashion, and lifestyle categories through brands like Otto.de, Witt Weiden, and Bonprix — making it a broad incumbent in the same competitive arena as Die Moderne Hausfrau.
- QVC Deutschland: German arm of QVC's TV-and-online home-shopping business selling fashion, beauty, and household goods. Operates in overlapping home and lifestyle categories with the same German household target demographic.
Emerging players
- Butlers: German home accessories and lifestyle retailer with both online and physical store presence. Butlers is comparable on the home/living accessories and decoration categories where Die Moderne Hausfrau competes via its viva domo sub-brand.
- Manufactum: German premium household and lifestyle retailer offering curated home goods, kitchenware, and garden products. Manufactum overlaps with Die Moderne Hausfrau's kitchen, household, and garden categories at a higher price point, serving an aspirational German household consumer.
Others
- Wenko: German household goods brand sold through retail and DTC channels, including featured placement on Die Moderne Hausfrau's site. Comparable as an adjacent household/kitchen accessories supplier within the same German market ecosystem.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Die Moderne Hausfrau social profiles
Digital presenceDie Moderne Hausfrau compliance and trust
Trust signalCompliance1 record
Die Moderne Hausfrau financial estimates
Financial estimateRevenue estimate
Valuation estimate
Die Moderne Hausfrau leadership team
Management profileNumber of profiles
Profiles2 records
Die Moderne Hausfrau funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Die Moderne Hausfrau 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 Die Moderne Hausfrau
What does Die Moderne Hausfrau do?
Die Moderne Hausfrau is a direct-to-consumer e-commerce retailer operating as the online shop of Walz Leben & Wohnen GmbH, selling household goods, kitchen utensils, living accessories, garden products, health and care items, clothing and shoes, and gift ideas to German consumers. The offering combines exclusive private-label sub-brands (Genialo, viva domo, wonderwalk, wedolina, mayenvital, TRI, DMH, You2Toys, WUNDMED) with curated third-party brands, ships within Germany via DHL, südmail, and dpd, and supports payment through invoice, PayPal, Klarna, Apple Pay, credit card, and prepayment.
Is Die Moderne Hausfrau a public or private company?
Die Moderne Hausfrau is a private company. It is classified as unknown and is currently operating.
When was Die Moderne Hausfrau founded?
Die Moderne Hausfrau was founded in 1967.
Where is Die Moderne Hausfrau based?
Die Moderne Hausfrau is headquartered in Bad Waldsee, Germany, in the Europe region.
How does Die Moderne Hausfrau make money?
One revenue line is on record: product Sales.
Who are Die Moderne Hausfrau's main competitors?
Direct peers on record are Baur Versand, Tchibo, Bonprix, HSE24 and Westfalia. Broad incumbents are Otto Group and QVC Deutschland. Emerging players are Butlers and Manufactum. Wenko is listed as an others.
Does Die Moderne Hausfrau have an API?
No public API is recorded for Die Moderne Hausfrau.