Loveco
Loveco (loveco GmbH) is a Berlin-based direct-to-consumer sustainable fashion retailer curating products from over 80 vetted eco-friendly brands. Operating an e-commerce platform and two Berlin stores, it serves conscious consumers across 24 European countries.
- Company typePrivate
- Founded2014
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Loveco does
Loveco (loveco GmbH) is a Berlin-based direct-to-consumer sustainable fashion retailer founded in 2014. The company curates and retails clothing, shoes, accessories, underwear, and lifestyle products from over 80 vetted sustainable and fair-trade fashion brands (including ARMEDANGELS, Nudie Jeans, KnowledgeCotton Apparel, JAN 'N JUNE, Kings of Indigo, and Thinking MU), serving conscious consumers primarily in Germany and across 24 European countries. Operating under a hybrid omnichannel model, Loveco runs the e-commerce platform loveco-shop.de alongside two brick-and-mortar stores in Berlin's Kreuzberg and Schöneberg districts, with Click & Collect integration linking the two channels. The company claims 100,000+ satisfied customers, maintains a registered loveco® trademark, and holds membership in the Fairness im Handel initiative and re:sap e.V. (Retail Association for Sustainable Apparel).
The platform is built on Shopware CMS and integrates a standard DTC e-commerce stack: Zendesk for customer service and WhatsApp Business support, Klaviyo for email marketing and cart abandonment, Doofinder for product search, Google Analytics 4 and Microsoft Clarity for behavior analytics, and Meta Pixel with Google Ads for paid acquisition. Payment processing spans PayPal, Klarna (invoice), Mollie, and Apple Pay; logistics run on DHL and Deutsche Post. Value-added services include the Loveco Friends loyalty program, a 10% student/Schüler/Azubi discount, gift certificates in €20/€50/€100 denominations, and a substantial editorial content library (Ratgeber) covering sustainable materials (organic cotton, Tencel, Econyl, recycled wool), certifications (GOTS, Fair Trade, Fair Wear Foundation, GRS, Regenerative Organic Certified), and style guides. A private-label 'LOVECO' basics line supplements the multi-brand assortment.
Loveco's revenue model is predominantly transaction-based, generated through direct product sales via its online storefront and two Berlin stores, with supplementary revenue from gift certificate sales and Webgains affiliate referral commissions. The company is led by Managing Directors Christina Wille (also responsible for editorial content per §55 RStV) and Moritz Marker, employs 11–50 staff, and operates as a privately held German GmbH with no disclosed external funding, parent company, or institutional investors. No revenue figure is publicly disclosed.
Loveco firmographics
Firmographics- Name
- Loveco
- Legal name
- loveco GmbH
- Website
- https://loveco-shop.de
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loveco (loveco GmbH) is a Berlin-based direct-to-consumer sustainable fashion retailer curating products from over 80 vetted eco-friendly brands. Operating an e-commerce platform and two Berlin stores, it serves conscious consumers across 24 European countries.
- Ownership category
- akta.pro rank
Loveco industry classification
Industry- Product category
- Sustainable Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL)
Keywords
Where Loveco is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
Loveco business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales (Online): Direct sales of sustainable fashion products through the e-commerce platform loveco-shop.de. Products include clothing, shoes, accessories, bags, and lifestyle items from over 80 sustainable brands. Transaction-based revenue with prices ranging from under €20 to €300+ for premium items.
- Physical Retail Sales: Sales through two physical retail stores in Berlin (Kreuzberg and Schöneberg districts) offering the same sustainable fashion assortment with Click & Collect option.
- Gift Certificates: Sale of gift vouchers in denominations of €20, €50, and €100. Gift certificates are valid until the end of the third year following the year of purchase.
- Affiliate Commission: Partnership with Webgains affiliate network generating referral commissions through third-party affiliate marketers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing |
| Other | Pay-as-you-go | Student discount |
| One time/ perpetual license | Pay-as-you-go | Gift certificates |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Loveco product offering
Product offeringCore offering
Loveco operates a multi-channel sustainable fashion retail business, selling a curated assortment of clothing, shoes, accessories, bags, and lifestyle items from over 80 vetted fair-trade and sustainable fashion brands. Customers can shop via the e-commerce platform loveco-shop.de (shipping across Germany and most of Europe) or through two physical retail stores in Berlin (Kreuzberg and Schöneberg), supported by services including Click & Collect, a loyalty program (Loveco Friends), and gift certificates.
Product overview
Loveco operates a multi-channel sustainable fashion e-commerce platform offering over 80 fair fashion brands for women and men. The platform architecture consists of a core e-commerce retail operation (loveco-shop.de) complemented by physical brick-and-mortar stores in Berlin (Kreuzberg and Schöneberg), a loyalty program (Loveco Friends), and educational content through guides (Ratgeber) covering materials, certifications, care tips, and style advice. The product portfolio includes clothing, shoes, accessories, underwear, swimwear, lifestyle products, and gift certificates. Additional services include Click & Collect, student discounts, and gift vouchers.
Differentiator
Problem solved
Functional benefit
Brands
- LOVECO: Private label basic apparel under the Loveco brand.
Products and services
- Loveco Online Shop (loveco-shop.de) E-commerce storefront at loveco-shop.de offering curated sustainable and fair-trade clothing, shoes, accessories, bags, and lifestyle products from over 80 vetted brands, for individual consumers across Europe.
- Berlin Physical Retail Stores (Kreuzberg & Schöneberg) Two brick-and-mortar stores in Berlin (Kreuzberg/Graefekiez and Schöneberg) where customers can browse and purchase the same sustainable fashion assortment offered online.
- Gift Certificates Digital gift vouchers available in denominations of €20, €50, and €100 that can be redeemed against any product in the Loveco assortment, for gift purchasers.
- Click & Collect Service allowing customers to order online via loveco-shop.de and pick up their purchase at the Berlin Kreuzberg or Schöneberg store.
- Loveco Friends Loyalty Program Free customer loyalty and referral program providing enrolled members with special discounts and benefits on the Loveco assortment.
Quantifiable outcome
- Over 100,000 satisfied customers served
- +2 more outcomes
Companies that use Loveco
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Loveco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
Feature5 records
Loveco partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- ZendeskcoreCustomer service platform providing live chat support and email ticketing system for handling customer inquiries, order issues, and returns
- KlaviyocoreEmail marketing automation platform for newsletters, cart abandonment reminders, product availability notifications, and customer re-engagement campaigns
- Deutsche Post / DHLcoreShipping and logistics partners for domestic and international delivery of orders, with DHL used as primary carrier
- PayPalcorePayment processing partner offering PayPal checkout as one of multiple payment options for customers
- KlarnacorePayment provider enabling invoice purchasing and other flexible payment options for customers
- MolliecorePayment service provider processing various online payment methods for the e-commerce platform
- Google Analytics 4coreWeb analytics service for tracking user behavior, conversion metrics, and demographic insights on the e-commerce platform
- Meta PixelcoreFacebook and Instagram advertising pixel for conversion tracking and custom audience creation for paid social campaigns
- Webgains (ad pepper media)coreAffiliate marketing network managing the Loveco affiliate and influencer program for referral-based customer acquisition
- ARMEDANGELS, dedicated, JAN 'N JUNE, Kings of Indigo, KnowledgeCotton Apparel, LangerChen, Lanius, MELA, Nudie Jeans, recolution, Thinking MUcore80+ sustainable fashion brands curated and sold through the Loveco platform, each vetted for sustainability criteria including materials, certifications, and fair business practices
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Loveco competitors and assessment
Company assessmentDirect peers
- ARMEDANGELS: Cologne-based sustainable fashion brand that both produces its own line and operates a multi-brand marketplace. Direct overlap with Loveco on sustainability positioning, DACH geographic focus, and curated multi-brand e-commerce model.
- Hessnatur: One of the original German sustainable fashion retailers, offering a multi-brand assortment of natural and fair-trade apparel online. Comparable to Loveco on certified-sustainable assortment curation and direct-to-consumer e-commerce model.
- Avocadostore: German online marketplace for sustainable and fair products spanning fashion, home, and lifestyle. Closest peer in terms of curated sustainable marketplace mechanics and DACH customer base.
- Greenality: German sustainable fashion e-commerce retailer offering curated eco-fashion brands for men and women. Direct overlap with Loveco's multi-brand sustainable assortment and target persona.
Broad incumbents
- Zalando: Europe's largest online fashion platform with an expanding 'Sustainable' curated category. Overlaps with Loveco on the multi-brand fashion e-commerce layer and DACH market, but at vastly greater scale and assortment breadth.
- About You: Major European fashion e-commerce platform with dedicated sustainable and editorial brand selections. Targets the same young, fashion-conscious DACH shopper as Loveco, with broader assortment and stronger marketing reach.
- Manufactum: German premium retailer for sustainable, fairly produced, and long-lasting goods spanning apparel, home, and lifestyle. Comparable to Loveco on sustainability ethos and curated assortment, but with a wider product remit and physical store heritage.
- Patagonia: Global sustainable outdoor and lifestyle apparel brand with a strong DTC channel and environmental mission. A brand-side benchmark for sustainability-led retail even though it is single-brand rather than multi-brand.
- H&M (H&M Conscious): Global fast-fashion incumbent with a dedicated Conscious sustainable collection and in-store garment take-back. Demonstrates how scale players are encroaching on Loveco's specialist sustainability proposition at lower price points.
Others
- Vestiaire Collective: Global C2C luxury and premium resale platform. Adjacent rather than direct: shares the circular-fashion ethos and European footprint, but operates a peer-to-peer resale model versus Loveco's curated new-inventory model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Loveco social profiles
Digital presenceLoveco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loveco leadership team
Management profileNumber of profiles
Profiles2 records
Loveco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loveco 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 Loveco
What does Loveco do?
Loveco operates a multi-channel sustainable fashion retail business, selling a curated assortment of clothing, shoes, accessories, bags, and lifestyle items from over 80 vetted fair-trade and sustainable fashion brands. Customers can shop via the e-commerce platform loveco-shop.de (shipping across Germany and most of Europe) or through two physical retail stores in Berlin (Kreuzberg and Schöneberg), supported by services including Click & Collect, a loyalty program (Loveco Friends), and gift certificates.
Is Loveco a public or private company?
Loveco is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Loveco founded?
Loveco was founded in 2014. It employs 11 to 50 people.
Where is Loveco based?
Loveco is headquartered in Berlin, Germany, in the Europe region.
How does Loveco make money?
Four revenue lines are on record. Product Sales (Online) is the primary driver. The others are physical Retail Sales, gift Certificates and affiliate Commission.
Who are Loveco's main competitors?
Direct peers on record are ARMEDANGELS, Hessnatur, Avocadostore and Greenality. Broad incumbents are Zalando, About You, Manufactum, Patagonia and H&M (H&M Conscious). Vestiaire Collective is listed as an others.
Does Loveco have an API?
No public API is recorded for Loveco.
What industry is Loveco in?
Loveco's product category is Sustainable Fashion Retail. Its primary akta.pro industry code is HSACAJAL, Sustainable/Ethical Shopping & Capsule Wardrobe Building. Its NAICS code is 458110 and its SIC code is 5651.