Shore

What Shore does

Shore is a Munich-headquartered SaaS company founded in 2012 by Alexander Henn and Philip Magoulas that provides an integrated booking, customer management, marketing automation, and point-of-sale platform for local service businesses, with a primary vertical focus on hair salons, beauty/wellness, and health practices. The product is built as a multi-tenant cloud SaaS platform served from ISO-certified data centers in Germany, combining a web-based booking system with a managed website builder, customer webapp, iPad-based POS, mobile card reader, and since 2025 a first-party online payment product (Shore Pay Online). Core modules include staff management and shift planning, automated email/WhatsApp marketing, Google Reviews management, GDPR-compliant patient data handling for health verticals, and an Open API plus Key Account program for multi-location chains.

Shore operates a multi-channel go-to-market: self-serve 14-day free trial signup, direct SMB self-service subscriptions, a sales-led Key Account team for enterprise customers with 10+ locations, and a three-tier Partner Program (consultants, agencies, affiliates) managed on PartnerStack with lifetime commissions. Revenue is generated primarily through recurring monthly/annual SaaS subscriptions for booking and POS plans (POS from €49.90/month), one-time setup fees, a 1.35% transaction fee on card payments processed via Stripe through Shore Card Reader, and a 20% service fee on Shore-managed Google AdWords spend. Strategic enterprise partnerships with L'Oréal and Klier (which digitized over 1,350 salons) anchor the upper end of the customer base, while the long tail is composed of independent SMBs across DACH, Spain, France, UK, Italy, the US, and Canada.

In 2024, Shore became part of group.one, a European provider of online presence, cloud hosting, and digital marketing services; the company continues to operate under the Shore brand with regional subsidiaries in Switzerland (Shore AG), the US (Shore.com, Inc.), and Spain (Shore Digital Solutions, SL). Over its history Shore has executed the acquisitions of absence.io (2018, staff management) and Inventorum (2020, POS specialist), and has raised approximately $13.7M in disclosed venture funding prior to the group.one transaction.

Name

Shore

Legal name

Shore GmbH

Website

https://shore.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Shore is a Munich-based SaaS company providing integrated booking, customer management, marketing automation, and POS software for local service businesses, primarily serving hair salons, beauty/wellness, and health practices across DACH, Spain, France, UK, Italy, the US, and Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription (Service Plans): Recurring monthly or annual subscription fees for booking software service plans. Customers select from different service plans with varying features and user limits. Basic fee due in advance with usage-based fees (e.g., SMS costs) billed at end of cycle.
2. Setup Fees: One-time setup fees charged upon contract conclusion for initial service configuration.
3. Shore AdWords Service: 20% service fee on customer's actual Google AdWords spend. Customer sets daily budget and pays per click costs plus Shore's markup.
4. POS Software Subscription: Monthly subscription for POS system starting from €49.90/month, including card payment processing through Stripe.
5. Card Payment Processing: 1.35% transaction fee on all card payments (debit, credit, Apple Pay, Google Pay) processed through Shore POS and integrated card reader.
6. Website & Webapp Services: Website creation and hosting services as add-on to booking software, managed and maintained by Shore.
7. Partner Program Revenue Share: Partners earn share of software subscription revenue from referred customers as long as customer actively uses Shore, plus revenue sharing on digital transactions.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Shore provides a cloud-based SaaS platform for local service businesses (hair salons, beauty/spa, health/medical practices, coaching, pet grooming) combining online appointment booking, customer relationship management, automated email/WhatsApp marketing, staff scheduling, a managed website builder, a managed customer webapp, and an integrated point-of-sale payment system. The offering is sold via tiered subscriptions to SMBs and via a dedicated Key Account program to enterprise chains with 10+ locations, hosted on ISO-certified servers in Germany.

Product overview

Shore is a comprehensive SaaS platform for service businesses that combines appointment booking, customer management, marketing automation, website/webapp creation, and point-of-sale payment processing into an integrated ecosystem. The core platform is the Shore Booking System, which provides online appointment booking and customer management. This integrates with the Managed Website (Shore Website) for web presence and the Managed Webapp (Shore Webapp) for customer-facing mobile experience. For payment processing, Shore offers the Shore POS System with the Shore Card Reader hardware and Shore Pay Online for online payments. Additional modules include Staff Management with Shift Planner, Automated Marketing, and Google Reviews Management. Enterprise customers (Key Accounts with 10+ locations) receive an Open API for custom integrations, Branch Manager for multi-location oversight, and personalized onboarding support. The platform operates on a multi-tenant SaaS model with ISO-certified German data centers.

Differentiator

Problem solved

Functional benefit

Brands

• Shore POS: Point of Sale system including app, acquired from Inventorum in 2020; mobile and fully integrated card reader launched in 2022
• Shore Pay Online
• Shore Card Reader

Products and services

• Shore Booking System Web-based online appointment booking and customer management software for service businesses such as hair salons, beauty/spa, health practices, coaching, and pet grooming. Includes online booking widgets, customer database, automated email/WhatsApp marketing, and Google review management.
• Shore Managed Website Website creation, hosting, and management service for service businesses. Built using a website builder tool, hosted and maintained by Shore experts with personal support and insights, integrated with the Shore booking flow.
• Shore Managed Webapp Custom mobile-responsive webapp designed and managed by Shore for service businesses. Includes loyalty rewards and special offers functionality to increase customer engagement and repeat bookings.
• Shore POS System iPad-based point-of-sale system for accepting cash and card payments, managing inventory, and ensuring legal compliance (GoBD, KassenSichV, ZUGFeRD). Seamlessly integrated with the Shore booking software for service businesses.
• Shore Card Reader Mobile card reader seamlessly integrated with Shore POS. Accepts all common cards and contactless payments (debit, credit, Apple Pay, Google Pay) at a 1.35% transaction fee through Stripe, with no contract or fixed costs.
• Shore Pay Online Shore's own online payment option enabling businesses to collect down payments and deposits online to prevent no-shows. Supports Klarna, TWINT, PayPal, Apple Pay, Google Pay, and card payments; integrated with the booking workflow and Shore POS.
• Shore Key Account (Enterprise Solutions) Enterprise offering for chains and multi-location businesses with 10+ branches. Includes Branch Manager dashboards, Open API access, CI customization, personalized onboarding, dedicated account team, VIP support, and free consultation. Klier (1,350+ salons) is a flagship Key Account customer.
• Shore Partner Program Referral and partnership program with three partner models: consulting/training partners (recommend Shore from professional context), agencies (integrate Shore operationally), and affiliates (refer through content/links). Partners earn lifetime commissions on referred customer subscription revenue plus revenue sharing on digital transactions.

Quantifiable outcome

• 98% positive review rate for Shore customers
• +3 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability3 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• group.oneflagshipOthers · 1 January 2024Shore became part of group.one in 2024. Group.one is a leading European provider of online presence, cloud hosting, and digital marketing services. This acquisition positions Shore within a larger European digital services ecosystem.
• StripecoreTechnology or Integration · 1 January 2022Stripe provides payment processing for Shore's card reader and POS system. Secure payment processing through Stripe's platform enables Shore POS to accept all major cards and mobile payments.
• DATEVcoreTechnology or Integration · 1 January 2022DATEV partnered with Shore for accounting integration, enabling seamless data flow between Shore POS and accounting systems.
• InventorumcoreStrategic or Co-development Partner · 1 January 2020Shore acquired Inventorum, the POS system specialist, in 2020. This acquisition led to the creation of Shore POS including app and opened a new location in Berlin.
• KliercoreChannel Partner/ Reseller/ Distributor · 1 January 2019Klier, Europe's largest hair salon chain, digitized over 1,350 salons with Shore as their digital partner. Major enterprise customer using Shore's booking and management software across their entire chain.
• JimdocoreStrategic or Co-development Partner · 1 January 2019Jimdo became Shore's business partner and uses Shore software as a building block for its website design offering. Integration allows Jimdo customers to access Shore booking functionality.
• L'OréalcoreChannel Partner/ Reseller/ Distributor · 1 January 2017L'Oréal became a business partner of Shore for its hair salons. Shore software recommended/deployed across L'Oréal's hair salon network.
• localsearchminorChannel Partner/ Reseller/ Distributor · 1 January 2017Localsearch became a new partner for Shore in Switzerland, expanding distribution in the Swiss market.

Scale indicators5 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Vagaro: Vagaro is a cloud-based booking, POS, and business management platform for salons, spas, and fitness studios. It competes directly with Shore across booking, payments, and marketing automation for beauty and wellness verticals.
• Fresha: Fresha is a global booking, payment, and marketplace platform for beauty and wellness businesses, offering a free subscription model with paid payment processing. It is the most direct global competitor to Shore in online booking for salons, spas, and barbers.
• Phorest: Phorest is salon and spa software focused primarily on the UK, Ireland, and Australia with strong enterprise chain features. It is comparable to Shore in vertical SaaS specialization for hair/beauty and its Key Account/enterprise approach.
• GlossGenius: GlossGenius is an all-in-one booking and payment platform tailored to independent beauty professionals and small salons. It competes directly with Shore's SMB hair/beauty positioning and has raised significant venture capital.
• Boulevard: Boulevard provides booking, checkout, and client management software for self-care businesses including salons, spas, and barbershops. It is a direct US-focused competitor to Shore's enterprise salon offering with similar multi-location capabilities.
• Booksy: Booksy provides appointment booking and business management software for barbers, beauticians, and tattoo artists with strong mobile apps. It is a direct competitor in the salon and barber booking space, particularly across Europe and North America.
• StyleSeat: StyleSeat is an online booking and marketplace platform connecting beauty professionals with clients, primarily in the US. It competes with Shore's booking-plus-marketing offering for independent beauty professionals and small salons.

Broad incumbents

• Mindbody: Mindbody is a public-market-established SaaS platform serving fitness, wellness, and beauty businesses with a wide portfolio including booking, payments, and marketplaces. It is a broader incumbent in adjacent categories versus Shore's narrower hair/beauty focus.
• Square Appointments: Square Appointments is the appointment-booking product within Block's broader SMB commerce ecosystem, offering booking plus integrated payments. It is a broad incumbent that competes with Shore's booking-plus-POS bundle, particularly for SMB service businesses.

Regional players

• Treatwell: Treatwell is a European beauty booking marketplace and SaaS provider, primarily active in the UK, Germany, Netherlands, and other European markets. It overlaps with Shore's hair/beauty vertical and European focus, combining marketplace demand with business software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-ZibrDVCb5OfqDaKh8NruA
• LinkedInlinkedin.com/company/shore-gmbh
• Instagraminstagram.com/dein_shore
• Xx.com/shore_us
• Facebookfacebook.com/shore

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 records

Funding overview

Funding rounds7 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shore