Mömax Deutschland

What Mömax Deutschland does

Mömax Deutschland GmbH is a German private limited company headquartered in Würzburg, Bavaria, that operates a multi-channel furniture and home furnishings retail business. Founded in 2002, the company combines an e-commerce platform at moemax.de with 54 physical retail stores (Filialen) distributed across Germany, offering over 12,000 in-stock products spanning furniture, kitchens, garden/outdoor items, and home accessories. The core product set is organized around sub-brands including Based (budget-oriented essentials) and MID.YOU (modern storage/shelving), supplemented by an exclusive celebrity collaboration collection with Bruce Darnell marketed as "Drama, Baby!" and supported by digital tools such as virtual furniture placement (AR/3D visualization) and kitchen configurators.

The business model is standard high-volume retail: revenue is generated primarily through one-time unit sales of merchandise at fixed retail prices with frequent promotional discounting (up to -20% on Swedish-style items and up to -60% on garden items). Customer segments are predominantly B2C consumers purchasing household furnishings, with a secondary B2B/Firmenkunden channel serving hotels, offices, and property managers requiring bulk procurement. Distribution is omnichannel — e-commerce orders ship via Rhenus Home Delivery, Hermes, or DHL, while Click & Collect enables free in-store pickup. Value-added monetization includes professional assembly/montage services, delivery, and extended Premiumschutz warranty plans underwritten by Helvetia Insurance. Payment flexibility is broad, covering PayPal, Klarna and Split It buy-now-pay-later, major credit cards, Apple Pay, and Google Pay, with a Bonuscard loyalty program and email newsletter offering a €10 voucher (minimum €25 order) as a retention mechanism. The company complies with the German Supply Chain Due Diligence Act (LkSG), maintains a 30-day return policy, and is privately held with no disclosed parent company, institutional investors, or public listing; international delivery is explicitly not offered, constraining the addressable market to Germany.

Name

Mömax Deutschland

Legal name

mömax Deutschland GmbH

Website

https://moemax.de

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Mömax Deutschland is a German multi-channel furniture and home furnishings retailer operating 54 physical stores nationwide alongside an e-commerce platform (moemax.de), serving primarily B2C consumers with secondary B2B commercial accounts across over 12,000 in-stock SKUs.

Ownership category

akta.pro rank

Headquarters

HQ city

Germany (headquarters location)

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Furniture and Home Goods Retail: Traditional retail revenue model through direct sales of furniture, kitchen appliances, garden furniture, and home accessories. Products are sold at fixed retail prices with periodic promotional discounts. Additional revenue streams include增值服务 such as assembly/montage services, delivery services, and possibly extended warranty/protection plans through Helvetia insurance partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Mömax Deutschland is a multi-channel furniture and home furnishings retailer selling over 12,000 in-stock products across categories such as living room, bedroom, kitchen, garden/outdoor, and home accessories. Products are sold directly through the moemax.de e-commerce platform and 54 physical retail stores in Germany, supported by Click & Collect pickup, home delivery, professional assembly, and an extended protection plan (Premiumschutz) through Helvetia insurance.

Product overview

Mömax Deutschland operates an online furniture e-commerce platform offering over 12,000 products across multiple categories including furniture, outdoor living, kitchens, and home accessories. The core offering is the Mömax Online Shop (moemax.de), complemented by Click & Collect self-pickup from 54 retail locations. The portfolio includes own sub-brands Based and MID.YOU, a celebrity collaboration with Bruce Darnell, and digital tools such as virtual furniture placement and kitchen configurators. The company offers related services including delivery, assembly, and a loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Click & Collect Self-pickup service that lets customers order furniture and home goods online and collect them at their nearest Mömax retail store, eliminating home delivery wait time and shipping cost for the customer.
• Based (Mömax sub-brand) Budget-friendly Mömax-owned furniture and home accessories brand offering practical storage solutions, shelving, seating, and everyday household items targeted at price-conscious residential shoppers.
• Bruce Darnell x mömax Kollektion 'Drama, Baby!' Exclusive celebrity collaboration collection with Bruce Darnell offering modern living furniture and home accessories in a signature glamorous style, promoted with styling tips and inspiration.
• Mömax Kitchens (Alle Küchen) Full kitchen retail category including kitchen blocks, kitchen units, and accessories, with in-store personal consultation services and complementary online kitchen configuration.
• Mömax Garden & Outdoor (Gartensale) Outdoor and garden furniture and accessories category, with seasonal promotional campaigns such as the annual Gartensale offering markdowns of up to 60%.
• Beratungstermin (in-store consultation appointment) Bookable in-store consultation service providing personal shopping/design advice for larger purchases such as kitchens, supporting higher-value sales with guided customer assistance.
• Montageservice (assembly / installation service) Professional home assembly and installation service for delivered furniture, performed by Mömax specialists after home delivery.
• Premiumschutz (extended protection plan via Helvetia Insurance) Extended protection / warranty plan for purchased furniture, provided in partnership with Helvetia Insurance, offering additional coverage beyond standard warranty terms.
• B2B / Firmenkunden corporate furnishing service Dedicated corporate / B2B sales channel for bulk furniture procurement, addressing hotels, offices, property managers and other organizations needing commercial-volume furnishing.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability1 record

Partnerships

One partnership is on record.

• Bruce DarnellcoreGTM or Marketing PartnerCelebrity collaboration featuring television presenter and interior designer Bruce Darnell. The 'Drama, Baby!' campaign includes exclusive furniture and home accessory collections, with Bruce Darnell providing styling tips and inspiration for the mömax brand. This partnership serves as a key marketing differentiator and brand positioning strategy.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Westwing Group: Germany-based online-first home and living retailer combining curated e-commerce with brand collaborations. Comparable in digital merchandising, influencer-led brand partnerships (akin to Bruce Darnell), and focus on home furnishings/lifestyle categories.
• Home24: European online furniture and home furnishings retailer with strong presence in Germany. Comparable in pure-play e-commerce model, broad SKU coverage, and reliance on third-party logistics for last-mile delivery of bulky goods.
• Porta Möbel: German furniture retail chain operating large-format stores plus e-commerce, with comparable product categories and customer demographics. Directly comparable in store-based consultation model, kitchen category emphasis, and mid-market positioning.
• Höffner: Major German furniture retailer with large-format stores and an online shop serving budget to mid-market consumers. Closely comparable in channel mix (stores + e-commerce), price positioning, and category breadth across living, bedroom, and kitchen furniture.
• XXXLutz: Austria-headquartered, one of Europe's largest furniture retail groups operating physical megastores and e-commerce across German-speaking markets. Directly comparable to Mömax in multi-channel furniture retail, assortment breadth, and store-based fulfillment model.
• Roller: German discount furniture and home furnishings chain with a nationwide store network. Comparable to Mömax on value positioning, large SKU range, and heavy promotional activity, though with a stronger tilt toward lower price points.

Broad incumbents

• Wayfair: Global pure-play online home goods retailer operating Wayfair.de in Germany. Comparable in e-commerce-led furniture distribution, vast SKU breadth, and drop-ship logistics model, though at significantly larger international scale.
• IKEA (Inter IKEA / Ingka): Global furniture and home furnishings leader with an extensive German store network and strong e-commerce presence. Comparable in product breadth and omnichannel strategy, but operates at far larger scale and with a uniquely integrated flat-pack supply chain.

Emerging players

• Butlers: German lifestyle and home accessories retailer offering curated design-led home goods across stores and e-commerce. Comparable in the home accessories and lifestyle category, and in its use of design-forward merchandising and brand collaborations.
• Depot: German home accessories and decorative furnishings retailer with a store network and online shop. Comparable as a complementary home-category destination, particularly relevant in the Wohnaccessoires segment where Mömax also competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/m%C3%B6max-deutschland-gmbh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Mömax Deutschland