HAST Group International GmbH

What HAST Group International GmbH does

HAST Group International GmbH is a privately held German company headquartered in Ellerau, Schleswig-Holstein, operating as the legal vehicle for the proWIN nomis direct sales organization in Germany and Switzerland. The entity, managed by Geschäftsführer Peter Goeggel, Jan Hafkemeyer, and Peter Stoyke, supervises three regional divisions (Nord, Mitte, Süd) plus a wholly owned Swiss subsidiary (proWIN nomis Swiss GmbH, Basel). Its central operational function is to recruit, train, and enable a network of independent sales consultants (Berater:innen) who sell proWIN International's product portfolio through home parties, online parties (Chatpartys), and direct consultations.

The company's core product offering comprises three proprietary lines distributed via the consultant network: symbiontische Reinigung (symbiotic cleaning technology positioned for sustainable, time-saving household cleaning), new wellness (microplastic-free cosmetics and personal care), and best friends (chemical-additive-free pet food and care). Supporting the consultant channel, HAST operates a digital platform ecosystem — proLEARNING (learning management, launched October 2024), VEGA (seminar and training booking platform, launched January 2026), Partybaukasten (online-party planning tool), and WhatsApp newsletter channels — alongside the physical proWIN nomis Campus training facility in Landshut, Germany, opened June 2025, and a Swiss training academy in Kemptthal.

The revenue model is transaction-based direct sales: independent consultants earn personal-sales commissions plus override commissions on downline team sales. Pricing is set at the consultant level and not publicly disclosed. End customers are individual consumers across the household-cleaning, personal-care, and pet-care categories reached via party-plan and consultative selling formats, with no disclosed enterprise or B2B revenue channel.

Name

HAST Group International GmbH

Legal name

HAST Group International GmbH

Website

https://prowin-nomis.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

HAST Group International GmbH operates the proWIN nomis direct-sales network in Germany and Switzerland, recruiting and supporting independent consultants who sell cleaning, cosmetics, and pet products via home parties, online parties, and digital tools including proLEARNING and VEGA.

Ownership category

akta.pro rank

Product category

Direct Sales Consumer Products

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Foot Care (Deodorizing, Anti-chafe, Callus Care) (CRADANAK), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Direct sales network
• Cleaning products
• Natural cosmetics
• Pet food retail
• Home party sales

Headquarters

HQ city

Ellerau

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Sales of Cleaning, Wellness, and Pet Products: Revenue generated through direct sales of proprietary cleaning products (symbiontische Reinigung), cosmetics/wellness products (new wellness), and pet food (best friends) via a network of independent sales consultants who earn commissions on personal sales and can build teams for override commissions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

HAST Group International GmbH operates the proWIN nomis direct sales organization in Germany and Switzerland. It sells three core consumer product lines — symbiontische Reinigung (symbiotic cleaning products), new wellness (microplastic-free cosmetics and personal care), and best friends (natural pet food and care) — through a network of independent sales consultants who host home parties and online parties. The company supports consultants with digital tools (proLEARNING, VEGA, Partybaukasten) and the proWIN nomis Campus training facility.

Product overview

proWIN nomis is a direct sales company operating in Germany, Switzerland, and beyond as part of proWIN International. The product portfolio consists of three main product lines: symbiontische Reinigung (symbiotic cleaning products), new wellness (personal care and cosmetics), and best friends (pet food and care). The company provides additional tools and platforms for its sales consultants including proLEARNING (training platform), VEGA (seminar booking system), and Partybaukasten (virtual party planning tool). The company also operates the proWIN nomis Campus training facility in Landshut, Germany.

Differentiator

Problem solved

Functional benefit

Products and services

• symbiontische Reinigung ProWIN's proprietary cleaning product line that uses a symbiotic approach to achieve optimal cleanliness with simple application, sustainability, and time-saving properties. Sold to individual consumers through proWIN nomis home parties and online parties.
• new wellness Personal wellness and cosmetic product line from proWIN, designed with high-quality ingredients, excellent care properties, good skin compatibility, and microplastic-free formulations. Sold to individual consumers via proWIN nomis direct sales consultants.
• best friends ProWIN's pet food and care product line made from selected raw materials with no chemical additives, formulated for sensitive animals. Sold to pet owners through proWIN nomis direct sales consultants.

Named customers5 records

Segments1 record

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.

• proWIN InternationalcoreStrategic or Co-development PartnerproWIN nomis is part of the proWIN International network, described as the largest German manufacturer-independent direct sales company. The nomis division covers North, Middle, and South regions (NO-MI-S).

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Vorwerk: German family-owned direct-sales group selling premium home products (Thermomix, Kobold vacuum systems) through independent consultants; comparable business model and DACH-centric consultant channel.
• Nu Skin Enterprises: Direct-sales personal care and wellness brand using a sales- representative model — comparable on anti-aging/skincare/cosmetics product line and multi-level consultant structure.
• Avon Products: Iconic global direct-sales beauty and personal-care company using a representative-led sales model — directly comparable on the cosmetics/hand & body care product line and consultant channel.
• Tupperware Brands: Direct-sales household products company historically reliant on home-party demonstrations and independent sales consultants — directly analogous distribution model for home-focused CPG.
• Herbalife: Global direct-sales wellness and nutrition company using an independent distributor model — comparable on the wellness/category overlap and consultant-driven GTM motion.
• Mary Kay: Direct-sales cosmetics and personal-care company built on an independent beauty consultant network — closely comparable on hand & body care product positioning and party-plan distribution.
• LR Health & Beauty Systems: German-headquartered direct sales / MLM company selling beauty, personal care, and wellness products through a network of independent sales partners — the closest structural analogue to proWIN nomis in the DACH market.
• AMC International: Direct-sales cookware and kitchen brand using an independent advisor model in DACH and adjacent European markets — directly comparable party-plan/consultant distribution approach.

Broad incumbents

• Henkel: Major German CPG incumbent with leading laundry/home-care and beauty portfolios (Persil, Bref, Fa, Schauma) — directly comparable on the cleaning-products category, though distributed via retail rather than direct sales.
• Amway: Global direct-sales incumbent operating across nutrition, beauty, and home care through independent business owners — a broader-scale analogue spanning the same CPG categories proWIN nomis covers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/prowinnomis
• Instagraminstagram.com/prowinnomis/?hl=de
• LinkedInlinkedin.com/company/hast-group-international-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

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 HAST Group International GmbH