ROLLER GmbH & Co. KG

What ROLLER GmbH & Co. KG does

ROLLER GmbH & Co. KG is a privately-held German furniture discounter founded in 1969, serving budget-conscious households in Germany and Luxembourg through an omnichannel retail platform. The company operates more than 100 stores across Germany plus three additional stores in Luxembourg, complemented by a transactional online shop launched in 2004 and a mobile app introduced in February 2022. The assortment spans furniture, custom kitchens, mattresses, home accessories, and consumer electronics, with over 30,000 articles offered online and more than 10,000 items immediately available for pickup or rapid delivery.

The platform integrates in-store retail, e-commerce, and mobile commerce with a 3D kitchen planning tool that supports customized orders built around manufacturing partnerships with German kitchen specialists Nobilia and Nolte. ROLLER distributes a portfolio of proprietary private-label brands including ella@home, polsterpower, Technolux, Amica, Mican, Clever Pick, Lampura, and profitan. The digital stack combines an AI-powered customer service chatbot, session replay and analytics tools (Mouseflow, OpenReplay), and personalization engines (Emarsys, Episerver) that support merchandising, recommendations, and multi-channel customer engagement.

The business model combines high-volume physical retail with direct-to-consumer e-commerce and mobile commerce, anchored in a permanently low-price positioning rather than promotional discounting. Revenue is generated through unit sales of furniture, kitchens, and household goods, supplemented by consumer financing partnerships with Klarna and Consors Finanz that lower purchase friction for higher-ticket items. The company is structured as a German GmbH & Co. KG and remains family-controlled, with no external funding rounds disclosed.

Name

ROLLER GmbH & Co. KG

Legal name

ROLLER GmbH & Co. KG

Website

https://roller.de

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

251–500 employees

Short description

ROLLER GmbH & Co. KG is a German furniture discounter founded in 1969, operating 100+ stores in Germany and Luxembourg alongside an online shop and mobile app, serving budget-conscious households with furniture, kitchens, and home goods under multiple proprietary brands.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture Retailers (44911)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Home & Furniture Omnichannel (CRAFAEAD)

Keywords

• Furniture retail
• Home furnishings
• Kitchen planning
• Discount retail
• Omnichannel retail

Headquarters

HQ city

Gelsenkirchen

HQ country

Germany

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Furniture and Home Products Retail: Core revenue from sale of furniture, kitchens, home textiles, decorations, garden furniture, and building materials. Products sold through physical stores and online shop with over 30,000 articles. Mix of self-service take-away items (over 10,000) and custom-order products.
2. Delivery and Logistics Services: Furniture delivery to homes with 2-person handling service. Spedition delivery with maximum flat rate of €59.99. Assembly services by certified professionals available for additional fee.
3. Assembly Services: Professional furniture and kitchen assembly by trained/certified personnel
4. Extended Warranty (Garantie-Verlängerung): Kitchen protection plans extending warranty coverage beyond statutory 2-year period with additional 3 years of ROLLER guarantee through Küchenschutzbrief product
5. Financing Services: Partnership with Klarna and Consors Finanz for installment payments. 0% financing for 24 months available. Interest-bearing installment plans from 6 to 72 months duration.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels10 records

Core offering

ROLLER GmbH & Co. KG operates an omnichannel furniture discounter business with over 100 physical stores across Germany and three stores in Luxembourg, complemented by an online shop (live since 2004) and a mobile app (launched February 2022). The company sells furniture, kitchens, and home accessories, with 30,000+ products offered online and 10,000+ immediately available in stores, plus 3D kitchen planning, home delivery, assembly, and 0% financing services.

Product overview

ROLLER operates an omnichannel furniture retail platform combining over 100 physical stores with a comprehensive online shop offering approximately 30,000 products. The core offering centers on the Online Shop and Brick-and-Mortar Store Network, supplemented by the ROLLER App for mobile shopping, the Online PLUS extended online-exclusive assortment, and the Küchenplanung 3D design service for custom kitchen planning. The product portfolio spans furniture across all living areas (living rooms, bedrooms, kitchens, dining, bathrooms, offices) and outdoor spaces (garden, balcony), plus home textiles, lighting, décor, and hardware. Specialized offerings include the Consors-Finanz-Karte for store financing and various delivery, assembly, and planning services. The self-service model emphasizes immediately available items for same-day pickup alongside the full online catalog.

Differentiator

Problem solved

Functional benefit

Brands

• ella@home: Private label furniture brand
• polsterpower
• Technolux
• Amica
• Mican
• Clever Pick
• Lampura
• profitan

Products and services

• ROLLER Online Shop Online e-commerce platform where individual consumers can browse and purchase 30,000+ furniture, kitchen, and home accessory products from ROLLER.
• ROLLER Brick-and-Mortar Stores Network of over 100 large-format physical furniture stores in Germany plus three locations in Luxembourg selling furniture, kitchens, and home furnishings to walk-in consumers.
• ROLLER Mobile App Mobile application providing consumers access to ROLLER's full furniture assortment and store services from iOS and Android devices.
• 3D Kitchen Planning Service In-store kitchen design service where customers work with ROLLER kitchen specialists to plan and configure customized kitchens, including appliances, fittings, and 3D visualization.
• Delivery and Assembly Service Home delivery and professional assembly service offered by ROLLER for purchased furniture, provided either directly or through partner service providers.
• Consors Finanz Card (Store Credit Card) Retail-branded credit card issued by BNP Paribas subsidiary Consors Finanz, enabling ROLLER customers to finance purchases at the point of sale, including interest-free instalment plans.
• ROLLER Online PLUS Extended Assortment Extended online-only product range supplementing the in-store assortment, offering additional furniture and home furnishing items not stocked in physical stores.

Quantifiable outcome

• Germany's #1 Most Popular Furniture Discounter 2025 (DISQ)
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• HertzminorChannel Partner/ Reseller/ DistributorPartnership for rental truck transportation, allowing customers to rent vehicles through Hertz at favorable conditions to transport purchased furniture home.
• InterserohminorOthersTake-back system partner for WEEE (electrical waste) compliance, operating a Germany-wide network of collection points for old electrical equipment disposal as required by German Elektrogesetz.
• NobiliacoreStrategic or Co-development PartnerLeading German kitchen furniture manufacturer providing custom kitchen solutions through ROLLER's kitchen studios with 3D planning and professional installation.
• NoltecoreStrategic or Co-development PartnerGerman kitchen furniture manufacturer partnered with ROLLER for custom kitchen offerings through in-store planning studios.
• EHI Retail InstitutminorOthersIndependent certification body conducting regular audits of ROLLER's online shop since 2011 to verify compliance with EHI code of conduct standards.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/moebelroller
• YouTubeyoutube.com/user/roller
• Facebookfacebook.com/Moebel.ROLLER
• LinkedInlinkedin.com/company/roller-gmbh-co-kg
• Instagraminstagram.com/moebelroller
• Pinterestde.pinterest.com/rollerde

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 ROLLER GmbH & Co. KG