HOME24 LTD
home24 SE is a Berlin-headquartered e-commerce company operating Germany's largest online Home & Living retailer, selling furniture and home accessories across seven European markets via owned sites, physical showrooms, a third-party marketplace, and a B2B channel, and is now controlled by XXXLutz following a 2023 delisting.
- Company typePublic
- Founded2009
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What HOME24 LTD does
home24 SE is a German e-commerce company, founded in 2009 and headquartered in Berlin, that operates the largest online shop in Germany's Home & Living category alongside physical showrooms. The platform sells furniture, home accessories, outdoor items, mattresses, bedding, and lighting, supported by an e-commerce storefront, a mobile app, and a third-party marketplace (Marktplatz) accessed through the home24 Seller Portal. The company serves consumers in seven European countries (Germany, France, Netherlands, Austria, Switzerland, Belgium, and Italy) and, historically, Brazil through its subsidiary Mobly S.A., which completed a Brazilian IPO in 2021.
The business generates revenue through three primary streams: direct product sales via the owned e-commerce platform and physical showrooms, marketplace commissions from third-party sellers, and retail operations through the Butlers-Gruppe acquired in December 2021 (including physical stores and franchise activity). Distribution is multi-channel — owned e-commerce in six markets, physical showrooms, marketplace, and a dedicated B2B sales motion under separate AGB B2B terms — with the homeCLUB loyalty program and Retail Media Marketing services providing additional monetization layers. Pricing is unit-based in euros including statutory VAT, with installment payment (Ratenzahlung) options and free returns for consumers.
In October 2022, home24 entered a Business Combination Agreement with European furniture retailer XXXLutz, which subsequently launched a delisting acquisition offer at EUR 7.50 per share on 28 June 2023, completing the delisting transaction by late 2024. As a result, XXXLutz is now the controlling shareholder/parent of home24 SE, and the company continues to operate under its established brand portfolio (home24, BUTLERS, and historically Mobly).
HOME24 LTD firmographics
Firmographics- Name
- HOME24 LTD
- Legal name
- home24 SE
- Website
- https://home24.com
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- home24 SE is a Berlin-headquartered e-commerce company operating Germany's largest online Home & Living retailer, selling furniture and home accessories across seven European markets via owned sites, physical showrooms, a third-party marketplace, and a B2B channel, and is now controlled by XXXLutz following a 2023 delisting.
- Ownership category
- akta.pro rank
HOME24 LTD industry classification
Industry- Product category
- Online Furniture Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (44911), Furniture Retailers (449110)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Home, Furniture & Home Improvement Online Retailers (CRAFADAE)
- akta.pro secondary industries
- Home, Furniture & Decor Marketplaces (CRAFABAC), Home, Furniture & Decor DTC (CRAFACAE), Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)
Keywords
Where HOME24 LTD is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
HOME24 LTD business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales: Direct sales of furniture and home living products to consumers through the home24 e-commerce platform and physical showrooms. Revenue generated from product transactions with customers.
- Marketplace Commissions: Third-party sellers (Marktplatzpartner) sell products on the home24 marketplace platform, with home24 earning commissions on transactions.
- Retail Operations (Butlers): Operations of the Butlers retail chain acquired in December 2021, including physical retail stores, franchise operations, and expansion activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing for consumers |
| Transaction based/ take rate | Pay-as-you-go | B2B pricing for business customers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
HOME24 LTD product offering
Product offeringCore offering
home24 operates Germany's largest online shop for furniture and home living products, selling furniture, home accessories, outdoor items, mattresses, bedding, and lighting through an e-commerce storefront, mobile app, and physical showrooms. The platform also operates a marketplace (Marktplatz) where third-party sellers can list products, and offers dedicated B2B sales, interior design consultation (Einrichtungsberatung), and a homeCLUB loyalty program across six European markets.
Product overview
home24 operates as Germany's largest online furniture and home living retailer, offering a core e-commerce platform complemented by a marketplace model through the home24 Seller Portal. The company has expanded through acquisitions including Butlers-Gruppe (home accessories brand) and maintains international operations via Mobly S.A. in Brazil. Additional offerings include the homeCLUB loyalty program, B2B services for commercial customers, Retail Media Marketing services for brands, an interior design consultation service, and a mobile application. The platform supports multiple international sites across France, Netherlands, Austria, Switzerland, Belgium, and Italy.
Differentiator
Problem solved
Functional benefit
Brands
- Butlers: Home and living retail brand offering furniture and homeware products, acquired by home24 SE in December 2021.
Products and services
- home24 Online Shop
Quantifiable outcome
- Trustpilot rating of 4.5 out of 5.0 from 87,689 reviews
Companies that use HOME24 LTD
Customer profileSegments2 records
Ideal customer profiles3 records
HOME24 LTD technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HOME24 LTD partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Butlers-Gruppecorehome24 SE acquired the Butlers-Gruppe in December 2021, expanding its retail footprint to include physical Butlers stores, franchise operations, and the Butlers brand in the home living segment.
- Mobly S.A.minorMobly S.A. was a Brazilian subsidiary of home24 SE that pursued a public listing (IPO) on the Brazilian stock exchange in late 2020/early 2021, with an offering price of BRL 21.00 per share.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
HOME24 LTD competitors and assessment
Company assessmentBroad incumbents
- Otto (Otto Group): Germany's largest online retailer with a substantial home & living category; broad incumbent competing head-on with home24 in the German market.
- IKEA (Inter IKEA / Ingka): Global furniture incumbent rapidly expanding online; competing with home24 across price points and now delivering into European cities directly.
- XXXLutz: Europe's largest furniture retailer by store count and now home24's parent; provides direct competitive context for the home24 asset and benchmarks the omnichannel opportunity.
- Amazon (Home category): Amazon's Home, Furniture & Kitchen categories are a primary competitive force in European online furniture; price competition and Prime delivery set the baseline customer expectation.
Direct peers
- Maisons du Monde: French-listed home furniture and décor retailer with both online and store footprint; comparable assortment and European customer overlap.
- Wayfair: Largest pure-play online furniture and home goods retailer globally; directly comparable to home24 in assortment, customer profile, and marketplace-plus-first-party model.
- Conforama: Major French/European furniture and home furnishings retailer with omnichannel model; competes with home24 in France, Belgium, and broader Western Europe.
- Westwing Group: European (Munich-headquartered) curated online home & living retailer; closest direct competitor to home24 in DACH with overlapping furniture and décor assortment.
Emerging players
- HomeToGo / Home24 competitor set: Aggregator/marketplace model for vacation rentals; included as a European digital home marketplace peer that competes for home-related consumer wallet share, though not direct furniture competition.
Others
- Mobly S.A. Brazilian home & living e-commerce company; previously a home24 subsidiary and remains the most direct international cousin for portfolio benchmarking, though now independent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HOME24 LTD social profiles
Digital presenceHOME24 LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
HOME24 LTD leadership team
Management profileNumber of profiles
HOME24 LTD subsidiaries and ownership
Company hierarchySubsidiaries2 records
HOME24 LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HOME24 LTD 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 HOME24 LTD
What does HOME24 LTD do?
home24 operates Germany's largest online shop for furniture and home living products, selling furniture, home accessories, outdoor items, mattresses, bedding, and lighting through an e-commerce storefront, mobile app, and physical showrooms. The platform also operates a marketplace (Marktplatz) where third-party sellers can list products, and offers dedicated B2B sales, interior design consultation (Einrichtungsberatung), and a homeCLUB loyalty program across six European markets.
Is HOME24 LTD a public or private company?
HOME24 LTD is a public company. It is classified as corporate owned and is currently operating.
When was HOME24 LTD founded?
HOME24 LTD was founded in 2009. It employs 1 to 10 people.
Where is HOME24 LTD based?
HOME24 LTD is headquartered in Berlin, Germany, in the Europe region.
How does HOME24 LTD make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are marketplace Commissions and retail Operations (Butlers).
Who are HOME24 LTD's main competitors?
Broad incumbents on record are Otto (Otto Group), IKEA (Inter IKEA / Ingka), XXXLutz and Amazon (Home category). Direct peers are Maisons du Monde, Wayfair, Conforama and Westwing Group. HomeToGo / Home24 competitor set is listed as an emerging player. Mobly S.A. is listed as an others.
Does HOME24 LTD have an API?
No public API is recorded for HOME24 LTD.
What industry is HOME24 LTD in?
HOME24 LTD's product category is Online Furniture Retail. Its primary akta.pro industry code is CRAFADAE, Home, Furniture & Home Improvement Online Retailers, with a secondary code of CRAFABAC, Home, Furniture & Decor Marketplaces. Its NAICS code is 4491 and its SIC code is 5700.