HOME24 LTD

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).

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

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

• Online furniture retail
• Home living e-commerce
• Marketplace platform
• Interior design consultation
• Retail media marketing

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

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

1. 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.
2. Marketplace Commissions: Third-party sellers (Marktplatzpartner) sell products on the home24 marketplace platform, with home24 earning commissions on transactions.
3. Retail Operations (Butlers): Operations of the Butlers retail chain acquired in December 2021, including physical retail stores, franchise operations, and expansion activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core 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

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Butlers-GruppecoreStrategic or Co-development Partner · 22 December 2021home24 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.minorStrategic or Co-development Partner · 4 December 2020Mobly 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

Broad 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

• Facebookfacebook.com/home24.de
• Instagraminstagram.com/home24_de
• Pinterestde.pinterest.com/home24de
• LinkedInlinkedin.com/company/home24

Revenue estimate

Valuation estimate

Number of profiles

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 HOME24 LTD