What hse24.de does

HSE (Home Shopping Europe GmbH) is a privately held, multi-channel home shopping retailer headquartered in Ismaning, near Munich, Germany, serving consumers across the DACH region (Germany, Austria, and Switzerland) through dedicated country storefronts at hse.de, hse.at, and hse24.ch. The company combines live TV broadcasting on three channels (HSE, HSE Extra, HSE Trend), interactive livestream commerce, an e-commerce website, an iOS/Android mobile app with a proprietary shake-to-buy feature, a free 0800 phone-ordering hotline, and physical Friday warehouse sales at its Ismaning site. Its technology stack integrates real-time product ordering into live broadcasts and supports in-stream chat and direct purchasing during creator-led livestreams, with fulfillment handled through DHL.

The product assortment spans six categories: fashion, cosmetics, jewelry and collector coins, home and living, cooking, and health and vitality, with over 22,000 products offered annually and pricing ranging from approximately €15 for entry-level items to roughly €2,800 for premium diamond jewelry. A central element of the assortment is a portfolio of exclusive celebrity-expert brands (THOM by Thomas Rath, Judith Williams, Peter Schmidinger, Beate Johnen SKINLIKE, Diamond Collection, Nicola Sautter, Dr. Peter Hartig, Savage Rose, MIRI, ORTIE & me, and Doctor Mi), presented by contracted creator personalities (Ines Thömel, Diana Schell, Peter Schmidinger, Anni Carlsson, Martina Reuter, and Masterclass).

HSE's business model is fully transactional B2C retail with revenue generated through product sales across its multi-channel distribution stack. Pricing is unit-based with continuous promotional activity (14–60% discounts, SALE20 codes, €10 newsletter vouchers) and flexible payment including invoice, installment, credit card, PayPal, and Apple Pay, supported by a 30-day free return policy. The company reports a cumulative customer base of 10.5 million, is led by CEO Sandra Rehm alongside Managing Director Rainer Stäbler under Supervisory Board Chairman Richard Reitzner, and holds TÜV 'Sehr Gut', bevh/EHI, and Ecommerce Europe trust certifications. No funding rounds, parent company, or subsidiary structure is disclosed.

Name

hse24.de

Legal name

Home Shopping Europe GmbH

Website

https://hse24.de

Company type

Private

Operating status

Operating

Short description

HSE (Home Shopping Europe GmbH) is a multi-channel home shopping retailer serving 10.5 million customers across Germany, Austria, and Switzerland via live TV, livestream commerce, e-commerce, mobile app, and phone ordering, with an exclusive celebrity-brand assortment spanning fashion, beauty, jewelry, home, cooking, and health.

Ownership category

akta.pro rank

Headquarters

HQ city

Ismaning

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Primary revenue from selling products across fashion, cosmetics, jewelry, home & living, cooking, and health & wellness categories. Products are sold at varying price points with regular promotions, discounts, and special offers.
2. Multichannel Commerce: Revenue generated through TV shopping, online e-commerce, mobile app, and phone orders, with various payment methods including invoice, installment plans, credit card, PayPal, and Apple Pay.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

HSE is a multi-channel home shopping retailer that sells fashion, cosmetics, jewelry and coins, home and living products, cooking goods, and health and wellness items to consumers in Germany, Austria, and Switzerland. Customers shop via live TV broadcasts (HSE, HSE Extra, HSE Trend), interactive livestream commerce, e-commerce, a mobile app, phone ordering, and warehouse sales. The assortment combines exclusive celebrity-endorsed brands (e.g., Judith Williams, THOM by Thomas Rath, Peter Schmidinger, Diamond Collection, Nicola Sautter, Savage Rose) with established third-party brands.

Product overview

HSE (Home Shopping Europe) operates a multi-channel home shopping platform combining live TV broadcasting, livestream shopping, and e-commerce. The company offers a unified shopping experience across fashion, cosmetics, jewelry & coins, home & living, cooking, and health & vitality categories. The core product consists of live TV shopping shows on HSE, HSE Extra, and HSE Trend channels, complemented by interactive livestream shopping with creator-led presentations and a mobile app. Key exclusive brands include THOM by Thomas Rath (fashion & beauty), Judith Williams (cosmetics & fashion), Peter Schmidinger (beauty), Beate Johnen SKINLIKE (skincare), Diamond Collection (jewelry), Nicola Sautter (nutritional supplements), Dr. Peter Hartig (health supplements), and Savage Rose (fashion). The company serves 10.5 million customers primarily in Germany, Austria, and Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• HSE Mode (Fashion)

Quantifiable outcome

• 30-day free return policy for customer satisfaction
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• DHLcoreOthersPrimary logistics and delivery partner for shipping products to customers. DHL handles standard delivery and DHL Packstation delivery options. Delivery through DHL is prominently featured on the HSE website.
• KIND HörgeräteminorOthersPartner offering hearing aid products and services. Listed as a partner link on the HSE website footer.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Home24: Home24 is a Berlin-based online retailer specializing in furniture and home furnishings. It competes with HSE's Home & Living category and shares the DACH-focused multi-channel e-commerce model with similar target customers.
• QVC: QVC is the largest TV and digital home shopping retailer globally and operates QVC Deutschland directly competing with HSE in the German market. It shares the same multi-channel home shopping model (broadcast TV + e-commerce + livestream) and overlapping categories including fashion, beauty, jewelry, and home goods.
• 1-2-3.tv: 1-2-3.tv is a German TV and online shopping retailer selling jewelry, watches, electronics, and lifestyle products via live auctions and broadcasts. It directly overlaps with HSE's TV-led home shopping model and competes for the same DACH broadcast and digital audiences.
• Channel21: Channel21 is a German TV home shopping channel operating in the DACH market with comparable broadcast-driven retail of fashion, beauty, and home products. It competes head-to-head with HSE for linear TV shopping audiences in Germany.
• Shop LC: Shop LC (formerly Jewelry Television) is a US-based TV and digital home shopping retailer focused on jewelry, beauty, and lifestyle products. It mirrors HSE's broadcast-to-digital home shopping model and overlaps significantly in jewelry and beauty verticals.

Broad incumbents

• OTTO: OTTO is Germany's largest multi-channel retailer (catalog + e-commerce) offering fashion, home, tech, and lifestyle products. It competes with HSE across nearly every category but with much larger scale, broader assortment, and stronger logistics infrastructure.
• Zalando: Zalando is Europe's leading fashion and lifestyle e-commerce platform, headquartered in Berlin. It competes directly with HSE's fashion category with deeper assortment, stronger brand partnerships, and superior scale and returns infrastructure.
• Yves Rocher: Yves Rocher is a French multi-channel botanical beauty retailer combining e-commerce, catalog, and physical stores. It directly competes with HSE's cosmetics segment using a similar expert-driven, multi-channel customer engagement model.
• Klingel Group: Klingel is a German multi-channel (catalog + e-commerce + app) retailer offering fashion, home, and lifestyle products primarily to the 50+ demographic. It competes with HSE for the same older DACH home-shopping customer base with comparable product breadth.

Regional players

• Beate Uhse: Beate Uhse is a German retailer historically focused on lifestyle and wellness products through multi-channel retail. It shares DACH regional exposure and a similar target demographic with HSE, though now operating at a smaller scale after restructuring.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hse24-holding-gmbh

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 hse24.de