Article
Home24 — Five reasons why the home & living sector is considered the supreme discipline of retail
Key Insights
- 1:47 Marc Appelhoff introduces himself 3:07 Founding of Fashion4Home 4:17 Challenges in the Home & Living sector 11:32 Home24's business model 18:51 Response to the industry crisis 23:59 Acquiring new customers offline 28:01 Customer acquisition in online channels 29:04 Buying furniture as a life event trigger 42:00 From IPO to going private 48:44 Butlers at Home24: offline customer acquisition 52:31 B2B expansion and assortment optimization 54:47 Sustainability through a recommerce strategy
About Kassenzone
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from Retailers, Brands and Manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone with Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.”
intro
“When I can shop from home for home, shopping for furniture online is really cool. But over 80% of furniture shopping still takes place offline!”
In episode K#524, Karo Junker de Neui talks to Marc Appelhoff, CEO and co-founder of Home24. Since 2015, the company has developed into a leading online platform for home & living. With a trading turnover of 800 million euros and 2,000 employees in Europe, Home24 has been profitable since 2019. By acquiring Butlers, the company is expanding its retail presence and focusing on omnichannel marketing.
In an interview with Marc Appelhoff, you will find out...
... five aspects that make Home & Living the supreme discipline of retail and performance marketing.
... how Home24's business model works and what role the takeover of Butlers plays.
... what experiences Marc had with the IPO in 2018 and the subsequent delisting in 2023 and what he learned as a result.
... four specific growth goals that Home24 is pursuing in the future and whether the advancing technologies around AI and AR mean a long-term boost for online furniture orders.
Summary
- 1:47 Marc Appelhoff introduces himself
- 3:07 Founding of Fashion4Home
- 4:17 Home & Living Challenges
- 11:32 Home24's business model
- 18:51 Responding to the Industry Crisis
- 23:59 Offline new customer acquisition
- 28:01 Customer Acquisition in Online Channels
- 29:04 Buying furniture as a life-event trigger
- 42:00 From IPO to Privatization
- 48:44 Butlers at Home24: offline customer acquisition
- 52:31 B2B Expansion and Product Range Optimization
- 54:47 Sustainability through Recommerce Strategy
