Overview
home24 is one of the leading online shops for furniture and home goods in continental Europe, selling sofas, beds, mattresses, tables, lighting and home accessories. It is based in Berlin and sells in several European countries, with the lifestyle store chain Butlers as part of the same group. For a home or furniture brand, home24 is a major online channel in German-speaking Europe and beyond.
Who is behind home24
home24 was founded in Berlin in 2009 and was listed on the Frankfurt Stock Exchange from 2018. In April 2023 the Austrian furniture group XXXLutz completed its takeover of home24 and later took the company off the stock exchange. home24 continues as an independent brand within the XXXLutz group. At the time of the takeover, home24 offered more than 250,000 products in seven European markets and Brazil, where it trades as Mobly, and had around 3,000 employees. Its Butlers chain has around 100 stores in Germany, Austria and Switzerland and about 25 more in the rest of Europe. See also our XXXLutz page.
What the shopper sees
home24 offers a very large online range of furniture and home products, including its own brands, with delivery of large items to the customer's home. Butlers adds home accessories, gifts and décor in stores and online.
How brands can work with home24
home24 works with brands and manufacturers as suppliers. A brand approaching home24 should be ready with:
- Furniture or home products that fit home24's range and price positioning.
- Detailed product data and strong imagery, including dimensions, materials and lifestyle photos.
- Reliable delivery of bulky items to customers in home24's markets.
- Product content in German and other languages for its country shops.
- EU product compliance for furniture and home goods.
Why home24 matters for brands
home24 is a well-known online destination for furniture in German-speaking Europe and, as part of XXXLutz, is backed by one of the largest furniture retail groups in the world.
How eBrands looks at home24
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a home or furniture brand and want to see how home24 could sit alongside the channels you already use, we are happy to talk it through.
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