home24 SE: home24 doubles down on its key differentiators assortment and brand by adding key personnel to the team

DGAP-Media / 12.10.2021 / 08:30

  • home24 continues to invest in its key differentiators: the extension of its curated and inspiring product range and the strengthening of its brand image
  • On the path to an even broader assortment for the entire home, home24 hired the experienced interior and e-commerce experts Niels Nüssler (SVP Commercial, formerly AdPepper, FabFab, DaWanda, MONOQI) and Lina Strahlke (Director Category Management, formerly MONOQI)
  • Corinna Nachtigall (formerly flaconi) is now in the position to strategically develop the home24 brand and to further expand the platform's already very good brand awareness of 57%*

Berlin, 12 October 2021 - home24, a leading home & living online player, is continuously investing in future growth and the expansion of its platform. In order to offer its customers the best possible shopping experience, the Berlin-based e-commerce company is increasingly focusing on the expansion of its curated assortment, particularly in home textiles and accessories that drive traffic to the online shop and lead to more frequent purchases. Furthermore, home24 is sharpening its brand identity and awareness. As part of this strategic focus and to strengthen its team, home24 has now made new appointments to relevant key positions.

Niels Nüssler has been hired as SVP Commercial. As an experienced manager and executive, Niels Nüssler possesses not only relevant knowledge of e-commerce business models, but also expertise in assortment and marketplace development. Before joining home24, Niels Nüssler was the CEO of several online businesses: the online market leader for fabrics and textiles, FabFab; the design shopping club, MONOQI; and the marketplace for handmade products, DaWanda. He also co-founded and the lingerie brand, and thus brings extensive knowledge of the retail sector to home24. As SVP Commercial, one of his main goals is expanding the product range to offer customers a broader and even more relevant selection.

He will be supported by Lina Strahlke, who also has been newly recruited, in her role as Director Category Management. Lina Strahlke previously also worked at the home & lifestyle e-commerce company MONOQI, where she most recently filled the role of Head of Buying. She is joining home24 with significant experience in the fields of sales, sales management, assortment and design of decoration items, home textiles and furniture.

In addition to the assortment, brand awareness is crucial for home24 to succeed in the mass market. In the home & living segment, the end customer is often not familiar with any manufacturer brands and rather trusts the retailer brand. For this purpose, it is important for home24 to strengthen its brand identity and to emphasize the key differentiators of the brand compared to its competitors. Therefore, the company has created a new position as Director Brand and hired Corinna Nachtigall. She comes to home24 with over 15 years of experience in both corporate and agency settings, including three and a half years as Managing Director of a full-service communications and creative agency with a digital focus. Before joining home24, she worked for the online shop flaconi. In her role as Brand and Communications Director, she was in charge of the strategic development, the repositioning and successful redesign of the brand. At the same time, she was also responsible for the conception and implementation of integrated and cross-functional brand and image campaigns.

"Our new colleagues Lina, Corinna and Niels are very experienced in developing assortments and brands while always keeping an eye on recent consumer trends. They are strengthening our team in our most important differentiating areas: our broad, curated assortment for an individual home and in making home24 a destination brand that customers trust." says Marc Appelhoff, CEO of home24.

* Survey by DCMN Insights. National representative sample (n=1003) for DE, ages 18-69, 50% women, 50% men by the end of August 2021.


About home24
home24 is a leading pure-play home & living e-commerce platform in Continental Europe and Brazil. With over 100,000 home & living products in Europe and more than 200,000 articles in Latin America, home24 offers a unique selection of large and small furniture pieces, garden furniture, mattresses and lighting. This curated, broad assortment offers a significant value-for-money value proposition to customers. home24 is headquartered in Berlin and employs more than 1,500 people worldwide. The Company is active in seven European markets: Germany, France, Austria, the Netherlands, Switzerland, Belgium and Italy. home24 is also active in Brazil under the "Mobly" brand. In Europe, home24 delivers its products above an order value of 30 euros - regardless of size and weight - free of charge to the customer's home and also offers free returns. home24's product range consists of numerous brands, including a large number of private labels. home24 is listed on the Frankfurt Stock Exchange (ISIN DE000A14KEB5). Mobly's stock is traded on the Brazilian Novo Mercado of B3 (ISIN BRMBLYACNOR5). For more information, please visit the Company's website at

Press contact:
Anne Gaida
Senior Communications Manager
+49 30 201 632 941 6

Legal disclaimer:

This publication contains forward-looking statements. These statements are based on the current views, expectations, assumptions and information of the company's management. Forward-looking statements contain no guarantee for the occurrence of future results and developments and are associated with known and unknown risks and uncertainties. Due to various factors, actual future results, developments and events may differ materially from those described in these statements; neither the Company nor any other person accepts any responsibility whatsoever for the accuracy of the opinions or underlying assumptions contained in this publication. The Company assumes no obligation to update the forward-looking statements contained in this publication.

End of Media Release

Issuer: home24 SE
Key word(s): Enterprise

12.10.2021 Dissemination of a Press Release, transmitted by DGAP - a service of EQS Group AG.
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Language: English
Company: home24 SE
Greifswalder Straße 212-213
10405 Berlin
Phone: +49 30 - 609880019
Fax: +49 30 - 2016329499
Indices: SDAX
Listed: Regulated Market in Frankfurt (Prime Standard); Regulated Unofficial Market in Berlin, Dusseldorf, Munich, Stuttgart, Tradegate Exchange
EQS News ID: 1239747

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1239747  12.10.2021