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Kinnevik Capital Markets Day
May 2014
How do you buy furniture today?
customer service
shop & content
What do you need in order to sell furniture online?
Now that customers are happy.
how does that work for Home24?
>100m net sales run-rate
Return quota <10%
Powerful unit economics and
negative working capital
Note: All figures unaudited and preliminary
Basket sie >!00
Positive profit contributions after variable costs already
purchase. !oyalty effects within first " months#
"t first purc#ase
%it#in 1
Profitable loyalty!
%it#in 1&0 da's
Note: Data for Home24 Europe December 201 co!ort" All figures unaudited and preliminary
$oes the model only work in %ermany?
Home24 as clear mar#et leader in core mar#ets!
$oday% already &40' of re(enues outside of )ermany
Latin America Europe
Note: All figures unaudited and preliminary
&his all looks so easy. How do you do that?
(erticall' integrated )usiness
wit# in-dept# sourcing
e*pertise in "sia and +,,
Proprietar' logistics
infrastructure wit# deep ,-.
integration wit# suppliers
/0#e gold standard1 in
performance marketing
2eav' tec# focus wit# ver'
data-driven3 quantitative
-ifferentiated inventor' model
com)ining #ig# availa)ilit'
and #ig# inventor' turnover
'ops( we for)ot somethin)# Home24 has practically
Home24 *it! negati(e *or#ing capital!
4 no st'le risk
4 no inventor' risk
4 no end of campaign5
season discounting
4 no o)solescence 4 no seasonalit'
4 no 'ear-end
inventor' depreciation
Home24 backed by powerful( well-known investors
Home24 team with )ood mi. of e/ommerce e.perience(
retail e.pertise and data-driven mindset
Dr. Philipp Kreibohm
E,-./) 0 E,-1res!fields
Domenico Cipolla
E,-./) 0 E,-/in(en
Constantin Eis
E,-4oland .erger
Home24 clear market leader. 0nmatched combination of
stron) topline )rowth and powerful unit economics
Huge maret moving online! Huge pri(ate label opportunity and fragmented supplier landscape
Home"# best positioned to sei$e Home & Living opportunit%! .y far largest online assortment%
!ig! a(ailability% attracti(e prices and best-in-class fulfillment and customer ser(ice
&arriers to entr%! Home24 *it! in-dept! sourcing e,pertise in Asia and /EE and deep ED5
integration *it! suppliers" Hea(y tec! focus and t!e gold standard in performance mar#eting
'odel traveling abroad! Already &40' of re(enues outside of )ermany" 6ery strong footprint in
.ra7il" 2
*a(e of internationali7ation under*ay
(nventor% model )ithout inventor% ris! No obsolescence% no end-of-season discounting% no
seasonality% no fas!ion ris#" 6ery lean in(entory model
*cale and po)erful unit economics on +
purchase: &8100m net sales run-rate" +trong li#e-for-
li#e gro*t!" A(erage bas#et si7e &8200" /A/-reco(ery o(er 100' on 1
purc!ase" +trong loyalty
effects" Negati(e *or#ing capital
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