Fashion For Home

Fashion For Home, a Berlin-based furniture retailer, was established in 2009 by co-founders Marc Appelhoff and Christoph Cordes. The company carved a niche for itself by offering designer furniture and accessories directly to consumers, primarily online. This direct-to-consumer, made-to-order business model allowed the company to offer high-quality designer pieces at more accessible price points by eliminating intermediary costs.

The business operates on a multi-channel retail strategy, combining a robust e-commerce presence with physical showrooms. Initially focusing on online sales in Germany, Austria, and the Netherlands, the company expanded its strategy to include brick-and-mortar locations in several major cities, including Berlin, Düsseldorf, and Vienna. These showrooms provide customers with professional interior design consulting and a tangible shopping experience, complementing the online platform.

A significant milestone in the company's history was its acquisition by Home24 in November 2015. The deal, paid for in Home24 shares, allowed the acquiring company to gain an offline presence for the first time and expand its market position in Europe. Following the acquisition, both the Fashion For Home and Home24 brands continued to operate, with Fashion For Home's products being integrated into Home24's offerings and vice versa. In 2014, prior to the acquisition, Fashion For Home reported sales of 18.7 million euros. The founders, Marc Appelhoff and Christoph Cordes, transitioned into leadership roles at Home24 following the merger.

Keywords: Fashion For Home, online furniture retailer, designer furniture, Marc Appelhoff, Christoph Cordes, e-commerce, multi-channel retail, furniture showrooms, interior design consulting, Home24 acquisition, made-to-order furniture, German startup, home accessories, direct-to-consumer furniture, European furniture market, Berlin startup