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Channel 21 buys Hamburg's Veluvia start-up


Food start-up better known after appearance on "The Lion's Den" show

The Hanover-based cable and satellite-shopping network Channel 21 has bought Hamburg’s Veluvia start-up for an undisclosed sum. Veluvia sells dietary supplements based on superfoods and made headlines through its appearance on VOX TV’s The Lion’s Den show.

Channel 21 as strategic partner

“After careful selection and analysis, Channel 21 is the best strategic partner for Veluvia, as it intends to expand the successful range of dietary supplements and develop additional products,” said Veluvia-founder Jörn-Marc Vogler. He and his wife Grazia de Francesco and sister-in-law Beatrice de Francesco have developed the vitamin capsules since founding the company in 2015. After a successful pitch on “The Lion’s Den” show in 2017, the investors Ralf Dümmel and Carsten Maschmeyer injected EUR 150,000 each in return for a 25.1 per cent of the company. In 2018, Grunderszene rated Veluvia as Germany’s second-fastest growing digital company and number one in the food sector.

Seven-digit sales in first quarter

Veluvia has been selling its nutrient mixtures via the teleshopping channel since spring 2019 and achieved millions in sales in the first quarter, both companies said. The sale is a strategically good decision, according to Dummel, and noted: “From the start, it became clear that Veluvia, as a product in need of explanation, was made for home shopping. So the transfer to Channel 21 with its selling power is absolutely the right decision.” In an Interview with Hamburg News, the three founders shared their personal experiences with the “lions”.

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Melissa KnausAug. 27, 2019