High-Tech Gründerfonds, Mountain Super Angel AG and Taishan Invest AG invest in e-commerce furniture company design2desire

design2desire convinced investors with its promising positioning in the furniture market offering individual, creative designs at competitive prices and letting customers participate in the decisions about new collections. High-Tech Gründerfonds is the lead investor.

Innovative and creative design furniture does not have to be expensive. The newly founded company design2desire offers design furniture at competitive market prices on demand via the internet. In order to achieve attractive prices (50-70% below comparable store prices) design2desire is building on a unique business model with a shortened supply chain and online marketing: design2desire work with selected partners in Asia and Europe to produce the furniture on demand. After production and strict quality control, done by the local design2desire team, the products are delivered directly from the factory to the end customers leaving out warehousing, distributors and expensive retail space. This saves about 50-70% the costs of the traditional furniture industry and thereby allows extremely attractive prices for the end consumer.

Yet, the real lure of this business goes beyond good prices. In order to differentiate itself from the traditional competition, design2desire presents not only popular standard products, but also creates a space for new designs. On a voting section on the website, design2desire gives young, upcoming designers the opportunity to present their designs to the large online community. Customers have the opportunity to vote online on this selection of presented styles. The most popular designs make it into production and will be sold exclusively in the design2desire shop. For young designers it is an excellent chance to test the market acceptance of their designs free of cost. Customers profit from fresh and exclusive designs and those who vote on the platform receive a rebate on future purchases in return.

The business idea of design2desire is described by CEO Ulrich Gersch: „We want to establish ourselves as the number one contact for upcoming designers and for furniture clients who value individual designs and creativity.”

Working closely together with selected, experienced and specialized producers in Asia and Europe, design2desire offers high quality products to their customers. The Shanghai based team checks quality standards for every single order. Besides Shanghai, where production and quality control are located, design2desire is building up its marketing and logistics department in Berlin. In addition, a first showroom will be opened early this year in Berlin. design2desire was founded in July 2009 and has just closed its second financing round. The investors are sure that the founders can lead the company to a sustainable market success. „We are convinced about the high-margin business model in a fast growing market for buying furniture online”, states Romy Schnelle, Investment Manager of High-Tech Gruenderfonds. Ingo Drexler, Delegated Member of the Board of Mountain Super Angel AG says: “Design2desire is characterized by a highly dedicated team of founders with broad experience in doing business in Asia.“

About design2desire:
design2desire offers individual and creative design furniture to its customers via its online platform at attractive prices. design2desire differentiates itself through OEM designs offering young, upcoming designers the opportunity to present their design on the website. There customers can vote for the best concepts which then go into production. A standard selection of popular designs of furniture and accessories complements the selection to achieve high volumes. design2desire has operations in Berlin and Shanghai, collaborating closely with Asian and European producers and ensuring high quality products. For his outstanding business idea, the young team was honored by the “Wirtschaftswoche”: design2desire among the finalists of the start-up competition in 2009.

design2desire (Designwelt GmbH)
Ulrich Gersch
Managing Director
Balanstraße 73
81541 Munich
Phone: +49 89 122280614
Fax: +49 89 122280649

About Mountain Super Angel AG:

Mountain Super Angel AG is a public Swiss investment company based in St.Gallen. The corporation was initiated by the Mountain Partners Group and draws upon the group‘s widespread network. The company considers itself as an ‘institutional investor with business angel character‘. Thus, Mountain Super Angel AG invests in companies and in return offers market expertise and management-know-how to support growth potential.
The investment focus is on technology-driven markets with a high growth potential – primarily in German speaking countries. The equity is mainly invested into early-stage financing, restructuring and pre-IPO transactions. Mountain Super Angel AG shares are traded under 4MS (ISIN:CH0033050961) on the Open Market of the Frankfurt Stock Exchange.

Mountain Super Angel AG
Volker Rofalski
Investor Relations
Phone: +41 44 7838030
Fax: +41 44 7838040

About Taishan Invest AG:
Taishan is an institutional Business Angel that invests into high growth “angel stage“ startups as well as special opportunities in China. It was jointly founded in 2008 by top class serial entrepreneurs in China, headed by Raymond Lei Yang, and Mountain Partners Group from Europe with a long term commitment to this market. Taishan brings the proven angel investing business model from Europe, smart capital, advanced technologies and additional exit channels to the emerging business angel market in China.

Taishan Invest AG
Sebastian Kübler
Phone: +41 44 7838034
Fax: +41 44 7838040

About High-Tech Gruenderfonds:
The High-Tech Gruenderfonds invests venture capital in young, innovative technology companies, which implement promising research results corporate. With the help of the seed financing from up to 500,000 Euro the start-up companies should lead their R&D projects up to the appropriation of a prototype and “proof of concepts” respectively or to the market launch. The High-Tech Gruenderfonds has a fund volume of about 272m Euro. Investors of the public-private partnership are the Federal Ministry for Economics and Technology, the KfW bank group as well as the six industrial groups BASF, Deutsche Telekom, Siemens, Robert Bosch, Daimler and Carl Zeiss.

High-Tech Gruenderfonds Management GmbH
Romy Schnelle
Ludwig-Erhard-Allee 2
53175 Bonn
Phone: +49 228 96568500
Fax: +49 228 96568550


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