EK HOME

Empowering specialist Retailers in Housewares, Electronics and Baby & Toys.

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Passion for the Local Hero

Support and guidance for successful local
entrepreneurship.

EK Home supports specialist retailers in the areas of housewares, electrical appliances, and baby & toys. We offer attractive purchasing conditions, efficient ordering systems, and strong marketing support – both online and offline. With shop concepts like electroplus and happybaby, and marketing tools such as Licht + Concept, we help retailers grow their business with confidence.

benefits

Individuality in the concept – who offers more?

electroplus provides everything you need to succeed in the highly competitive electrical appliance market. At the same time, the concept respects the uniqueness of each retailer. It’s a perfect fit for us!

BERND ZIMMERLY
ELECTROPLUS ZIMMERLY

Why you should join EK Home!

Added Value through Collaboration

For Retailers

As a retailer at EK, you benefit from enhanced purchasing conditions, enabling more favorable price negotiations. Centralized billing reduces your administrative workload, while marketing support and access to relevant insights keep you informed and efficient.

For Suppliers

As a supplier within the EK network, you profit from increased sales volume through access to a larger network of retailers. Long-term contracts provide market stability, while efficient distribution and centralized billing reduce operational costs.

For Service Providers

As a service provider, partnering with EK means gaining access to a broad network of mid-sized, independent retailers. Our range of services supports retailers in procurement, marketing, logistics, and more, allowing them to focus on their customers.

Our Brands

Explore our wide EK Home brand portfolio

EK Home: Our branches
happybaby – the successful concept for baby stores and baby specialty stores
happybabyis the marketing concept for the baby outfitting industry. We offer our almost 60 partners, who are represented in Germany, Austria, Italy and Switzerland, a complete turnkey concept – from location analysis, space planning and design to comprehensive product range advice and a diverse 360° marketing concept.

Our partners are strong entrepreneurial personalities, whose names and businesses are often known at the location for many generations and who stand for certain values, because happybaby – the MORE for families stands for
MORE service – MORE quality – MORE advice.
360° marketing concept for joint success
Our happybaby partners benefit from a comprehensive marketing offer that ensures maximum visibility both online and in-store.
  • happybaby familyCLUB and newsletter
  • local social media campaigns
  • Google campaigns
  • the popular customer magazine “kiddies”
  • WhatsApp marketing
  • strong advertising material for the POS
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electroplus – Your Specialist Store Concept for Home Appliances
electroplus is the proven retail concept tailored for home appliance specialists – already successfully rolled out at around 80 locations. Whether you focus exclusively on appliances or also run a kitchen studio, electroplus can be seamlessly combined with küchenplus, our concept designed for kitchen retail. As an electroplus partner, you gain access to a complete package of services to help you present and market your product range, service offering, and unique strengths – both online and in your physical store. Our distinctive marketing approach sets you clearly apart from the competition, helping you shine in a crowded market.
Become a partner
küchenplus – The Specialist Concept for Kitchen Retailers
küchenplus is our specialist retail concept for kitchen experts and electrical retailers with an integrated kitchen studio who want to elevate their presence both in-store and online. With küchenplus, you benefit from a comprehensive range of support to help you showcase your kitchen solutions, services, and unique strengths where your customers are looking. To ensure your business stands out, we’ve developed a marketing concept that focuses on what makes you unique – your individuality as an entrepreneur. With küchenplus, your store doesn’t just blend in – it makes a lasting impression.
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licht+concept – The Strong Network of Leading Lighting Specialists
With licht+concept, EK Retail has created a powerful network for specialist lighting retailers. For over 25 years, members have benefited from exclusive purchasing conditions, professional marketing support, attractive training opportunities, and practical, hands-on services. This specialist group brings together top retailers who value quality, innovation, and a strong community – helping each member strengthen their position in the market and stay ahead of the curve.
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Product Diversity Meets Industry Expertise
EK Home Housewares offers a comprehensive product range across the categories of Cooking, Dining, Housewares, Trends, Small Domestic Appliances, and Leather Goods. A key advantage is our broad network of centrally regulated suppliers, which ensures attractive purchasing conditions, efficient processes, and high delivery reliability for our retail partners. With a keen sense for market trends and consumer needs, we curate assortments that combine functionality, design, and innovation.
More Than Wholesale– The Industry’s Central Platform
We see ourselves not only as a traditional wholesaler, but as a strategic partner for department stores, specialty retailers, and online pure players. Our goal: to ensure a sustainable and profitable trading business for all stakeholders.
Tailored Retail Solutions at the Point of Sale Our space concepts create inspiring shopping experiences and increase retail productivity. Whether modular shop-in-shop systems or customized POS designs – we deliver solutions that make a difference.
Marketing that Moves
With targeted marketing services, we support our partners in reaching their customers – both online and offline. From campaign development and POS materials to digital content packages: we make brands visible and products desirable. Data-Driven Market Success Our data services enable informed decision-making across the entire value chain. We analyze assortment performance, optimize inventory control, and create transparency for both suppliers and retailers.
Efficient Supplier Management & Logistics Expertise
Through professional supplier management and powerful logistics services, we ensure smooth product availability and fast response times – for maximum flexibility in day-to-day operations. Shaping the Future Together EK Home Housewares is your reliable partner for sustainable growth in the housewares segment. With industry know-how, innovative strength, and a strong network, we create added value – today and in the future.

Get to Know our Store Concepts

Discover the retailers shaping our unique retail experiences.

Data Services & BI

Our data-driven backbone supports smarter decisions. Through advanced platforms, integration services, and visualization tools, we enable transparency, agility, and excellence in data management—driving growth from the inside out.

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Retail Solutions & Innovation

We empower retailers with cutting-edge digital tools and consultancy. From AI-driven applications to community and commerce platforms, this pillar fuels transformation at the front end—enhancing customer experiences and unlocking new business potential.

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What’s going on in our universe?

Find out more about latest developments and news in
our different Business Units.

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What’s going on in
our universe?

Find out more about latest developments and news of our Group.

4mybaby Takes Off with the happybaby Concept

By Melina

Bielefeld/Regensdorf, December 11, 2025 – Grand Opening at Grütpark in Regensdorf/Zurich Since the end of November, a new specialty store in the Zurich region has been setting standards for baby products, toys, and expert advice: On November 27 and 28, brothers Giorgio and Fabio Migliaccio officially opened their new 4mybaby store at Grütpark in Regensdorf,…

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electroplus küchenplus and Miele celebrate campaign success with significant increase in sales

By Melina

Bielefeld, December 4, 2025 When two strong industry players join forces for the first time, expectations run high. And the result delivers across the board: With the campaign premiere “Upgrade your Life!”, electroplus küchenplus and Miele impressively demonstrated this fall how successful modern specialist retail marketing can be – emotional, brand-driven, and measurably sales-effective. The…

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New electroplus küchenplus Store in Rosenheim

By Melina

Bielefeld/Rosenheim, December 10, 2025 When a new electrical and kitchen specialty store opens, it takes not only entrepreneurial courage but also a solid concept. In Rosenheim, both come together: On December 2, electrical retailer Vural Koplay opened his new store there. His partner: the Bielefeld-based multi-sector cooperative EK Retail with its successful brand store concept…

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Innovation, Inspiration, Interaction: EK LIVE Autumn Trade Fair Presents “Impulses to Go”

By Melina

Bielefeld, September 17, 2025  From September 17 to 19, 2025, Bielefeld becomes the meeting point for owner-operated specialist retailers: Over 250 exhibitors and service providers will showcase strong product ranges, proven concepts and services, as well as forward-looking marketing impulses at EK LIVE – live at the EK Exhibition Center and digitally at www.ek-messen.de. A…

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New addition to EK Home Housewares

By Melina

Bielefeld, 25th of November 2025 Nantje Meyer takes over as Head of Category Management HousewaresBielefeld, November 25, 2025 – EK Home is strengthening its management team in the EK Home Housewares division as of December 1, 2025: Nantje Meyer is taking over the position of Head of Category Management Housewares in the EK Home Housewares…

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