Brand profile · Germany
duschbrocken Revenue, search volume and competitors 2026
Stuttgart brand for solid, plastic-free shower and hair soap, founded in 2018, appeared on Die Höhle der Löwen in 2020 with an offer from Ralf Dümmel.
Fact sheet
- Founded
- 2018
- Founders
- Johannes Lutz, Christoph Lung
- Headquarters
- Stuttgart
- Employees
- ca. 25 (laut Podcast 2023)
- Die Höhle der Löwen (German TV show)
- Yes, season 7 (2020)
- Deal on the show
- Yes
- Investors on the show
- Ralf Dümmel
- Funding
- Bootstrapped (no venture capital)
- Funding rounds
- 2018: Crowdfunding, 50.000 €
Background and milestones
Johannes Lutz and Christoph Lung met on a world trip in 2017. When shampoo leaked in the jungle, the idea of a solid 2-in-1 product was born. They financed the start through crowdfunding.
- 2018
Founding and successful crowdfunding (50,000 EUR).
- 2020
Appearance on Die Höhle der Löwen, counter-offer from Ralf Dümmel.
- 2023
About 5 million EUR revenue and 25 employees according to a podcast interview.
SWOT analysis of duschbrocken
Editorial assessment based on the sources listed and the radar data.
Strengths
- The brand has over 250,000 customers and more than 15,000 reviews according to the shop.
- The Die Höhle der Löwen appearance brought public awareness and retail presence.
Weaknesses
- The core product, solid soap, is easy to imitate.
- Public statements about the DHDL deal are contradictory.
Opportunities
- Plastic-free care is a growing topic and allows product extensions such as toothpaste and deodorant.
- With about 9,900 brand searches per month there is measurable brand demand.
Threats
- In the solid care niche, drugstore private labels and other soap labels compete.
- Dependence on Amazon and a few retail partners can pressure margins.
What is behind the demand?
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Sources
- Duschbrocken Shop: 250.000 Kunden, 15.000 Bewertungen, Sortiment, Versand ab 39 €
- DHDL.info: Staffel 7, Folge 7, 21.04.2020, Gegenangebot Dümmel 250.000 € für 25 %
- die-hoehle-der-loewen.de: Staffel 7, 2020, Forderung 250.000 € für 10 %
- FAU: Alumnus sichert sich Deal mit Ralf Dümmel, Startphase
- gruender.de: Gründer-Geheimnis Duschbrocken, Crowdfunding 50.000 €, ohne externe Investoren
- Startup Stuttgart: Sitz Stuttgart, Produktion, Dümmel-Deal
- Pitchdeck-Magazin: DHDL-Deals, 5 Mio. € Umsatz und 25 Mitarbeiter (Podcast 2023)
Frequently asked questions about duschbrocken
How much revenue does duschbrocken make?
duschbrocken generated around 5 million € in revenue in 2023 (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded duschbrocken?
duschbrocken was founded in 2018 by Johannes Lutz and Christoph Lung. The company is based in Stuttgart.
Was duschbrocken on Die Höhle der Löwen?
Yes, duschbrocken appeared on the German TV show Die Höhle der Löwen in season 7 (2020). The show ended with a deal with Ralf Dümmel.
Is duschbrocken backed by venture capital?
No, according to available information duschbrocken has grown without venture capital (bootstrapped).
How much does duschbrocken spend on marketing?
duschbrocken does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less duschbrocken has to pay for each visit.
How much revenue does duschbrocken make through Google?
The model estimate combines brand searches and organic traffic of duschbrocken with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know duschbrocken) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of duschbrocken be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of duschbrocken after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for duschbrocken.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.