Brand profile · Germany
Luicella's Revenue, search volume and competitors 2026
Hamburg ice cream brand with its own parlours and a home ice mix; Frank Thelen invested after its 2017 appearance on Die Höhle der Löwen.
Fact sheet
- Founded
- 2013
- Founders
- Luisa Mentele, Markus Deibler
- Headquarters
- Hamburg
- Company
- Luicella's Ice Cream GmbH
- Employees
- ca. 20 (2018)
- Die Höhle der Löwen (German TV show)
- Yes, season 4 (2017)
- Deal on the show
- Yes
- Investors on the show
- Frank Thelen
- Deal closed after the show
- Yes
- Investors
- Frank Thelen
- Funding rounds
- 2017: DHDL-Deal (20 Prozent), 120.000 €
Background and milestones
Luisa Mentele learned the craft at the Gelato University in Bologna. Together with former professional swimmer Markus Deibler she opened an ice cream shop in Hamburg with unusual flavours and customer wishes collected on wish boards in the store.
- 2013
First shop opened in St. Pauli, Hamburg (April 2013).
- 2016
Second ice cream parlour opened in Hamburg.
- 2017
Appearance on Die Höhle der Löwen with the do-it-yourself ice mix, agreement with Frank Thelen (120,000 euros for 20 percent).
- 2019
Flagship store opened at Grindelhof in Eimsbüttel; products sold at Kaufland and Real.
- 2025
New store in the Westfield Überseequartier, ten shops in total in Hamburg and Lübeck.
SWOT analysis of Luicella's
Editorial assessment based on the sources listed and the radar data.
Strengths
- Its own ice cream parlours, ten shops in Hamburg and Lübeck, give the brand visible presence and customer contact.
- The 2017 DHDL appearance with Frank Thelen as investor brought reach and access to retail.
Weaknesses
- Revenue and profit are not published, so performance is hard to judge from outside.
- The shop business is concentrated regionally in Hamburg and Lübeck.
Opportunities
- Retail products such as the ice mix and Stileis in supermarkets like Kaufland and Real reach customers outside the region.
- Expanding to further locations in shopping centres such as the Westfield Überseequartier has already been tested.
Threats
- The ice cream market is shaped by strong competition from private labels and other parlours.
- The shop business is seasonal and ties up capital through rents and staff.
What is behind the demand?
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Sources
Frequently asked questions about Luicella's
How much revenue does Luicella's make?
There are no documented revenue figures for Luicella's. After login, the brand profile shows a model estimate of organic revenue, split into brand and non-brand.
Who founded Luicella's?
Luicella's was founded in 2013 by Luisa Mentele and Markus Deibler. The company is based in Hamburg.
Was Luicella's on Die Höhle der Löwen?
Yes, Luicella's appeared on the German TV show Die Höhle der Löwen in season 4 (2017). The show ended with a deal with Frank Thelen. The deal was closed after the show.
How much does Luicella's spend on marketing?
Luicella's 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 Luicella's has to pay for each visit.
How much revenue does Luicella's make through Google?
The model estimate combines brand searches and organic traffic of Luicella's with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know Luicella's) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of Luicella's 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 Luicella's 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 Luicella's.
Want to make your own brand this visible?
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