In this episode of Kassenzone, Karo Junker de Neui talks to Sebastian Kebbe, managing director at Beurer. For over 100 years, the traditional company from Ulm has stood for (electronic) health and wellness products, from blood pressure monitors to massagers, heating pads and soon even toothbrushes and pet accessories.
Sebastian provides deep insights into the impressive breadth of the Beurer product range (over 1,700 products), international market presence in 140 countries and organic growth through continuous product development. It is particularly impressive that Beurer is not only a brand manufacturer, but also has the entire value chain with five of its own plants (including in Europe and Asia). A strategic advantage in the fight for resilience, quality and margin stability over low-cost competitors such as Temu.
The Discussion also focuses on the role of e-commerce. Around 60% of sales are now online, with Amazon as the most important channel. At the same time, Beurer is investing specifically in D2C, social media and content, including a TikTok shop and a growing focus on CRM and brand loyalty via connected devices and health services.
New growth drivers are also already in the starting blocks. In addition to dental care products, “Love Your Pet by Beurer”, a new brand for petcare products is being launched. Topics such as international expansion, brand building via TV and social media, and the further development of the Beurer claim are also at the center.
An exciting look behind the scenes of a hidden champion, which shows how to position yourself in the wellbeing segment in a sustainable and customer-oriented way.
Our key insights from the Beurer podcast:
🏭 Value chain as a competitive advantage: Beurer manufactures medical devices such as blood pressure monitors in Europe, a rare USP in an otherwise outsourced sector.
🛒 Platform Strategy with a Sense of Proportion: Around 60% of sales come online, Amazon is important, but D2C is also used strategically, including for customer loyalty & cross-selling.
📱 TikTok, TV & Content as a Bridge Builder: Beurer invests in reach, tests new channels and develops a stronger brand identity, with the aim of more touchpoints, more lifetime value.
🦷 New categories, new growth: toothbrushes, beard trimmers & petcare products expand the range, organically, without acquisitions.
🧠 Health meets tech: With our own “Beurer Health Manager Pro” app, connected services are created, from ECG interpretations to blood pressure coaching, a step towards a digital health companion.
Anyone who wants to know how a family business is reinventing itself without losing its roots — and what D2C can really do in the healthcare market, should listen in now!
Managing complexity: Why scaling needs the right tech & AI foundation
Managing such enormous complexity — 1,700 products across various sales channels and 140 countries — requires not only operational excellence, but also a future-proof technological infrastructure. This is exactly where we come in as digital consultancy Hamburg. When family businesses like Beurer increasingly rely on D2C strategies, app ecosystems and personalized CRM, tech stack optimization in e-commerce is becoming a decisive growth lever. The seamless connection of user data from connected devices often requires professional CDP implementation and strategic CRM integration advice to truly individualize customer experiences and minimize wastage as acquisition costs rise. Sebastian's reference to the analysis of buying behavior through AI and new trends also shows the great potential of the intelligent use of data. A targeted AI implementation In companies — from AI process automation in the background to data-driven recommendation engines — helps to make this digital transformation of business models measurable and profitable. As experts for Tech Implementation and advice on digital transformation, we support brands end-to-end in building such highly complex commerce platforms and firmly anchoring AI as a real value creation lever in the company.
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