HSE Extra

HSE Extra is a German home-shopping and live-commerce television channel operated by Home Shopping Europe GmbH, the company behind the HSE brand. It is the second channel of the HSE family, originally launched on 4 October 2005 as HSE24 Digital. It was renamed HSE24 Extra in February 2009 and took its current name, HSE Extra, on 13 January 2021 as part of a broader rebranding of the HSE channels. The channel repeats parts of the main HSE programme and is distributed via satellite and livestream, with ten hours of live broadcasting each day. An HD simulcast, HSE24 Extra HD, was launched on 1 September 2013. The parent company, Home Shopping Europe GmbH, is a home-shopping and e-commerce business that presents and sells products on television and through other channels. It broadcasts a 24-hour programme and sells to customers in Germany, Austria and Switzerland. Around 1,200 employees work for the company, more than 900 of them in Germany, and 26 hours of programming are produced live in the studios of three channels in Ismaning near Munich. According to the company, it ships an average of about 37,000 packages per day from four logistics centres in Germany and Switzerland and handles an average of 41,500 calls per day in call centres. More than 3 million calls per year are processed through an automated telephone ordering system using a voice user interface with artificial intelligence. The HSE brand traces its origins to 16 October 1995, when H.O.T. (Home Order Television) launched as Germany's first teleshopping channel. It was renamed Home Shopping Europe in May 2001, and the HSE24 brand was used from March 2004 until 12 January 2021. Since 13 January 2021 the brand has been HSE, with the claim and sound logo "HSE. Here Shopping Entertains." introduced on 15 January 2021. HSE Extra sits alongside the main HSE channel and HSE Trend, which launched on 23 September 2010 and focuses on fashion trends such as clothing and accessories. The company describes itself as a live-commerce provider offering a curated product range in fashion, jewellery, beauty, wellness, household and living, presented on television, in its online shop and in its own app by "creators" — well-known lifestyle personalities such as Judith Williams, Lola Paltinger, Jana Ina Zarrella, Marcel Ostertag, Martina Reuter and, since early 2022, fashion entrepreneur Thomas Rath with his own brand. Since 2021 HSE has invested in social commerce, developing the separate HSE Hello app for streamers, who could market HSE products directly via livestreaming without the products having to appear in TV shows. In 2022 HSE acquired Manycreators, an Amsterdam-founded creator-management agency active since 2016, which was merged into HSE in July 2024. HSE also uses affiliate marketing, including Payback points and monetising advertising placements in its webshop via TradeDoubler. HSE Extra is therefore best understood as a brand extension of the HSE home-shopping enterprise: a dedicated channel that extends the reach of the main HSE programming through repeats, live segments and satellite and online distribution, serving the German-speaking markets of Germany, Austria and Switzerland.

HSE Extra is the second channel of the German home-shopping company Home Shopping Europe GmbH, which operates under the HSE brand. The parent company began on 16 October 1995, when H.O.T. (Home Order Television) launched as Germany's first teleshopping channel, initially broadcasting recordings before starting live operations a year later. The concept is attributed to Quelle Schickedanz AG & Co., and H.O.T. was created as a joint venture between Pro Sieben Television GmbH and Quelle. A year later the partnership was expanded to include the American teleshopping channel HSN (Home Shopping Network), announced at the Medientage München by Georg Kofler for ProSieben, Patrick Palombo for Quelle and Barry Diller for HSN. ProSieben later withdrew. The first webshop went online in 1998. The channel was renamed Home Shopping Europe in May 2001, and the HSE24 brand was used from March 2004 until 12 January 2021, when the brand became HSE. HSE Extra itself launched on 4 October 2005 as HSE24 Digital. It was renamed HSE24 Extra in February 2009 and took the name HSE Extra on 13 January 2021. The channel repeats parts of the HSE programme and is distributed via satellite and livestream. On 1 September 2013, HSE24 Extra launched its content-identical high-definition simulcast, HSE24 Extra HD. HSE Extra broadcasts ten hours live each day. A third channel, HSE24 Trend, went on air on 23 September 2010, focusing on fashion trends such as clothing and accessories; since 13 January 2021 it has been called HSE Trend. Ownership of the parent company changed several times. In February 2005 HSE 24 was sold to InterActiveCorp, and in June 2007 it was bought back and attached to Primondo, the mail-order division of Arcandor (formerly KarstadtQuelle). After the takeover, Quelle articles received their own broadcast windows, for example kitchen items from Quelle. On 10 November 2009, Arcandor's insolvency administrator Klaus Hubert Görg announced that HSE 24 had been sold to the French investment firm Axa Private Equity. From March 2010 the company was controlled by the newly founded HSE24 Management Holding (HSE24 Management Beteiligungs GmbH), which at its founding was 88 percent owned by AXA Private Equity and 12 percent by HSE24 management. In July 2012 Axa sold its majority stake in Home Shopping Europe GmbH to the US investment firm Providence Equity Partners. Internationally, HSE expanded with the first non-German-language home-shopping channel, HSE24 Italy, which went on air in June 2011 and belonged to HSE24 S.p.A. On 5 July 2019, HSE24 S.p.A. passed to the new sole shareholder GM Comunicazione srl. From April 2012, the HSE24 Group held 100 percent of Direct Trade LLC, a Moscow-based operating trading company that included the teleshopping channel and online shop ShoppingLive.ru. In July 2024 the shareholder structure changed further. In recent years the company has invested in social commerce. Since 2021 it has developed the separate HSE Hello app for streamers, allowing them to market HSE products directly via livestreaming without the products having to appear in TV shows, with streamers receiving compensation. In 2022 HSE acquired Manycreators, an Amsterdam-founded creator-management agency active since 2016 that worked with influencers active on platforms such as TikTok. Manycreators was merged into HSE in July 2024. The company also uses affiliate marketing, including Payback points and monetising advertising placements in its webshop via TradeDoubler. HSE describes itself as a live-commerce provider with a curated product range in fashion, jewellery, beauty, wellness, household and living, presented on television, in its online shop and in its own app by "creators" — well-known lifestyle personalities such as Judith Williams, Lola Paltinger, Jana Ina Zarrella, Marcel Ostertag, Martina Reuter and, since early 2022, fashion entrepreneur Thomas Rath with his own brand.

• 2024

  Manycreators is merged into HSE in July.

• 2022

  HSE acquires Manycreators; Thomas Rath joins with his own brand.

• 2021

  The brand becomes HSE on 13 January; HSE24 Extra becomes HSE Extra; the claim "HSE. Here Shopping Entertains." is introduced on 15 January.

• 2019

  HSE24 S.p.A. passes to sole shareholder GM Comunicazione srl on 5 July.

• 2013

  HSE24 Extra HD launches on 1 September.

• 2012

  Axa sells its majority stake to Providence Equity Partners in July; HSE24 Group acquires 100 percent of Direct Trade LLC in April.

• 2011

  HSE24 Italy, the first non-German-language channel, goes on air in June.

• 2010

  HSE24 Management Holding takes control in March; HSE24 Trend launches on 23 September.

• 2009

  HSE24 Digital is renamed HSE24 Extra in February; in November HSE 24 is sold to Axa Private Equity.

• 2007

  HSE 24 is bought back in June and attached to Primondo, the mail-order division of Arcandor.

• 2005

  HSE24 Digital, later HSE Extra, launches on 4 October; HSE 24 is sold to InterActiveCorp in February.

• 2004

  The HSE24 brand is introduced in March.

• 2001

  The channel is renamed Home Shopping Europe in May.

• 1998

  The first webshop goes online.

• 1996

  Live operations begin; partnership expanded to include HSN (Home Shopping Network).

• 1995

  H.O.T. (Home Order Television) launches on 16 October as Germany's first teleshopping channel.

A home-shopping and live-commerce channel extending the HSE brand, offering curated lifestyle products through repeats, live segments and satellite/online distribution in German-speaking markets.

• HSE Extra television channel

  Second HSE channel, launched 4 October 2005 as HSE24 Digital, renamed HSE24 Extra in February 2009 and HSE Extra on 13 January 2021; repeats parts of the HSE programme and broadcasts ten hours live daily.

• HSE24 Extra HD

  Content-identical high-definition simulcast launched on 1 September 2013.

• HSE Extra livestream

  Online livestream distribution of the HSE Extra channel.

1. 1HSE Extra – Wikidatawikidata.org
2. 2Home Shopping Europe – Wikipedia (German)de.wikipedia.org
3. 3HSE24 Extra live – HSE24.dehse24.de