HSE24 Trend

HSE24 Trend is a German home shopping television channel operated by Home Shopping Europe GmbH, the company behind the HSE brand. It was launched on 23 September 2010 as the third channel of the HSE group, alongside the main HSE channel and HSE Extra. Its programming focuses especially on fashion trends, offering clothing and accessories, and it forms part of HSE's curated live-commerce assortment that also spans jewellery, beauty, wellness, household and living products. The channel was originally branded HSE24 Trend and was renamed HSE Trend on 13 January 2021, when the parent company rebranded its channels under the HSE umbrella and adopted the claim "HSE. Here Shopping Entertains." HSE24 Trend is distributed as part of HSE's multi-channel operation, which broadcasts a 24-hour programme and sells to customers in Germany, Austria and Switzerland. HSE produces 26 hours of live programming daily from studios in Ismaning near Munich, using three channels, and employs around 1,200 people, more than 900 of them in Germany. As a sub-brand of HSE, HSE24 Trend benefits from the parent company's infrastructure: an online shop, a dedicated app, call centres handling tens of thousands of calls daily, and logistics centres in Germany and Switzerland that ship an average of about 37,000 packages per day. The channel's fashion-oriented positioning is reinforced by HSE's use of well-known presenters and lifestyle personalities, including Judith Williams, Lola Paltinger, Jana Ina Zarrella, Marcel Ostertag, Martina Reuter and, from early 2022, fashion entrepreneur Thomas Rath with his own brand. HSE24 Trend is not a separate company but a channel brand within the HSE group. Its history is tied to the broader development of HSE, which began in 1995 as H.O.T. (Home Order Television), Germany's first teleshopping channel, became Home Shopping Europe in 2001, and used the HSE24 brand from 2004 until January 2021. The Trend channel continues to serve fashion-focused shoppers through television and digital channels under the HSE Trend name.

HSE24 Trend was launched on 23 September 2010 as the third channel of the German home shopping company HSE, then operating under the HSE24 brand. It was created to focus on fashion trends, particularly clothing and accessories, complementing the main HSE24 channel and the second channel HSE24 Extra (originally HSE24 Digital, launched in 2005). The channel's history is inseparable from that of its parent, Home Shopping Europe GmbH. HSE began on 16 October 1995 as H.O.T. (Home Order Television), Germany's first teleshopping channel, founded as a joint venture between Pro Sieben Television GmbH and Quelle, with the concept attributed to Schickedanz AG & Co. A year later, the American home shopping network HSN joined the partnership, and live broadcasting began. The company was renamed Home Shopping Europe in May 2001 and used the HSE24 brand from March 2004 until 12 January 2021. Ownership changed several times over the years. In February 2005 HSE 24 was sold to InterActiveCorp, then bought back in June 2007 and attached to Primondo, the mail-order division of Arcandor (formerly KarstadtQuelle). After Arcandor's insolvency, HSE 24 was sold in November 2009 to the French private equity firm Axa Private Equity. From March 2010 the company was controlled by the newly founded HSE24 Management Holding, initially 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. Against this backdrop, HSE24 Trend went on air in September 2010, becoming the group's dedicated fashion channel. On 13 January 2021, as part of a broad brand relaunch, the parent company renamed its channels: HSE24 became HSE, HSE24 Extra became HSE Extra, and HSE24 Trend became HSE Trend. The relaunch introduced the claim and sound logo "HSE. Here Shopping Entertains." (advertised since 15 January 2021). HSE Trend continues to operate as part of HSE's multi-channel live-commerce business. HSE broadcasts a 24-hour programme and sells to customers in Germany, Austria and Switzerland, producing 26 hours of live programming daily from studios in Ismaning near Munich across three channels. The company employs around 1,200 people, more than 900 in Germany, and ships an average of about 37,000 packages per day from four logistics centres in Germany and Switzerland. It also handles an average of 41,500 calls per day in call centres, and its automated telephone order system processes over 3 million calls annually using an AI-based voice user interface. Since 2021 HSE has invested in social commerce, developing the separate HSE Hello app for streamers and acquiring the Amsterdam-founded creator-management agency Manycreators in 2022; Manycreators was merged into HSE in July 2024.

• 2024

  Manycreators is merged into HSE in July.

• 2022

  HSE acquires the Amsterdam-founded creator-management agency Manycreators.

• 2021

  On 13 January, HSE24 Trend is renamed HSE Trend as part of the HSE brand relaunch; the claim "HSE. Here Shopping Entertains." is introduced.

• 2012

  Axa sells its majority stake in Home Shopping Europe GmbH to Providence Equity Partners in July.

• 2010

  HSE24 Trend launches on 23 September as the group's third channel, focusing on fashion trends.

• 2009

  In November, Arcandor's insolvency administrator announces the sale of HSE 24 to Axa Private Equity.

• 2007

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

• 2005

  HSE 24 is sold to InterActiveCorp in February.

• 2004

  The HSE24 brand is introduced in March and used until 12 January 2021.

• 2001

  The company is renamed Home Shopping Europe in May.

• 1995

  H.O.T. (Home Order Television), Germany's first teleshopping channel and predecessor of HSE, begins broadcasting on 16 October.

Fashion-focused home shopping and live-commerce channel within the HSE group, offering curated clothing and accessories to viewers in Germany, Austria and Switzerland.

• Fashion clothing and accessories

  The core offering of HSE24 Trend, presented as fashion trends on the channel.

• Jewellery, beauty and wellness products

  Part of HSE's curated live-commerce assortment presented across its channels.

• Household and living products

  Additional product category in HSE's curated assortment.

1. 1HSE24 Trend – Wikidatawikidata.org
2. 2Home Shopping Europe – Wikipedia (German)de.wikipedia.org
3. 3HSE24 Trend live – HSEhse24.de