About The Social Chain AG

We are a brand and product company of the next generation. Social Chain AG uses the insights and opportunities of social media in product development, brand building and sales. Behind this is the integrated expertise of product and brand development, social media publishing and social media marketing combined with an omnichannel sales structure.

As a house of entrepreneurs, we are reshaping the world of brands and retail, turning wishes and ideas into products with our concentrated sales power. We understand how to develop our own brands and products into direct-to-consumer brands with the power of social media and market them to specific target groups. We offer our entrepreneurs and retail partners an all-round, carefree package in-house: from our own product development, legal review, production, quality assurance, marketing and communication to logistics and everything else that brands and products need to become big and successful.

Social Chain AG currently has around 10,000 products in the segments Core Brands, Brand Chain and MAXX Group. In this way, we bring the products "Digital first - direct to Customer" directly to customers' homes. Plus: thanks to the excellent retail network of the retail experts, the products are placed in more than 40,000 retail outlets - available to touch and take away.

The best-known faces of The Social Chain AG are Ralf Dümmel and Dr. Georg Kofler, both investors in the VOX start-up show "Die Höhle der Löwen" (the German equivalent of the UK's "Dragons' Den" and "Shark Tank" in the US). In addition to Ralf Dümmel as Chief Product Officer, Wanja S. Oberhof as Chief Executive Officer and Andreas Schneider as Chief Financial Officer manage the company's business.

The company's headquarters are in Berlin, with other locations in New York, Manchester, Stapelfeld near Hamburg, London, Gallin and Los Angeles. The shares of Social Chain AG (WKN: A1YC99) are listed in the Prime Standard of the Frankfurt Stock Exchange.

Our Journey

Our business has been growing organically and through strategic acquisitions over the past few years, all the while focussing on the unique combination of social media and social commerce.
In October 2019, The Social Chain Group AG merged with Lumaland AG
to form The Social Chain AG.
In October 2021, we acquired 100 percent of DS Group. Since 12 November 2021, the shares of Social Chain AG have been listed in the Prime Standard of the Frankfurt Stock Exchange.


Europe's leading social media publishers combine to form a social publishing house called Social Chain. In the same year its first direct-to-consumer product becomes a bestseller through social only, laying the foundation for today's chain.


Social Chain becomes Europe’s most engaged social publisher and launches its social marketing division, Social Chain Agency. In Germany it quickly becomes a leading influencer network by taking strongly growing talent under contract.


Social Chain launches GLOW - The Beauty Convention which quickly becomes Europes largest Beauty Convention, driven by social media. Social Chain Agency opens another European headquarter in Germany and a US headquarter in New York, launching its first-party data and insights studio later that year.


Social Chain is meticulously focussed on leveraging its own media, unique products, disruptive marketing services, proprietary technology and first-party data capabilities to build and scale social media brands.


Social Chain continues to win renowned awards in the digital marketing space, expands its product range and for the first time employs over 300 people in Germany, the UK and the US.


Social Chain becomes a public listed company on the Düsseldorf stock exchange through the merger of The Social Chain Group AG and Lumaland AG.


Social Chain continues to grow internationally, announcing further acquisitions and consolidation of companies.


In October 2021, we acquired 100 percent of DS Group. Since 12 November 2021, the shares of Social Chain AG have been listed in the Prime Standard of the Frankfurt Stock Exchange.

Our Faces

We are an international mix of creative, professional people. Our experience ranges from product buying, social media and influencer marketing, motion and graphic design to finance, logistics, IT and checkout assistants in our stores.

“The tasks are enormously varied and exciting.”

Sophia Bäumel
Social Chain Legal

“My mission is the success of all our brands.”

Dr. Robert Wagner
Social Chain, Core Brands

“Communication and brand awareness initiatives for our brands are filling my daily work life.”

Yvonne Jones
Brand and Communications

Our Management Board

Dr. Georg Kofler


Dr. Georg Kofler has many years of experience as a CEO. As a juror and investor in the popular TV show "Die Höhle der Löwen" (The Lion's Den), Dr. Georg Kofler impressed with his entrepreneurial spirit and founder's élan.

Dr. Georg Kofler started his media career in 1985 at the Austrian Broadcasting Corporation (ORF). Two years later he moved to the KirchGruppe. In 1989, Kofler started the TV Channel ProSieben, which he developed into ProSieben Media AG, followed by the first major IPO of a German media company in 1997. Kofler was the first to introduce teleshopping to the German market, from 2000 to 2002 as CEO and major shareholder of H.O.T. Networks AG, which developed teleshopping throughout Europe. In 2002, Kofler took over the management of pay TV company Premiere, which was on the verge of insolvency. Kofler restructured Premiere, acquired 20 percent of the company himself and successfully floated Premiere on the stock exchange in 2005. He left the television industry in 2007 and invested in various companies in the field of energy efficiency and technology, among others. The new developments in social media brought Kofler back into media in 2016: After the merger of the Social Chain Group AG with Lumaland AG, Kofler became the main shareholder and Chairman of the newly founded The Social Chain AG in October 2019. In January 2023, Kofler was appointed CEO of The Social Chain AG.

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Andreas Schneider


Growing up in Hamburg and on the East Coast of the USA, Andreas Schneider started his business career at Otto Group with stops in Hamburg, Milan / Biella and Munich.

Dieter Schwarz, founder of DS Produkte, brought Andreas Schneider back to Hamburg at the end of 1999. Here, Andreas Schneider has been Managing Director of DS Group for over 20 years and has since been responsible for the areas of finance, controlling, logis- tics and IT. During this time, DS Group has increased its turnover tenfold. In this dynamic environment, Andreas Schneider built his areas of responsibility into important pillars of the company‘s so- lid growth. Andreas Schneider has been Social Chain AG’s Chief Financial Officer since spring 2022. Andreas Schneider is married and has two grown-up sons.

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