Veluvia-Gründer Jörn-Marc Vogler mit den Investoren Carsten Maschmeyer und Ralf Dümmel © VOX / Bernd-Michael Maurer

Maschmeyer and Dümmel to invest in Veluvia start-up

Hamburg-based Veluvia faced tough choice on "The Lion's Den"

Jörn-Marc Vogler, 45, founder of Veluvia, became the latest, Hamburg-based start-up to secure an investment from “lions” on VOX TV’s “The Lion’s Den” show Tuesday. Vogler accepted an offer of EUR 300,000 in return for a 25.1 per cent share of the company from investors Ralf Dümmel and Carsten Maschmeyer. Just after his TV appearance, a delighted Vogler said: “I’m totally ‘flashed’. Now we can show the world that we exist.”

Vogler had earlier told Hamburg News that Maschmeyer and Dümmel were his preferred lions as Dümmel is a “king of trade” with valuable contacts and “nobody can beat Maschmeyer in terms of marketing. He would be an excellent partner.”

Pitch to judges

Veluvia’s food supplements would make a healthy diet possible even when people are undergoing stress, said Vogler during the show and also vouched personally for the effectiveness of the capsules. In the past, he had taken ill often, slept badly and had had no energy. His health had improved since he began taking the dietary supplement, Vogler added and appeared energetic and younger.

The food supplement or capsules are full of only natural ingredients and free of additives, which is a clear advantage on the market, Vogler told the judges. The capsules come in different variations e.g. “Energy” – a mix of chilli, cocoa, maté and green tea. Other variations are called “Beauty”, “Detox“ or “Immun(e)”. Two capsules per day cover a person’s daily fruit and vegetables requirements. Last year, Vogler earned EUR 210,000 in sales and is aiming for EUR 716,000 in 2017.

Two offers

Maschmeyer and Dümmel conferred briefly and were apparently agreed: “I’m excited by your expertise,” Maschmeyer told Vogler and offered the joint deal of EUR 300,000 in return for a 25.1 per cent share of the company. Frank Thelen, an online specialist, also offered EUR 200,000 in return for a 20 per cent share of the company, saying: “I like your story and I invest in founders.”

However, Vogler eventually opted for the deal with the other judges. Commenting after the show, Vogler said: “We will be able to grow sales to EUR 50 million in five years with two lions on board.” Veluvia is probably not the last Hamburg-based success story to emerge from “The Lion’s Den”.

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