About The Social Chain AG

Social Chain is the first integrated social media company. We are pioneers in the creation, development and scaling of social media brands. What really sets us apart is our ability and our experience to combine social media and social commerce. Through our world-leading reach, industry-defining marketing capabilities and first-party data, we market our own direct-to-customer products, using our own social media reach of 80 million people worldwide. Our head office is in Berlin, with additional offices in Munich, Manchester, London, and New York. We are a listed company with shares trading on XETRA and several German stock exchanges.

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.


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 only. 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.

Our faces

We are an international mix of creative, professional people. Our experience ranges from product buying, social media and influencer marketing, artist management, 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 brands in the Home & Living sector."

Dr. Robert Wagner
Social Chain E-Commerce, Home & Living  

"Keeping brands at the forefront of what is possible.“

Katy Leeson
Social Chain Agency, UK

"Don't think in terms of problems, think in terms of solutions."

Lars Werner
Social Chain Treasury & Subledger, Finance

"Communication and brand awareness initiatives for our Home & Living Brands are filling my daily work life."

Yvonne Jones
Brand and Communications, Home & Living

Our management board

Wanja S. Oberhof


Wanja S. Oberhof has been an entrepreneur and investor for over 15 years. With WAOW Group, Oberhof has been concentrating on working with talented founders and investors to transform innovative ideas into future-oriented business models worldwide since 2011. This includes Uptech AG, which focuses on blockchain technologies and the company builder BridgeMaker GmbH. As CEO of Lumaland AG – a role he assumed in spring 2018 – Oberhof used his entrepreneurial skills and managed to write a rapidly growing buy-build success story. The focus was on strong own brands and profitability in the e-commerce sector. After the merger of the Social Chain Group AG with Lumaland AG, Oberhof became CEO of the newly formed The Social Chain AG in October 2019. Read more less

Holger Hansen


Holger Hansen has many years of experience in media and e-commerce. He has invested in and successfully exited a number of mid-sized industrial enterprises alongside his executive career. Prior to founding the Social Chain in Berlin Hansen led Sales, Marketing and Product Development for the subscriber base at Premiere, now Sky Deutschland. Read more less

Get in touch

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