About The Social Chain AG

The Social Chain AG is reshaping the world of brands and commerce. Our strategy and our actions are "Digital first – direct to customer": from branding to marketing to direct sales of our products in the categories Food, Home & Living, Beauty, and Fitness.

Our communities, with over 86 million followers worldwide, inspire our customers and amplify our brand messages. We benefit from our own Digital Marketing Services. Over 250 digital experts create and execute all disciplines of sophisticated Social Media Marketing.

Our headquarters are in Berlin, with additional locations in Munich, London, Manchester, New York, San Diego and Los Angeles. The Social Chain AG shares are traded 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.


We have identified four verticals for our own Direct-to-Consumer brands and are now focussing on Food, Home & Living, Beauty, and Fitness, using the efficiency of digital points of sale to increase the sustainable value of direct relationships with customers. 


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  

"Digital Marketing Services: Keeping brands at the forefront of what is possible.“

Katy Leeson
Social Chain Agency, UK

"In Social Chain's Finance team, we don't think in terms of problems, we 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

Christian Senitz


Christian Senitz started his finance career in China in 2001. He moved to Berlin to become a certified tax advisor and later a certified auditor at Ernst & Young where he gained experience both in audit and transactional projects in Europe and in 2005/06 in New York. In 2010, Christian moved to Luxembourg to assume a more operational role as part of the senior management of a Real Estate Fund. Between 2012 and 2019, Christian served as International CFO and later as SVP International Finance at Rocket Internet where he was actively involved in Rocket's IPO and later in the uplisting to the regulated market at Frankfurt Stock Exchange. During his tenure, he also built the Venture Capital and the Venture Debt structures within Rocket. Before joining the Social Chain AG, Christian Senitz gained operational experience as Managing Director and CFO of EyeEm, a technology-based B2B marketplace for stock images. On 1 March 2021, he joined Social Chain AG as Chief Financial Officer, serving as second Board member jointly with Wanja S. Oberhof. Read more less

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