SKLUM Audience in Germany
SKLUM has an estimated audience of 1,684,143 people in Germany. 61.0% are female, 39.0% are male, average age 41.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Gil Ofarim, Indigenous Australian art, Jack White, Škoda Kodiaq.
The average SKLUM fan in Germany is 41.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, Gil Ofarim, Indigenous Australian art, with strongest over-indexing on Rossmann (1.8× the country average). Demographically, the SKLUM audience skews more female with an average age of 41.7, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of SKLUM fans
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 41.7 |
| Estimated audience size | 1,684,143 |
Audience persona
The typical SKLUM fan in Germany is more female, around 41.7 years old, with strong DIY Mentality tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 472,806 | 1.28× |
| Bayern | 343,743 | 1.27× |
| Baden-Württemberg | 297,048 | 1.29× |
| Hessen | 162,367 | 1.27× |
| Niedersachsen | 153,734 | 0.94× |
| Berlin | 123,578 | 1.64× |
| Rheinland-Pfalz | 80,029 | 0.95× |
| Hamburg | 64,075 | 1.68× |
| Schleswig-Holstein | 59,007 | 0.98× |
| Sachsen | 50,603 | 0.61× |
| Brandenburg | 35,402 | 0.68× |
| Thüringen | 20,919 | 0.49× |
| Mecklenburg-Vorpommern | 19,145 | 0.6× |
| Sachsen-Anhalt | 18,126 | 0.42× |
| Saarland | 17,141 | 0.83× |
| Bremen | 15,599 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.8× | Shopping |
| Gil Ofarim | 2.19× | Music & Radio |
| Indigenous Australian art | 6.21× | Arts & Culture |
| Jack White | 1.99× | Movies & TV |
| Škoda Kodiaq | 1.86× | Cars & Mobility |
| Corfu (regional unit) | 2.32× | Travel & Leisure |
| Home Delivery | 1.8× | Food & Beverages |
| Vijesti.ba | 2.07× | News |
| Gloria | 2.28× | Music & Radio |
| Microsoft Exchange Server | 5.99× | Technology & Electronics |
| Building insulation | 1.98× | Home & Garden |
| Huck (magazine) | 4.28× | Internet & Social Media |
| The Equalizer | 2.16× | Movies & TV |
| Volvo V60 | 2.02× | Cars & Mobility |
| Soldering iron | 2.2× | Home & Garden |
| San Gil | 1.74× | Travel & Leisure |
| Coworking | 1.66× | Business & Career |
| Esra Erol | 2.28× | Movies & TV |
| Information sensitivity | 2.14× | Technology & Electronics |
| Figure painting (hobby) | 1.63× | Arts & Culture |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.73 |
| Quality Awareness | PREMIUM | 1.52 |
| Design Affinity | PREMIUM | 1.42 |
| Indulgence | JOY | 1.2 |
| Convenience Orientation | PREMIUM | 1.18 |
| Sports Activity | POWER | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| Spain | 39.2% |
| France | 20.2% |
| Italy | 13.1% |
See SKLUM audiences in other countries
More Furniture audiences in Germany
Frequently asked questions
How many fans does SKLUM have in Germany?
SKLUM has an estimated audience of 1,684,143 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of SKLUM fans?
61.0% of SKLUM fans are female, 39.0% are male, with an average age of 41.7 years.
Which brands do SKLUM fans like most?
SKLUM fans show strongest brand affinity for Rossmann (1.8×), Gil Ofarim (2.19×), and Indigenous Australian art (6.21×) over the country average.
Where do SKLUM fans live in Germany?
SKLUM fans in Germany are most concentrated in Nordrhein-Westfalen (reach 472,806), Bayern (reach 343,743), and Baden-Württemberg (reach 297,048). These three regions account for the largest share of the active audience.
What other brands do SKLUM fans also like?
Beyond SKLUM itself, the audience over-indexes on Gil Ofarim (2.19×), Indigenous Australian art (6.21×), Jack White (1.99×), and Škoda Kodiaq (1.86×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for SKLUM. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.