Germany’s leading classifieds marketplace launches new brand identity
Barcelona and Berlin, 16 May 2023 – eBay Kleinanzeigen, Adevinta’s leading online classifieds marketplace in Germany, has rebranded to Kleinanzeigen following its acquisition by Adevinta in 2021.
The name change, first announced in July 2022, has now become a reality: Kleinanzeigen is starting a new chapter, introducing a new logo and a new brand identity. The green "K" symbolises sustainable trade and the circular economy, which are core to Adevinta’s DNA.
Paul Heimann, CEO of Kleinanzeigen and Head of the Re-Commerce Vertical at Adevinta, says: “This is a natural transition after the acquisition of eBay Kleinanzeigen by Adevinta. The new, shorter brand name is also a statement: Kleinanzeigen remains Kleinanzeigen, with one exception: we’re getting better at providing a more responsible alternative to traditional e-commerce experience. Along with our new brand identity, the new Kleinanzeigen app includes new and improved functionality that caters to our customer’s needs.”
By leveraging technology in its marketplaces, Adevinta’s digital brands support the circular economy. "With Kleinanzeigen, people are able to get access to a broad inventory of second-hand goods but also give products a second life, and reduce the environmental impact. We are an online classifieds marketplace for everyone who wants to play a part in sustainable action. Our continued focus on driving re-commerce is completely aligned with our strong ambitions to becoming a full transaction leader in Germany”, says Heimann.
The new URL is kleinanzeigen.de - although the previous domain will remain accessible for several more years.