YDEON Group
Dr. Sebastian Arendt (CEO)
Sebastian started as Managing Director of GartenHaus GmbH in 2019 and took on the role of CEO of the YDEON Group one year later. The Düsseldorf native had previously gained extensive experience in home and garden retail. After years at the Boston Consulting Group and a member of the retail practice, he joined one of Europe’s leading home improvement retailers, OBI, where he held various positions ranging from supply chain management and marketing to digital and X-channel activities. As commercial director, Sebastian helped build the transformation unit OBI Next. He holds a PhD in Entrepreneurship from RWTH Aachen University.
Bernd Humke (CFO)
Bernd started his career in 2000 and has gained extensive experience in various senior positions, including Group CFO, Board Member and Director M&A. He worked for companies such as Netrada Holding GmbH, D + S. Europe Group, UMS Medial Systems AG and NY Times Co. He then worked as Managing Director (CFO/COO) at Internetstores Holding GmbH and the kfzteile 24 Group, where he was most recently Group CFO and was largely responsible for the Berlin company’s financial strategy. Bernd has been working as the new Group CFO at the YDEON Group since January 2024.
Tim Böker (CGO)
Before joining the YDEON Group as a Chief Growth Officer in 2024 Tim started his career as CEO and co-founder of the e-commerce agency KOMMERZ, which he later merged with the bicycle manufacturer and mail order company ROSE Bikes. He became CEO for ROSE Digital and Director Retail for the ROSE Bikes retail business. He eventually moved to N&B Holding GmbH as Chief Experience Officer. His expertise includes online marketing, corporate strategy, e-commerce, social media marketing, web design and UX design.
Dr. Lucas W. Heilmann (COO)
Lucas has been COO at YDEON Group and managing director of GartenHaus since 2021. Lucas has built and expanded international supply chain and operations processes at digital kitchen specialist Nobilia and a leading mesh manufacturer. He is therefore an expert in scalable XXL and forwarding logistics for webshops. He found his management start as assistant to the management of the technology company Avanto. Lucas holds a Professor of Sales and Marketing Management from the Otto Beisheim School of Management as well as a Diploma in Industrial Engineering from RWTH Aachen University with an internship at San Diego State University.
Polhus
Oscar Troedson
Oscar Troedson has been the CEO at Polhus since the end of 2017, when he, his brother and a couple of other investors bought the company from the founders. Oscar and his team successfully transformed Polhus from being a local B2B player into becoming a successful e-commerce company with a vast geographical presence. Prior to his engagement in Polhus Oscar has a history of founding and running several companies, often in the sphere of e-commerce and digitalization.
Outdoor Toys
James King
James graduated from The Liverpool Blue Coat School in 2007 and holds a degree in E-Commerce Computing from the University of Liverpool. He started his career in Web Development and Digital Marketing and has several years of experience in Sales, Business Development and Digital Marketing in Retail, Media and E-Commerce. In 2015, James joined PlumbNation, where he held several senior-level leadership roles and served as General Manager and Managing Director for multiple years. In 2023, James joined OutdoorToys UK (Rebo UK) and OutdoorToys International as Managing Director. In this role, James is responsible for the overall performance and growth of OutdoorToys, both in its home market UK and internationally.
