Blookery, a German travel-booking startup founded in 2016, appeared on the popular television show Die Höhle der Löwen seeking €500,000 in exchange for a 12% equity stake, which valued the company at approximately €4.2 million. While investor Johannes Kliesch engaged in deal discussions during the episode, the investment ultimately did not materialize after filming concluded.
Rather than representing a setback, the failed transaction led to an unexpected alternative arrangement. Kliesch and the Blookery founders subsequently established a strategic partnership that has proven beneficial for the travel platform’s growth trajectory. The collaboration focused on two critical areas for the startup’s expansion: reducing payment-processor costs and strengthening performance-marketing initiatives.
From Television Appearance to Working Relationship
The shift from equity investment to operational partnership reflects a growing trend in the European startup ecosystem where founders and investors explore flexible arrangements beyond traditional funding structures. In Blookery’s case, Kliesch’s involvement as a strategic partner rather than a shareholder has allowed the company to access valuable expertise while maintaining greater control over its equity structure.
During the television appearance, Kliesch acknowledged the founders’ achievement, noting their ability to build substantial revenue through their mobile application. “You have created a product where I didn’t think it could work. You have built a million euros in revenue with an app, that’s amazing,” he remarked, highlighting the platform’s unexpected commercial success in a competitive travel-booking market.
Focus on Cost Efficiency and Customer Acquisition
The partnership’s emphasis on payment-processor optimization addresses a significant operational challenge for digital travel platforms, where transaction fees directly impact margins. By reducing these costs, Blookery can allocate more resources toward performance-marketing and customer acquisition initiatives, key drivers for scaling operations in the highly competitive online travel sector.
The arrangement demonstrates how founders can leverage television exposure and investor relationships beyond traditional equity deals. Rather than accepting dilution or walking away empty-handed, the Blookery team negotiated a structure that provided access to Kliesch’s network and expertise while preserving ownership stakes for core team members.
The outcome reflects broader patterns in the German startup scene, where founders increasingly consider various funding and partnership models tailored to their specific growth stage and strategic priorities. As European startups mature, such hybrid arrangements—combining operational support with retained control—are becoming more common alternatives to standard venture capital financing.