Joy_, a Berlin-based startup offering customizable train vouchers, has announced a strategic partnership with model and entrepreneur Lena Gercke, who is joining the company as both an investor and the face of its upcoming nationwide television campaign.
The collaboration marks a significant step forward for the young company, which launched in 2025 with a focus on delivering personalized “Zugutschein” vouchers that customers can redeem across major retail chains throughout Germany. By securing Gercke as an investor and brand ambassador, Joy_ aims to substantially increase brand visibility and accelerate its expansion into retail distribution networks.
Celebrity Partnership Drives Growth Strategy
Gercke’s involvement signals confidence in Joy_’s business model and comes at a pivotal moment for the startup. The company had previously secured €350,000 in funding from investor Janna Ensthaler earlier in 2025, capital that is now being deployed strategically toward marketing initiatives and retail expansion. The new partnership will leverage Gercke’s established profile to amplify the company’s reach through a coordinated television advertising campaign targeting German consumers nationwide.
The startup’s core offering addresses a specific market segment: personalized train vouchers that combine practicality with customization options. By positioning these vouchers within major retail chains, Joy_ creates multiple touchpoints for customer acquisition and engagement.
Ambitious Revenue Targets
Joy_’s leadership has outlined ambitious growth projections, targeting €5 million in revenue by 2026. When discussing the company’s prospects, co-founder Titus Hüsken expressed strong confidence in achieving these goals. “Da bin ich sehr, sehr, sehr, sehr zuversichtlich, dass wir das dieses Jahr auch schaffen werden,” Hüsken stated, reflecting the team’s determination and conviction regarding their near-term revenue targets.
The combination of celebrity endorsement and increased marketing spend positions Joy_ to test whether consumer demand for personalized voucher products can justify such aggressive scaling. The television campaign represents a departure from traditional digital-first approaches common among Berlin startups, suggesting the company believes mass-market penetration requires broader media exposure.
European Context
Joy_’s strategy reflects broader trends within the European startup ecosystem, where established personalities increasingly take on investor and ambassador roles to enhance credibility and market reach. German startups in particular have shown willingness to invest heavily in television and traditional media campaigns alongside digital strategies, recognizing that certain consumer segments remain responsive to conventional advertising channels. The focus on retail distribution partnerships also mirrors approaches taken by other European consumer-facing startups seeking rapid scaling beyond digital-native audiences.