Uralkali Haas F1 Team Welcomes Home Deluxe Partnership

Uralkali Haas F1 Team today welcomes a new partnership with German online retailer Home Deluxe. Specializing in the online distribution of items for both the home and garden, Home Deluxe - which was founded in 2009 by entrepreneur Alexander Thoss, successfully ensures that deluxe products are accessible to everyone while at the same time showcasing that quality does not need to mean expensive.

In partnering with Uralkali Haas F1 Team, Home Deluxe will enjoy branding on the team’s VF-21, driven in the 2021 FIA Formula 1 World Championship by Nikita Mazepin and Mick Schumacher, with their logo also featuring prominently throughout additional team assets for the remainder of the season. 

“Home Deluxe was born out of a desire to offer something different to the German consumer and it’s that entrepreneurial spirit and forward-thinking innovation that makes the brand a great fit with us,” commented Guenther Steiner, Team Principal of Uralkali Haas F1 Team. “We both came into existing markets and looked at a different way of operating. Home Deluxe is now an established force in the online consumer market, very much a growing force, and we’re delighted to have them join our partner portfolio as we continue to push ahead towards 2022. It’s exciting to welcome a brand with a clear vision for its future and we look forward to playing our part with them, both on and off-track, as they advance their consumer engagement platforms.”

Alex Thoss, Managing Director of Home Deluxe said; “We’re thrilled to have Home Deluxe partner with Uralkali Haas F1 Team and benefit from international exposure through Formula 1 competition. Our relationship with the team will allow us an opportunity to grow as a global brand, something we have long targeted as an evolution of the company along with our commitment to customer service. With our continued increase in commercial revenue, this step is a natural fit in our expansion plans and in Uralkali Haas F1 Team we enjoy a real synergy being relative newcomers in our markets and equally hungry for success.”

Home Deluxe is based in East Westphalia, Germany employing over 160 employees across three locations with an annual turnover of approximately €105 million. With a product range expanding annually, the company has plans to expand throughout Europe and beyond – placing the Home Deluxe brand at the forefront of home and garden items.