Wirtualna Polska acquires Extradom.pl


WP Holding SA acquires 100% of shares in Extradom.pl Sp. z o.o., a company specializing in sales of architectural designs online. The transaction value was PLN 75 million. Extradom.pl will be another service in the home and interior category – next to Homebook.pl – clearly strengthening the holding’s position in this category.

Extradom is the market leader in sales of architecture designs online, aggregating more than 18 thousand building designs and providing users with a wide choice and professional advice.

– Wirtualna Polska becomes more e-commerce and more Wroclaw-based. This city is home to our Domodi clothing, Homebook interior design and TotalMoney finance services. Today, we are adding Extradom to these Polish category leaders. It is not a website with hundreds of thousands of users. It is a service with users that have needs worth hundreds of thousands of zlotys. We consider this acquisition an entry into the single-family housing e-commerce market – says Jacek Świderski, CEO of WP Holding SA.

Extradom has been operating on the market since 2000. In addition to the sales of architectural designs, the company has also created the first social website in Poland for people building houses, which provides inspiration and practical information about the building process.

– For Extradom, joining the Wirtualna Polska holding is an opportunity of dynamic growth and expansion of its customer base. We are happy we can be part of such an ambitious group and a leading Internet site in Poland. We will be able to tap into its immense experience and business strength to develop our service. It is a special moment for the company and our employees – says Katarzyna Jankowska, General Manager at Extradom.pl.

– After the merger between Extradom and Homebook, we will be able to focus on leading the Polish consumer along the entire purchase path, from a house design, to construction materials and interior design. Every year, Extradom’s clients spend several billion of dollars in the process of building their houses. We will help them optimize their purchasing decisions, just as we do in WP group’s other marketplaces – says Grzegorz Kruk, VP e-commerce in WP Holding SA.

– The merger of Extradom and the Domodi Group allows us to develop an even better offering for more than 500 e-commerce stores cooperating with Homebook.pl today as well as hundreds of architects and architecture firms that are present in both services. Today both Extradom and Homebook have strong and recognizable brands in the Home&Living category and they offer complementary solutions that provide architects, employees, producers and stores with an easy access to the online market – says Adam Plona, president of the Domodi Group, which owns Homebook.pl. – Through this acquisition we are adding a strong and experienced Extradom team, which has proven its skills by growing its business almost twofold over the last 2 years – he says.

Wirtualna Polska is a group of companies operating in the media and e-commerce sectors. It owns the Wirtualna Polska horizontal portal. It also operates the o2 portal and various specialized websites, such as Money.pl, WP SportoweFakty, WP abcZdrowie and dobreprogramy.pl. In the e-commerce sector, WP operates in the area of travel (Wakacje.pl, Nocowanie.pl and eHoliday.pl), fashion (Domodi.pl and Allani.pl), interior design (Homebook.pl), house design (Extradom.pl) and financial services (TotalMoney.pl). According to the Gemius/PBI study of September this year, 21.1 million real users used the WP Group’s Internet products, making almost 2.7 billion page views and spending on average 36 min on the websites daily.