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British on-demand cleaning firm acquired in bid to become global brand

Indeed’s CEO and co-founder Alex Depledge is a board member of the Sharing Economy UK trade body, which launched in March.

Speaking to Real Business at the time, she explained why the sector was so important and said: For me, the sharing economy is largely moving things that live in an informal world, like the cash economy, and pulling them into a formalised structure, and you can see that whether it’s through Airbnb, Bla Bla Car or Uber.

All of those kinds of things can be done in some way, but offline in the informal economy, and the sharing economy, or on-demand economy, is bringing that online in a more transparent and structured fashion.

In the case of, the service lets its users book vetted cleaners online or via app, modernising the traditional process of looking at classified ads in newspapers and shop windows.

Having launched in December 2012, the company claims it is the clear market leader in the UK & Ireland. It also has the backing of Facebook, Spotify and Dropbox investment firm Accel Partners.

Helpling, meanwhile, is based in Berlin and considers itself the leading global platform for on-demand home services with a dominating presence in 12 markets following its launch a year ago. The scale and speed deemed Helpling’s speciality has been aided by a total of 56.5m in funding from investors including Rocket Internet, Lakestar and Mangrove Capital Partners.

As such, the companies will join forces to command the European marketplace, with footprints already existing in capitals including London, Berlin and Paris. will receive the capital required to increase its position in the coming months, and will continue to operate under its existing brand.

Read more on is not only the market leader in the UK and Ireland, it also has a very sophisticated technology and has built a brand that people associate with trust, quality and safety,” said Benedikt Franke, co-founder of Helpling.

The team has done a great job to pioneer this model and to establish as one of the leading home-cleaning marketplaces in Europe. We are very much looking forward to working together.

This partnership combines Hassle.coms expertise with Helplings international footprint and access to capital. It creates a very exciting global proposition and makes our combined company the strongest player in this space.

Additional responsibilities will fall to the team, as Depledge will take on CEO duties for all English-speaking regions. Elsewhere, fellow co-founders Jules Coleman and Tom Nimmo will become group CPO and CTO respectively.

Accel will also join the Helpling board as part of the takeover, which comes after the German company recently launched in Singapore and the United Arab Emirates. Shortly after in March it secured a 43m Series B investment.

It is no secret that Helpling moves fast. Their ability to scale and raise money is impressive. This, combined with our ability to build depth in market and user loyalty, means that together we are a force to be reckoned with,” said Depledge.

Our goal from the beginning has always been to become a global domestic cleaning brand. This strategic move takes us significantly closer to that goal.



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