In Confidential Email Samwer Describes Online Furniture Strategy As ‘Blitzkrieg’

Rocket Internet, the Berlin-based incubator best known for German-language clones of US startups like Zappos and Groupon, now has big ambitions in the online furniture space according to information passed to TechCrunch Europe.

In a confidential email sent by Oliver Samwer which we have confirmed is genuine, the head (with his brothers Marc and Alexander) of European Founders Fund and the driving force behind Rocket, says their strategy is to become “number one” in the ecommerce sector for furniture over the next year. But the language he uses – including the world “blitzkrieg” – indicates an aggressive and potentially insensitive management style which appears to be a ‘modus operandi’ of Rocket Internet culture. Samwer has since apologised for using the term.