Overview of Idel Versandhandel GmbH

  • Company size: Medium-sized corporation according to the German Commercial Code (HGB)
  • Established: 2010
  • Location: Quickborn, Hamburg metropolitan region
  • Employees: > 30
  • Brands: KabelDirekt, KD Essentials

KabelDirekt Advantages

  • Global market presence
  • Around 800 products in the assortment
  • 3 million items in stock
  • Average shipping processing time of 12 hours
  • More than 10 million customers
  • 3 years manufacturer warranty

Brand Philosophy

Since the founding of Idel Versandhandel GmbH, we have pursued the philosophy of offering products of excellent quality at fair prices, always with the goal of the highest customer satisfaction. For this reason, our customers receive not just off-the-shelf products with every KabelDirekt item, but a high-quality proprietary development in an exclusive design. The selection of the best materials, elaborate product testing, and multi-stage quality controls ensure that products with the KabelDirekt logo function highly reliably - from the beginning and for a long lifespan.

Company History

KabelDirekt began in 2010 as a family business in a small basement in Hamburg, starting with a limited selection of HDMI cables. Founder Thorben Idel transitioned from distributing through local Hamburg retailers to online business in 2011, with a focus on the global marketplace of the Amazon group.

Today, KabelDirekt is one of the leading brands of high-quality cable solutions on Amazon in Germany and many other marketsThe small HDMI cable selection has grown into an assortment of over 800 outstanding cables and accessories for secure connections and lossless video, audio, or data transmission. In 2012, the KabelDirekt sister brand, KD Essentials, was also added to the product range, representing high-quality cable accessories, accessories, and storage solutions.

This is how KabelDirekt grew from a Hamburg basement to a globally operating company - it is still a family business to this day.

Corporate Headquarters

Headquarters in Quickborn

We have been operating from our new headquarters in Quickborn, Germany since the end of 2022.

Managing Director

Felix Idel

Business Management

Key Accounts


Managing Director

Axel Idel



Business Administration



Thorben Idel