Collecting is emotion and identity - here’s what that psychology means for retail success Do you know this moment? A customer stands in front of your trading card shelf, eyes glowing, fingers hesitating for a second—then they grab not one pack, but three. Or five. Maybe even an entire display box. And as they walk to the checkout, you already know: this is not a rational purchase. This is something else. Something deeper. That ‘something’ is what we’re going to decode today

Or: why I understand the investment mindset, but simply can’t love it Some people call it an investment. I call it a betrayal of everything we once collected. Yes, I know. That sounds dramatic. Maybe even naïve. And believe me, I understand the arguments. I know the numbers, the return curves, the exit strategies. I’ve seen a Pokémon card sell for 5.3 million dollars. I know that LEGO sets yield an average annual return of 11% - better than many ETFs. But if I’m honest? Ever

How heo's AutoStore revolutionizes pop culture logistics The collector market thrives on emotion, but it operates solely on precision. When a new TCG drop or a long-awaited figure goes viral, retailers face immense pressure: stock must be available fast, and it must arrive in the best possible condition. Errors in the supply chain mean disappointed end customers and direct costs for the retailer. At the heo Campus, hidden behind unassuming walls, a quiet revolution is taking

Partner voices, real wins - stories, lessons, and moments that show what’s possible together What started with selling from a single shelf or a shoebox are today flourishing businesses: these portraits tell the stories of founders who turned their personal enthusiasm for pop culture into major market success. They demonstrate that with the right vision and a strong partnership, growth is inevitable. Be inspired by the retailers who prove that with heo, you grow together. Act

What really moves the needle - curated trends, categories, and assortment thinking for smarter growth Which licenses are growing? Not all licenses grow equally, but several segments are consistently outperforming expectations: Anime & Manga: still the engine of global growth Anime remains the single fastest-growing entertainment category worldwide. Franchises like One Piece, Jujutsu Kaisen, Chainsaw Man, and Demon Slayer expand across age groups and territories. New sea

And because numbers often say more than a thousand words, here comes heo in numbers People & Campus - the heonaut crew More than 240 heonauts keep the heo universe in motion. A diverse team of specialists, problem-solvers, creatives, collectors, and logistics pros working behind the scenes to bring pop culture to fans around the world. Herxheim Campus Fun Fact - powered by fruit Bannanas consumed per year: ~ 2,000 kg Apples consumed per year: ~ 1,300 kg Pears consumed per ye