Hartono
Hartono is a privately held Indonesian omnichannel electronics retailer, founded in 1978, operating 8 physical outlets across Java alongside the myhartono.com e-commerce site and MyHartono mobile app to sell consumer electronics and home appliances to individual Indonesian consumers.
- Company typePrivate
- Founded1978
- HeadquartersSurabaya, Indonesia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Hartono does
Hartono is a privately held Indonesian omnichannel electronics retailer founded in 1978 and headquartered in Surabaya. The company sells consumer electronics, home appliances, kitchen appliances, personal care products, computers, smartphones, office equipment, and digital imaging products through 8 physical retail outlets across Surabaya, Jakarta, Sidoarjo, Malang, Bandung, and Yogyakarta, alongside a transactional e-commerce website at myhartono.com and a mobile shopping application available on both iOS and Android. Its go-to-market emphasizes nationwide free shipping, Click and Collect omnichannel pickup, extensive multi-bank and BNPL payment integrations (including Indodana and Kredivo), installment financing, official warranties, and brand-shop partnerships with global OEMs such as Samsung, LG, Apple, Panasonic, Sharp, Electrolux, Hisense, Midea, TCL, and Polytron.
The underlying technology stack is conventional for omnichannel retail: a storefront platform powering myhartono.com and the MyHartono app, a tiered loyalty program (HRM — Hartono Regular Member — and HPC — Hartono Priority Customer), and a broad payments layer spanning ~14 Indonesian banks, virtual accounts, credit cards with 0% installment options, e-wallets, BNPL services, and convenience-store payment networks (Indomaret, Alfamart). No public APIs, SDKs, proprietary AI/ML systems, or differentiating technology assets are disclosed.
Hartono's revenue model is hardware sales through its own multi-channel retail network, serving individual Indonesian consumers (B2C) purchasing for personal or household use. Transactional pricing is unit-based, with periodic promotions, free-shipping offers, and installment-based affordability options. The company is family-controlled by the Hartono brothers (associated with the Djarum Group) and does not disclose revenue, headcount, or accept institutional capital; 47 years of continuous operation, the 2023 WOW Brand Award for Best Electronics Store from MarkPlus, and the breadth of OEM brand-shop relationships underpin its positioning as one of Indonesia's longest-tenured electronics retailers.
Hartono firmographics
Firmographics- Name
- Hartono
- Legal name
- Hartono
- Website
- https://myhartono.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Hartono is a privately held Indonesian omnichannel electronics retailer, founded in 1978, operating 8 physical outlets across Java alongside the myhartono.com e-commerce site and MyHartono mobile app to sell consumer electronics and home appliances to individual Indonesian consumers.
- Ownership category
- akta.pro rank
Hartono industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Electronics and Appliance Retailers (449210), Electronics and Appliance Retailers (44921)
- akta.pro primary industry
- Computer Accessories & Consumables Retail (Cables, Adapters, Ink/Toner) (CRACABAH)
- akta.pro secondary industries
- Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB), Commercial/Prosumer Appliance Retail (Light Commercial, Prosumer Kitchen/Laundry) (CRACACAI)
Keywords
Where Hartono is headquartered
LocationHeadquarters
- HQ city
- Surabaya
- HQ country
- Indonesia
- HQ region
- Asia
Offices6 records
Markets served
Hartono business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Electronics Retail Sales: Revenue generated from direct sales of electronics, home appliances, and household products through physical retail stores and e-commerce channels. Product categories include smartphones, computers, display panels (TVs), home audio, home appliances, air conditioners, refrigerators, washing machines, kitchen appliances, office equipment, personal care items, and recording media. Sales are primarily one-time transactions with various payment options including installments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Diverse product portfolio across price tiers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Hartono product offering
Product offeringCore offering
Hartono is a multi-channel Indonesian consumer electronics and home appliance retailer operating 8 physical outlets together with the MyHartono online platform and mobile app. Its assortment spans smartphones, computers, display panels, home audio, refrigerators, washers, air conditioners, home, kitchen, and personal care appliances, and office equipment from brands including Samsung, LG, Panasonic, Sharp, Electrolux, AQUA Japan, Polytron, Hisense, Midea, TCL, Bosch, and Apple.
Product overview
Hartono operates MyHartono, an omnichannel electronics retail platform combining an e-commerce website (myhartono.com), mobile application, and 8 physical retail outlets across Indonesia (Surabaya, Jakarta, Sidoarjo, Malang, Bandung, Yogyakarta). The product portfolio spans smartphones, computers (laptops, monitors, desktops), display panels/TVs, home audio systems, refrigerators and freezers, washers and dryers, air conditioners, home appliances, kitchen appliances, personal care products, office equipment, and digital imaging devices. The platform offers integrated services including online purchasing with free shipping across Indonesia, multiple payment options (bank transfers, credit cards, e-wallets, BNPL services, convenience store payments), installment financing, click-and-collect pickup, product warranties, and cooking/baking classes. Supported by global electronics brands including Samsung, LG, Panasonic, Sharp, Electrolux, AQUA Japan, Polytron, Sony, Philips, Acer, Asus, Lenovo, and others.
Differentiator
Problem solved
Functional benefit
Brands
- MyHartono: Online store platform and mobile application for Hartono electronics retail
- HRM (Hartono Regular Member)
- HPC (Hartono Priority Customer)
Products and services
- Smartphones Smartphones from major brands such as Samsung, Apple, and others, retailed to Indonesian consumers through Hartono's physical outlets and online platform with authorized warranty coverage.
- Computers Personal computing products including laptops and desktops sold to individual consumers and households in Indonesia.
- Display panels (TVs) Televisions and display panels from brands such as Samsung, LG, Panasonic, Sharp, Polytron, Hisense, TCL, and others, sold to Indonesian consumers with authorized warranty.
- Home audio Audio devices and home theater equipment for household entertainment, distributed through physical outlets and the online channel.
- Refrigerator and freezer Refrigerators and freezers from brands such as Samsung, LG, Panasonic, Sharp, Electrolux, AQUA Japan, Polytron, Hisense, and Bosch for household kitchens.
- Washer and dryer Washing machines and dryers from leading appliance brands, sold to Indonesian households with authorized warranty and nationwide delivery.
- Air conditioner Residential air conditioners from brands such as Samsung, LG, Panasonic, Sharp, Daikin (within multi-brand portfolio), and others, sold to households in Indonesia.
- Home appliances Catch-all category for miscellaneous household appliances such as vacuum cleaners and floor care devices offered by Hartono.
- Kitchen appliances Kitchen and cooking appliances including rice cookers, blenders, and small kitchen electronics for household use.
- Personal care appliances Personal-care electrical products such as hair dryers, shavers, and grooming devices sold to individual consumers.
- Office equipment Office electronics such as printers and related equipment sold to individual consumers, households, and small offices.
- MyHartono online platform Hartono's proprietary e-commerce website (MyHartono) and mobile application through which Indonesian consumers can browse, order, and arrange delivery or in-store pickup of consumer electronics and home appliances nationwide with free shipping.
- EZ Cooking & Baking Class In-store or sponsored cooking and baking educational class offered to customers as part of Hartono's value-added services.
- HRM (Hartono Regular Member) loyalty program Loyalty membership program granting regular shoppers repeat-purchase benefits and member-only promotions across Hartono outlets and the MyHartono platform.
- HPC (Hartono Priority Customer) loyalty tier Premium-tier loyalty membership providing priority customer benefits and exclusive offers to high-value Hartono shoppers.
Quantifiable outcome
- Recognized as Indonesia's largest electronics retail store serving millions of customers
Companies that use Hartono
Customer profileSegments1 record
Ideal customer profiles1 record
Hartono technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
Feature2 records
Hartono partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- SamsungcoreSamsung is one of the major brand partners sold through Hartono stores and platforms, with dedicated official brand shop presence and promotional campaigns including Samsung TV Ecosystem Experience, Samsung Mid Year Celebration, and Galaxy smartphone promotions
- LGcoreLG products including TVs, refrigerators, washing machines, and air conditioners sold through Hartono with promotional campaigns like LG TV Free E-Wallet
- PanasoniccorePanasonic products featured as official brand shop partner with promotions on air conditioners, rice cookers, and small appliances
- SharpcoreSharp official brand shop with products including TVs, air conditioners, and speakers featured with promotional campaigns
- ElectroluxcoreElectrolux premium appliances including refrigerators and washing machines sold through Hartono with promotional offers
- AQUA JapancoreAQUA Japan official brand shop featuring TVs, refrigerators, and home appliances with promotions and dedicated product pages
- PolytroncoreIndonesian electronics brand Polytron featured as official brand shop partner with products including TVs, speakers, and home appliances
- HisensecoreHisense official brand shop with extensive TV, refrigerator, and air conditioner product range including premium Mini LED and QLED series
- MideacoreMidea featured as official brand shop with Super Midea Season promotions and free installation offers across air conditioners and home appliances
- TCLcoreTCL official brand shop with TV and electronics products featured in promotional campaigns
- BoschminorBosch products including washing machines, dishwashers, and small appliances available through Hartono
- ApplecoreApple products including iPhones, MacBooks, and accessories sold through Hartono with official product listings
- IndodanaminorIndodana PayLater payment option enabling installment purchases at Hartono with promotional campaigns
- KredivominorKredivo paylater payment service available for installment purchases with promotional messaging
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Hartono competitors and assessment
Company assessmentRegional players
- Best Denki: Best Denki is a Japanese-origin consumer electronics and appliance retailer with presence across Southeast Asia. It is comparable to Hartono on big-ticket electronics and appliance assortment with in-store experience-led merchandising.
- Power Mac Center: Power Mac Center is the Philippines' leading Apple premium reseller and authorized service provider. It is comparable to Hartono's authorized Apple partnership and omnichannel Apple retail model, though it operates in a different geography.
Broad incumbents
- Tokopedia: Tokopedia (GoTo) is one of Indonesia's largest online marketplaces with a strong electronics category. It serves as both a competitor to Hartono's online storefront and an indirect channel partner for similar brand inventory.
- Harvey Norman: Harvey Norman is a large multi-brand electronics, appliance, and furniture retailer with stores across Asia-Pacific. It is comparable to Hartono as a multi-brand big-box electronics and appliance chain serving similar household buyer profiles.
- Shopee Indonesia: Shopee Indonesia is the Indonesian arm of Sea Group's regional marketplace and commands leading consumer electronics GMV. It competes with Hartono on price, assortment, and integrated payment/BNPL features.
- Lazada Indonesia: Lazada Indonesia (Alibaba) is a top-three Indonesian marketplace with a strong electronics and appliances vertical. It overlaps with Hartono on category coverage, authorized brand stores, and installment-driven conversion.
- Blibli: Blibli is a major Indonesian generalist e-commerce marketplace with deep electronics and appliance assortments. It competes with Hartono online across price-sensitive and premium electronics shoppers nationwide.
Direct peers
- Electronic City: Electronic City is an Indonesian multi-brand electronics and home appliance retailer with physical outlets and e-commerce. It directly overlaps with Hartono on consumer electronics, major appliances, and authorized OEM distribution in Indonesia.
- Erafone: Erafone is one of Indonesia's largest mobile phone and gadget retail chains with hundreds of outlets. It competes directly with Hartono's smartphone, tablet, and personal electronics categories under similar authorized-reseller economics.
- iBox (Indonesia): iBox is Apple's premium authorized reseller in Indonesia operating both physical stores and online channels. It overlaps with Hartono's Apple partnership and competes for the same premium iPhone, MacBook, and accessories shoppers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Hartono social profiles
Digital presenceHartono financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hartono leadership team
Management profileNumber of profiles
Hartono funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hartono M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hartono
What does Hartono do?
Hartono is a multi-channel Indonesian consumer electronics and home appliance retailer operating 8 physical outlets together with the MyHartono online platform and mobile app. Its assortment spans smartphones, computers, display panels, home audio, refrigerators, washers, air conditioners, home, kitchen, and personal care appliances, and office equipment from brands including Samsung, LG, Panasonic, Sharp, Electrolux, AQUA Japan, Polytron, Hisense, Midea, TCL, Bosch, and Apple.
Is Hartono a public or private company?
Hartono is a private company. It is classified as family owned and is currently operating.
When was Hartono founded?
Hartono was founded in 1978. It employs 1,001 to 5,000 people.
Where is Hartono based?
Hartono is headquartered in Surabaya, Indonesia, in the Asia region.
How does Hartono make money?
One revenue line is on record: electronics Retail Sales.
Who are Hartono's main competitors?
Regional players on record are Best Denki and Power Mac Center. Broad incumbents are Tokopedia, Harvey Norman, Shopee Indonesia, Lazada Indonesia and Blibli. Direct peers are Electronic City, Erafone and iBox (Indonesia).
Does Hartono have an API?
No public API is recorded for Hartono.
What industry is Hartono in?
Hartono's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACABAH, Computer Accessories & Consumables Retail (Cables, Adapters, Ink/Toner), with a secondary code of CRACACAB, Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers). Its NAICS code is 449210.