Hartono

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.

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

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

• Consumer electronics retail
• Home appliance sales
• Multibrand electronics store
• Online electronics marketplace
• Electronics retail chain

Headquarters

HQ city

Surabaya

HQ country

Indonesia

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• SamsungcoreChannel Partner/ Reseller/ DistributorSamsung 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
• LGcoreChannel Partner/ Reseller/ DistributorLG products including TVs, refrigerators, washing machines, and air conditioners sold through Hartono with promotional campaigns like LG TV Free E-Wallet
• PanasoniccoreChannel Partner/ Reseller/ DistributorPanasonic products featured as official brand shop partner with promotions on air conditioners, rice cookers, and small appliances
• SharpcoreChannel Partner/ Reseller/ DistributorSharp official brand shop with products including TVs, air conditioners, and speakers featured with promotional campaigns
• ElectroluxcoreChannel Partner/ Reseller/ DistributorElectrolux premium appliances including refrigerators and washing machines sold through Hartono with promotional offers
• AQUA JapancoreChannel Partner/ Reseller/ DistributorAQUA Japan official brand shop featuring TVs, refrigerators, and home appliances with promotions and dedicated product pages
• PolytroncoreChannel Partner/ Reseller/ DistributorIndonesian electronics brand Polytron featured as official brand shop partner with products including TVs, speakers, and home appliances
• HisensecoreChannel Partner/ Reseller/ DistributorHisense official brand shop with extensive TV, refrigerator, and air conditioner product range including premium Mini LED and QLED series
• MideacoreChannel Partner/ Reseller/ DistributorMidea featured as official brand shop with Super Midea Season promotions and free installation offers across air conditioners and home appliances
• TCLcoreChannel Partner/ Reseller/ DistributorTCL official brand shop with TV and electronics products featured in promotional campaigns
• BoschminorChannel Partner/ Reseller/ DistributorBosch products including washing machines, dishwashers, and small appliances available through Hartono
• ApplecoreChannel Partner/ Reseller/ DistributorApple products including iPhones, MacBooks, and accessories sold through Hartono with official product listings
• IndodanaminorChannel Partner/ Reseller/ DistributorIndodana PayLater payment option enabling installment purchases at Hartono with promotional campaigns
• KredivominorChannel Partner/ Reseller/ DistributorKredivo paylater payment service available for installment purchases with promotional messaging

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional 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

• YouTubeyoutube.com/channel/UCL7b8wEayVzNaYUacmttP4g
• Facebookfacebook.com/Hartono.Elektronika.FanPages
• Instagraminstagram.com/myhartono
• TikToktiktok.com/@myhartono
• Xx.com/my_hartono
• LinkedInlinkedin.com/company/hartono

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hartono