What ALTERNATE does

ALTERNATE is a privately held European omnichannel retailer of PC hardware, gaming equipment, consumer electronics, and smart home products. The group traces to a 1992 founding in Germany; the Belgian entity, ALTERNATE België bv (KBO 0893.031.290), was established in October 2007 and is headquartered in Aartselaar with a showroom, technical service operations, and a 1,200+-person group workforce spanning Germany, the Netherlands, and Belgium. The company sells through dedicated webshops for ten European countries (alternate.be for B2C, business.alternate.be for B2B) and a physical showroom, shipping approximately 10,000 packages per day and stocking 10,000+ SKUs. An own-brand line (ALTERNATE Gamer Pro gaming desktops in R7/U7 configurations) and a proprietary PC-Builder configurator sit alongside components from AMD, Intel, NVIDIA, Samsung, Apple, and a broad smart-home catalog integrating Alexa, Apple Home, Google Home, Homey, Matter, Thread, Zigbee, and Z-Wave.

Core technology centers on the e-commerce platform, the compatibility-aware PC-Builder tool, real-time inventory management, and a multi-warehouse logistics stack anchored by the 2016-built Tholen distribution center. Capabilities extend to in-house technical services — assembly, repairs, diagnostics, custom water cooling, overclocking/stress testing, and software installation — and the Belgian showroom provides a 30-minute pickup option for in-stock items alongside hands-on consultation.

Revenue is generated primarily through hardware sales, with supplementary income from professional services and from financing partnerships (Santander Consumer Finance for consumer installment credit in the showroom; GRENKE for B2B IT leasing). ALTERNATE operates a dual go-to-market: a self-service B2C motion targeting consumers, gamers, simracing enthusiasts, and smart-home buyers, and a sales-led B2B motion through ALTERNATE Business — offering dedicated account managers, custom server configuration, free hardware audits, Peppol-compliant e-invoicing, and sector-specific packages for SMBs and corporate clients. The company is privately held with no disclosed funding rounds and no public listing.

Name

ALTERNATE

Legal name

ALTERNATE België bv

Website

https://alternate.be

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

ALTERNATE is a privately held European omnichannel retailer of PC hardware, gaming PCs, consumer electronics, and smart home products, operating across 10 countries via e-commerce, a Belgian showroom, and a dedicated B2B division.

Ownership category

akta.pro rank

Headquarters

HQ city

Aartselaar

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Primary revenue stream from sale of computers, hardware components, peripherals, consumer electronics, and smart home products through e-commerce platform and showroom. Products include gaming PCs, laptops, components, smartphones, Apple products, and related accessories.
2. Professional Services: Revenue from technical services including PC assembly, repairs, diagnostics, upgrades, overclocking, stress testing, custom water cooling installation, software installation, and data backup services.
3. Financing Services: Revenue generated through partnerships with financial institutions for installment payments and leasing options, including credit opening via Santander Consumer Finance and GRENKE leasing for business customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

ALTERNATE is a multi-channel retailer selling computer hardware, custom-built gaming PCs (Gamer Pro series), consumer electronics, laptops, smartphones, smart home devices, and gaming peripherals through an e-commerce webshop (alternate.be) and a physical showroom in Aartselaar, Belgium. The company also operates a dedicated B2B division (ALTERNATE Business) that provides IT infrastructure solutions, server configuration, leasing options, and hardware audit services to businesses across Belgium, the Netherlands, and other European countries.

Product overview

ALTERNATE is a multi-channel e-commerce retailer specializing in PC hardware, gaming equipment, consumer electronics, and smart home products, operating across Belgium, Netherlands, Germany, and other European countries. The core offering includes ALTERNATE's own brand of custom-built gaming PCs (Gamer Pro series) available in multiple configurations with AMD or Intel processors and NVIDIA or AMD graphics, complemented by the PC-Builder online configurator service for custom component selection and assembly. The product portfolio spans hardware components (processors, graphics cards, memory, storage, motherboards), laptops, Apple products, smartphones, smart home devices (with ecosystem integrations for Alexa, Apple Home, Google Home, Homey, IFTTT, Matter, Z-Wave, Zigbee), gaming peripherals, simracing equipment, and televisions/audio. Business services are delivered through ALTERNATE Business (account managers, server solutions, leasing, hardware audits, sector-specific packages), while the ALTERNATE Outlet sub-brand offers refurbished products. Services include repair/diagnostics, showroom access, and ecocheque payment acceptance. The company operates logistics centers in Germany, Netherlands, and Belgium, shipping approximately 10,000 packages daily.

Differentiator

Problem solved

Functional benefit

Products and services

• ALTERNATE Gamer Pro PC series Own-brand custom-built gaming desktop PCs in multiple configurations (R7-5070, R7-5080, R7-5090, R7-9070XT, U7 series) built with AMD Ryzen or Intel Core processors and NVIDIA GeForce or AMD Radeon graphics cards, configurable with DDR5 memory and SSD storage. Targeted at gamers and performance users.
• PC-Builder Online configuration tool that helps customers select compatible PC components (motherboard, CPU, GPU, memory, storage, power supply, case) and automatically filters for compatibility. Assembly service available for custom-built systems.
• ALTERNATE Business B2B division of ALTERNATE offering dedicated business services including personal account managers, IT infrastructure solutions, server customization, leasing options, and sector-specific hardware packages for enterprises in Belgium.
• ALTERNATE Outlet Refurbished and pre-owned products section offering tested electronics at discounted prices, covered by 1-year minimum warranty, available for purchase in showroom or online.
• ALTERNATE Showroom Physical retail location in Aartselaar (Oeyvaersbosch 16-18) open Monday-Saturday 10:00-18:00 where customers can view, test, and purchase products, pick up online orders, receive personalized advice, and access technical support and repair services.
• Repairs and Diagnostics Service Technical services including device diagnosis, repairs, upgrades, custom water cooling installation, overclocking with stress testing, dust removal, BIOS upgrades, component installation, and OS/software installation. Available for products purchased elsewhere as well.
• Leasing Services IT equipment leasing program for business customers offered in partnership with GRENKE, allowing businesses to lease hardware and IT infrastructure with flexible update options instead of large upfront capital investments.
• Server Solutions Custom server configuration and procurement services for businesses, including server components, expert consultation, and solutions for data protection, computing power, and storage capacity needs.
• Hardware Audit Service Free hardware audit service for business customers providing personalized advice on IT equipment needs, targeting unnecessary devices and capacity issues within budget constraints.
• PC and Laptop Hardware Wide assortment of computer hardware including processors (AMD Ryzen, Intel Core), graphics cards (NVIDIA GeForce, AMD Radeon), memory modules, storage (SSDs, HDDs, NAS systems), motherboards, cases, power supplies, cooling solutions, and peripherals from major brands.
• Laptops Gaming laptops, business laptops, consumer laptops, and Copilot+ PCs from brands including ASUS ROG, Lenovo Yoga, and others, featuring AMD Ryzen AI, Intel Core Ultra, and NVIDIA graphics.
• Apple Products Full range of Apple products including MacBooks, Mac mini, Mac Studio, iPads, iPhones, Apple TV, AirPods, Apple Pencil, Magic Keyboard, Magic Mouse, MagSafe accessories, and Apple Care service plans.
• Smartphones Mobile phones from Apple, Samsung, Google, Motorola, and Xiaomi including flagship models, mid-range devices, and foldable smartphones.
• Smart Home Products Broad range of smart home devices including hubs and bridges, sensors (smoke, motion, door/window, water, light), climate control (thermostats, radiator valves, underfloor heating), security (cameras, doorbells, locks, sirens), lighting, switches, and network equipment. Brands include Aqara, Athom Homey, Bosch Smart Home, Eufy, Google Nest, Govee, Niko, Reolink, Shelly, Smartwares, TP-Link, and Tedee. Compatible with Alexa, Apple Home, Google Home, Homey, Matter, Zigbee, Z-Wave, and Thread.
• Televisie and Audio Home cinema products including TVs (OLED, UltraWide gaming monitors), soundbars, streaming devices, and audio equipment.
• Simracing Equipment Simracing products including racing simulators, racing seats, steering wheels, wheelbases, handbrakes, and pedals for simulation enthusiasts.
• Gaming Peripherals Gaming accessories including SCUF controllers, keyboards (Keychron mechanical keyboards), mice (Logitech MX Master), headsets, and streaming gear for Xbox, PlayStation, Nintendo Switch, and PC gamers.
• Ecocheques Payment Acceptance Acceptance of electronic ecocheques from Edenred, Pluxee (formerly Sodexo), and Monizze for payment in showroom on approved products including energy-efficient devices, smart home items, and select Outlet products.

Quantifiable outcome

• Orders placed before 21:00 delivered next business day
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• WorldlinecoreTechnology or IntegrationPayment service provider for processing online payments via Bancontact and Maestro. Handles secure transaction processing for the e-commerce platform.
• bpostminorChannel Partner/ Reseller/ DistributorPrimary delivery partner for Belgian shipments. Handles home delivery and parcel locker (pakketautomaat) deliveries. Next-day delivery available for orders before 21:00.
• DHL, UPS, GLS, DynalogicminorChannel Partner/ Reseller/ DistributorSecondary logistics partners for package delivery depending on product type, warehouse origin, and destination. Used alongside bpost for fulfilling orders.
• BecomminorOthersOfficial consumer dispute resolution body in Belgium. ALTERNATE directs customers with unresolved complaints to Becom for mediation. Accessible via online form, post, or email.
• RecupelminorOthersBelgian organization for responsible disposal of electronic waste. ALTERNATE complies with WEEE regulations and offers free recycling of old electronics at their showroom location.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Coolblue: Belgian/Dutch omnichannel retailer of consumer electronics, computers, and appliances with showrooms and next-day delivery; the most direct comp to ALTERNATE in BNXL, operating at significantly larger scale.
• NotebooksBilliger.de: German retailer specialized in notebooks, laptops, and PC components with strong online presence; comparable to ALTERNATE on the laptop-heavy portion of the assortment, operating primarily in Germany.
• BCC: Belgian consumer electronics retailer (part of Fnac Darty group) selling computers, appliances, and electronics through stores and online; direct comp to ALTERNATE in the Belgian retail electronics market.
• Cyberport: German multichannel retailer of computers, consumer electronics, and gaming products with online and store presence; comparable to ALTERNATE on product mix and omnichannel operating model in the DACH region.
• Caseking: German specialty retailer focused on PC gaming hardware, custom builds, and enthusiast components; directly comparable to ALTERNATE in the gaming PC components and peripherals category, headquartered in Berlin.
• Mindfactory: German e-commerce retailer specializing in PC components, gaming hardware, and peripherals; near-direct comp to ALTERNATE on assortment and target customer (PC builders and gamers).
• Reichelt Elektronik: German electronics and IT components retailer serving B2C and B2B with broad PC component assortment; comparable to ALTERNATE on catalog breadth and customer base of builders and IT buyers.

Regional players

• Megekko: Netherlands-based PC components and gaming hardware e-commerce retailer; comparable to ALTERNATE on product mix (components, peripherals, custom PC building), serving a neighboring market.

Broad incumbents

• MediaMarkt: Pan-European big-box consumer electronics retailer owned by Ceconomy, operating large-format stores across BNXL and competing directly with ALTERNATE on laptops, TVs, smartphones, and PC hardware.
• Amazon (Belgium/Netherlands): Global e-commerce platform serving BNXL with the largest assortment of PC hardware, consumer electronics, and gaming products; competes with ALTERNATE on price and assortment breadth from outside the niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AlternateBE
• Facebookfacebook.com/AlternateBE
• LinkedInlinkedin.com/company/alternate-belgium
• Instagraminstagram.com/alternate.be
• TikToktiktok.com/@alternate.be
• Xx.com/AlternateBelgie

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ALTERNATE