Miró

What Miró does

Miró is a privately held Catalan retail chain specializing in consumer electronics, home appliances, and adjacent categories such as urban mobility, toys, and home furnishings. The company operates over 20 physical retail locations across the Province of Barcelona (including dense city neighborhoods and surrounding municipalities) and the Balearic Islands (Manacor and Inca), augmented by an e-commerce platform at miro.es. Its core categories include large appliances (refrigerators, washing machines, ovens), small appliances (coffee makers, blenders, air fryers), climate control, TV/audio/video, computing and tablets, telephony, and electric scooters.

Miró's underlying technology stack centers on an omnichannel retail platform that integrates physical store point-of-sale data with online browsing and purchase history. Since April 2019, the website has incorporated an AI-powered product recommendation engine that suggests products based on a unified customer purchase history across both channels. The company also pioneered a 'digital store' format in July 2020 — smaller-footprint physical locations that provide access to a 20,000+ reference digital catalog via in-store assisted digital navigation, reducing operational costs while preserving proximity.

Miró's business model is direct-to-consumer retail of one-time sales at marked-up retail prices across multiple categories. Revenue is generated through brick-and-mortar store transactions and online orders, supported by promotional levers such as Black Friday campaigns, seasonal sales, brand-of-the-month features, and sweepstakes (e.g., cruises, Moulinex giveaways). The company offers extended payment terms (a 45-day satisfaction-based payment option introduced in 2019) and runs content marketing through a blog with 250+ articles to drive top-of-funnel awareness. Customers are primarily individual consumers and households in Catalonia and the Balearic Islands, with no disclosed enterprise customer concentration.

Name

Miró

Legal name

Miró

Website

https://miro.es

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Miró is a privately held Catalan retail chain selling consumer electronics, home appliances, and urban mobility products through 20+ physical stores and an e-commerce platform across Catalonia and the Balearic Islands.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliance Retail

NAICS

Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921), Electronics and Appliance Retailers (449210), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Computer & Computer Software Stores (5734), Wholesale-Electrical Appliances, Tv & Radio Sets (5064)

akta.pro primary industry

Big-Box Electronics + Small Appliances Retail (CRACAAAC)

akta.pro secondary industry

Consumer Electronics & Appliances Marketplaces (CRAFABAD)

Keywords

• Consumer electronics retail
• Home appliance store
• Omnichannel retail
• Urban mobility retail
• Consumer electronics store

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales of electronics and appliances: Miró operates as a brick-and-mortar and online retailer of consumer electronics, home appliances, small appliances, phones, computing, and mobility products. Revenue is generated through one-time product sales to end consumers at marked-up retail prices. The company also offers extended payment options (45-day satisfaction-based payment) and participates in Black Friday and seasonal promotional campaigns to drive volume sales.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Miró is a regional Catalan retail chain that sells home appliances, consumer electronics, climate control products, computing and telephony devices, urban mobility products (electric scooters), and leisure items through a network of physical stores and an online storefront. The assortment spans large appliances (refrigerators, washing machines, dryers, dishwashers, ovens), small appliances (blenders, coffee makers, air fryers, microwaves), TV/audio/video, computers and tablets, mobile phones, air conditioning, electric scooters, and toys. Customers can shop in traditional stores, in smaller "digital store" locations that grant access to a 20,000+ reference digital catalog, or through the AI-enhanced e-commerce platform at miro.es.

Product overview

Miró is a Catalan retail chain of electronics and home appliances stores operating across Catalonia and the Balearic Islands. The company offers a unified retail platform combining physical stores (traditional format and innovative Digital Stores with digital catalog access) and an online store at miro.es. The product portfolio spans six main categories: large appliances (refrigerators, washing machines, dryers, dishwashers), small appliances (blenders, coffee makers, microwaves, air fryers), climate control (air conditioning, heaters, radiators), TV/Audio/Video/GPS, computing and tablets, and telephony. The company has expanded into urban mobility (electric scooters) and leisure products (toys, video games). The online platform incorporates AI-powered product recommendations based on customer purchase history across both physical and online channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Gran Electrodoméstico (Large Appliances) Large household appliances including refrigerators, washing machines, dryers, dishwashers, and ovens, sold to consumers through Miró's physical stores, digital stores, and e-commerce platform.
• Pequeño Electrodoméstico (Small Appliances) Small kitchen and home appliances such as blenders, coffee makers, microwaves, and air fryers, sold to end consumers through Miró's retail network.
• Aire Acondicionado / Climatización (Air Conditioning / Climate Control) Climate control products including air conditioning units, heaters, radiators, stoves, and electric fireplaces, sold to consumers through Miró's retail channels.
• TV / Audio y Vídeo / GPS Televisions, audio equipment, video products, and GPS navigation devices sold through Miró's retail network.
• Informática & Tablets (Computing & Tablets) Computers, laptops, and tablet devices sold to consumers through Miró's physical stores and e-commerce platform.
• Telefonía (Telephony) Mobile phones and smartphones from various brands including Xiaomi, Samsung, and others, sold through Miró's retail network.
• Ocio (Leisure/Recreation) Leisure products including toys, video games, consoles, and Funko Pop collectibles sold through Miró's physical stores and online storefront.
• Movilidad Urbana (Urban Mobility) Electric scooters and personal mobility vehicles including Xiaomi, Brigmton, and Skate Flash brands, sold through Miró's physical stores, digital stores, and e-commerce platform with associated insurance offered via RACC SCOOT.
• Tienda Online Miró (Online Store at miro.es) E-commerce platform at miro.es offering Miró's full product catalog with home delivery, AI-driven product recommendations, a 45-day post-purchase payment option, and free shipping on select items.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• MoulinexminorGTM or Marketing Partner · 1 March 2025Moulinex was featured as Miró's 'Brand of the Month' in March 2025, with joint promotional activities including giveaways of Dual Easy Fry products co-promoted with RAC105 radio station. The partnership included in-store visibility and promotional pricing.
• RACC (RACC SCOOT)minorGTM or Marketing Partner · 1 May 2022Miró partnered with RACC (Reial Automòbil Club de Catalunya) to offer insurance for electric scooters (RACC SCOOT), promoting safe and responsible use of personal mobility vehicles sold at Miró stores.
• Quim MasferrercoreGTM or Marketing Partner · 1 November 2020Miró signed a collaboration agreement with Quim Masferrer, a prominent Catalan TV3 presenter and theater actor, as brand ambassador. He serves as the face of Miró's advertising communications across both digital media and traditional physical channels. The partnership reflects shared values of neighborhood proximity, community spirit, and approachability across all age groups.
• RCD Espanyol (RCDE) Women's Football TeamcoreGTM or Marketing Partner · 1 November 2018Miró Electrodomésticos became the main sponsor (principal patrocinador) of the women's first team of RCD Espanyol de Barcelona for two seasons, starting November 2018. The partnership aligns Miró with the values of women's sports and community engagement in the Barcelona area.
• Pullmantur CruisesminorGTM or Marketing Partner · 1 December 2017Miró ran promotional sweepstakes campaigns offering Mediterranean cruises for two with Pullmantur to customers who made purchases (in-store or online). Multiple campaigns were conducted between 2017 and 2018, requiring minimum purchase thresholds for entry.

Scale indicators4 records

Recent moves13 records

Expansion highlights4 records

Market position

Strengths2 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Miro_tcdc
• Facebookfacebook.com/Miro.Kabaena
• LinkedInlinkedin.com/company/establiments-miro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Miró