Selection

What Selection does

Selexion is a Belgian multi-channel consumer-electronics and home-appliance retailer operating from Zeebrugge (Bruges), founded in 2005 and privately held, offering both an online e-commerce storefront at selexion.be and physical retail locations in Belgium. Its catalog spans twelve core categories: TV and projectors, audio equipment, computers and peripherals, telephony/tablet/navigation, photo and video, smart-home/IoT devices, household appliances, built-in kitchen appliances, cookware and tableware, personal care and e-health, outdoor products, and subscription services. The assortment carries tier-1 brand partners including Samsung, LG, Philips, Sony, Apple, Microsoft, HP, Lenovo, ASUS, Acer, AEG, Miele, and Bosch across televisions, computing, mobile, and major-domestic-appliance lines.

Name

Selection

Legal name

Selexion

Website

https://selexion.be

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Selexion is a privately held Belgian multi-channel retailer (online plus physical stores) selling consumer electronics, IT, home appliances, smart-home devices, and related subscription and repair services to individual consumers and small-business buyers across Belgium, carrying tier-1 brands such as Samsung, Apple, Sony, LG, Philips, Miele, and HP.

Ownership category

akta.pro rank

Headquarters

HQ city

Bruges

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Retail sale of consumer electronics including TVs, computers, phones, tablets, audio equipment, gaming products, smart home devices, household appliances, and kitchen equipment.
2. Repair Services: Professional repair services for various electronics including laptops, TVs, washing machines, dishwashers, refrigerators, freezers, and dryers offered through local technicians.
3. Installation Services: Home delivery and professional installation services for purchased products.
4. Extended Warranties: Insurance and extended warranty products such as Harmony IT Comfort One and Harmony Comfort for smartphones, laptops, desktops, and tablets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Selexion is a Belgian consumer electronics and home appliance retailer operating both an online e-commerce storefront and physical retail locations. The company sells a broad multi-category assortment including televisions, audio equipment, computers, mobile devices, photography gear, smart home products, household appliances, and built-in kitchen equipment. Beyond product sales, Selexion offers value-added services including professional repair, home delivery and installation, refurbished laptop sales, extended warranty insurance, gift cards, and installment payment options.

Product overview

Selexion is a Belgian electronics and appliances retailer operating as both an e-commerce platform and physical store network. The offering is structured as a multi-category retail portfolio organized around 12 core product categories: Beeld (TVs/projectors), Geluid (audio equipment), Computers & Peripherals, Telephony/Tablet/Navigation, Photo & Video, Smart Devices, Household appliances, Built-in Kitchen appliances, Cooking & Tableware, Personal Care/E-Health, Outdoor products, and Subscriptions. Key brands carried include Samsung, LG, Philips, Sony, Apple, Microsoft, HP, AEG, Miele, Bosch, and Sonos. The company supplements its product sales with value-added services including professional repairs for appliances and electronics, refurbished laptop sales, delivery and installation, installment payment options via Cofidis, and device insurance products (Harmony Mobile Comfort and Harmony IT Comfort One). Selexion also offers subscription services for telecommunications (Proximus, Orange, Base, Scarlet, VOO, hey!) and printing (HP Instant Ink, Canon PIXMA Print Plan). The product portfolio is broad-based consumer electronics retail with no unified platform architecture—the categories operate as separate product lines within the unified Selexion brand and shopping experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Beeld (TV & Home Entertainment) Retail category offering televisions, projectors, media players (Blu-ray, DVD, Apple TV, Chromecast), and TV accessories including mounts, brackets, remote controls, and cables. Features brands such as Samsung, LG, Philips, Sony, Hisense, TCL, and Loewe.
• Geluid (Audio Equipment) Retail category offering home cinema systems, soundbars, HiFi systems, multi-room audio, speakers (Bluetooth, WiFi, party, HiFi), portable audio, headphones, radios, amplifiers, receivers, turntables, and audio accessories. Brands include Sonos, JBL, Bose, Denon, Marshall, and Audio Pro.
• Computers & Peripherals Retail category offering laptops (Windows, MacBooks, Chromebooks, gaming, professional, student), desktops, all-in-one PCs, monitors, gaming equipment (laptops, desktops, monitors, headsets, chairs, keyboards, mice, VR, controllers, racing wheels), printers, scanners, storage, networking, software, cables, and server components. Brands include Microsoft Surface, HP, Lenovo, ASUS, Acer, and Apple.
• Telephony, Tablet & Navigation Retail category offering smartphones, tablets, e-readers, GPS navigation devices, radar detectors, and related accessories. Features Apple iPhone, Samsung Galaxy, and Nokia devices.
• Photo & Video Retail category offering system cameras, compact cameras, instant cameras, camcorders, vlog cameras, action cameras, dash cams, drones, and camera accessories.
• Smart Devices Retail category offering smart home products including smart doorbells, thermostats, smart plugs, lighting, smoke detectors, IP cameras, alarm systems, wearables (smartwatches, sport watches, activity trackers), e-mobility devices (e-steps), and mobile payment terminals such as SumUp.
• Huishouden (Household Appliances) Retail category offering washing machines, dryers, washer-dryer combos, vacuum cleaners (robot, stick, bagged, bagless), steam cleaners, air treatment devices (dehumidifiers, humidifiers, air purifiers), irons, sewing machines, and pet care products.
• Keuken - Inbouw (Built-in Kitchen Appliances) Retail category offering refrigerators, freezers, built-in ovens, microwaves, cooktops, range hoods, dishwashers, cooking appliances, coffee machines, and food preparation devices. Brands include AEG, Miele, Bosch, Siemens, and LG.
• Koken & Tafelen (Cooking & Dining) Retail category offering cookware, knives, kitchen utensils, tableware, and bar accessories including pots, pans, woks, knives, cutting boards, knife sharpeners, kettles, and wine accessories.
• Verzorging - E-Health (Personal Care) Retail category offering personal care and health electronics including shavers, beard trimmers, epilators, hairdryers, straighteners, curling irons, electric toothbrushes, blood pressure monitors, baby monitors, and wellness devices.
• Outdoor Retail category offering barbecues, pizza ovens, patio heaters, outdoor cameras, outdoor speakers, camping equipment, portable power stations, solar panels, pressure washers, and robot lawn mowers.
• Abonnementen (Subscriptions) Retail category offering telecommunication and service subscriptions including Proximus, Orange, Base, Scarlet, VOO, hey!, HP Instant Ink, Canon PIXMA Print Plan, and COVER+ device protection subscriptions.
• Repair Services Professional repair services for appliances and electronics including washing machines, dryers, dishwashers, refrigerators, freezers, laptops, and TVs, delivered through local technicians.
• Refurbished Laptops Refurbished laptop program offering second-life devices that have been thoroughly inspected, repaired, and optimized for resale.
• Harmony Mobile Comfort Insurance Smartphone insurance covering damage and theft protection, offered in partnership with Harmony.
• Harmony IT Comfort One Insurance Insurance product for laptops, desktops, and tablets providing worldwide coverage for 36 months, offered in partnership with Harmony.
• Home Delivery and Installation Home delivery and professional installation services for purchased products, including large appliances and home electronics.
• 3xCofidisPay Installment Payment Installment payment service allowing customers to spread the cost of purchases over time, offered in partnership with Cofidis.
• Giftcard System Selexion gift card system allowing customers to check giftcard balances and purchase gift cards, managed in partnership with Exellent.

Quantifiable outcome

• Customer satisfaction rating of 9.3/10 based on customer reviews

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• AcercoreOthersMajor brand partner offering laptops, desktops, and IT equipment through Selexion's retail channels.
• AEGcoreOthersKey home appliance brand partner for washing machines, dryers, and kitchen appliances.
• ApplecoreOthersPremium technology brand partner offering MacBooks, iMacs, iPads, and accessories.
• SamsungcoreOthersMajor brand partner for TVs, smartphones, tablets, and home appliances.
• LGcoreOthersBrand partner for TVs, audio equipment, and home appliances.
• SonycoreOthersBrand partner for TVs, audio equipment, gaming products, and cameras.
• PhilipscoreOthersBrand partner for TVs, personal care products, and household appliances.
• MielecoreOthersPremium home appliance brand partner for kitchens and laundry equipment.
• BoschcoreOthersBrand partner for home appliances and power tools.
• HPcoreOthersIT brand partner for laptops, desktops, and printers.
• LenovocoreOthersIT brand partner for laptops and computers.
• ASUScoreOthersIT brand partner for laptops, motherboards, and gaming equipment.
• CofidisminorGTM or Marketing PartnerFinancial services partner offering 3xCofidisPay installment payment option for customers.
• ExellentminorGTM or Marketing PartnerGiftcard partner managing Selexion gift card program and balance checking services.
• HarmonyminorGTM or Marketing PartnerInsurance partner providing extended warranty products: Harmony IT Comfort One for IT equipment and Harmony Comfort for smartphones.
• VisaminorOthersPayment processor for credit card transactions.
• MastercardminorOthersPayment processor for credit card transactions.
• BancontactminorOthersBelgian payment method for online transactions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coolblue: Dutch-founded consumer electronics retailer with significant Belgian operations. Direct competitor across the same product categories (TVs, computers, household appliances, smart home) with omnichannel retail and similar value-added services.
• MediaMarkt Belgium: Belgian arm of pan-European consumer electronics retailer MediaMarktSaturn. Competes head-to-head with Selexion across TV, computing, household appliance, and mobile categories in the same Belgian market.
• Vanden Borre: Belgian consumer electronics and household appliance retailer, now part of the Fnac Darty group. Directly comparable in product mix, geographic focus (Belgium), and value-added services (delivery, installation, repair).
• Krëfel: Belgian family-owned electronics and home appliance retailer with physical stores and online presence. Closely comparable in size, category mix, and target customer (Belgian household consumer).
• Fnac Belgium: Belgian operations of French retailer Fnac Darty, selling consumer electronics, home appliances, and cultural products. Overlaps with Selexion in CE and appliance categories within the same Belgian market.

Regional players

• bol.com: Leading Dutch marketplace and direct retailer of consumer electronics and household goods. Operates adjacent to Selexion's market and competes on assortment, price, and delivery speed in cross-border scenarios.
• Currys: UK-based consumer electronics retailer offering the same product mix (TVs, computing, appliances, mobile) with installation and repair services. Comparable operating model, though focused on the UK rather than Belgium.
• Otto: German multi-category online retailer carrying consumer electronics and household appliances. Comparable in product breadth and category structure, though focused primarily on Germany rather than Belgium.
• BCC: Dutch consumer electronics and appliance retailer with omnichannel operations. Comparable in product mix and customer segment to Selexion, but operates in the Dutch rather than Belgian market.

Broad incumbents

• Amazon: Global e-commerce incumbent selling the full CE and appliance assortment with scale-driven pricing advantages. Competes with Selexion on price, assortment, and delivery speed in the Belgian online channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Selexion.be
• Instagraminstagram.com/selexionbelgie
• Xx.com/selexion_be
• LinkedInlinkedin.com/company/selexion

Compliance2 records

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 Selection