What Filex does

Filex is a privately held Apple Authorized Reseller headquartered in Zagreb, Croatia, operating since 1992 as a small (1-10 employees) specialist distributor of Apple hardware, software, and accessories. The company sells directly to end customers via a WooCommerce-based e-commerce storefront at filex.hr, offering the full Apple lineup including MacBook Pro, MacBook Air, MacBook Neo, iMac, Mac mini, Mac Studio, iPhone, iPad, Apple Watch, Apple TV, AirTag, and AirPods, alongside Apple-branded accessories.

Beyond Apple, Filex has extended its catalog to include complementary products from third-party brands such as Dell professional monitors, Withings health and fitness devices, and Ultrahuman smart rings. The company positions itself as a B2B solutions partner for Croatian enterprises through dedicated MDM (Mobile Device Management) offerings and customer financing programs, while still serving individual consumer buyers through the same web store. Distribution is exclusively direct-to-consumer online within Croatia; there is no indication of physical retail or cross-border operations.

Filex's revenue model is anchored on hardware resale at publicly disclosed unit prices (ranging from roughly €59 for accessories to over €4,900 for high-end MacBook Pro configurations), supplemented by recurring B2B services (MDM) and financing-driven sales to business customers. The company is independently owned with no disclosed institutional investment, and its strategic posture is that of a focused, locally embedded Apple channel partner rather than a technology platform.

Name

Filex

Legal name

Filex

Website

https://filex.hr

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Filex is a Croatian Apple Authorized Reseller operating a direct e-commerce store at filex.hr, selling Apple hardware, software, and accessories to business and consumer customers across Croatia, with MDM and financing services for enterprise buyers.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Storage & Backup Devices Retail (External Drives, NAS) (CRACABAG)

akta.pro secondary industry

File Storage, Sync & Sharing (BPAMAMAE)

Keywords

• Apple authorized reseller
• Consumer electronics retail
• Computer hardware distribution
• Mobile device management
• IT equipment financing

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

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. Hardware Sales: Filex generates revenue primarily through the sale of Apple products including MacBooks, iMacs, iPhones, iPads, Apple Watches, and accessories. The company also sells complementary products from other brands such as Dell monitors, Withings health devices, and Ultrahuman smart rings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Filex is an Apple Authorized Reseller based in Zagreb, Croatia, operating an e-commerce store (filex.hr) that sells the full Apple hardware lineup including Mac laptops (MacBook Pro, MacBook Air, MacBook Neo), desktops (iMac, Mac mini, Mac Studio), iPhones, iPads, Apple Watch, Apple TV, and Apple-branded accessories such as AirTag and displays. The company also resells complementary third-party products (Withings health devices, Ultrahuman smart rings, Dell monitors) and offers business services including Mobile Device Management (MDM) solutions and financing for Apple product purchases.

Product overview

Filex is an Apple Authorized Reseller based in Zagreb, Croatia, offering a comprehensive portfolio of Apple products and complementary accessories. The product lineup centers on Apple's Mac computers (MacBook Pro, MacBook Air, MacBook Neo, iMac, Mac mini, Mac Studio), iOS devices (iPhone, iPad), wearables (Apple Watch), and accessories. Beyond Apple products, Filex extends its offerings to health and fitness devices (Withings products, Ultrahuman smart rings), computer peripherals (Dell monitors), and business services including MDM solutions and financing options. The company positions itself as a business partner for enterprise customers seeking complete IT environments, with services designed to support teams, increase productivity, and ensure stable IT infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• MacBook Pro Apple's professional laptop line featuring M-series chips (M4, M5, M5 Pro, M5 Max), available in 14-inch and 16-inch sizes with advanced graphics capabilities, sold to consumers and businesses in Croatia.
• MacBook Air Apple's ultra-thin laptop available in 13.6-inch and 15.3-inch variants with M4 and M5 processors, designed for everyday computing and sold to Croatian consumers and businesses.
• MacBook Neo Apple's entry-level laptop featuring A18 Pro processor and 13-inch display, available in multiple colors including Blush, Citrus, Indigo, and Silver, sold to Croatian customers.
• iMac Apple's all-in-one desktop computer featuring a 24-inch display with M4 chip options, available in Blue, Green, Pink, Silver, and Purple, sold to Croatian consumers and businesses.
• Mac mini Apple's compact desktop computer available with M4 and M4 Pro processors, offering powerful performance in a small form factor for Croatian consumers and businesses.
• Mac Studio Apple's professional desktop workstation available with M4 Max and M3 Ultra processors, designed for creative professionals and sold to Croatian businesses and prosumers.
• iPhone Apple's smartphone line including iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone 17e with MagSafe accessories, sold to Croatian consumers and businesses.
• iPad Apple's tablet lineup including iPad and iPad mini with various storage capacities and connectivity options, sold to Croatian consumers and businesses.
• Apple Watch Apple's smartwatch line including Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE with various case sizes, sold to Croatian consumers and businesses.
• Apple TV Apple's streaming device for home entertainment, sold to Croatian consumers.
• Displays & Stands Apple monitors and display stands for Mac computers, sold to Croatian consumers and businesses.
• AirTag Apple's Bluetooth tracking device for locating personal items, sold to Croatian consumers.
• Accessories (Dodatna oprema) Wide range of Apple and third-party accessories including cases, protection, power cables, webcams, conference speakers, HomeKit devices, headphones, speakers, health & fitness trackers, gaming accessories, and Starlink products, sold to Croatian consumers and businesses.
• Withings Health & Fitness Devices Withings health monitoring devices including Body Comp, Body Scan, Body Smart scales, Sleep Analyzer, Blood Pressure Monitors, and ScanWatch smartwatches, sold to Croatian consumers.
• Ultrahuman Ring Air Smart ring for health tracking available in multiple sizes (7-14) and finishes including Raw Titanium, Matt Grey, Brushed Rose Gold, Air Gold, Air Silver, and Aster Air Black, sold to Croatian consumers.
• Dell Monitors Dell flat panel displays including U3225QE 32-inch 4K with Thunderbolt and U2724DE 27-inch monitors, sold to Croatian consumers and businesses as a complementary peripheral for Mac setups.
• MDM Solutions (MDM rješenja) Mobile Device Management solutions for business customers to centrally manage, secure, and deploy Apple devices across their organization in Croatia.
• Financing (Financiranje) Financing options offered by Filex to help Croatian consumers and businesses purchase Apple products by spreading payments over time.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ApplecoreChannel Partner/ Reseller/ DistributorFilex is an Apple authorized reseller, verified by the Apple Authorized Reseller logo displayed on their website. They sell the complete Apple product lineup including Mac, iPhone, iPad, Watch, and accessories. This authorization ensures customers receive genuine Apple products with proper warranty coverage.

Recent moves6 records

Expansion highlights4 records

Regional players

• Chipoteka: Regional CEE-based consumer electronics and IT retailer operating e-commerce platforms across multiple markets. Comparable category overlap (computers, peripherals, consumer electronics) but broader geographic footprint than Filex.

Direct peers

• Mikronis: Croatian IT retailer with a long operating history selling computers, components, peripherals, and consumer electronics to both consumer and B2B customers — directly comparable category overlap.
• Links: Established Croatian IT retailer selling computers, peripherals, and consumer electronics. Comparable as a domestic multi-brand IT e-commerce and retail competitor serving Croatian consumers and businesses.
• HGspot: Croatian IT retailer with a comprehensive e-commerce catalog of computers, peripherals, and accessories. Comparable as a domestic competitor for the same Croatian Apple and PC customers.
• Comshop: Croatian e-commerce IT retailer with a broad catalog spanning computers, peripherals, and consumer electronics. Competes with Filex for the same Croatian consumer and SMB customers.
• iStyle: Apple Premium Reseller operating across Central and Eastern Europe, including Croatia. Directly comparable as an authorized Apple reseller serving both consumer and B2B customers with the full Apple lineup plus services.
• mStore: Croatian Apple authorized reseller offering the full Apple product range, accessories, and B2B services. Operates in the same geographic market with very similar product portfolio and customer segments as Filex.
• Sancta Domenica: Long-standing Croatian IT retailer with both online and physical stores, selling computers, electronics, and white goods. Comparable in scale and category breadth to Filex within the Croatian market.
• iCentre: Apple authorized reseller and service provider in Croatia offering Mac, iPhone, iPad, and accessories with B2B support — closely comparable authorized-reseller business model to Filex.
• MacStyle: Croatian Apple-focused reseller and service center offering the Apple product lineup and accessories. Directly comparable authorized-reseller model serving Croatian consumers and SMBs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/filex.eu

Compliance1 record

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 Filex