Excellent

What Excellent does

Exellent is a Belgian specialty consumer-electronics and home-appliances retailer operating under the 'vakman' (tradesperson/specialist) brand identity. The company combines a network of approximately 400 physical retail stores distributed across Flanders, Wallonia, and Brussels with a bilingual (Dutch/French) e-commerce storefront at exellent.be, headquartered at Koffieweg 48, 8380 Zeebrugge. Its assortiment spans televisions and projectors, computers and peripherals, mobile phones and tablets, smart home devices, household appliances, kitchen appliances, personal care, wearables, outdoor equipment, and gaming. Beyond hardware, the company bundles delivery, professional installation, in-store click-and-collect within 15 minutes on 1,000+ SKUs, and same-day order cut-off at 10 PM with next-day delivery.

The commercial model is best characterized as omnichannel retail with attached services revenue. Core sales are unit-priced hardware (with promotions, eco-cheques, and Cofidis 3xCofidisPay installments). Adjacent revenue streams include: (i) subscription reselling for six Belgian telecom operators (Proximus, Orange, Base, Scarlet, VOO, hey!) and two print-ink subscription services (HP Instant Ink, Canon PIXMA Print Plan); (ii) device protection products through Harmony Comfort, Harmony IT Comfort One, and Cover+; (iii) gift cards; (iv) refurbished laptop resale; (v) in-store appliance and electronics repair; and (vi) mobile payment terminals (SumUp) targeting small businesses. Pricing is published in euros inclusive of Recupel contribution and VAT.

The company's customer base is predominantly Belgian individual consumers shopping for personal or household electronics, with a secondary track for professionals and small businesses seeking laptops, monitors, printers, and digital signage. Distribution is exclusively domestic (Belgium), with no cross-border retail presence disclosed. Certifications include BeCommerce and the Ecommerce Europe Label, and the company self-reports a 9.3/10 customer satisfaction metric. Ownership, parent structure, financial scale, and management composition are not publicly disclosed; the firm appears to be an independent private retailer with no institutional investor or parent company identified in the available data.

Name

Excellent

Legal name

Exellent

Website

https://exellent.be

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

51–100 employees

Short description

Exellent is a Belgian specialty consumer-electronics retailer operating approximately 400 physical stores across Belgium plus an e-commerce platform under the 'vakman' specialist brand, selling TVs, appliances, computers, smartphones, smart home, and related subscriptions, financing, insurance, and repair services to Belgian consumers and small businesses.

Ownership category

akta.pro rank

Headquarters

HQ city

Brugge

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Electronics Retail: Sale of consumer electronics including TVs, computers, phones, home appliances, and accessories through physical stores and online channel.
2. Service and Repair: Repair services for appliances (washing machines, dryers, dishwashers, freezers, refrigerators) and electronics (laptops, TVs) provided by local technicians.
3. Gift Cards: Sale of gift cards for use in stores.
4. Subscription Services: Sale of mobile subscriptions (Proximus, Orange, Base, Scarlet, VOO, hey!) and print subscriptions (HP Instant Ink, Canon PIXMA Print Plan) as a reseller.
5. Extended Warranties and Insurance: Sale of device protection plans including Harmony Comfort (smartphone insurance) and Harmony IT Comfort One (laptop/tablet insurance) with worldwide coverage.
6. Financing Services: Facilitation of installment payments through Cofidis 3xCofidisPay partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Exellent is a Belgian specialist electronics retailer operating under the "vakman" (tradesperson/specialist) concept, selling consumer electronics (TVs, audio, computers, smartphones, tablets, wearables), home appliances (kitchen, household, personal care), smart home and outdoor products through approximately 400 physical stores and an e-commerce platform. Core services include expert in-store advice, home delivery, professional installation, in-store pickup within 15 minutes for over 1,000 products, and after-sales repair services.

Product overview

Excellent (Exellent) is a Belgian electronics retail chain operating under the 'vakman' (tradesperson) concept, with approximately 400 physical stores and an e-commerce platform. The company offers a comprehensive range of consumer electronics and home appliances, organized into categories including televisions and projectors (TVs, beamers), computers and peripherals, mobile phones and tablets, smart home devices, household appliances (washing machines, dryers, vacuum cleaners), kitchen appliances (refrigerators, ovens, coffee machines, air fryers), personal care products, and outdoor equipment. Additional offerings include repair services for appliances and electronics, refurbished laptops, mobile payment terminals (SumUp), and various subscription services for mobile carriers and device protection. The company provides delivery and installation services, positioning itself as a local specialist retailer with a 9.3/10 customer satisfaction rating.

Differentiator

Problem solved

Functional benefit

Products and services

• Exellent Retail Platform (Consumer Electronics and Home Appliances) Multichannel retail offering of consumer electronics (televisions, projectors, audio, computers and peripherals, mobile phones, tablets, wearables) and home appliances (kitchen, household, personal care, smart home, outdoor) sold through approximately 400 physical stores and the exellent.be e-commerce site; targeted at Belgian consumers and small businesses with delivery, installation, and in-store pickup.
• Repair Services In-store repair services for household appliances (washing machines, dryers, dishwashers, freezers, refrigerators) and electronics (laptops, TVs) carried out by local technicians in the 400-store network; aimed at customers who purchased or own Exellent-covered products.
• Refurbished Laptops Pre-owned laptops that have been professionally inspected, repaired, and optimized for resale; targeted at price-conscious consumers seeking quality second-hand computing devices.
• Exellent Giftcard Digital gift card redeemable at Exellent stores and website; targeted at individuals seeking gifts usable across the consumer electronics and appliance product range.
• Mobile and Print Subscriptions (Reseller) Sale as a reseller of mobile subscriptions (Proximus, Orange, Base, Scarlet, VOO, hey!) and print subscriptions (HP Instant Ink, Canon PIXMA Print Plan); targeted at consumers and small businesses seeking telecom and printing service subscriptions.
• SumUp Mobile Payment Terminals Resale of SumUp mobile payment terminals for card acceptance; targeted at small businesses and individual merchants needing portable payment acceptance.
• Device Protection Plans (Cover+ and Harmony Insurance) Device insurance and protection plans including Harmony Comfort (smartphones) and Harmony IT Comfort One (laptops, desktops, tablets) with worldwide coverage for 36 months, plus Cover+ protection; targeted at consumers and small businesses purchasing electronics from Exellent.
• Home Delivery and Professional Installation Home delivery of purchased products with order-before-10-PM next-day delivery, alongside professional installation services for appliances and electronics; targeted at consumers who purchase items from the exellent.be website or in-store.
• Cofidis 3xCofidisPay Installment Financing Facilitation of installment payments for retail purchases through partnership with Cofidis (3xCofidisPay); targeted at consumers seeking to spread higher-ticket electronics or appliance purchases across multiple payments.

Quantifiable outcome

• Customer satisfaction rating of 9.3 out of 10

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

Ten partnerships are on record, tiered minor.

• ProximusminorChannel Partner/ Reseller/ DistributorProximus mobile and telecom subscriptions sold through Exellent stores and website as a reseller partner.
• Orange BelgiumminorChannel Partner/ Reseller/ DistributorOrange mobile subscriptions offered for sale through Exellent retail locations.
• BaseminorChannel Partner/ Reseller/ DistributorBase mobile subscriptions sold through Exellent stores.
• ScarletminorChannel Partner/ Reseller/ DistributorScarlet telecom services offered for sale through Exellent.
• VOOminorChannel Partner/ Reseller/ DistributorVOO cable and mobile services offered for sale in French-language Exellent stores.
• hey!minorChannel Partner/ Reseller/ DistributorMobile subscription brand offered through Exellent.
• HP Instant InkminorChannel Partner/ Reseller/ DistributorHP printer ink subscription service sold through Exellent, offering up to 70% savings on ink.
• Canon PIXMA Print PlanminorChannel Partner/ Reseller/ DistributorCanon printer subscription service for ink/toner delivery.
• Cover+minorChannel Partner/ Reseller/ DistributorDevice protection and insurance plans offered alongside electronics purchases.
• Harmony InsuranceminorChannel Partner/ Reseller/ DistributorDevice insurance products including Harmony Comfort (smartphones) and Harmony IT Comfort One (laptops, desktops, tablets) with worldwide coverage for 36 months.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coolblue: Belgian/Dutch omnichannel consumer electronics and appliance retailer offering home delivery, installation, and expert advice. Closest direct competitor to Exellent in the Belgian CE/appliance market with a similar specialist positioning and product breadth.
• Boulanger: French electronics and home appliance retailer with strong omnichannel and specialist advice positioning. Highly comparable business model to Exellent (specialist stores + e-commerce + installation services), but operating in France rather than Belgium.
• Fnac Belgium: Belgian subsidiary of Fnac Darty, combining consumer electronics with cultural/leisure products. Direct competitor in Belgian CE retail, with brand strength and integration with Vanden Borre.
• MediaMarkt Belgium: Belgian arm of MediaMarkt, a large pan-European CE retail chain with physical superstores. Competes directly with Exellent on TVs, computers, appliances, and smart home, with stronger buying power but less local specialist density.
• Krëfel: Belgian electronics and household appliance retailer with a multi-store physical presence. Directly comparable to Exellent as a Belgium-only CE/appliance chain targeting similar consumer segments.
• Vanden Borre: Belgian electronics and home appliance retailer (part of Fnac Darty group) with both physical stores and online sales. Direct overlap with Exellent on product categories and Belgian customer base.
• Eldi: Belgian electronics retail chain selling TVs, computers, and home appliances. Smaller and less differentiated than Exellent but operates in the same geographic and product category.

Broad incumbents

• Euronics: Pan-European independent electronics retail group with member stores across multiple countries including Belgium. Operates as a buying/marketing alliance rather than a centrally owned chain, conceptually similar to Exellent's independent-craftsmen structure.
• Amazon Belgium: Pan-European e-commerce incumbent selling consumer electronics and appliances in Belgium. Not a direct specialist peer, but the most consequential competitive threat to Exellent on price and convenience in core categories.
• Darty: French electronics and appliance retailer (part of Fnac Darty) with strong emphasis on after-sales service and 'Contrat de Confiance' warranty. Comparable to Exellent on service-led CE retailing, primarily French market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ExellentBelgie
• Instagraminstagram.com/exellentbelgie
• Xx.com/exellentbelgium

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 Excellent