Coolbox

What Coolbox does

Coolbox (legally Rash Peru S.R.L.) is a Peruvian consumer electronics retailer founded in 1997 and headquartered in Magdalena del Mar, Lima. The company operates a multi-channel distribution model comprising an e-commerce platform at coolbox.pe, at least four physical retail stores across Lima districts (San Isidro, Av. Cavenecia, Real Plaza Salaverry, and La Rambla San Borja), a marketplace enabling third-party sellers to list alongside first-party inventory, and a dedicated B2B Ventas Corporativas sales channel. Coolbox holds authorized distributor status with major global brands including Apple, Samsung, JBL, Sony, DJI, Motorola, Xiaomi, and Starlink (SpaceX), and offers an assortment spanning more than 2,500 SKUs across cellular phones, tablets, laptops, audio equipment, smartwatches, Starlink satellite internet kits, televisions, cameras, and a proprietary accessories line under the Coolbox Teraware sub-brand.

The business model is primarily transactional retail revenue from one-time product sales, supplemented by marketplace commission income from third-party sellers and B2B bulk sales. Pricing is positioned as low-cost with heavy promotional cadence (20–65% discounts, 2x1 bundles, 3-for-2 offers) and Santander-backed installment financing. Fulfillment differentiation is built on 18-minute in-store pickup at select locations and 180-minute same-day home delivery within the Lima metropolitan area, with broader Peru-wide e-commerce delivery. The underlying technology stack is the VTEX e-commerce platform with standard web analytics integrations (Google Analytics, Hotjar, Microsoft Clarity, Yandex Metrica); no proprietary technology or AI capabilities are disclosed.

Coolbox employs 501–1,000 staff and is privately held under a Peruvian S.R.L. structure with no disclosed parent company, private equity backing, or external funding rounds. Revenue is not publicly disclosed. The company is Peruvian data-protection compliant under Ley N° 29733 and operates active marketing and customer support across Facebook, Instagram, YouTube, TikTok, WhatsApp, and email channels.

Name

Coolbox

Legal name

Rash Peru S.R.L.

Website

https://coolbox.pe

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Coolbox is a Peruvian consumer electronics retailer operating an e-commerce platform and physical stores in Lima, selling smartphones, laptops, audio gear, Starlink, and accessories from authorized global brands to Peruvian consumers and corporate buyers.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (4492)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Big-Box Electronics + Computers & Peripherals Retail (CRACAAAE)

akta.pro secondary industries

Big-Box Electronics + Wearables & Personal Tech Retail (CRACAAAJ), Big-Box Electronics Accessories & Consumables Retail (CRACAAAK)

Keywords

• Consumer electronics retail
• Technology marketplace
• Mobile phones sales
• Audio equipment retail
• Smart home devices

Headquarters

HQ city

Lima

HQ country

Peru

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sale of technology products including smartphones, laptops, tablets, audio equipment, cameras, smart home devices, and accessories. Sales are one-time transactions at listed prices with discount promotions.
2. Marketplace Commission: Third-party sellers list products on the Coolbox platform. Coolbox earns commission on sales made by marketplace sellers.
3. Corporate Sales: Dedicated B2B sales channel for corporate customers and bulk purchases through Ventas Corporativas program.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Coolbox is a Peruvian omnichannel technology retailer selling consumer electronics (smartphones, tablets, laptops, audio equipment, cameras, smartwatches, smart TVs, Starlink satellite internet kits, and accessories) through owned physical retail stores in Lima and a national e-commerce site. The company also operates an online marketplace where third-party sellers list products alongside first-party inventory, and a dedicated corporate sales channel for B2B bulk purchases.

Product overview

Coolbox is a Peruvian technology retail company operating an e-commerce platform (coolbox.pe) and physical store network, selling technology products at low prices with warranty. The company offers a diverse portfolio including cellular phones (Apple iPhone, Samsung Galaxy, Xiaomi, Motorola, Oppo, Honor, ZTE), tablets (iPad), laptops and computers (MacBook, iMac), audio equipment (headphones, speakers, microphones), smartwatches, Starlink satellite internet kits, televisions, cameras, and photography equipment. Coolbox also sells its own branded accessories under the 'Teraware' sub-brand including Starlink-compatible products and cables. The platform operates on the VTEX e-commerce infrastructure, offering both online delivery and in-store pickup options. Additional services include corporate sales for B2B customers and an outlet section for discounted products.

Differentiator

Problem solved

Functional benefit

Brands

• Coolbox Teraware: Own brand line of accessories and cables sold under the Coolbox Teraware label.

Products and services

• Cellular Phones Smartphones and accessories from major brands including Apple iPhone, Samsung Galaxy, Xiaomi, Motorola, Oppo, Honor, and ZTE, sold to Peruvian consumers via retail stores and e-commerce.
• Tablets iPad tablets including iPad 11" (11th Gen) with A16 chip and iPad Air 11"/13" with M4 chip, available in various storage configurations and colors.
• Laptops and Computers Laptop and desktop computers including MacBook Neo 13" with A18 Pro chip, iMac 24" M4, and various computing accessories.
• Audio - Headphones Bluetooth and wireless headphones including JBL models, Sony WH-1000XM6, Apple AirPods Pro 3, and other noise-cancelling options.
• Audio - Speakers Bluetooth speakers including JBL PartyBox 130, Charge 6, Boombox 4, Xtreme 4/5, Flip 7, Amazon Echo Dot 5th gen, and other portable speaker options.
• Audio - Microphones Wireless, professional studio, lavalier, and digital microphones including Shure, AKG, Audio-Technica, Behringer, DJI Mic 3, and Hollyland LARK M2 DUO.
• Smartwatches Smartwatches and wearables available across various brands compatible with iOS and Android devices.
• Starlink Satellite Internet Kits SpaceX Starlink satellite internet kits including Starlink Mini (portable, up to 128 devices, Wi-Fi 5), Starlink Standard V4 (up to 235 devices, Wi-Fi 6), and accessories.
• Cameras and Photography Digital cameras including Sony ZV-E10K Alpha mirrorless, action cameras, drones, and photography accessories.
• Televisions Smart TVs and television displays across various brands and screen sizes.
• Corporate Sales (Ventas Corporativas) Dedicated B2B sales channel offering volume pricing and corporate purchasing solutions for business customers and bulk technology purchases.

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

Twelve partnerships are on record, tiered core, major and minor.

• ApplecoreChannel Partner/ Reseller/ DistributorAuthorized Apple distributor selling iPhones, iPads, MacBooks, and accessories. Coolbox is listed as an authorized distributor for Apple products in Peru.
• SamsungcoreChannel Partner/ Reseller/ DistributorMajor smartphone and electronics brand sold through Coolbox retail and e-commerce channels.
• JBLcoreChannel Partner/ Reseller/ DistributorAudio equipment brand including headphones, speakers, and microphones. Coolbox is an authorized JBL distributor with dedicated Mundo JBL section on website.
• SonymajorChannel Partner/ Reseller/ DistributorElectronics brand including cameras, audio products, and PlayStation accessories sold through Coolbox.
• DJImajorChannel Partner/ Reseller/ DistributorDrone and camera technology brand with products including DJI Mic wireless microphones and drones sold through Coolbox.
• MotorolamajorChannel Partner/ Reseller/ DistributorSmartphone brand offering budget to mid-range devices sold through Coolbox stores and website.
• Starlink (SpaceX)coreChannel Partner/ Reseller/ DistributorSatellite internet technology. Coolbox sells Starlink Mini kits and accessories with 65% discounts on pre-sale items.
• XiaomimajorChannel Partner/ Reseller/ DistributorSmartphone and electronics brand selling Redmi and POCO devices through Coolbox retail locations.
• SantandermajorGTM or Marketing PartnerBanking partner offering installment payment options and promotional discounts on products purchased with Santander credit cards. Visible as Santander Agosto promotional pricing throughout the website.
• VTEXcoreTechnology or IntegrationE-commerce platform provider powering the Coolbox online store with VTEX-powered shopping cart, checkout, and store management systems.
• Real PlazamajorChannel Partner/ Reseller/ DistributorShopping center operator hosting Coolbox retail stores at Real Plaza Salaverry location.
• La RamblaminorChannel Partner/ Reseller/ DistributorShopping center operator hosting Coolbox retail stores at C.C La Rambla San Borja location.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Best Buy Mexico: Consumer electronics specialty retailer in Mexico. Comparable on assortment of premium consumer electronics (Apple, Samsung, Sony), though primarily a different geographic market.
• Plaza Vea: Peruvian hypermarket retailer carrying consumer electronics. Comparable on multi-category retail footprint in Peru though electronics is not its primary focus.

Direct peers

• Curacao (Peru): Peruvian consumer electronics specialty retailer selling smartphones, appliances, and home entertainment. Comparable as a multi-brand electronics-focused chain competing for the same urban Peruvian consumer.
• Paris Peru: Latin American department store with consumer electronics categories. Comparable in omnichannel electronics retail though primarily Chilean operations; serves similar LatAm consumer profile.
• Oechsle Peru: Peruvian department store retailer under the Ripley group with comparable consumer electronics selection and physical store footprint in Lima. Direct competitor for premium electronics purchases.
• Saga Falabella Peru: Major department store and e-commerce retailer in Peru with a substantial consumer electronics assortment, store credit card, and click-and-collect. Directly comparable on multi-brand electronics retail with installment financing and omnichannel operations.
• Mercado Libre Peru: Dominant Latin American marketplace operating in Peru with extensive consumer electronics listings, installment financing (Mercado Pago), and fulfillment. Direct competitor for online consumer electronics sales.
• Ripley Peru: Peruvian department store chain with a large consumer electronics and home appliances category. Most direct comparable in-store and online electronics retail competitor operating in Lima with multi-brand assortment and installment financing.

Others

• VTEX: E-commerce platform provider powering Coolbox.pe. Enabling technology partner rather than direct competitor, but ecosystem context for understanding Coolbox's tech stack and go-to-market capabilities.

Broad incumbents

• Falabella S.A. Parent of Saga Falabella Peru and broader LatAm department store incumbent. Broader incumbent operating across multiple countries with wider portfolio beyond consumer electronics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Coolboxperu
• Facebookfacebook.com/CoolboxPe
• Instagraminstagram.com/coolboxpe
• TikToktiktok.com/@coolboxpe
• Xx.com/coolboxpe

Compliance1 record

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 Coolbox