What MStore does

C&C Sweden AB (operating as C&C, branded here as MStore) is a privately held Swedish Aktiebolag founded in 1993 and registered under Organisationsnummer 556216-9267. The company operates as an Apple-authorized retailer and service provider within Sweden, distributing Apple hardware (MacBook Neo, MacBook Pro with M5/M5 Pro/M5 Max, MacBook Air with M5, iPhone Air, iPhone 17e, iPad Air with M4, AirPods Max 2, Apple Studio Display XDR 2026, Apple Studio Display 2026, AirTag 2nd Gen) through both physical retail stores across Sweden and an e-commerce storefront at shop-se.cec.com, with all prices quoted in Swedish Kroner including VAT.

The business model combines transactional hardware sales with a layered services and recurring revenue stack. Services include Apple-authorized repairs (since 1993), C&C Care device protection plans (recurring), Apple Trade-In (Inbyte), Apple-certified pre-owned devices (Begagnat), FlexSmart B2B device rental (recurring), gift cards, and affiliate mobile subscription partnerships with Tele2 and Telavox. Customer segments span individual consumers (primary), corporate/B2B customers (via FlexSmart rental and enterprise solutions), and the education sector (with a dedicated program and 10% Mac student discount).

The company's technology and platform layer is described as a standard retail operations and Apple product sales platform with no proprietary AI/ML, data, or software moat beyond the e-commerce front-end. Marketing is conducted through an Instagram presence (@cec_sverige), email newsletter, and a company news/blog, with no disclosed funding, headcount, acquisitions, or public market activity. The company is privately held with no parent company, subsidiaries, or institutional investors disclosed.

Name

MStore

Legal name

C&C Sweden AB

Website

https://mstore.se

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

C&C Sweden AB (MStore) is a privately held Swedish Apple-authorized retailer and service provider, founded 1993, selling Apple hardware through physical stores and e-commerce across Sweden to consumers, B2B customers, and educational institutions. Revenue combines hardware sales with recurring services including C&C Care protection plans, FlexSmart B2B rental, repairs, trade-in, and certified pre-owned devices.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: One-time retail sales of Apple products including MacBooks, iPhones, iPads, Apple Watch, AirPods, and accessories through physical stores and online shop.
2. Device Services and Repairs: Apple-authorized repair and service center operating since 1993, providing device maintenance and repairs.
3. Device Protection Plans (C&C Care): Protection plans for devices, providing recurring revenue from insurance/warranty coverage.
4. Trade-In Program: Device trade-in and trade-up services, acquiring used devices for resale or recycling.
5. FlexSmart Device Rental: B2B device rental service allowing companies to rent Apple products instead of purchasing or leasing.
6. Mobile Subscriptions: Partnership with Tele2 and Telavox for mobile subscriptions when purchasing iPhones.
7. Gift Cards: Gift card sales for gifting occasions.
8. Certified Pre-Owned Devices: Sale of Apple-certified refurbished/used devices.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

C&C Sweden AB (MStore) is an Apple-authorized retailer and service provider operating in Sweden since 1993, selling the full Apple hardware lineup (MacBook, iPhone, iPad, AirPods, Apple Watch, Studio Displays, AirTag) through physical stores and an online shop. The company layers complementary services on top of hardware sales, including authorized repairs, device protection plans (C&C Care), trade-in and certified pre-owned programs, B2B device rental (FlexSmart), and mobile subscription partnerships with Tele2 and Telavox.

Product overview

MStore operates as a Swedish Apple-authorized retailer and service provider, offering a portfolio of Apple hardware products alongside complementary services. The core product lineup includes MacBook laptops (MacBook Neo, MacBook Pro with M5/M5 Pro/M5 Max, and MacBook Air with M5), iPhone smartphones (iPhone Air, iPhone 17e), iPad tablets (iPad Air with M4), Apple audio products (AirPods Max 2), and Apple displays (Studio Display XDR 2026, Studio Display 2026), as well as AirTag tracking devices. The services layer includes device protection (C&C Care), trade-in (Apple Trade-In), certified pre-owned devices (Begagnat), gift cards, mobile subscriptions via Tele2 and Telavox, education pricing (10% student discount on Mac), and B2B enterprise solutions including the FlexSmart rental program. The company has operated as an Apple-authorized service center since 1993.

Differentiator

Problem solved

Functional benefit

Brands

• C&C Care: Device protection service
• FlexSmart
• Gift Card

Products and services

• MacBook Neo Apple laptop with Magic Keyboard, available in Citrus color with 256 GB storage, sold by C&C as an entry-level MacBook option starting at 7,995 kr.
• MacBook Pro Apple laptop powered by M5, M5 Pro, and M5 Max chips in multiple configurations, sold by C&C starting at 20,995 kr.
• MacBook Air (M5) Apple thin-and-light laptop with M5 chip, 10-core CPU, 8-core GPU, 16 GB RAM, and 512 GB storage, sold by C&C starting at 13,995 kr for the 13-inch model.
• iPhone Air Apple smartphone sold by C&C at promotional pricing, discounted from a regular price of 13,995 kr to 10,796 kr online and in-store.
• iPhone 17e Apple smartphone in the 17 series, sold by C&C starting at 8,495 kr in the 256 GB Blekrosa (light pink) color variant.
• iPad Air (M4) Apple tablet powered by M4 chip, offered by C&C at promotional pricing starting at 7,795 kr.
• Apple AirPods Max 2 Apple premium over-ear headphones with active noise cancellation and spatial audio, sold by C&C at 6,495 kr.
• Apple Studio Display XDR (2026) Apple professional-grade external monitor with Extreme Dynamic Range display technology, sold by C&C starting at 39,995 kr.
• Apple Studio Display (2026) Apple external monitor offering enhanced visual quality for professional and consumer use, sold by C&C starting at 18,995 kr.
• AirTag 2nd Gen Apple Bluetooth tracking device for locating personal items, in its second generation, sold by C&C at 395 kr.
• C&C Care device protection Recurring device protection and insurance plan for safeguarding Apple devices against damage, loss, or defects, sold by C&C as a subscription.
• FlexSmart device rental Subscription-based B2B device rental program that lets companies rent Apple hardware from C&C as an alternative to purchasing or leasing.
• Gift Card C&C gift cards usable as payment for any Apple product or accessory sold at C&C, available for purchase online and in-store.
• Apple Trade-In (Inbyte) Trade-in program allowing customers to exchange existing Apple devices for credit toward new purchases at C&C.
• Apple-Certified Pre-Owned (Begagnat) Certified pre-owned Apple devices sold at discounted prices, inspected and Apple-certified, available through C&C.
• Apple Authorized Service Apple-authorized repair and service center operating since 1993, providing professional repairs for Apple devices through C&C.
• Mobile Subscription Services (Tele2, Telavox) Mobile subscription options offered to customers when purchasing an iPhone at C&C, provided through partnerships with Tele2 and Telavox.
• Education Solutions Specialized Apple hardware solutions and pricing programs for educational institutions and students, including a 10% student discount on Mac products for higher-education students.
• B2B / Enterprise Solutions Business-oriented Apple hardware solutions including the FlexSmart rental program, volume purchasing, and dedicated business support from C&C.

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

Two partnerships are on record, tiered minor.

• Tele2minorGTM or Marketing PartnerMobile subscription partnership where C&C offers Tele2 mobile plans when customers purchase iPhones. Enables bundled device + service offerings for consumers.
• TelavoxminorGTM or Marketing PartnerMobile subscription partnership where C&C offers Telavox mobile plans when customers purchase iPhones. Part of the subscription service offering.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Power: Major Norwegian electronics retail chain carrying Apple products alongside other brands. Comparable as a Nordic multi-channel Apple reseller with both physical stores and e-commerce.
• DataVision: Norwegian IT/electronics retailer with a strong Apple product offering. Comparable as a Nordic Apple-focused retailer with both consumer and B2B channels.

Broad incumbents

• Kjell & Company: Swedish consumer electronics and accessories retailer with broad physical-store footprint. Adjacent competitor for Apple accessories and consumer electronics spend in Sweden.
• NetOnNet: Swedish online-led consumer electronics retailer offering Apple products among many brands. Comparable as a Sweden-based multi-channel electronics retailer competing for the same Apple-buyer segment.
• MediaMarkt Sweden: Large Swedish electronics retailer stocking Apple products. Overlaps with C&C in Apple hardware retail but operates a much broader assortment and store footprint.
• Currys: Large UK-based multi-channel consumer electronics retailer with an established Apple product range and services. Comparable as a broader-line incumbent electronics retailer with overlapping Apple hardware and accessory business.
• Elgiganten: Sweden's largest consumer electronics retailer with broad assortment including Apple. Competes with C&C directly on Apple hardware sales but at much larger scale and across many non-Apple categories.
• Best Buy: Large US consumer electronics retailer with significant Apple product offering, services (Geek Squad), and trade-in programs. Comparable as a multi-channel Apple-authorized-style retailer with services layered on hardware sales.

Direct peers

• Humac: Apple Premium Reseller and authorized service provider in Denmark. Directly comparable as a Nordic Apple-authorized retailer offering the full Apple lineup plus services like trade-in, repairs, and B2B solutions.

Others

• CDW: Large US-based IT solutions provider selling Apple hardware to enterprises alongside services. Comparable along the B2B/enterprise Apple procurement axis relevant to C&C's FlexSmart and B2B offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/cec_sverige
• Xx.com/mstoreosd

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 MStore