What Tien 21 does

Tien 21 es un minorista especializado en electrodomésticos y electrónica de consumo con sede en Toledo (España), operando una red híbrida de 526 tiendas físicas y una plataforma de comercio electrónico (tien21.es) que cubre España y Portugal con más de 900 puntos de venta. La oferta de productos se organiza en grandes categorías: gran electrodoméstico (lavadoras, frigoríficos, hornos, lavavajillas), pequeño electrodoméstico de cocina, imagen y sonido, telefonía y electrónica, cuidado personal, limpieza del hogar, climatización, deporte y ocio, e informática. La empresa representa múltiples marcas líderes (Taurus, Philips, Bosch, Samsung, LG, Haier, Rowenta, BaByliss, entre más de 60) y complementa la venta de hardware con servicios de entrega en 24 horas, instalación, retirada de equipos antiguos, financiación a través de la plataforma JO1N y de socios como CrediYa, y extensiones de garantía.

El modelo de negocio se basa principalmente en la venta directa de hardware (B2C) tanto en tienda física como online, complementada con ingresos por servicios profesionales (financiación y garantías extendidas). La empresa es operada por Sinersis E-Commerce, S.L. (sociedad limitada española) y funciona como miembro del grupo internacional de distribución Euronics, lo que le proporciona poder de compra colectivo y acceso a redes de marca mientras preserva una identidad local. El canal de distribución omnicanal incluye página web con catálogo completo, newsletter, WhatsApp y promociones en tienda con fabricantes. No se ha divulgado tecnología propietaria ni capacidades de IA/ML, y los ingresos no son públicos. La empresa no ha reportado rondas de financiación, adquisiciones, ni contrataciones ejecutivas de alto nivel en los datos disponibles, lo que sugiere una operación estable y orgánica dentro del sector retail de electrodomésticos en Iberia.

Name

Tien 21

Legal name

Sinersis E-Commerce, S.L.

Website

https://tien21.es

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Tien 21 es un minorista especializado español de electrodomésticos y electrónica de consumo que opera 526 tiendas físicas y una plataforma de comercio electrónico en España y Portugal como miembro del grupo Euronics, dirigido a consumidores domésticos ibéricos.

Ownership category

akta.pro rank

Headquarters

HQ city

Toledo

HQ country

Spain

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. Appliance and Electronics Retail: Tien 21 generates revenue primarily through the sale of appliances and consumer electronics across multiple categories including large appliances (refrigerators, washing machines, ovens), small kitchen appliances, personal care products, climate control devices, and computing/electronics. Sales occur through both physical retail stores and online channels.
2. Financing Services: The company offers financing options through partnerships with financial institutions including CrediYa, providing customers with payment flexibility for purchases.
3. Warranty Extensions: Extended warranty products are offered as add-on services, providing additional coverage beyond manufacturer warranties for appliances.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Tien 21 is a Spanish specialist retailer of home appliances and consumer electronics, selling multi-brand products (over 60 brands including Taurus, Philips, Bosch, Samsung, LG) across categories such as large appliances, small kitchen appliances, TVs, audio, telephony, personal care, cleaning, climate control, and computing. The company sells through 526 physical stores across Spain and Portugal (900+ points of sale) and an e-commerce platform, supported by delivery, installation, old appliance removal, financing through JO1N, and extended warranty services.

Product overview

Tien 21 is a specialized appliance and consumer electronics retailer operating both online and through over 900 physical store locations across Spain and Portugal. The company offers a comprehensive product portfolio organized into major categories: Large Appliances (washing machines, dryers, refrigerators, freezers, dishwashers, ovens, cooktops, range hoods), Small Kitchen Appliances (microwaves, coffee makers, blenders, air fryers), Image/TV products, Audio/Sound equipment, Telephony/Electronics (smartphones, smartwatches, drones), Personal Care (shavers, epilators, hair care), Cleaning/Home (vacuum cleaners, steam cleaners), Climate Control (air conditioning, heaters, fans), Sports/Leisure, and Computing/IT products. Services include 24-hour delivery, in-store pickup, installation, old appliance removal, financing through JO1N platform, and extended warranties. The company represents multiple brands including Taurus, Philips, Bosch, Samsung, LG, and over 60 other appliance brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Gran Electrodoméstico (Large Home Appliances) Large home appliances including washing machines, dryers, refrigerators, freezers, dishwashers, ovens, cooktops, range hoods, and cookers for kitchen equipping, sold to individual consumers in Spain and Portugal through physical stores and online platform.
• Pequeño Electrodoméstico de Cocina (Small Kitchen Appliances) Small kitchen appliances including microwaves, coffee makers, blenders, food processors, toasters, kettles, air fryers, mixers, and kitchen cookware for domestic consumers.
• Imagen (TVs and Visual Equipment) Visual and imaging products including televisions, TV accessories, video players, projectors, digital cameras, and photography equipment for consumer use.
• Sonido (Audio and Music) Audio and sound products including music systems, turntables, radios, speakers, soundbars, portable speakers, headphones, and earphones for individual consumers.
• Telefonía y Electrónica (Telephony and Electronics) Telephony and consumer electronics including smartphones, activity bands, smartwatches, drones, fixed-line phones, and phone accessories such as chargers and power banks.
• Cuidado Personal (Personal Care) Personal care products including hair care devices (dryers, hair straighteners, hair clippers), epilators, shavers, electric toothbrushes, health monitors, and thermal textiles for consumer use.
• Limpieza y Hogar (Cleaning and Home) Home cleaning appliances including vacuum cleaners (upright, stick, robot, handheld), floor mops, pressure washers, steam cleaners, and ironing products for household consumers.
• Climatización (Climate Control) Climate control products including air conditioners (portable, split, multisplit), water heaters, heaters, radiators, fans, air purifiers, and humidifiers for residential consumers.
• Deporte y Ocio (Sports and Leisure) Sports and leisure products including electric bicycles, electric scooters, sports equipment, gaming consoles, video games, and collectible figures for consumer markets.
• Informática (Computing) Computing products including e-readers, tablets, laptops, desktop computers, monitors, printers, gaming peripherals, storage devices, and smart home products for individual consumers.
• Servicios de Entrega y Recogida (Delivery and Pickup Services) Delivery and pickup services including 24-hour delivery in select areas, in-store pickup, old appliance removal, and installation services for customers purchasing appliances and electronics.
• Financiación (Financing Services) Financing services through the JO1N platform and partner CrediYa, offering multiple financing options and payment plans for appliance purchases to enable flexible consumer payment.
• Extensión de Garantía (Extended Warranty) Extended warranty services providing additional coverage beyond manufacturer warranties, including replacement in case of breakdown, as an add-on service for appliance buyers.

Quantifiable outcome

• 4.5 average rating from 10,131 Google reviews across 526 stores

Segments1 record

Ideal customer profiles1 record

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 core.

• EuronicscoreChannel Partner/ Reseller/ DistributorTien 21 is a member of the Euronics Group, an international consumer electronics and appliances retail chain. This membership provides access to a global network and collective purchasing power while maintaining local brand identity.
• Sinersis E-Commerce, S.L.coreOthersSinersis E-Commerce, S.L. is the parent company and data controller behind Tien 21, managing the e-commerce operations and data treatment for the retail chain.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Coolmod: Spanish online specialty retailer focused on gaming PCs, components, and consumer electronics. Competes with Tien 21's computing and gaming categories among tech-savvy Spanish consumers.
• PC Componentes: Spanish-headquartered online-first retailer specializing in computing, electronics, and increasingly consumer appliances. Direct competitor in the IT and electronics portion of Tien 21's catalog with a strong digital brand.

Direct peers

• Worten: Iberian consumer electronics and appliance retailer and fellow Euronics Group member. Competes head-to-head with Tien 21 in Spain and Portugal across appliances, electronics, and attached services.
• MediaMarkt Iberia: The leading consumer electronics and appliance retailer in Spain and Portugal with a large store footprint. Direct competitor offering the same multi-category product range and value-added services to overlapping Iberian customers.
• Milar: Spanish appliance and consumer electronics retail brand and member of the Euronics Group alongside Tien 21. Closely comparable cooperative/affiliated retail model with overlapping Iberian footprint.

Broad incumbents

• Carrefour Spain: Mass-market hypermarket and grocery retailer that carries a broad appliance and electronics assortment. Overlaps with Tien 21 on household appliances and competes on price and convenience in Spain.
• FNAC Spain: Specialty entertainment, electronics, and home appliance retailer with Spanish stores. Overlaps with Tien 21 in TVs, audio, computing, and small appliances, though anchored more in cultural/tech categories.
• El Corte Inglés: Spain's dominant department store group with a sizable appliance and electronics offering within a much broader retail portfolio. Competes for the same household appliance and electronics wallet share across Spain.
• Amazon Spain: Largest pure-play e-commerce platform in Spain, carrying essentially the entire range of appliances and consumer electronics that Tien 21 sells. Represents the most significant pricing and convenience threat.

Others

• Euronics Group: Pan-European retail alliance of independent appliance and electronics retailers of which Tien 21 is a member. Provides the purchasing, marketing, and brand framework that defines Tien 21's operating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/comerciantes-de-electrod.-alicante

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 Tien 21