What Sihogar does

Sihogar is a Spain-based online discount retailer of home appliances operating under the legal entity PUREAUTO SI S.L. Founded in 2006 and headquartered in Viladecans (Barcelona province), the company runs a direct-to-consumer e-commerce storefront (sihogar.com) targeting Spanish households seeking branded appliances (washing machines, dryers, dishwashers, refrigerators, kitchen appliances, air conditioning, TVs, and small appliances) at materially lower prices than standard retail — typically 10–50% off PVPR.

The platform is built on the PrestaShop CMS and integrates standard e-commerce infrastructure: social login (Google, Amazon), analytics (Google Analytics, DoubleClick, AdWords, remarketing), affiliate tracking (TradeDoubler for price-comparison sites like Kelkoo), reviews (eKomi), and third-party financing (SEQURA) for installment payments. Fulfilment combines home delivery with installation/old-appliance removal services and customer pickup at the Viladecans warehouse. Beyond third-party brands (Bosch, Beko, AEG, Electrolux, Balay, Teka, Whirlpool, Fujitsu, Daitsu, Mitsubishi), Sihogar sells its own private-label "VOK" brand of washing machines, dryers, and refrigerators.

The revenue model is straightforward transactional retail: one-time product sales at discounted prices, supplemented by an extended 3-year warranty add-on ("Garantía 3"). The go-to-market is product-led and digital-first, relying on SEO, paid search, email, and affiliate channels rather than a sales force. Operations are entirely domestic (Spain), the website is Spanish-language only, and the company is independently owned with no disclosed institutional investors or funding rounds. Headcount is reported at 11–50, consistent with a small, owner-operated e-commerce operation.

Name

Sihogar

Legal name

PUREAUTO SI S.L.

Website

https://sihogar.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Sihogar is a Spanish online discount retailer (trading name of PUREAUTO SI S.L.) selling branded and private-label home appliances at 10–50% off retail to Spanish consumers via its PrestaShop e-commerce platform.

Ownership category

akta.pro rank

Product category

Discount Online Home Appliance Retail

NAICS

Electronics and Appliance Retailers (44921)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Off-Price Small Appliances & Home Electronics Retail (CRAEACAH)

akta.pro secondary industry

Appliance Service Plans, Extended Warranties & Maintenance Retail (CRACACAK)

Keywords

• Discount home appliances
• Online appliance retail
• Kitchen appliances online
• Household electronics e-commerce
• Large appliances store

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct online sales of home appliances at discounted prices. Products include large appliances (washing machines, dryers, dishwashers, refrigerators), small appliances, kitchen appliances, climate control, and audio-visual equipment. Offers extended warranty plans as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Sihogar operates a Spanish-language direct-to-consumer e-commerce storefront that sells major-brand home appliances — washing machines, dryers, dishwashers, refrigerators, ovens, microwaves, cooktops, air conditioning, TVs, and small appliances — at discounts typically ranging from 10% to over 50% off the manufacturer's listed retail price (PVPR). Orders are fulfilled from its Viladecans warehouse via home delivery (with optional installation and old-appliance removal) or customer pickup, with installment financing through SEQURA and an optional 3-year extended warranty add-on.

Product overview

Sihogar is an online e-commerce platform selling home appliances at discounted prices in Spain. The platform operates as a single unified e-commerce store built on PrestaShop, offering a comprehensive portfolio organized into five main product categories: Gran electrodoméstico (large appliances including washing machines, dryers, dishwashers, refrigerators, freezers), Pequeño electrodoméstico (small appliances including vacuums, ironing, personal care), Electrodomésticos de Cocina (kitchen appliances including cooktops, hoods, ovens, microwaves, coffee makers), Imagen y sonido (TVs, audio equipment), and Hogar y clima (air conditioning, fans, heating, air purifiers). The platform also offers Extensiones de garantía (extended warranty extensions) as an add-on service. Products come from major brands like Bosch, Beko, AEG, Electrolux, Balay, Teka, and Fujitsu, as well as the proprietary VOK private label brand. Sihogar provides home delivery, in-store pickup, financing options through Sequra, and integrates social login via Google and Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Gran electrodoméstico (Large Appliances) Major household appliances — washing machines, dryers, washer-dryers, dishwashers, refrigerators, freezers, water heaters, and accessories — sold at discounted prices (typically 10–50%+ below PVPR) from recognized European brands, targeted at Spanish residential consumers replacing or adding large white goods.
• Pequeño electrodoméstico (Small Appliances) Compact household and personal-care appliances — vacuum cleaners, irons and ironing boards, hair dryers and stylers, and personal grooming devices — sold at discount prices, targeted at Spanish consumers seeking affordable, brand-name small appliances.
• Electrodomésticos de Cocina (Kitchen Appliances) Cooktops, range hoods, ovens, microwaves, kitchen sinks, small kitchen appliances, coffee makers, water purifier jugs, and cookware/kitchenware sold at discounted prices to Spanish household buyers outfitting or renovating their kitchens.
• Imagen y sonido (Image and Sound) Televisions, computer/TV monitors, home-cinema systems, soundbars, and TV mounts/displays sold at discounted prices for Spanish residential buyers.
• Hogar y clima (Home and Climate) Climate-control and home-comfort products — split/multi-split/portable air-conditioning, fans, heaters, humidifiers/dehumidifiers, air purifiers, climatizers, weather stations, electric blankets, sewing machines, taps, fitness equipment, and steam/auto cleaners — sold at discounted prices for Spanish households.
• Extensiones de garantía — Garantía 3 (Extended Warranty) Three-year extended warranty ("Garantía 3") add-on available at point of sale, extending protection on appliances purchased from Sihogar beyond Spain's statutory warranty.
• VOK private-label appliances Own-brand VOK washing machines, dryers, and refrigerators featuring inverter-motor technology and the lowest price points in Sihogar's catalog, targeted at the most price-sensitive Spanish household shoppers.

Quantifiable outcome

• Products offered at 10-50% below standard retail prices

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Google (DoubleClick, AdWords, Analytics, Remarketing)coreGTM or Marketing PartnerDigital advertising partnership for paid search, display advertising, and remarketing campaigns to drive customer acquisition. Analytics partnership for traffic and conversion measurement.
• TradeDoublerminorGTM or Marketing PartnerAffiliate marketing partnership to track and attribute sales originating from price comparison websites, primarily Kelkoo.com.
• eKomiminorGTM or Marketing PartnerCustomer review and ratings platform to build trust and provide social proof for products and services.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• MediaMarkt España: Largest specialist retailer of consumer electronics and home appliances in Spain, with deep omnichannel presence and own-brand product lines; the primary direct competitor in the same product categories Sihogar discounts.
• Worten: Iberian discounter of consumer electronics and household appliances operating across Spain and Portugal with strong price-leadership positioning; mirrors Sihogar's off-price value proposition at much larger scale.
• PCComponentes: Spain's leading pure-play e-commerce retailer for technology and home appliances; closely comparable as a digital-first retailer competing on price, assortment, and delivery speed across overlapping SKUs.
• Milar: Spanish specialist chain of independent appliance retailers with a unified e-commerce platform; directly comparable assortment of large and small appliances with a similar omnichannel pickup and delivery model.
• Tien21: National Spanish chain of independent appliance retailers selling major and small appliances online and across member stores; directly comparable on assortment, fulfillment, and customer pricing expectations.

Regional players

• Euronics: European buying group and appliance retail brand operating across multiple EU countries; demonstrates how independent appliance retailers can leverage group scale for sourcing, relevant read-across for Sihogar's expansion path.

Broad incumbents

• FNAC España: Specialty electronics, appliance, and entertainment retailer in Spain (part of Fnac Darty, parent of MediaMarkt); competes on the same appliance SKUs with strong brand relationships and omnichannel infrastructure.
• El Corte Inglés: Spain's flagship department store group selling major and small appliances both online and across physical stores; competes broadly with Sihogar's appliance assortment as part of a much wider general-merchandise portfolio.
• Amazon.es: Dominant Spanish e-commerce marketplace carrying the full appliance and electronics catalog from every brand Sihogar sells; functions as the price-anchor and convenience benchmark for the category.

Emerging players

• Cecotec: Spanish emerging appliance brand selling robotics (Conga), kitchen and cooking appliances direct to consumer online; partial overlap with Sihogar's kitchen and small appliance categories and a fellow Spanish seller competing on price.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Sihogar