Comfor

What Comfor does

Comfor (legal entity COMFOR STORES a.s.) is a Czech omnichannel retailer of consumer electronics and IT hardware, founded in 1992 and headquartered in Brno. The company operates more than 90 specialized physical stores across the Czech Republic alongside its e-commerce platform (comfor.cz), distributing a broad assortment that spans smartphones, tablets, smartwatches, notebooks, desktops, PC components, peripherals, gaming consoles, smart-home devices, TVs, and consumer electronics. Comfor is an authorized Samsung retailer and a certified Apple Business Partner, with dedicated education-vertical programs ('Apple pro školství' and 'COMFOR pro školy') for K-12 and institutional customers.

The business model is built on transactional hardware sales complemented by three layered ancillary streams: a paid services line (post-warranty repairs, warranty extensions, on-site technician visits, and in-store service delivered through the wholly-owned subsidiary COMFOR Servis), a device trade-in program (Cashtec), and a refurbished-electronics sub-brand (Revimarket) that resells reconditioned IT equipment. Distribution combines own-store retail, own e-commerce, and third-party logistics (Czech Post, Zásilkovna with 7,000+ pickup points, DPD) with next-day delivery promised for orders placed before 19:00. Pricing is unit-based and publicly disclosed, with installment payment ('splátkový prodej') and promotional discount codes widely used. Comfor serves a primarily B2C Czech consumer and household base, with a secondary education-sector vertical; no enterprise customers, parent company, or external investors are disclosed. The company has 51-100 employees and is a private joint-stock company operating exclusively within the Czech Republic.

Name

Comfor

Legal name

COMFOR STORES a.s.

Website

https://comfor.cz

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Comfor (COMFOR STORES a.s.) is a Czech omnichannel retailer of consumer electronics and IT hardware, operating 90+ specialized stores and an e-commerce platform to serve Czech consumer households and the education sector with Samsung, Apple, and third-party brands.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (449210), Used Merchandise Retailers (459510)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Electronics & Tech Recommerce (Refurbished Devices) (CRAFAGAC)

akta.pro secondary industry

Computer Accessories & Consumables Retail (Cables, Adapters, Ink/Toner) (CRACABAH)

Keywords

• Consumer electronics retail
• IT hardware store
• Computer and notebook sales
• Smartphone and tablet retail
• Gaming electronics shop

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Comfor generates revenue through the sale of consumer electronics, IT hardware, accessories, and related products across multiple categories including phones, computers, gaming, and smart home devices. Revenue is primarily one-time transaction-based from end consumers and possibly businesses purchasing through the store or e-commerce channel.
2. Services and after-sales: Comfor offers paid services including extended warranties, post-warranty repairs, on-site technician visits, in-store service, and device trade-in (Cashtec program). These services generate additional revenue streams alongside product sales.
3. Trade-in and device buyback: Through the Cashtec program, Comfor purchases used devices from customers, then resells refurbished units through the Revimarket channel, creating a secondary revenue stream from pre-owned electronics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Comfor is a Czech omnichannel retailer of consumer electronics and IT products, selling Samsung and Apple mobile devices, notebooks, desktop PCs, PC components, PC accessories, gaming hardware, smart home devices, TVs, and related accessories through its e-commerce platform (comfor.cz) and more than 90 physical stores. The company supplements product sales with paid after-sales services including warranty extensions, post-warranty repairs, on-site technician visits, and a device trade-in (Cashtec) program that resells refurbished units through the Revimarket sub-brand. It also targets the education vertical with dedicated Apple for Schools and COMFOR for Schools offerings.

Product overview

Comfor is a Czech IT retail chain and e-commerce platform operating more than 90 specialized stores across the Czech Republic. The company offers a comprehensive portfolio of consumer electronics and IT products through its website and physical locations. The core product categories include Samsung and Apple mobile devices (smartphones, tablets, smartwatches), notebook and desktop computers with components, PC accessories (keyboards, mice, monitors, printers, network equipment), gaming products (consoles, games, gaming accessories), consumer electronics (smart home devices, health monitors, LED lighting, TVs), and accessories for all device categories. Comfor provides related services including post-warranty repairs, warranty inspections, warranty extensions, and on-site technician support. The company also operates Revimarket as a sub-brand specializing in refurbished/reconditioned IT products. As a Samsung authorized partner and Apple Business Partner, Comfor focuses on the Czech consumer and small business market with both online and offline retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Služby (Services) Paid after-sales service bundle including post-warranty service, warranty inspections, online support, warranty extensions, on-site service, technician visits, and discount vouchers, offered to Czech consumers who purchase electronics from Comfor.
• Revimarket (Refurbished IT Products) Refurbished and reconditioned IT equipment including notebooks, desktop computers, tablets, phones, monitors, and related devices sold at reduced prices through the Revimarket sub-brand, supplied in part by the Cashtec trade-in program.
• COMFOR Servis Repair and service subsidiary providing in-warranty and post-warranty repairs, technician services, and after-sales support for devices sold by Comfor and other brands, operated through comforservis.cz.

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

Three partnerships are on record, tiered core.

• SamsungcoreChannel Partner/ Reseller/ DistributorComfor is an authorized Samsung retailer, prominently displaying the Samsung logo and brand identity throughout its website. The Samsung category page lists 367 products. Comfor participates in Samsung promotional programs including cashback offers of up to 13,000 Kč on Samsung Galaxy devices.
• ApplecoreChannel Partner/ Reseller/ DistributorComfor is an authorized Apple Business Partner and Apple retailer, with dedicated pages for Apple products and 'Apple pro školství' (Apple for education). The partnership positions Comfor as a certified Apple sales and service channel in the Czech Republic.
• SamsungcoreChannel Partner/ Reseller/ DistributorComfor is an authorized Samsung retailer, prominently displaying the Samsung logo and brand identity throughout its website. The Samsung category page lists 367 products. Comfor participates in Samsung promotional programs including cashback offers of up to 13,000 Kč on Samsung Galaxy devices.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Datart: Czech and Slovak consumer electronics retail chain with both online and physical stores. Comparable to Comfor as a regional omnichannel electronics specialist targeting the same customer profile in the Czech market.
• Alza.cz: The largest Czech e-commerce retailer and consumer electronics specialist. Direct competitor to Comfor across the same product categories (PCs, phones, electronics) and the same Czech consumer market, with a comparable omnichannel store-and-online model.
• Mall.cz: A major Czech e-commerce platform (part of Allegro Group) with broad electronics assortment. Directly comparable to Comfor as a Czech consumer electronics retailer with both online and physical retail presence (formerly including CZC.cz).
• Czc.cz: Czech consumer electronics retailer established by enthusiasts with a strong IT/PC component focus. Comparable to Comfor in product mix (PCs, components, accessories) and Czech consumer market, though now operating under the Mall Group umbrella.
• Electro World: Czech electronics retail chain specializing in consumer electronics and home appliances with physical stores. Directly comparable to Comfor as a regional omnichannel electronics retailer in the same Czech market.

Broad incumbents

• Coolblue: European omnichannel electronics retailer known for customer service and same-day delivery. Comparable to Comfor in the omnichannel electronics retail model, though operating primarily in the Netherlands, Belgium, and Germany with a much larger scale.
• Best Buy: U.S. consumer electronics omnichannel retailer with a model combining physical stores, e-commerce, and services (Geek Squad repair, trade-in). Conceptually comparable to Comfor's omnichannel + services + trade-in (Cashtec) approach, though operating at vastly different scale and geography.
• MediaMarkt: Europe's largest consumer electronics retailer (owned by MediaMarktSaturn). Operates in the Czech Republic with a similar big-box electronics retail model; comparable to Comfor in product category but significantly larger in scale and footprint.
• JB Hi-Fi: Australian consumer electronics and home appliance retailer with omnichannel stores and a strong service offering. Comparable to Comfor in the omnichannel electronics retail model with attached services, although operating in a different geography and at larger scale.

Others

• Euronics: European association of independent electronics retailers. Relevant to Comfor as a peer group of similar independent electronics retailers collaborating across Europe; provides benchmarking on procurement, marketing, and assortment strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/comfor.cz
• LinkedIncz.linkedin.com/company/comfor-stores

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Comfor