What Chipoteka does

Chipoteka, operating under the legal entity Z-EL D.O.O., is a Croatian multi-channel consumer electronics retailer founded in 1990 and headquartered in Zagreb. The company sells a broad catalog spanning more than 20 product categories — including laptops (Acer, Lenovo, MSI, ASUS), smartphones (Samsung Galaxy, Honor), drones (DJI), audio equipment (Sony, JBL, Klipsch), gaming peripherals (Logitech, HyperX), computer components, smart home devices, sports wearables (Garmin), home appliances (Roborock, MOVA), projectors (Anker Nebula), professional tools (Weller, Uni-Trend), GPS/navigation, and electronic components (Arduino, Raspberry Pi) — with unit prices ranging from sub-€1 components to over €2,000 for premium devices.

The company's technology foundation is a standard e-commerce platform (chipoteka.hr) providing product catalog, search, shopping cart, user accounts, and order tracking, integrated with WS Pay for payments and Mailchimp for email marketing. Distribution is omnichannel: the chipoteka.hr storefront reaches consumers nationwide, 10 physical retail showrooms across Croatian cities (Zagreb with multiple locations, Split, Rijeka, Osijek, Zadar, Šibenik, Dubrovnik, Pula, Varaždin) provide in-person browsing and after-sales support, a dedicated wholesale (veleprodaja) division serves B2B customers, and a repair (servis) service supports post-sale needs.

The revenue model is unit-based retail pricing in euros with no subscription tiers, supplemented by seasonal promotional campaigns offering 40–50% discounts (such as the Ljetna akcija / Summer Sale running through August 2026 with 426 SKUs) and brand-specific co-marketing promotions with vendors including Sony, Samsung, Honor, HyperX, Logitech, and Anker. Customers are segmented horizontally: individual Croatian consumers (primary) and B2B buyers (secondary). Marketing is multi-channel, leveraging Facebook, Instagram, the recently launched TikTok channel, email newsletters, and SEO. The company is privately held with no disclosed external investment, parent company, or institutional ownership.

Name

Chipoteka

Legal name

Z-EL D.O.O.

Website

https://chipoteka.hr

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Chipoteka (Z-EL D.O.O.) is a Croatian multi-channel consumer electronics retailer founded in 1990, selling IT hardware, smartphones, audio, gaming, drones, and electronic components through e-commerce (chipoteka.hr), 10 physical stores across Croatia, a wholesale division, and repair services. It serves both B2C consumers and B2B customers.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (4492), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (449210)

SIC

Wholesale-Hardware (5072)

akta.pro primary industry

Big-Box Electronics + Small Appliances Retail (CRACAAAC)

akta.pro secondary industries

Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG), Semiconductors, ICs & Microcontrollers Retail (CRACAKAB)

Keywords

• Consumer electronics retail
• IT hardware distribution
• Home appliance sales
• Electronic components supply
• E-commerce electronics

Headquarters

HQ city

Sesvete

HQ country

Croatia

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (B2C): Direct consumer sales of electronics, IT hardware, tools, and electronic components through e-commerce and physical store locations.
2. Wholesale (Veleprodaja): B2B bulk sales to business customers through dedicated wholesale division.
3. Repair Services (Servis): Device and electronics repair services offered alongside product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Chipoteka sells consumer electronics, IT hardware, audio/video equipment, electronic components, home appliances, and professional tools through its e-commerce platform (chipoteka.hr) and physical retail stores across 10 Croatian cities. The company also operates a dedicated wholesale (veleprodaja) division for B2B buyers and an in-house repair (servis) service for electronic devices. Product pricing is in euros and ranges from small electronic components to premium laptops, smartphones, drones, and home appliances.

Product overview

Chipoteka is a Croatian electronics retail chain and web shop offering a comprehensive range of consumer electronics, IT hardware, audio/video equipment, and professional tools. The company operates as a multi-category e-commerce platform with physical retail locations across Croatia. The product portfolio includes laptops (Acer, Lenovo, MSI, ASUS), smartphones (Samsung Galaxy, Honor), drones (DJI), audio equipment (Sony, JBL, Klipsch, Lenco turntables), gaming peripherals (Logitech, HyperX, GameSir), computer components, tablets (reMarkable), printers (Epson, Brother), networking equipment (Cudy), smart home devices, sports wearables (Garmin), home appliances (Roborock, MOVA robot vacuums), projectors (Anker Nebula), professional tools (Weller, Uni-Trend), GPS/navigation (Garmin fishfinders), and electronic components (Arduino, Raspberry Pi). The store also features dedicated sections for automotive electronics, cable accessories, and UPS/power protection. Chipoteka positions itself as a one-stop electronics destination with over 30 years of market presence, offering both retail and wholesale services.

Differentiator

Problem solved

Functional benefit

Products and services

• Laptops Consumer and business laptops including gaming laptops (Acer Nitro, Lenovo LOQ, MSI Cyborg), ultrabooks (Acer Aspire Lite, Lenovo IdeaPad Slim), and productivity notebooks from brands like Acer, Lenovo, MSI, ASUS, CHUWI.
• Smartphones and Mobile Phones Mobile phones including flagship models from Samsung Galaxy, Honor Magic V6, Honor 600 series, and various budget smartphones from multiple brands.
• Drones and Gimbal Stabilizers Consumer and professional drones including DJI Mini 5 Pro, DJI Neo, DJI Lito series, and gimbal stabilizers for cameras featuring 4K UHD video, up to 36 minutes flight time, and 3-axis gimbals.
• Audio Equipment Wide range of audio products including Bluetooth speakers (Sony ULT series, Tronsmart, Nedis), headphones (Sony, HyperX, Anker Soundcore), gaming headsets, turntables/gramophones (Lenco), AV receivers (Onkyo), bookshelf speakers (Klipsch, Jamo), and professional audio equipment.
• Computer Components IT hardware components including processors (CPUs), motherboards, graphics cards (NVIDIA GeForce RTX series), RAM memory, solid-state drives (SSD), hard disk drives (HDD), power supplies, PC cases, CPU coolers, and fans.
• Gaming Equipment Gaming peripherals including gaming chairs, gaming desks, controllers/gamepads (GameSir, HyperX, Logitech), steering wheels, keyboards, mice, mousepads, and gaming accessories. Also includes gaming consoles and video games.
• Computer Peripherals Input and output devices including keyboards (mechanical and membrane), mice, keyboard+mouse combos, mousepads, speakers, headphones, microphones, webcams, and presenters from brands like Logitech, HyperX, and others.
• Tablets and E-readers Tablet computers including reMarkable Paper Pro and Paper Pure digital paper tablets, Samsung Galaxy Tab, and various Android tablets. Also includes e-readers and tablet accessories.
• Printers and Scanners Printing solutions including inkjet printers, laser printers, multifunction printers (printer/scanner/copy), POS equipment, scanners, ink cartridges, toners, and label printers from brands like Epson, Brother, and MUNBYN.
• Network Equipment Networking hardware including routers (Cudy 4G/5G LTE, WiFi 6), access points, switches, WiFi extenders/repeaters, powerline adapters, network cards/adapters, and IP security cameras from brands like Cudy, Nedis, and Dahua.
• Monitors Display monitors including gaming monitors (MSI MAG series with up to 240Hz), professional monitors (Acer B series with QHD IPS), office displays, and monitor accessories like stands and mounts. Sizes range from 21.45 to 27 inches.
• TV and Home Entertainment Television products including Smart TVs (Strong brand with Android TV/Google TV), media players (Strong LEAP series, Android TV boxes), digital receivers, soundbars, and TV accessories.
• Electronic Components DIY electronics and components including Arduino boards, Raspberry Pi kits, robotics parts, 3D printers, 3D printing filaments, electronic circuits, integrated circuits, transistors, capacitors, resistors, connectors, cables, and soldering equipment.
• Smart Home Devices Connected home products including smart home hubs, IP security cameras (Nedis SmartLife, EufyCam), smart plugs, sensors, and home automation components.
• Sports and Fitness Electronics Wearable sports technology including Garmin smart sports watches (Fenix 8 AMOLED, Venu 4), action cameras (GoPro and compatible), fitness trackers, sports watches, and micromobility devices like electric scooters.
• Home Appliances Household appliances including air conditioners, vacuum cleaners (robotic vacuums like Roborock, Narwal, MOVA P50 Ultra), steam cleaners, irons, kitchen appliances, coffee machines, air purifiers, humidifiers, and garden equipment.
• Projectors Video projectors including Anker Nebula series (DLP and laser projectors), portable projectors with built-in batteries, home theater projectors with 4K support, and projector screens and accessories.
• Data Storage Storage solutions including USB flash drives, memory cards, external SSD drives, external hard drives, card readers/adapters, storage media, and docking stations.
• Professional Tools and Equipment Professional-grade tools including Weller soldering stations and soldering irons, Uni-Trend measurement instruments (multimeters, oscilloscopes, function generators, clamp meters), label printers, and electronic workbench equipment.
• GPS Navigation Navigation devices including Garmin fishfinders (echoMAP Ultra 2 series), road GPS navigators, handheld GPS units, and marine navigation equipment.
• UPS and Power Protection Uninterruptible power supplies (UPS) and surge protectors to protect electronic equipment from power fluctuations and outages.
• Car Electronics Automotive electronics including car radios (JVC with Android Auto/Apple CarPlay), car speakers and subwoofers, car cameras/dashcams, 12V to 220V power inverters, and hunting/trail cameras.
• Wholesale (Veleprodaja) Division Dedicated B2B wholesale division offering bulk purchasing of electronics components, IT hardware, and tools for business customers with volume pricing and business account management.
• Repair Services (Servis) Device and electronics repair services offered alongside product sales, providing after-sales support for electronic devices purchased from Chipoteka.

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

One partnership is on record.

• BOX NOWminorChannel Partner/ Reseller/ Distributor · 1 January 2026BOX NOW is a parcel locker delivery partner enabling Chipoteka to offer convenient parcel pickup/dropoff across Croatia. Chipoteka offered BOX NOW delivery at a promotional rate of 1.25 € as part of a birthday/anniversary promotional campaign.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iStyle: Apple Premium Reseller operating in Croatia with both retail showrooms and online sales of Apple ecosystem products. Comparable as a multi-channel specialty electronics retailer serving Croatian consumers.
• Sancta Domenica: Croatian consumer electronics and IT retail chain with both physical stores and e-commerce, selling laptops, smartphones, audio, and home appliances. Directly comparable in market, channel mix, and assortment depth to Chipoteka.
• Links (Links Hrvatska): Long-standing Croatian electronics retailer (part of the M SAN Grupa) operating physical stores and an online shop with a similar multi-category consumer electronics and IT assortment. Closest head-to-head competitor in the Croatian market.
• HGspot: Croatian electronics retailer with physical stores and e-commerce focused on IT hardware, smartphones, gaming, and consumer electronics. Comparable assortment, customer base, and omnichannel structure to Chipoteka.

Regional players

• Tehnomanija: Serbian multi-category electronics retailer with stores and e-commerce selling IT, audio, small appliances, and tools. Similar one-stop-shop positioning, but operates in a different national market.
• Elipso: Serbian/Balkan consumer electronics and IT retail chain with physical stores and e-commerce. Comparable assortment and omnichannel model, but primarily serves Serbia rather than Croatia.

Broad incumbents

• MediaMarkt: Pan-European big-box consumer electronics and appliance retailer with a Croatian store network and online shop. Comparable product categories but vastly larger scale and broader geographic footprint.
• Coolshop: Nordic-focused online retailer specializing in consumer electronics, gaming, and household appliances. Comparable e-commerce-first specialty electronics model but operates across multiple Northern European markets rather than Croatia.
• Harvey Norman Croatia: Franchised electronics and home appliance retailer with stores in Croatia. Comparable in product mix (electronics + small/major appliances) but operates as part of a much larger multinational brand.

Emerging players

• eKupi: Croatian general-merchandise e-commerce marketplace covering electronics among many other categories. Comparable as a Croatian online retail destination, but with a broader, less electronics-specialized assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Chipoteka
• Instagraminstagram.com/chipoteka.hr
• TikToktiktok.com/@chipoteka
• Xx.com/chipoteka
• LinkedInlinkedin.com/company/chipoteka

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 Chipoteka