MILAR

What MILAR does

MILAR is a Spanish multi-brand retailer of household appliances and consumer electronics operating the largest dedicated physical store network in the category nationwide, with 304 stores across Spain supplemented by the milar.es e-commerce platform. The company is operated commercially under the Sinersis Group via its legal entity Sinersis E-Commerce, S.L., and is a member of the Euronics International European retail buying group, which provides collective procurement leverage against global appliance and electronics brands.

The product portfolio spans eight major categories: major appliances (washing machines, dishwashers, refrigerators, ovens, cooktops), small appliances (coffee makers, microwaves, air fryers, vacuum cleaners, irons), televisions and audio, climate control (air conditioning, heating, fans), personal care (shavers, hair dryers, electric toothbrushes), mobile phones and accessories, computing equipment (laptops, desktops, tablets, gaming), and sports/leisure (e-scooters, e-bikes, fitness equipment, gaming consoles). The assortment is sourced from leading global and European brands including Bosch, Samsung, LG, Siemens, Balay, Philips, Apple, Sony, DeLonghi, Cecotec, Daikin, and Mepamsa, positioning MILAR as a brand-agnostic retailer rather than a single-vendor channel.

The revenue model is anchored in one-time hardware sales through both retail storefronts and e-commerce, with complementary service streams including professional installation, in-store and click-and-collect fulfillment, 24-hour delivery to peninsular Spain and the Balearic Islands, installment financing through Crediya and the Milar payment card, and the Garantía 3 extended warranty program offering up to 5 years of total coverage. Customer segmentation is horizontal, targeting Spanish household consumers across appliance replacement, smartphone upgrade, kitchen equipment, climate control, and personal care use cases, with no disclosed B2B or enterprise channel.

Name

MILAR

Legal name

Sinersis E-Commerce, S.L.

Website

https://milar.es

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

MILAR is a Spanish multi-brand retailer of household appliances and consumer electronics operating 304 physical stores across Spain alongside the milar.es e-commerce platform, serving Spanish household consumers with brands such as Bosch, Samsung, LG, Philips, and Apple, plus financing, installation, and warranty services.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliance Retail

NAICS

Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (335210)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Power Banks & Portable Power (Battery Packs, MagSafe Packs) (CRACATAD)

akta.pro secondary industry

E-Mobility Chargers & Charging Docks (Consumer) (CRACASAJ)

Keywords

• Home appliance retail
• Consumer electronics retail
• Major domestic appliances
• Small kitchen appliances
• TV and audio retail

Headquarters

HQ city

Pamplona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time sales of appliances and electronics through physical retail stores and e-commerce platform. Products include major appliances (refrigerators, washing machines, dryers), small appliances, consumer electronics, smartphones, computers, air conditioning, and personal care products.
2. Financing Services: Provides financing options for product purchases through Crediya and Milar payment card. Allows customers to pay for purchases in installments.
3. Warranty Extensions: Sells extended warranty services (Garantía 3) offering up to 5 years total coverage on purchased products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

MILAR is a Spanish omnichannel retailer that sells branded household appliances (large and small), consumer electronics (TVs, audio), climate control, personal care, mobile phones, computing equipment, and sports/leisure products through 304 physical stores across Spain and its milar.es e-commerce platform. The company complements its merchandise with professional installation, Click & Collect, 24-hour delivery, installment financing (Crediya, Milar card), and an extended warranty program (Garantía 3).

Product overview

MILAR is a Spanish retailer of appliances and consumer electronics operating physical stores and an e-commerce platform. The company offers a diverse portfolio of major and small household appliances, televisions and audio equipment, climate control products, personal care devices, mobile phones, computing equipment, and sports/leisure products from multiple brands including AEG, Balay, Beko, Bosch, Samsung, Siemens, LG, Philips, Braun, DeLonghi, Cecotec, and many others. MILAR operates as a multi-brand retailer rather than a single-product platform, offering both online shopping and in-store purchasing across 304 physical store locations throughout Spain. The company provides complementary services including professional installation, free store pickup, 24-hour delivery, financing options, and a 3-year warranty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Gran Electrodoméstico (Major Household Appliances)
• Pequeño Electrodoméstico (Small Appliances)
• Televisión y Sonido (TV and Audio)
• Climatización (Climate Control)
• Cuidado Personal (Personal Care)
• Telefonía (Mobile Phones and Accessories)
• Informática (Computing)
• Deporte y Ocio (Sports and Leisure)
• Servicios de Instalación y Postventa (Installation and After-Sales Services)

Quantifiable outcome

• 4.4/5 average customer rating from 8794 reviews

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

One partnership is on record.

• Euronics InternationalcoreStrategic or Co-development PartnerMilar is a member of the Euronics International group, a major European appliance and electronics retail chain. This affiliation provides collective buying power, brand recognition across Europe, and access to a wider network of suppliers and product offerings.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Amazon España: Global e-commerce platform with a significant Spanish presence across all of Milar's product categories (major appliances, small appliances, electronics, computing, smartphones). Is the single largest structural threat to Milar's pricing and convenience proposition.
• Carrefour España: Major French hypermarket chain with a large Spanish store footprint that sells appliances, electronics, and personal care as part of a broader grocery-led assortment. Competes with Milar on price and convenience but does not specialize in appliance/electronics retail.
• Euronics International: Pan-European buying group and brand network of which Milar is a member. Operates as a broader incumbent across multiple European countries with shared supplier relationships, making it a peer at the group level rather than at the direct retail-competition level.

Direct peers

• El Corte Inglés: Spain's largest department store chain with a substantial electrical and appliance department. Competes with Milar across major appliances, consumer electronics, and personal care, with a similar concept of in-store advice, installation, and financing options.
• Worten: Portuguese-origin multi-brand consumer electronics and appliance retailer with strong presence in Spain. Operates a similar physical store + e-commerce model carrying the same major brands (Bosch, Samsung, LG, Philips) and is a fellow Euronics group member, making it the most directly comparable peer to Milar.
• FNAC España: French-origin multi-category retailer (consumer electronics, computing, audio, books) with a meaningful Spanish store presence. Directly competes with Milar in TVs, audio, computing, and personal care, with a similar physical-store + e-commerce omnichannel model.
• Conforama España: European furniture and home appliance retailer with a significant Spanish store network. Overlaps with Milar in major appliances (washing machines, refrigeration, cooking) and small appliances, with a similar multi-brand store-based retail model.
• MediaMarkt España: Major European consumer electronics and appliance big-box retailer with a large Spanish store footprint. Competes directly with Milar across the same product categories (TVs, major appliances, computing, smartphones) and has a similar multi-brand + free in-store pickup + installation services model.
• Tien21: Long-standing Spanish appliance and consumer electronics retail chain with a multi-brand store model. Is a fellow Euronics Spain member and competes directly with Milar in the same brick-and-mortar appliance retail category in Spain.

Emerging players

• PcComponentes: Spain's leading pure-play online consumer electronics and IT retailer, headquartered in Murcia. Overlaps with Milar in computing, smartphones, and consumer electronics, but competes via a lower-cost online-only model with aggressive pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/milarmorato

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 MILAR