What eHome.hr does

eHome.hr (legal entity: Froh d.o.o.) is a privately held Croatian e-commerce and showroom retailer of household appliances, consumer electronics, and professional/commercial equipment, founded in 2016 and headquartered in Zagreb. It operates a WooCommerce-based online storefront (ehome.hr) supplemented by a physical showroom at Vrbanjska ul. 1, delivering nationwide via BOXNOW parcel lockers and other couriers, with installation services for air conditioning units. The assortment spans 15+ categories — large appliances (refrigeration, laundry, cooking, dishwashing), small kitchen and personal care appliances, vacuum cleaners and robotic cleaners, climate control and heating, kitchen sinks and faucets, audio/video, IT and gaming, mobility products (e-bikes, scooters, drones), garden tools, and spare parts — distributed across multiple OEM brand partnerships (Electrolux, Kärcher, Samsung, Bosch, Liebherr, Miele, Whirlpool, iRobot, MOVA, HONOR, TerraMow). The company serves two segments: residential consumers as the primary base, and a secondary professional/B2B segment (eHome Professional) covering commercial laundry, refrigeration, cleaning equipment, and food preparation gear, with B2B financing available through a Grenke operational leasing partnership.

The business model is straightforward retail: one-time transactional product sales at unit prices ranging from approximately €10 to over €14,000, with no subscription or recurring revenue layer. Pricing is competitive and supported by installment plans, cryptocurrency acceptance, and 5–10% discounts for direct bank transfers. Free delivery is provided for orders above €100. The go-to-market blends content marketing (blog, seasonal campaigns), organic social (Facebook, Instagram, LinkedIn), email newsletters, and high-profile promotional collaborations — most notably a 2026 MOVA smart cleaning robot campaign featuring Croatian football star Luka Modrić. Revenue mechanics are essentially driven by GMV throughput and category mix, with the higher-ticket professional line and B2B Grenke financing representing the most differentiated commercial levers.

Name

eHome.hr

Legal name

Froh d.o.o.

Website

https://ehome.hr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

eHome.hr (Froh d.o.o.) is a Croatian e-commerce and showroom retailer of home appliances, consumer electronics, and professional equipment, serving residential consumers across Croatia and a secondary B2B/professional segment via its eHome Professional division.

Ownership category

akta.pro rank

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct retail sales of home appliances, electronics, and professional equipment through e-commerce storefront. Revenue generated from one-time product transactions with prices ranging from approximately €10 to over €14,000 for professional equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

eHome.hr is a Croatian e-commerce retailer and physical showroom based in Zagreb that sells home appliances, consumer electronics, and professional/commercial equipment from multiple brands. The company operates a WooCommerce-based online storefront with 15+ product categories, a physical showroom in Zagreb, and a dedicated eHome Professional division for commercial clients.

Product overview

eHome.hr is a Croatian e-commerce retailer and physical showroom (Zagreb) specializing in household and professional appliances. The company operates as a multi-brand platform offering an extensive portfolio across major appliance categories: large home appliances (refrigeration, laundry, cooking, dishwashing), climate control (air conditioning, heating, ventilation via Prana recuperators), small kitchen appliances, personal care, audio/video electronics, IT/gaming equipment, mobility products (e-bikes, e-scooters), and professional/commercial equipment. The product ecosystem includes both consumer-grade and professional-grade solutions, with dedicated sub-sections for eHome Professional (commercial laundry, refrigeration, cleaning equipment) and branded shop sections for major manufacturers (Bosch, Electrolux, AEG, Samsung, Liebherr, Haier, Miele, LG, Whirlpool). Recent additions include TerraMow robotic lawn mowers, iRobot cleaning robots, and MOVA smart cleaning devices. The company also offers installation services (climate installation) and financing options for businesses through operational leasing.

Differentiator

Problem solved

Functional benefit

Products and services

• Air Conditioning Systems Complete range of climate control solutions including mono-split, multi-split, ducted, console, cassette, and portable air conditioners from brands like Tesla, Samsung, LG, Hisense, Mitsubishi, and Gree.
• Washing Machines and Dryers Freestanding and built-in washing machines, tumble dryers, washer-dryer combos, and professional laundry equipment including Electrolux MyPRO series commercial washers and dryers.
• Refrigerators and Freezers Side-by-side refrigerators, combined refrigerators, single-door refrigerators, chest freezers, upright freezers, wine coolers, and portable coolers from brands including Liebherr, Samsung, Haier, Electrolux, and Gram.
• Cooking Appliances Built-in cooktops (induction, gas, ceramic, domino), ovens (with pyrolytic, steam, and conventional cleaning), cooker hoods, microwaves, coffee machines, and full kitchen stoves.
• Dishwashers Freestanding and built-in dishwashers with hidden or visible controls, including professional-grade dishwashers for commercial use.
• Small Kitchen Appliances Coffee makers, blenders, mixers, food processors, hand mixers, stick blenders, kettles, juicers, slicers, kitchen scales, vacuum sealers, meat grinders, and kitchen robots from brands like Braun, Philips, Kenwood, Nutribullet, and Dyson.
• Vacuum Cleaners Bagged and bagless vacuum cleaners, stick vacuums, handheld vacuums, wet-dry vacuums, robotic vacuum cleaners (including Roborock Saros 10R, MOVA, Ecovacs, iRobot), and pool cleaning robots, including Kärcher consumer and professional models.
• Heating Solutions Norwegian radiators (Dimplex), boilers, heat pumps, pellet stoves, ovens, electric heaters, oil-filled radiators, air curtains, and air handling units (Prana recuperators).
• Kitchen Sinks and Faucets Inox, granite, glass/inox, ceramic, and tectonite kitchen sinks from Franke and Blanco, with matching faucets in various finishes and water filtration faucets.
• Personal Care Appliances Electric toothbrushes, shavers, epilators, trimmers, hair brushes, hair straighteners, curling irons, hair dryers, thermometers, personal scales, and grooming kits.
• Audio and Video Equipment Televisions (including TCL gaming monitors), soundbars, turntables (Lenco gramophones), Bluetooth speakers, headphones (Marshall, JBL, Sony), and audio equipment.
• Lifestyle and Mobility Products Smartwatches (Huawei, Garmin, Honor), smartphones (Honor 600 series), tablets, drones, action cameras, navigation devices, security cameras (TP-Link Tapo), and e-bikes/e-scooters (MS Energy, Segway, Xiaomi).
• IT and Gaming Equipment Desktop computers, laptops, monitors (Samsung, LG, TCL), peripherals, speakers, gaming consoles, gaming chairs, gaming desks, printers, scanners, and software.
• eHome Professional Division Specialized division offering commercial laundry (Electrolux MyPRO, Rollman ironing rollers), commercial dishwashing, professional refrigeration (Liebherr, Gram), gelato machines (Nemox), Kärcher professional cleaning equipment, and Dry Ager meat aging cabinets for business clients with B2B financing options through Grenke.
• Garden and Outdoor Equipment Robotic lawn mowers (TerraMow), robotic pool cleaners, and outdoor power tools including MOVA and other smart outdoor cleaning solutions.
• Spare Parts and Accessories Replacement parts for major appliance brands including AEG, Electrolux, Bosch, and Whirlpool, along with accessories and consumables for various product categories.

Quantifiable outcome

• 14-day return policy for customer satisfaction
• +1 more outcomes

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

Four partnerships are on record, tiered minor and core.

• BOXNOWminorChannel Partner/ Reseller/ DistributorParcel locker delivery service partner providing free delivery for orders above 100€ throughout Croatia.
• Servis ElmaksminorImplementation/ SI/ Consulting PartnerAuthorized service partner for repairs and maintenance of appliances sold by eHome.
• ElectroluxcoreChannel Partner/ Reseller/ DistributorKey brand partner for MyPro professional laundry equipment line, including washing machines, dryers, and ironing systems. Also distributes consumer Electrolux and AEG appliances.
• KärchercoreChannel Partner/ Reseller/ DistributorMajor partner for both consumer and professional cleaning equipment including pressure washers, steam cleaners, vacuum cleaners, and professional-grade cleaning machines.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Others

• Njuškalo: Njuškalo is Croatia's leading classifieds platform where individuals and small businesses list new and used appliances. While not a direct retail competitor, it shapes consumer price expectations and serves as an alternative channel that affects eHome.hr's pricing power.

Broad incumbents

• Amazon: Amazon is a global e-commerce marketplace accessible to Croatian consumers via Amazon.de. It competes with eHome.hr on price, selection, and delivery for electronics, small appliances, and consumer goods across the same target customers.
• Bauhaus Croatia: Bauhaus is a European home-improvement and DIY retailer with Croatian stores. While its core is DIY and home improvement, it carries appliances and climate-control products that overlap with eHome.hr's heating and AC assortment.

Direct peers

• Elipso: Elipso is a leading Croatian online retailer of consumer electronics, home appliances, and IT equipment. It is the most direct head-to-head competitor to eHome.hr in the Croatian market, operating a similar multi-brand e-commerce model with home delivery.
• Sancta Domenica: Sancta Domenica is one of Croatia's largest specialty retailers of home appliances and electronics, combining online and physical retail. It competes directly with eHome.hr for the same consumer and small-business customers across similar product categories.
• Pevec: Pevec is a Croatian big-box retailer of home appliances, electronics, and household goods with physical stores and an online channel. It competes with eHome.hr across large appliances, small appliances, and consumer electronics, particularly in the value segment.
• HGspot: HGspot is a Croatian e-commerce retailer focused on consumer electronics, IT, gaming, and home appliances. It competes directly with eHome.hr on the IT, gaming, and electronics portion of the catalog and overlaps on delivery and customer-base dimensions.
• Mall.hr: Mall.hr is a Croatian online marketplace and direct retailer offering appliances, electronics, IT, and household goods. It competes with eHome.hr on the same Croatian consumer base and overlaps in product categories, payment options, and delivery coverage.

Regional players

• Emmezeta: Emmezeta is a regional home furnishings and appliance retailer active in the Croatian/Balkan market. It overlaps with eHome.hr on large and small home appliances, climate control, and kitchen equipment, primarily competing on assortment and showroom experience.
• Harvey Norman Croatia: Harvey Norman is an international multi-category retailer of appliances, electronics, and furniture with a presence in Croatia. It overlaps with eHome.hr on consumer appliances and electronics but competes from a much larger global footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ehomehrvatska
• LinkedInlinkedin.com/company/ehomefroh
• Instagraminstagram.com/ehome.hr

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 eHome.hr