MAXI-DISCOUNT

What MAXI-DISCOUNT does

MAXI-DISCOUNT is a Swiss discount retailer of home appliances and consumer electronics operating under the legal name NoeleTV. The company is headquartered in Geneva at Rue Hoffmann 3 and dba-trades as NoeleTV, with a website at maxidiscount.ch and an e-commerce storefront at noeletv.ch. All revenue is derived from one-time sales of new, branded merchandise (LG, Bosch, Siemens, Miele, Whirlpool, Electrolux, Beko, Philips, Tristar, Fagor, Ariete, Ohmex) across three categories: major appliances (washing machines, dryers, ovens, cooktops, refrigerators, dishwashers), audio/visual (televisions, soundbars, speakers, headphones), and small household appliances (coffee machines, toasters, vacuum cleaners, air conditioners). Items are sold at substantial discounts versus MSRP, with a 2-year warranty and a 24-hour inquiry response commitment.

The business runs an omnichannel model combining four physical showrooms in Geneva (Servette, Eaux-Vives, Jonction, and Vernier/Les Avanchets) with nationwide delivery and in-house installation services in Geneva and surrounding areas. Marketing is driven by a weekly flyer catalogue, an email newsletter, and a bilingual (English/French) product catalog website. The pricing model is per-unit at discounted prices quoted in Swiss Francs, with a payment mix that includes American Express, credit cards, Maestro, Mastercard, Twint, and Visa. Customer acquisition is retail and local: the primary segment is Swiss households in the Geneva region buying for personal/residential use. The company is privately held, has no disclosed parent, no institutional investors, no funding rounds, and no headcount beyond 8 employees.

Name

MAXI-DISCOUNT

Legal name

NoeleTV

Website

https://maxidiscount.ch

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MAXI-DISCOUNT (legal name NoeleTV) is a Geneva-based Swiss discount retailer of home appliances and consumer electronics, operating four physical showrooms in Geneva and a nationwide e-commerce storefront serving Swiss households.

Ownership category

akta.pro rank

Product category

Consumer Electronics and Home Appliance Retail

NAICS

Electronics and Appliance Retailers (4492)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Extreme Value General Merchandise Discounters (CRAEAAAE)

akta.pro secondary industry

Hard Discount Limited-Time / Special-Buy Discounters (CRAEAIAE)

Keywords

• Home appliance retail
• Consumer electronics store
• Discount appliances
• Professional installation services
• Swiss retail

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Appliance and Electronics Retail: One-time product sales of home appliances (washing machines, dryers, refrigerators, ovens, cooktops, air conditioning), audio/video equipment (TVs, soundbars, speakers, headphones), and small household appliances (coffee machines, toasters, vacuum cleaners). Products are sold at discounted prices with 2-year warranty.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

MAXI-DISCOUNT (NoeleTV) is a Swiss discount retailer of home appliances and consumer electronics, operating four physical stores in Geneva and an e-commerce site (noeletv.ch). It sells branded major appliances (washing machines, dryers, ovens, cooktops, refrigerators), audio/visual equipment (TVs, soundbars, speakers, headphones), and small household appliances at discounted prices with 2-year warranties, plus delivery throughout Switzerland and professional installation services in the Geneva region.

Product overview

NoeleTV is a Swiss electronics and home appliance retailer operating physical stores in Geneva with four locations (Servette, Eaux-Vives, Jonction, and Vernier) and an online catalog. The company offers a diverse portfolio of major home appliances (washing machines, dryers, refrigerators, ovens, cooktops, cookers), audio-visual equipment (televisions, sound systems, speakers, headphones), and small kitchen/home appliances (coffee machines, toasters, vacuum cleaners, air conditioners). Products come from brands including LG, Whirlpool, Bosch, Siemens, Miele, Philips, Electrolux, Beko, and Tristar. The company provides 2-year warranties on all products and offers delivery throughout Switzerland with installation services in Geneva and surrounding areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Électroménager (Major Appliances) Category offering washing machines, dryers, dishwashers, hoods, cookers, ovens, cooktops, microwaves, refrigerators, freezers, and wine cellars from brands including LG, Whirlpool, Bosch, Siemens, Miele, Electrolux, Beko, and Fagor. Sold at discounted prices with 2-year warranty, with delivery throughout Switzerland and professional installation available in Geneva and surrounding areas. Targeted at Swiss households purchasing for personal/residential use.
• Son & Image (Audio/Visual) Category offering televisions (LED and OLED), sound bars, DVD players, Bluetooth speakers, headphones, hi-fi systems, cameras, radios/alarms, and audio/visual accessories. Sold at discounted prices with 2-year warranty and delivery throughout Switzerland. Targeted at Swiss households and individual consumers seeking audiovisual equipment.
• Petits Ménagers (Small Household Appliances) Category offering coffee/tea makers, toasters, ice/water machines, juicers, air conditioning/heating units, cooking preparation equipment, cleaning appliances, baby care, personal care, and laundry care products from brands including Philips, Ariete, Ohmex, Miele, and Tristar. Sold at discounted prices with 2-year warranty. Targeted at Swiss households for everyday domestic use.
• Delivery and Professional Installation Service Bundled service providing delivery throughout Switzerland for all purchased products, plus professional installation of major appliances by specialized technicians in Geneva and surrounding areas. Includes a 24-hour customer inquiry response commitment. Targeted at customers purchasing large appliances who require setup assistance.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Brack.ch: Swiss online electronics, appliance, and household goods retailer owned by Competec; competes with MAXI-DISCOUNT on the same brand assortment (Miele, Bosch, Siemens, etc.) with aggressive pricing and nationwide delivery.
• Interdiscount: Swiss consumer electronics and appliance discounter owned by Coop, operating online and a national store network with deep promotional pricing — directly comparable to MAXI-DISCOUNT's discount appliance/electronics model across Switzerland.
• Microspot.ch: Swiss online discount retailer for electronics and household appliances, owned by Migros; competes directly with MAXI-DISCOUNT on discount-priced TVs, washers, and small appliances delivered nationwide.
• Fust: Established Swiss retailer specializing in household appliances, electronics, and kitchen fittings with showrooms across Suisse romande including the Geneva region; directly comparable assortment and customer base to MAXI-DISCOUNT.
• MediaMarkt Switzerland: Major Swiss consumer electronics and appliance retail chain with showrooms in Geneva and nationwide; competes head-to-head on TVs, audio, and major appliances and offers promotional pricing similar in spirit to MAXI-DISCOUNT.
• Digitec Galaxus: Largest Swiss online consumer electronics retailer with extensive TV, audio, and small appliance assortment; relevant peer as a Swiss price-transparent e-commerce competitor to MAXI-DISCOUNT's online channel.

Broad incumbents

• Manor: Swiss department store chain with a sizable electronics and small appliance department across Suisse romande including Geneva; broader-line incumbent with overlapping categories but not a discount specialist.

Emerging players

• Alltron: Swiss online and B2B/B2C electronics and appliance retailer (Competec group); overlaps with MAXI-DISCOUNT's brand assortment and price positioning, particularly for AV equipment and small appliances.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/maxi-discount-electromenager-image-son

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 MAXI-DISCOUNT