What Brack.Alltron does

Brack.Alltron AG is a privately held Swiss e-commerce and distribution group operating a multi-brand portfolio under shared logistics and technology infrastructure. The flagship Brack platform serves over 1.7 million private and business customers through brack.ch with a catalog exceeding 250,000 products across IT, consumer electronics, household, sports, beauty, and office supplies. Complementary operating brands include Brack Business (B2B procurement, Kanban replenishment, and Product Finishing services such as unpacking, labeling, configuration, and painting), Alltron (wholesale ICT distribution to over 10,000 specialist retailers, integrators, and installers), DayDeal (flash-sales platform), PerfectHair (professional beauty products and four hair salons acquired in February 2026 from Storskogen Group), and Jamei (specialized home/living distribution of 40+ exclusive brands). All operational brands, together with the Furber private label, are unified under the group's Willisau logistics platform and managed across seven sites in Switzerland, Poland, and Serbia by approximately 1,300 employees.

The group's core operating asset is the 60,000 sqm Willisau logistics center, which combines four AutoStore installations with over 500 autonomous transport robots, eight right-sized rapid packaging lines, and Nomagic Vision-Language-Action AI picking robots that enable 24/7 autonomous fulfillment including nights, weekends and Sundays. AI integration extends beyond the warehouse: RELEX Solutions provides AI-driven forecasting and replenishment implemented via partner Wysupp, and the group is building a new Product Automation & Analytics function using LLMs to scale product discovery, product data, and product creation workflows with a stated 10× assortment target. The Brack mobile app launched in December 2025 with a discovery-feed format combining products, video, editorial content, and app-exclusive deals, reaching 20,000+ downloads in its first 20 days and a Top 5 app-store ranking.

Brack.Alltron monetizes through unit-priced merchandise sales across B2C (brack.ch and the mobile app), B2B (Brack Business), and B2B2C wholesale (Alltron, Jamei), supplemented by professional services fees from Brack Business and transaction-based revenue at DayDeal. Public pricing is transparent: free shipping above CHF 50, a CHF 5.90 small-order shipping fee, next-day delivery for orders placed until 20:00, and exclusive same-day delivery for orders placed before 10:00. The group generated CHF 1.16 billion in FY2025 revenue (+1.9% YoY) with 20% EBITDA growth, processed 4.58 million parcels, and recorded a 12% lift in brand attractiveness following the July 2025 launch of the Brack Super League title sponsorship.

Name

Brack.Alltron

Legal name

Brack.Alltron AG

Website

https://brackalltron.ch

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Brack.Alltron AG is a Swiss multi-brand e-commerce and distribution group operating the Brack B2C platform (250,000+ products), Brack Business B2B procurement, Alltron wholesale, DayDeal, PerfectHair, and Jamei from an automated Willisau logistics center serving 1.7M+ customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Schweiz

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales (Brack): Brack operates as an online retailer selling over 250,000 products directly to private and business customers through brack.ch. Revenue is generated through product sales at retail prices, with free shipping threshold at CHF 50 and next-day delivery.
2. Wholesale/B2B Distribution (Alltron): Alltron distributes ICT products (computers, consumer electronics, telecommunications, electrotechnical) to specialist retailers, integrators, and installers across Switzerland. Revenue through wholesale pricing to channel partners.
3. B2B Professional Services (Brack Business): Brack Business provides products and services to professional clients including e-procurement integration, Kanban replenishment, and Product Finishing services (unpacking, labeling, configuration, painting). Additional revenue from professional account management fees.
4. Flash Sales (DayDeal): DayDeal operates as a flash sales/deal platform with time-limited offers, generating revenue per transaction. The platform is one of Switzerland's most popular deal sites.
5. Specialized E-commerce (PerfectHair, Jamei): PerfectHair (beauty/haircare e-commerce + salons) and Jamei (home/living distribution with 40+ exclusive brands) generate retail revenue. Jamei distributes to specialist retailers in home appliances and kitchen.

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels9 records

Core offering

Brack.Alltron operates a multi-brand e-commerce, wholesale, and distribution platform selling over 250,000 stocked products across IT, consumer electronics, household, office, sports, and beauty categories. The group serves both private consumers (Brack, DayDeal, PerfectHair, mobile app) and professional customers (Brack Business e-procurement, Alltron wholesale, Jamei distribution) from a Swiss-based, highly automated Willisau logistics center.

Product overview

Brack.Alltron is a Swiss e-commerce and commercial group operating a multi-brand, multi-channel retail portfolio unified by shared logistics infrastructure. The portfolio centers on the Brack online shopping platform (250,000+ products, discovery feed, mobile app), alongside B2B (Brack Business), wholesale (Alltron), beauty (PerfectHair), flash sales (DayDeal), and home/living (Jamei) brands. Logistics operations at the automated Willisau center (60,000 m²) are powered by four AutoStore installations, eight rapid-packaging lines, 500+ autonomous transport robots, and Nomagic AI-powered VLA picking robots handling 4.58 million parcels annually. A private label brand (Furber) and a RELEX AI supply chain planning platform complement the offering. The group generated CHF 1.16 billion in revenue in 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Brack Online Shop Flagship Swiss online shopping platform offering over 250,000 stocked products in IT, consumer electronics, household, and office supplies. Targets private consumers with next-day delivery cutoff at 20:00, free shipping above CHF 50, and Swiss-exclusive same-day delivery.
• Brack Mobile App Native iOS and Android shopping app offering a discovery feed (social-media-style product videos, editorial content, blogs) plus app-exclusive deals, layered on top of the Brack online shop.
• Brack Business B2B Platform B2B e-commerce platform providing products and project-planning assistance for commercial customers. Features e-procurement integration, Kanban replenishment services, and Product Finishing services including unpacking, labeling, configuration, and painting.
• Alltron Wholesale Distribution Wholesale distributor supplying specialized retailers, integrators, and installers in Switzerland with ICT products across computing, consumer electronics, telecommunications, and electrotechnology. Serves over 10,000 active trade customers and was recognized as Huawei European Excellent Distributor in 2025 and 2026.
• DayDeal Flash Sales Platform Flash sales platform offering daily deals and time-limited discounts, launching one new deal every hour for 24 hours during key events such as Black Friday.
• PerfectHair Online Shop and Salons Largest Swiss online retailer of professional hair and beauty products, acquired in February 2026, with approximately 34,000 products across 550 brands and four physical hair salons in Zurich, Winterthur, and Wallisellen.
• Jamei Distribution B2B distributor of more than 40 exclusive brands in home appliances, kitchen, and living categories, supplying specialist retailers in Switzerland with a CHF 500 B2B delivery threshold.
• Furber Private Label Brand Private label brand operated by Brack.Alltron offering proprietary products under the Furber name.
• Brack.Alltron Logistics & Fulfillment Services Automated logistics and fulfillment operations centered on the Willisau logistics center (60,000 m²), featuring four AutoStore systems, eight rapid packaging lines, over 500 autonomous transport robots, and AI-powered picking robots enabling 24/7 fulfillment and 4.58 million parcels shipped in 2025.

Quantifiable outcome

• 20% EBITDA growth in 2025 vs 2024
• +7 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability8 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• NomagiccoreTechnology or Integration · 12 May 2026Nomagic, a Warsaw-based warehouse robotics company specializing in Physical AI, expanded its partnership with Brack.Alltron to deploy Vision-Language-Action (VLA) systems in live warehouse operations. VLA-enabled robots now support fully autonomous fulfillment during nights, weekends, and Sunday shifts, helping Brack increase throughput and reduce peak-period pressure on human workers. The collaboration positions Switzerland as a strategic hub for Nomagic's innovation and deployment. Nomagic has also hired a Chief Scientist from Google DeepMind to accelerate VLA advancement.
• HuaweicoreChannel Partner/ Reseller/ Distributor · 12 May 2026Huawei awarded Alltron 'Outstanding Distribution Partner of the Year' (January 2026) and 'European Excellent Distributor' for the second consecutive year (April 2026). The decade-long partnership focuses on establishing new standards in network, storage, and data center solutions. Alltron's dedicated 'Huawei Enterprise' team includes Product Managers and a Technical Sales team of four, providing Specialized Sales, Technical Pre-Sales, demonstrations, Proof of Concept, marketing, training, and Service Support.
• PerfectHair AGcoreStrategic or Co-development Partner · 26 February 2026Brack.Alltron acquired PerfectHair AG (February 2026) from Storskogen Group. The acquisition brings perfecthair.ch (34,000+ products, 550 brands) and four hair salons in Zurich, Winterthur, and Wallisellen. Integration into Brack.Alltron's logistics (Willisau AutoStore) and IT systems planned. The acquisition multiplies assortment volume and expands expertise in the beauty and selfcare sector.
• RELEX SolutionscoreTechnology or Integration · 5 November 2025Brack.Alltron selected RELEX Solutions to implement an AI-powered supply chain planning platform that automates forecasting and replenishment processes. The implementation replaces the company's proprietary tools that relied on static forecasts, manual intervention, and fragmented systems. The partnership aims to improve forecast accuracy, optimize supply-demand balance, free up capital, and enhance customer experience. Supported by RELEX partner Wysupp.
• WysuppminorImplementation/ SI/ Consulting Partner · 5 November 2025Wysupp is the implementation partner supporting the RELEX Solutions supply chain planning platform deployment at Brack.Alltron. Wysupp supports the transition from proprietary static-forecast tools to the AI-powered RELEX platform.
• United Nations Global CompactminorStrategic or Co-development Partner · 7 August 2025Brack.Alltron officially joined the UN Global Compact (June 2025), committing to ten universal principles in human rights, labor standards, environmental management, and anti-corruption. The company will report annually on progress against these principles.
• Pax8coreChannel Partner/ Reseller/ Distributor · 4 August 2025In response to new Microsoft requirements for cloud service providers, Alltron transferred its Microsoft Cloud activities to the Pax8 cloud marketplace. Brack Business will also offer Microsoft cloud solutions via Pax8. Pax8, a global cloud marketplace, opened a Zurich office in July 2025 to support the Swiss market. The partnership enables AI-driven license management, billing automation, predictive analytics, and cross-selling recommendations for Swiss SME customers.
• Swiss Football Association (ASF)coreGTM or Marketing Partner · 24 July 2025Brack became title sponsor of the Swiss Super League (professional football's top division) for a minimum of 5 years starting July 2025. The 'Brack Super League' branding appears on player jerseys, stadium panels, and broadcasts. The sponsorship has driven a 12% increase in brand attractiveness and 230% growth in football product sales. Brack also sponsors junior football programs.
• Hotz Brand ConsultantscoreGTM or Marketing Partner · 9 May 2025Hotz Brand Consultants led the Brack rebranding (removing '.ch' suffix, new visual identity) and campaign strategy development. The collaboration created the new 'Déballe ton potentiel' brand positioning. The German Design Award 2025 recognized this rebranding as one of the best internationally.
• brinkertlück creativescoreGTM or Marketing Partner · 9 May 2025Brinkertlück creatives is Brack's lead creative agency, developing the 'Déballe ton potentiel' slogan and campaign concept, including the Blacky Black Week campaign, Christmas campaign, and Brack Super League promotional content. The agency produced all campaign content in Switzerland using generative AI for imagery and video.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• alternate.ch: German IT and gaming online retailer with Swiss operations. Similar to Brack in deep PC/IT product depth, B2B trade focus, and same-day/next-day logistics positioning for tech buyers.
• Interdiscount / Microspot: Coop-owned Swiss consumer electronics e-commerce and retail chain directly competing with Brack for the same private and B2B customers. Both operate online storefronts, fast Swiss delivery, and broad electronics assortments.
• Digitec Galaxus: Operates galaxus.ch, Switzerland's #1 online retailer covering electronics, household, and an expanding marketplace. Directly competes with Brack.Alltron's Brack.ch platform in the same Swiss market with overlapping ICT/consumer electronics assortment and pricing.
• Reichelt Elektronik: European online electronics and IT retailer serving Swiss customers directly. Comparable to Brack in deep ICT/electronics assortment, fast shipping into Switzerland, and targeting tech-savvy SMBs and enthusiasts.
• Cyberport: German-owned electronics e-tailer with a Swiss storefront selling IT and consumer electronics. Direct competitor to Brack.ch in the same product categories and Swiss customer base, though primarily pan-European in origin.
• Conrad Electronic: European B2B/B2C electronics distributor and retailer with a strong Swiss presence at conrad.ch. Compares to Alltron's distribution business and Brack's electronics retail in serving specialist trade and prosumers across ICT/electronic components.

Regional players

• OTTO (Schweiz): German Omnichannel retailer with Swiss storefront covering apparel, household, and electronics. Compares to Brack's expansion into non-ICT categories but as a primarily cross-border brand rather than domestically anchored.

Broad incumbents

• MediaMarkt Schweiz: Large pan-European consumer electronics retailer operating physical stores plus omnichannel online across Switzerland. Competes with Brack in consumer electronics and household but with broader physical-store reach and category depth.
• Amazon Switzerland: Global e-commerce giant serving Swiss customers with Prime delivery. Directly competes with Brack.ch across the broadest assortment, putting pressure on Swiss consumer e-commerce share and pricing.
• Also Group: European ICT wholesale and distribution major with Swiss/EMEA operations. Directly comparable to Alltron's ICT wholesale business (10,000+ specialist trade customers), serving resellers, integrators, and retailers across Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brackalltron

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries8 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 Brack.Alltron