Euronics

What Euronics does

Euronics, operated by the Estonian entity AS Antista, is a consumer-electronics and appliances retailer serving both individual consumers and corporate customers in Estonia. The company runs an omnichannel model combining 16 physical stores across Estonia (five in Tallinn plus locations in Tartu, Haapsalu, Narva, Pärnu, Rakvere, Viljandi, Võru, Valga, and Põlva) with an e-commerce storefront (euronics.ee) and a dedicated B2B portal (b2b.euronics.ee). Its catalog spans ten core categories — TV/Home Cinema, IT, Phones, Audio, Appliances, Housekeeping, Kitchen, Beauty & Health, Entertainment, and Free Time — featuring brands such as Samsung, LG, Philips, JBL, Siemens, Bosch, Hisense, Haier, Whirlpool, Braun, Tefal, Xiaomi, and GoPro. The platform also resells smart-home devices (Philips Hue, Twinkly) integrated with Google Assistant and Apple HomeKit.

On the technology side, Euronics operates a standard e-commerce stack supplemented by Flixmedia for official manufacturer product content, Microsoft Teams for free remote video consultations, and integrations across DPD/Omniva parcel delivery, Visa/MasterCard payments, and all major Estonian banks (Swedbank, SEB, Luminor, LHV, Coop, Citadele). There is no evidence of proprietary AI, machine-learning, or data-platform capabilities in the source material.

Revenue is generated across multiple streams: one-time product sales across ten categories; recurring revenue from extended warranties and device-protection plans; finance-related transaction fees from Telia hire-purchase (€50 minimum) and LHV Mikrolaen; and professional services (installation €40–€70, delivery from €2.99, old-product removal €20, packaging disposal €10). The go-to-market is direct-to-consumer with omnichannel fulfillment, supplemented by an enterprise/B2B arm providing tiered pricing (Silver/Gold, Gold triggered at >€10,000 annual purchase volume), dedicated account management, 24/7 portal access, and a six-month sales warranty for B2B customers. The "Sõprade Ring / Circle of Friends" loyalty program (personalized "Sõbrahind" pricing, 90-day exchange policy for registered customers) functions as the primary retention mechanism across both segments.

Name

Euronics

Legal name

AS Antista

Website

https://euronics.ee

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Euronics is an Estonian omnichannel retailer of consumer electronics and home appliances, serving both individual consumers and corporate customers through 16 physical stores across Estonia, an e-commerce platform, and a dedicated B2B portal with tiered pricing and loyalty-based retention.

Ownership category

akta.pro rank

Headquarters

HQ city

Harju

HQ country

Estonia

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time transaction revenue from sale of electronics, appliances, and consumer goods across 10+ product categories including TVs, IT, phones, audio, appliances, housekeeping, kitchen, beauty, entertainment, and free time products
2. Financing Services: Hire-purchase/consumer financing through partners (minimum €50 purchase threshold), providing recurring interest revenue from installment plans
3. Extended Warranty and Insurance: Additional warranty protection plans sold alongside products, trade-in services, and device protection programs
4. Professional Services: Installation services (€40-70), delivery services (€2.99-64.99 depending on weight/size), old product removal (€20), packaging disposal (€10)

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Euronics retails consumer electronics and home appliances across Estonia through 16 physical stores and an e-commerce platform spanning ten product categories including TVs, IT, phones, audio, appliances, kitchen, housekeeping, beauty and health, entertainment, and free-time products. The company also offers installation, delivery, hire-purchase financing, trade-in, extended warranty, price guarantee, video consultation, and a B2B division with tier-based loyalty pricing for corporate customers.

Product overview

Euronics is a consumer electronics and appliances retail platform operating in Estonia with physical stores across the country and an e-commerce website. The offering is organized around 10 core product categories (TV & Home Cinema, IT, Phones, Audio, Appliances, Housekeeping, Kitchen, Beauty & Health, Entertainment, and Free Time/Hobbies), supported by complementary services including financing options (hire-purchase, tech loan), delivery & installation, extended warranty, trade-in, price guarantee, gift cards, and a loyalty program (Circle of Friends). The company also provides free video consultation services to help customers select appropriate products. The product portfolio includes branded items from manufacturers such as Samsung, LG, Philips, JBL, Siemens, Bosch, Hisense, Haier, Whirlpool, Braun, Tefal, Xiaomi, GoPro, Marshall, and Twinkly/Philips Hue for smart home lighting.

Differentiator

Problem solved

Functional benefit

Products and services

• TV/Home Cinema Retail category offering televisions, home theater systems, soundbars, speakers, gaming consoles, mounts, cables, adapters and accessories for consumer home entertainment setups.
• IT Computers and IT equipment retail including laptops, tablets, desktops, monitors, printers, mice, keyboards, webcams, microphones, smart home products and IT accessories.
• Phones Mobile phones and accessories retail including smartphones, smartwatches, fitness trackers, hands-free devices, radios, GPS devices, dashboard cameras and accessories.
• Audio Audio equipment retail including headphones, speakers, radios, music centers, vinyl record players, CD and MP3 players, microphones, car audio and other sound equipment.
• Appliances Home appliances retail including refrigerators, washing machines, dryers, ovens and hobs, dishwashers, range hoods and related accessories.
• Housekeeping Household cleaning and maintenance products retail including vacuum cleaners, robot lawn mowers, window cleaning robots, sewing machines, air humidifiers, air conditioners, fans, radiators and related equipment.
• Kitchen Kitchen appliances retail including coffee machines, kettles, fryers, toasters, sandwich grills, blenders, juicers, multi-cookers and other kitchen equipment.
• Beauty & Health Beauty and health products retail including hair dryers, curling irons, straighteners, trimmers, shavers, electric toothbrushes, inhalators, breathalyzers, scales and related products.
• Entertainment Entertainment products retail including gaming consoles (PlayStation, Xbox, Nintendo Switch), console computers and arcade machines, console games, PC games, board games and accessories.
• Free Time Leisure and hobby products retail including electric scooters, bicycles, drones, action cameras, binoculars, rangefinders, synthesizers, digital pianos, content creator products and travel items.
• Hire-Purchase Installment payment service allowing customers to pay for products in monthly installments through partner providers with a minimum EUR 50 purchase threshold.
• Tech Loan Technology loan service providing financing options for purchasing electronics and appliances through partner providers.
• Trade-In Trade-in program allowing customers to exchange old devices for credit toward new purchases.
• Delivery & Installation Delivery service including parcel lockers, courier delivery to home with installation options (EUR 40-70), and old product removal (EUR 20).
• Extended Warranty/Protection Extended warranty and device protection services to extend standard product guarantees.
• Price Guarantee Price guarantee service ensuring customers receive the best available price.
• Gift Card Gift card service for purchasing products as gifts.
• Video Consultation

Quantifiable outcome

• 14-day return policy for e-shop purchases
• +4 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

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• DPDminorChannel Partner/ Reseller/ DistributorParcel delivery service partner for Euronics e-commerce orders to parcel machines and addresses
• OmnivaminorChannel Partner/ Reseller/ DistributorParcel delivery service partner for Euronics e-commerce orders to Omniva parcel machines

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Coolblue: Dutch-based consumer electronics and appliance retailer known for strong customer service and omnichannel execution. Comparable as a service-led specialist electronics retailer focused on customer experience rather than pure price competition.

Broad incumbents

• MediaMarkt: Large European consumer electronics retailer owned by Ceconomy with extensive store network and online operations. Comparable as a broad incumbent in electronics and appliance retail, though at significantly larger scale and broader geographic scope than Euronics.
• Amazon: Global e-commerce platform with growing consumer electronics and small appliance share in European markets including Estonia. Represents the indirect but significant competitive pressure on Euronics' online and price-led business.

Direct peers

• Elgiganten (Elkjøp Nordic): Leading Nordic consumer electronics and appliance retailer operating across Sweden, Norway, Denmark, Finland with physical stores and e-commerce. Directly comparable as a multi-category electronics/appliance omnichannel retailer with similar category mix and service-led model.
• Expert (Expert International): European federation of independent consumer electronics and appliance retailers operating across multiple countries. Comparable as a peer-to-peer electronics/appliance retail model with shared services and brand positioning in similar product categories.
• Power (Power International): Major Nordic electronics and appliance chain with strong store footprint and online presence in Norway and expanding across the Nordics. Closely comparable to Euronics in category breadth, store-led model, and value-added services.
• Klick (Euronics Baltic partner): Direct Baltic-region electronics and appliance retailer, also part of the international Euronics buying group. Highly comparable in geography, product mix, and store-based omnichannel model to Euronics Estonia.

Regional players

• 1A.lv (Drogas and 1A Group): Leading Latvian multi-category retailer including electronics and appliances with both physical stores and e-commerce. Comparable in scale, multi-channel retailing, and Baltic-region category positioning, though operating in a different country.

Others

• Telia (Estonia): Major Estonian telecom operator that sells consumer electronics, smartphones, and accessories and partners with Euronics for hire-purchase financing. Comparable as a partial-overlap electronics retailer operating in the same Estonian market and as a financing partner.
• Huawei Experience Stores: Brand-owned electronics retail outlets operated by a major consumer electronics OEM. Comparable as a competing physical retail format in consumer electronics, illustrating the manufacturer-direct channel pressure facing Euronics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@EuronicsBaltic
• LinkedInlinkedin.com/company/euronics-ee
• Instagraminstagram.com/euronicseesti
• TikToktiktok.com/@euronicseesti

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 Euronics