Hea valik OÜ

What Hea valik OÜ does

Hea valik OÜ operates the Lombard24 pawnshop brand in Estonia, established in 2009. The company runs 8 physical branches across Tallinn (Kesklinn, Mustamäe, Põhja-Tallinn, Õismäe, Lasnamäe Mustakivi, Lasnamäe Pae turg, Linnamäe) and Maardu, all open daily from 10:00 to 20:00. Its core offering is short-term collateral-based lending with transparent fixed interest rates of 4% (7-day term), 8% (14-day term), and 10% (30-day term), and a minimum interest charge of €3.50; no credit checks or bureaucracy are required.

Beyond pawn lending, Lombard24 generates revenue from gold buying and selling at real-time market-linked rates across purity levels (375, 585, 750, 999), direct buyout of valuable items (electronics, tools, watches), an e-commerce store reselling unredeemed pawned goods, a separate jewelry boutique (juveelipood), and goldsmith services for custom manufacturing, repair, cleaning, and resizing. The company operates a self-service online portal (iseteenindus) authenticated through Estonian government digital ID systems (ID-kaart, Smart-ID, Mobiil-ID) for contract renewal and payment, and supports payments via SEB, Swedbank, Luminor, LHV, Coop, Citadele, Revolut, N26, Visa, Mastercard, Paysera, and ESTO.

The business serves individual consumers (B2C) needing quick liquidity without traditional banking friction, gold sellers and investors, and buyers of pre-owned electronics and jewelry. It is a privately held Estonian private limited company (OÜ, registration code 11715452) with no disclosed parent, no external funding rounds, no proprietary AI or technology stack, and a headcount in the 11–50 range.

Name

Hea valik OÜ

Legal name

Hea valik OÜ

Website

https://lombard24.ee

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Hea valik OÜ operates Lombard24, an 8-branch Estonian pawnshop network in Tallinn and Maardu offering collateral loans, gold trading, and resale of pre-owned goods and jewelry to individual consumers since 2009.

Ownership category

akta.pro rank

Product category

Pawnshop and Collateral Lending Services

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Traditional Pawn Loans (Pawnbrokers) (FSAKALAA)

akta.pro secondary industries

Precious Metals & Jewelry Collateral Loans (FSAKALAC), Collateral Loan Servicing & Asset Disposition (Storage, Auction & Resale) (FSAKALAF)

Keywords

• Collateral lending services
• Pawnshop operations
• Gold trading services
• Pre-owned goods retail
• Jewelry repair services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pawn loan interest: Lombard24 provides short-term loans against collateral (electronics, gold, jewelry, watches, tools, etc.) with interest rates of 4% (7 days), 8% (14 days), or 10% (30 days). Interest income constitutes a primary revenue stream.
2. Gold buying and selling: The company buys and sells gold items (jewelry, coins, investment gold, dental gold, scrap gold) at market rates. Revenue is generated through the spread between buying and selling prices, offering gold in various purity levels (375, 585, 750, 999).
3. E-commerce sales of pre-owned goods: Sold pawned items that were not redeemed are resold through the online e-shop and physical locations. Revenue comes from direct sales of electronics, jewelry, and other items at competitive prices.
4. Jeweler/goldsmith services: Custom jewelry manufacturing, repair, cleaning, polishing, resizing, and restoration services are offered, generating service fee revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Lombard24 (Hea valik OÜ) operates an 8-branch pawnshop network in Tallinn and Maardu providing short-term collateral loans against electronics, jewelry, watches, gold, and tools at interest rates of 4% (7 days), 8% (14 days), or 10% (30 days). The company also buys and sells gold at market rates across purities 375, 585, 750, and 999, resells unclaimed pawned items through its e-commerce store, and offers custom goldsmith and jewelry repair services. All services are delivered through physical branches with a self-service online portal for contract management.

Product overview

Lombard24 (operated by Hea valik OÜ) is a pawnshop network offering a multi-service platform combining collateral-based lending, gold trading, and e-commerce. The core offering is pawn loans (Pandimaja) where customers pledge items for short-term cash, supported by a self-service portal for contract management. The platform extends to gold and silver trading (gold buying/selling and Jewelry Shop) and professional goldsmith services for custom jewelry and repairs. All services are accessible through 8 physical branches across Tallinn and Maardu, plus an e-commerce store for purchasing pawned items and jewelry.

Differentiator

Problem solved

Functional benefit

Products and services

• Pandimaja Pawn Loan Services

Quantifiable outcome

• Cash provided within 5 minutes at branch locations
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• ESTO AS: Estonian BNPL/instalment provider already integrated into Lombard24's checkout (ESTO 3, ESTO instalments). Adjacent consumer-credit infrastructure partner rather than a competitor in pawns; useful comparable for Estonian alternative-lending economics.
• APMEX / JM Bullion: Online precious-metals dealers/buyback platforms. Not direct pawn competitors but the closest reference points for the gold-buy/sell spread economics, daily gold pricing, and investment-gold retail leg of Lombard24's gold desk.

Broad incumbents

• EZCORP: Global pawn/consumer-finance operator (EZPAWN, Cash Zone, Giro) offering pawn loans, gold-buyback and resale of forfeited merchandise. Widely used comparable for pawn economics, gold pricing and inventory disposition strategy, although operating outside Estonia.
• FirstCash Holdings: US-and-Latin-America-focused pawnshop and consumer-credit operator running ~2,800 branches. Same fundamental business model (pawn loans plus retail of unredeemed collateral), but at vastly larger scale and geographically distant from Estonia.
• Cash Converters International: Globally franchised second-hand retail and pawn-style buy/sell operator active in Europe and Australasia. Overlapping business lines (resale of pre-owned electronics/jewelry, in-store buyout of valuables), making it a useful model and comparable for the e-shop + resale leg of Lombard24's business.
• H&T Bank (Pawnbroking): UK-listed H&T runs one of the largest pawnbroking networks in the UK offering collateralized short-term loans and retail of second-hand jewelry and watches. Comparable in core pawn-plus-resale model and use of physical branches, though geographically separate.

Regional players

• NordCash AS: Estonian/Nordic short-term consumer-lending provider offering small cash loans online. Competes for the same credit-thin Estonian consumer segment that uses Lombard24 for pawn loans, though without a physical retail footprint.
• Salvat Pawnbrokers (Salvat & Cía): One of Europe's largest traditional pawnshop chains, headquartered in Spain, offering collateral loans, gold/jewelry buyback and resale of unredeemed goods. Comparable in multi-service pawn model and gold-jewelry emphasis, but serving a different geography.

Direct peers

• Hurupäev: Estonian pawnshop (Pandimaja) operating in Tallinn with collateral-based lending, gold and jewelry buyback, and resale of unredeemed items. Closely comparable in scope (pawn + gold + resale), serving the same Estonian B2C segment.
• PostImpex OÜ: One of the largest and oldest pawnshop chains in Tallinn (Pandimaja), offering short-term collateral loans, gold buying and resale of pawned goods. Direct head-to-head competitor in the same city with overlapping product set and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 Hea valik OÜ