PRIETO Electrodomésticos

What PRIETO Electrodomésticos does

PRIETO Electrodomésticos (legal entity: Comercial Prieto Cerdan S.L.) is a Spanish national wholesale distributor of household appliances and consumer electronics, founded in 1986 and headquartered in Novelda, Alicante province. The company sells to registered professional customers — primarily appliance retailers and installation professionals — across peninsular Spain and the Balearic and Canary Islands, under a B2B-only motion requiring tax-ID-bearing professional registration before pricing and catalog access are granted.

The product catalog spans 14+ categories grouped as Gama Blanca (large appliances: refrigerators, washing machines, dryers, dishwashers, ovens, cooktops, range hoods), Gama Marrón (consumer electronics, primarily televisions), and PAE (small appliances including air fryers, personal care, and thermal emitters), alongside adjacent categories such as HVAC, IT, mobile telephony, gaming, pets, electrical materials, and cookware. The portfolio is multi-brand, anchored by Bosch, Hisense, Svan, Teka, Beko, Balay, Siemens, Haier, Cecotec, Taurus, and Ninja. The technical stack is a conventional registration-gated B2B e-commerce storefront with private customer accounts and remote-support tooling (Anydesk), supported by SAP Business One as the enterprise ERP (an implementation co-funded by IVACE/FEDER).

The business model is hardware resale at wholesale margins: PRIETO purchases appliances in bulk from manufacturers and resells to professional buyers at quote-based prices, with free shipping on orders over €300 (base imponible), a €3 handling fee on orders under €60 (base imponible), and card payments capped at €2,000 per order. The company is privately held with no disclosed external investors or funding rounds, and operates with a headcount in the 11-50 range; no revenue figure is publicly disclosed.

Name

PRIETO Electrodomésticos

Legal name

Comercial Prieto Cerdan S.L.

Website

https://comercialprieto.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

PRIETO Electrodomésticos is a privately-held Spanish national wholesale distributor of household appliances and consumer electronics, founded in 1986 and headquartered in Novelda, Alicante. It sells multi-brand catalogs (Bosch, Hisense, Teka, Beko, Svan, and others) across 14+ categories to registered professional retailers and installers across peninsular Spain and islands.

Ownership category

akta.pro rank

Product category

Wholesale Appliance Distribution

NAICS

Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Wholesale-Electrical Apparatus & Equipment, Wiring Supplies (5063), Wholesale-Electronic Parts & Equipment, Nec (5065), Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Appliance Parts, Accessories & Installation Kits Retail (CRACACAJ)

akta.pro secondary industry

Automotive, Tools & Industrial Supplies (B2B) (CRAEAEAH)

Keywords

• Wholesale appliance distribution
• B2B household appliances
• Consumer electronics wholesale
• White goods distribution
• Professional appliance supply

Headquarters

HQ city

Aspe

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Appliance Distribution: PRIETO Electrodomésticos generates revenue by purchasing appliances in bulk from manufacturers (Bosch, Hisense, Svan, Teka, Cecotec, Taurus, etc.) and reselling to registered professional customers at wholesale prices with margin. The business operates on a wholesale distribution model serving the Spanish appliance retail and installation market.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

PRIETO Electrodomésticos is a national wholesale distributor of household appliances and consumer electronics in Spain, purchasing products in bulk from manufacturers (Bosch, Hisense, Svan, Teka, Beko, Balay, Siemens, Cecotec, Taurus, Ninja, Haier) and reselling them at wholesale prices to registered professional customers such as appliance retailers, installers, and resellers. The company operates a registration-gated B2B e-commerce platform with personalized account management, dedicated sales agents, and 24-72 hour delivery to peninsular Spain and the islands via specialized transport partners.

Product overview

PRIETO Electrodomésticos is a Spanish national wholesale distributor of household appliances operating under Comercial Prieto Cerdan S.L. The product portfolio consists of GAMA BLANCA (large white goods including combi refrigerators, washing machines, dryers, dishwashers, ovens, cooktops, and range hoods), GAMA MARRÓN (brown goods such as TVs), and PAE (small appliances including air fryers, personal care products, and thermal emitters). The company distributes products from multiple international brands including Bosch, Hisense, Svan, Teka, Beko, Balay, Ninja, Cecotec, Haier, Siemens, and others. Their catalog features products across various energy efficiency classes and includes both freestanding and built-in appliance models, serving professional business customers throughout peninsular Spain and islands.

Differentiator

Problem solved

Functional benefit

Products and services

• Gama Blanca (White Goods) Large household appliances including refrigerators, freezers, washing machines, dryers, dishwashers, ovens, cooktops, and range hoods from brands such as Bosch, Hisense, Svan, Teka, Beko, and Balay, distributed wholesale to professional retailers and installers across Spain.
• Gama Marrón (Brown Goods) Consumer electronics including televisions, typically from Siemens and other manufacturers, distributed wholesale to professional retailers across Spain.
• PAE (Pequeño Electrodoméstico - Small Appliances) Small kitchen and personal care appliances including air fryers, coffee makers, hair care products, and thermal emitters from brands such as Ninja, Cecotec, Sogo, and Taurus, distributed wholesale to professional retailers across Spain.
• Campanas (Range Hoods) Kitchen ventilation appliances including telescopic, integrated, and standard range hoods from Teka (CNL6415 with 385 m³/h extraction) and Svan brands, distributed wholesale to professional retailers and installers across Spain.
• Encimeras (Cooktops) Kitchen cooking surface appliances including induction, vitrocermic, and gas cooktops from brands such as Bosch, Teka, Balay, and Svan with varying zone configurations and power ratings, distributed wholesale to professional retailers and installers across Spain.
• Lavadoras (Washing Machines) Household washing machines including front-load models from Hisense, Bosch, Svan, Beko, and Siemens with capacities ranging from 6kg to 10kg and features such as inverter motors and steam functions, distributed wholesale to professional retailers across Spain.
• Lavavajillas (Dishwashers) Household dishwashers including freestanding and integrated models from Teka (DFS26650 with 13 couverts), Svan, and Aspes with capacities ranging from 12 to 14 couverts, distributed wholesale to professional retailers across Spain.
• Hornos (Ovens) Built-in and freestanding ovens including conventional and multifunction models from Teka (HCB6415SS with HydroClean, Steakmaster with 700º SteakGrill) and Bosch with capacities ranging from 63L to 71L, distributed wholesale to professional retailers and installers across Spain.
• Combis (Refrigerator-Freezers) Combined refrigerator-freezer appliances with No Frost technology, fresh zones, and capacities ranging from 293L to 501L from brands including Bosch, Hisense, Svan, Teka, Beko, and Haier, distributed wholesale to professional retailers across Spain.
• Secadoras (Dryers) Clothes dryers including heat pump models from Beko (DHS7413GA0 with 7kg capacity, A++ energy rating, and steam function) with features such as delayed start up to 24 hours, distributed wholesale to professional retailers across Spain.
• Ninja Air Fryers American brand air fryers including DZ300EU model with 6-in-1 dual compartment technology and 7.6L capacity, distributed wholesale to professional retailers across Spain.
• Cecotec Personal Care and Beauty Products Spanish brand personal care and beauty products including hair care brushes (Revitalize TotalCare with microcurrents EMS), air hair straighteners (AirLisse 2in1), and makeup refrigerators (CoolingBeauty 6000 with LED mirror and 6L capacity), distributed wholesale to professional retailers across Spain.
• Bosch Appliances German manufacturer appliances including Serie 4 combi refrigerators (KGN362WED, KGN36VIED, KGN39VWEB, KGN39VIDB), washing machines (WUU28T63ES, WGG254Z5ES), ovens (HBA514ES3), and induction cooktops (PUJ631BB5E, PID631BB5E), distributed wholesale to professional retailers and installers across Spain.

Quantifiable outcome

• 24-72 hour delivery across peninsular Spain and islands
• +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

Feature2 records

Partnerships

One partnership is on record.

• SAP Business One (IVACE/FEDER funded implementation)coreTechnology or IntegrationPRIETO implemented SAP Business One as their enterprise ERP system for comprehensive business management. This implementation was partially funded by IVACE (Instituto Valenciano de Competitividad Empresarial) and the European Regional Development Fund (FEDER) under the FEDER Operational Programme of the Valencian Community 2014/2020.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Regional players

• Worten: Iberian consumer electronics and appliance retailer with Spanish operations. Comparable as an adjacent Iberian channel participant moving large appliance volumes, though operating a retail rather than wholesale model.

Direct peers

• Esprinet: Italian-headquartered B2B distributor of IT, consumer electronics, and appliances with significant operations in Spain and Portugal. Directly comparable as a B2B wholesale distributor serving resellers and professional buyers across Iberia.
• Euronics: Pan-European retail and wholesale buying group for consumer electronics and home appliances with Spanish members. Comparable as a B2B channel organizer that aggregates independent retailer demand for major appliance brands.
• MCR Infoelectronics: Spanish B2B distributor of IT, consumer electronics, and household appliances serving resellers and professional installers nationwide. Directly comparable in product mix, customer segments, and Spanish distribution model.

Broad incumbents

• ALSO Group: European IT, consumer electronics, and household appliance wholesaler serving resellers across multiple countries. Comparable as a regional B2B distribution incumbent with adjacent product overlap.
• FNAC Darty: Major French-headquartered retail and wholesale group for consumer electronics and home appliances with operations in Iberia. Comparable as a large incumbent moving similar branded appliance volumes through Spanish channels.
• TD SYNNEX: Global wholesale distributor of IT products, consumer electronics, and appliances. Comparable as an incumbent B2B distributor with overlapping product categories including mobile, IT, and small appliances.
• Conforama: Iberian home furnishings and major appliance retailer that purchases from distributors like PRIETO. Comparable as a downstream buyer of household appliances operating in adjacent Spanish retail channels.
• Ingram Micro: Global wholesale distributor of IT, consumer electronics, and appliances. Comparable as a large-scale B2B distributor operating in adjacent electronics/IT categories that PRIETO also serves, though at far greater breadth and scale.

Others

• Cecotec: Spanish appliance and small-electronics manufacturer whose products (air fryers, personal care, small kitchen) are distributed by PRIETO. Comparable as a key supplier and adjacent Spanish player in the same product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/prieto-electrodomesticos

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 PRIETO Electrodomésticos