Expert
Expert is a Belgian consumer electronics and home appliances retailer operating omnichannel — branded physical stores plus an e-commerce site — across Belgium and the Netherlands, serving individual consumers with hardware sales, delivery and installation, telecom reselling, and extended warranty subscriptions.
- Company typePrivate
- Founded-
- HeadquartersDesselgem, Belgium
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Expert does
Expert is a privately held Belgian consumer electronics and home appliances retailer, operated through Andre Lanckriet NV (headquartered in Zeebrugge) and Select+ BV (Bruges). The company runs an omnichannel model combining a network of branded physical retail stores across Belgium and the Netherlands with an e-commerce platform at expert.be available in Dutch and French. Its catalog spans televisions and home theater, computers and peripherals, gaming equipment, mobile devices, photography and video, smart home devices, large and small household appliances, kitchen equipment, personal care, and outdoor products, plus emerging categories such as solar panels, home batteries, and e-mobility.
The company monetizes primarily through transactional hardware sales, supplemented by recurring subscription streams: telecom reselling (Proximus, Orange, Base, Scarlet, hey!), the COVER+ extended warranty program (up to 5 years on appliances, up to 3 years on IT devices), and the Canon PIXMA Print Plan ink subscription. Service revenue is generated through home/work delivery (free over €100 or for large appliances within 20km), installation for major appliances, and after-sales repair. Pricing is per-unit in euros inclusive of VAT and Recupel contribution, with delivery at €5.99 for sub-€100 orders.
The go-to-market targets individual consumers — general households, gamers, professionals and businesses, students, and seniors — via physical stores staffed by product specialists, an e-commerce site, social media (Facebook, Instagram), email newsletters, and content marketing (advice articles, blog). No public listing, venture capital, or private equity investment is disclosed, and revenue is not publicly reported.
Expert firmographics
Firmographics- Name
- Expert
- Legal name
- Andre Lanckriet NV
- Website
- https://expert.be
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Expert is a Belgian consumer electronics and home appliances retailer operating omnichannel — branded physical stores plus an e-commerce site — across Belgium and the Netherlands, serving individual consumers with hardware sales, delivery and installation, telecom reselling, and extended warranty subscriptions.
- Ownership category
- akta.pro rank
Expert industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
Keywords
Where Expert is headquartered
LocationHeadquarters
- HQ city
- Desselgem
- HQ country
- Belgium
- HQ region
- Europe
Offices2 records
Markets served
Expert business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Sale of consumer electronics and home appliances through physical retail stores and e-commerce platform. Products include TVs, computers, phones, kitchen appliances, gaming equipment, and smart home devices.
- Subscription Services (Telecom): Expert offers telecom subscriptions including Proximus, Orange, Base, Scarlet, hey! mobile plans and Canon PIXMA Print Plan printer subscription service.
- Protection Plans: Extended warranty services including COVER+ protection plans for devices, allowing customers to extend coverage beyond the standard 2-year legal warranty.
- Delivery and Installation Services: Free delivery within 20km radius for large appliances in Belgium, with €5.99 delivery fee for orders under €100. Installation services available for major appliances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Small appliances and IT products |
| Unit Pricing | Pay-as-you-go | Large appliances delivery |
| Subscription | Monthly | Telecom subscriptions (Proximus, Orange, Base, Scarlet, hey!) |
| Subscription | Annual | COVER+ Protection Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Expert product offering
Product offeringCore offering
Expert is a Belgian consumer electronics and home appliances retailer that sells TVs, audio, computers, gaming, mobile devices, smart home, kitchen and household appliances, and personal care products through a network of physical stores and an e-commerce website. The retailer complements its product sales with home delivery, installation, and repair services, extended warranty protection (COVER+), and resale of mobile/internet telecom subscriptions from Proximus, Orange, Base, Scarlet, and hey!.
Product overview
Expert is a Belgian consumer electronics and appliances retail chain offering a comprehensive portfolio of products through both physical stores and an e-commerce platform. The offering encompasses multiple product categories including TVs and home theater systems, audio equipment, computers and peripherals, gaming equipment, mobile devices, photography and video equipment, smart home devices, household appliances, kitchen appliances, personal care products, and outdoor equipment. The company also provides subscription services for telecommunications (Proximus, Orange, Base, Scarlet, hey!) and related services. Expert positions itself as a local specialist retailer with a focus on customer service, offering delivery, installation, and repair services alongside its product sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Televisies & Beamers (TVs & Projectors) Television sets, beamers/projectors, TV mounts and supports, and TV accessories sold to consumers for home entertainment use.
- Homecinema & Audio (Home Theater & Speakers) Soundbars, HiFi systems, home cinema speakers, multi-room audio, amplifiers, receivers, subwoofers, turntables, Bluetooth/WiFi/party speakers, headphones and earbuds sold to home audio consumers.
- Computers & Randapparatuur (Computers and Peripherals) Laptops, desktops, all-in-one PCs, iMac, Mac Mini/Mac Studio, monitors, mice, keyboards, computer accessories, printers, scanners, storage media and networking equipment sold to consumers, students and professionals.
- Gaming Gaming laptops, gaming desktops, gaming monitors, gaming headsets, gaming chairs, gaming keyboards, gaming mice, VR headsets, consoles, controllers and racing wheels sold to gaming enthusiasts.
- Professionals (Professional Computing Equipment) Professional-grade desktops, laptops, printers, monitors and digital signage sold to professional and business buyers requiring reliability and business-grade specifications.
- Smartphones & Tablets Smartphones, mobile phones, landline phones, prepaid cards, tablets, e-readers and related accessories sold to consumers.
- Fotografie & Video (Photography and Video) Instant cameras, system cameras, compact cameras, camcorders, vlog cameras, action cams, dash cams, drones and accessories sold to consumers.
- Smart Home & Wearables Smart doorbells, thermostats, plugs, lighting, smoke detectors, IP cameras, alarm systems, weather stations, digital photo frames, smartwatches, activity trackers and Bluetooth trackers sold to consumers.
- Grote Huishoudapparatuur (Large Home Appliances) Washing machines, dryers, washer-dryer combos, refrigerators, freezers, dishwashers, cookers, cooktops, ovens, microwaves and range hoods sold to households with delivery and installation included.
- Koelen & Vriezen (Refrigeration) Refrigerators, built-in refrigerators, fridge-freezer combos, freezers, American refrigerators, wine cabinets and smart refrigerators sold to consumers.
- Koken & Afwassen (Cooking and Dishwashing) Dishwashers, cookers, cooktops, electric cooktops with extraction, built-in ovens, microwaves, range hoods, BBQs and warming drawers sold to consumers.
- Kleine Huishoudapparatuur (Small Home Appliances) Vacuum cleaners, steam cleaners, window washers, air treatment devices, irons, sewing machines, kitchen aids, fryers, coffee machines and breakfast appliances sold to consumers.
- Personal Care & Beauty Electric shavers, beard trimmers, hair clippers, epilators, IPL devices, hair dryers, straightening/curling irons, electric toothbrushes, body scales, thermometers, blood pressure monitors and baby monitors sold to consumers.
- Zonnepanelen & Thuisbatterij (Solar Panels and Home Batteries) Residential solar panel systems and home energy storage batteries for households seeking solar energy generation and storage.
- Outdoor, Tuin & Recreatie (Outdoor, Garden and Recreation) Barbecues, outdoor kitchens, pizza ovens, terrace heaters, outdoor lighting, portable power stations, solar panels, coolers, pressure washers and robot lawn mowers sold to consumers.
- Software & IT Solutions Microsoft 365 subscriptions and antivirus software sold alongside hardware purchases to consumers and small businesses.
- Abonnementen (Telecom and Service Subscriptions) Resale of mobile and home internet subscription plans from Proximus, Orange, Base, Scarlet and hey!, plus the Canon PIXMA Print Plan printer ink/toner subscription service.
- COVER+ Beschermingsplan (Extended Warranty Protection Plan) Extended warranty service offering up to 5 years of coverage for household appliances and up to 3 years for phones, tablets and IT devices, sold as an annual subscription beyond the standard 2-year legal warranty.
- Thuislevering & Installatie (Home Delivery and Installation) Delivery service to home or work addresses (free for orders over €100 or large appliances within 20km of a store, €5.99 otherwise) and installation service for major appliances, with free pickup of old appliances upon delivery of replacements.
- Herstelling & Reparatiediensten (Repair Services) After-sales repair services and warranty support for purchased electronics and appliances, leveraging the local store specialist network across Belgium and the Netherlands.
Companies that use Expert
Customer profileSegments4 records
Ideal customer profiles4 records
Expert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Expert partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor.
- ProximusminorExpert offers Proximus mobile and internet subscription plans in-store and online. Customers can subscribe to Proximus telecom services when purchasing devices.
- OrangeminorExpert offers Orange mobile subscription plans as part of telecom service offerings.
- BaseminorExpert offers Base mobile subscription plans as part of telecom service offerings.
- ScarletminorExpert offers Scarlet mobile subscription plans as part of telecom service offerings.
- hey!minorExpert offers hey! mobile subscription plans as part of telecom service offerings.
- Canon PIXMA Print PlanminorExpert offers Canon PIXMA Print Plan printer subscription service, allowing customers to pay for ink/toner based on usage.
- COVER+minorCOVER+ is an extended warranty/protection plan offered through Expert, providing extended coverage beyond the standard 2-year legal warranty for electronics and appliances.
- BeCommerceminorExpert is a member of BeCommerce and adheres to their code of conduct for e-commerce. The company holds BeCommerce certification and Trustmark.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Expert competitors and assessment
Company assessmentDirect peers
- BCC: Dutch consumer electronics and home appliance retail chain with physical stores and online sales. Comparable assortment and service-led positioning in the Netherlands, where Expert also operates.
- Coolblue: Largest pure-play online electronics and appliance retailer in Belgium and the Netherlands with its own delivery and installation service. Directly competes with Expert across virtually every product category and overlaps strongly on omnichannel service proposition.
- Alternate: Benelux online retailer specializing in IT, computing, gaming, and consumer electronics. Comparable to Expert on the IT/computing/gaming side of the assortment, with similar enthusiast-customer targeting.
- Krëfel: Belgian consumer electronics and home appliance retail chain with both physical stores and an e-commerce platform. Closely comparable to Expert in assortment, service offering, and Belgian market positioning.
- Vanden Borre: Belgian consumer electronics and appliance retailer (part of the Fnac Darty group) with a similar multi-store + e-commerce model. Directly competes with Expert for Belgian household appliance and electronics purchases.
Broad incumbents
- Amazon: Global e-commerce leader with growing marketplace presence in the Netherlands and Belgium. Competes with Expert on assortment breadth, pricing, and delivery speed for consumer electronics and appliances.
- Fnac: French-headquartered retail chain selling electronics, computing, audio, and entertainment products with Belgian stores. Competes with Expert in consumer electronics and small appliance categories.
- MediaMarkt: European big-box consumer electronics retailer with strong Belgian and Dutch presence. Overlaps heavily with Expert in core electronics and appliance categories but operates at much larger scale.
- Bol.com: Largest online retailer in the Netherlands and Belgium with a broad assortment including electronics and small appliances. Competes with Expert on price, convenience, and assortment breadth in the Benelux market.
Others
- Euronics: European retail cooperative/group of independent electronics retailers of which Expert is a member. Not a direct competitor but an enabling peer: provides Expert with group-level buying power, branding, and supplier relationships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Expert social profiles
Digital presenceExpert compliance and trust
Trust signalCompliance3 records
Expert financial estimates
Financial estimateRevenue estimate
Valuation estimate
Expert leadership team
Management profileNumber of profiles
Expert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Expert M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Expert
What does Expert do?
Expert is a Belgian consumer electronics and home appliances retailer that sells TVs, audio, computers, gaming, mobile devices, smart home, kitchen and household appliances, and personal care products through a network of physical stores and an e-commerce website. The retailer complements its product sales with home delivery, installation, and repair services, extended warranty protection (COVER+), and resale of mobile/internet telecom subscriptions from Proximus, Orange, Base, Scarlet, and hey!.
Is Expert a public or private company?
Expert is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Expert founded?
Expert was founded in -1. It employs 101 to 250 people.
Where is Expert based?
Expert is headquartered in Desselgem, Belgium, in the Europe region.
How does Expert make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are subscription Services (Telecom), protection Plans and delivery and Installation Services.
Who are Expert's main competitors?
Direct peers on record are BCC, Coolblue, Alternate, Krëfel and Vanden Borre. Broad incumbents are Amazon, Fnac, MediaMarkt and Bol.com. Euronics is listed as an others.
Does Expert have an API?
No public API is recorded for Expert.
What industry is Expert in?
Expert's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACADAF, Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream). Its NAICS code is 449 and its SIC code is 5734.