Expert

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.

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

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

• Consumer electronics retail
• Home appliance sales
• Retail store network
• Electronics delivery installation
• Telecom subscription resale

Headquarters

HQ city

Desselgem

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Subscription Services (Telecom): Expert offers telecom subscriptions including Proximus, Orange, Base, Scarlet, hey! mobile plans and Canon PIXMA Print Plan printer subscription service.
3. Protection Plans: Extended warranty services including COVER+ protection plans for devices, allowing customers to extend coverage beyond the standard 2-year legal warranty.
4. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Eight partnerships are on record, tiered minor.

• ProximusminorChannel Partner/ Reseller/ DistributorExpert offers Proximus mobile and internet subscription plans in-store and online. Customers can subscribe to Proximus telecom services when purchasing devices.
• OrangeminorChannel Partner/ Reseller/ DistributorExpert offers Orange mobile subscription plans as part of telecom service offerings.
• BaseminorChannel Partner/ Reseller/ DistributorExpert offers Base mobile subscription plans as part of telecom service offerings.
• ScarletminorChannel Partner/ Reseller/ DistributorExpert offers Scarlet mobile subscription plans as part of telecom service offerings.
• hey!minorChannel Partner/ Reseller/ DistributorExpert offers hey! mobile subscription plans as part of telecom service offerings.
• Canon PIXMA Print PlanminorChannel Partner/ Reseller/ DistributorExpert offers Canon PIXMA Print Plan printer subscription service, allowing customers to pay for ink/toner based on usage.
• COVER+minorChannel Partner/ Reseller/ DistributorCOVER+ is an extended warranty/protection plan offered through Expert, providing extended coverage beyond the standard 2-year legal warranty for electronics and appliances.
• BeCommerceminorStrategic or Co-development PartnerExpert 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

Direct 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

• Facebookfacebook.com/ExpertBelgie
• Instagraminstagram.com/expertbelgie
• LinkedInlinkedin.com/company/expert-belgium

Compliance3 records

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 Expert