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Draft:Smarty.cz

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Smarty CZ a.s.
Company typePrivate
IndustryConsumer electronics, Video games, Information technology
Founded2012
FounderPetr Syrůček
HeadquartersPrague, Czech Republic
Area served
Czech Republic, Slovakia
Key people
Petr Syrůček (Owner and CEO)
BrandsSmarty.cz, Smarty.sk, JRC, Brloh, iWant, TIGO, wefree
RevenueCZK 5.8 billion (2024)
Number of employees
500+ (2022)
ParentSmarty Brands
Websitewww.smarty.cz

Smarty.cz is a Czech e-commerce retailer and chain of physical stores focused on consumer electronics, gaming consoles, notebook computers, and related accessories. It is operated by Smarty CZ a.s., which is part of the commercial and technology group Smarty Brands. The group operates in the fields of consumer electronics, gaming and ICT solutions, and includes brands such as Smarty.cz, JRC, iWant, Brloh, TIGO and wefree.[1]

The company was founded by Petr Syrůček, who remains its owner and is actively involved in its management.[2] The headquarters of Smarty CZ a.s. is located in Prague, where the company also operates its central warehouse and customer service center in the Zličín district.[3]

History

[edit]

Smarty was founded in 2012 and opened its first brick-and-mortar store in central Prague in 2014 under the name Smarty Store, which served as a predecessor to the current Smarty.cz retail concept.[4]

In 2020, Smarty received the Shop of the Year 2019 award from the price comparison service Heureka in the “Mobile Phones and GPS” category.[5] The company was also recognized by HP as “Partner of the Year” for achieving the highest year-over-year growth in hardware sales.[6]

Smarty also operates a B2B division serving corporate clients and business partners. In 2021, this division recorded year-over-year growth of approximately 35%, with revenues exceeding one billion Czech crowns.[7]

In the same year, the company introduced its own line of TIGO gaming PCs, offered in multiple performance and price configurations.[8] Later in 2021, Smarty Brands acquired the Czech gaming retailer JRC and the Slovak chain Brloh.[9]

In 2022, the company launched a unified communication concept under the slogan “Odteď hrajeme společně” (“From now on, we play together”), reflecting the strategic connection between consumer electronics and gaming. Following the acquisition, the company expanded its workforce and retail network, which contributed to increased revenue within the JRC brand.[10] In 2022, Smarty introduced a new marketing slogan, “Stačí pípnout” (literally “Just beep”, commonly understood as “Just a quick tap”), and opened its first Smarty.cz store of a new retail concept in Prague’s Europark shopping center, combining smart electronics and gaming product zones.[11][12]

The company also expanded its certified device service center network and opened a second Prague store in the Arkády Pankrác shopping mall. In the same year, the company reached revenue of approximately CZK 4.2 billion, representing about 30% year-over-year growth.[13]

In 2022, Smarty began a collaboration with Czech streamer Agraelus, resulting in the release of a special edition TIGO by Agraelus gaming PC line.[14]

In 2023, Smarty expanded into Slovakia, opening its first Smarty.sk store in Bratislava at the Avion Shopping Park, alongside launching a Slovak e-commerce platform.[15]

In 2024, the company introduced the sustainability-focused buy-back and resale program Smarty Cycle, aimed at extending the lifecycle of used electronics and reducing electronic waste.[16] The same year, it launched Smarty Student, offering discounted pricing and educational workshops for students.[17] Smarty Brands also expanded its corporate service offerings through cooperation with ICT service provider wefree.[18]

In 2025, the company introduced its brand mascot “Smarty” and launched its first televised advertising campaign.[19] The company also expanded the TIGO product line with gaming accessories and opened its first store in Brno at the Královo Pole shopping center, while continuing to expand its retail network through a partner-store program with regional electronics retailers.[20]

Group Structure and Brands

[edit]

Smarty Brands includes several specialized retail and service brands:

  • Smarty.cz – Czech e-commerce platform with nationwide stores.
  • Smarty.sk – Slovak e-commerce platform and store in Bratislava.
  • JRC – Video game and collectibles retail chain.
  • Brloh – Slovak gaming retail chain since 2021.
  • iWant – Apple Premium Reseller retail chain in the Czech Republic.
  • TIGO – Gaming PC brand.[21]
  • wefree – Corporate IT management services.[22]
  • Smarty.cz Leasing and Smarty.cz Finance – consumer and business financing.

Branding and Communication

[edit]

Since 2022, the company has used a visual and communication identity referred to as "Pixel", representing the connection between digital electronics and gaming. Physical stores are typically divided into a consumer electronics section and a gaming section, both unified by pixel-based design elements.[12][11]

In 2025, the company introduced a mascot named "Smarty", used in advertising campaigns and online communication.[23][24] The brand later released its first televised commercial.[19]

Services and Innovation

[edit]
  • Smarty Cycle – electronics buy-back and resale.[25]
  • Smarty Student – student pricing and workshops.[26]
  • TIGO configurator and product recommendation tools.
  • Express delivery in Prague within 60 minutes for select orders.[27]
  • Partner store network with regional retailers.[28]
  • Corporate IT outsourcing and SLA support provided via wefree.[29]

Economy and Ownership

[edit]

The Smarty Brands group is the parent company of several subsidiaries that operate the brands Smarty.cz, Smarty.sk, JRC, iWant and Brloh in the Czech Republic and Slovakia.[30]

Smarty CZ a.s. operates an Investor Relations section on its official website, which provides information on the company’s financial results, strategic objectives and organizational structure. The section includes reports on the financial development of the Smarty Brands group, including data on revenue, growth and key investment projects.[31]

The Investor Relations section also outlines the company’s long-term vision, planned expansion in gaming, consumer electronics and ICT services, as well as its sustainability strategy, implemented through programs such as Smarty Cycle.[16] The section additionally includes an overview of management, ownership structure and contact information for investors and business partners.[31]

The group has announced that the proceeds from its second bond issuance will be used to support the continued expansion of Smarty and iWant retail stores in key locations across the Czech Republic. The purpose of this investment is to expand the geographic footprint of Smarty.cz stores and strengthen the position of the iWant brand through the development of the Apple Premium Partner retail network. According to the company, further expansion will focus on high-traffic shopping areas and regional commercial centers.[31]

Logistics

[edit]

The group's primary distribution center is located in Prague-Zličín, serving both e-commerce and retail stores in the Czech Republic and Slovakia.[32]

Customer returns and service requests are processed through the same facility.[33] The company also uses partner pick-up points across the country.[34]

Retail Network

[edit]

Smarty operates physical stores that also function as pick-up locations. Stores are located in major Czech cities including Prague, Brno, Ostrava, Plzeň, Hradec Králové, Olomouc and České Budějovice.[34]

The company also cooperates with regional partner retailers that act as authorized customer service and pick-up centers.[34]

References

[edit]
  1. ^ BREJČÁK, Peter. Spojení elektroniky a gamingu. Miliardové Smarty po akvizici JRC představilo nový koncept prodejen. CzechCrunch [online]. 2022-05-06 [cit. 2024-03-18].
  2. ^ Všude jsme pozdě, ale nikdo tak velký už nevznikne. Zavření CZC nám pomohlo, říká zakladatel Smarty. YouTube, 2025 [cit. 2025-09-30].
  3. ^ Smarty.cz – Zákaznické a servisní centrum. Firmy.cz [cit. 2025-09-30].
  4. ^ "Smarty otevírá první kamennou prodejnu, do dvou let jich plánuje čtyřicet". iDNES. 7 May 2022. Retrieved 30 September 2025.
  5. ^ "ShopRoku 2019: Absolutním vítězem OnlineShop a Spokojený Pes". MediaGuru. 13 March 2020. Retrieved 3 January 2024.
  6. ^ "HP ocenilo nejlepší obchodní partnery za rok 2021". Reseller Magazine. 22 February 2022. Retrieved 3 January 2024.
  7. ^ "Když jste se zákazníky na jedné vlně, čísla přijdou sama". TD SYNNEX. Retrieved 30 September 2025.
  8. ^ "Smarty.cz začíná nabízet vlastní počítače pod značkou TIGO". feedit.cz. 1 November 2021. Retrieved 18 March 2024.
  9. ^ "Hernímu obchodu JRC klesly tržby o 130 milionů. Po prodeji do rukou Smarty už ale opět stoupají". CzechCrunch. 4 November 2022. Retrieved 18 March 2024.
  10. ^ "Syrůček vdechl JRC nový život. Rok po akvizici skupinou Smarty Brands vzrostl obrat o polovinu". Euro.cz. 3 November 2022. Retrieved 3 January 2024.
  11. ^ a b "Smarty Brands: Slogan "Stačí pípnout" podpoří omnichannel". MediaGuru. 17 May 2022. Retrieved 30 September 2025.
  12. ^ a b "Smarty otevírá prodejnu v novém konceptu, letos jich vznikne deset". MediaGuru. 6 May 2022. Retrieved 30 September 2025.
  13. ^ "Skupina Smarty vyrostla o třetinu a utržila 4,2 miliardy. Ve velkém investovala do herních prodejen JRC". CzechCrunch. 7 February 2023. Retrieved 18 March 2024.
  14. ^ "Nejvýkonnější herní mašina na českém trhu: Smarty.cz a JRC představili novou řadu počítačů". Techsvet.cz. 8 December 2022. Retrieved 18 March 2024.
  15. ^ "Smarty BRANDS zahajuje mezinárodní expanzi, otevírá první prodejnu na Slovensku". PressMob. 20 April 2023. Retrieved 4 January 2024.
  16. ^ a b "Druhá šance pro konzole a hry". Indian-TV.cz. 2024. Retrieved 30 September 2025.
  17. ^ "Smarty.cz – Studentské slevy". ISIC.cz. 2024. Retrieved 30 September 2025.
  18. ^ "Skupina Smarty Brands s obratem 4,9 miliardy korun se spojila s Wefree". CzechCrunch. 2024. Retrieved 30 September 2025.
  19. ^ a b "Stačí říct. Stačí pípnout. Prostě Smarty!". YouTube. 2025. Retrieved 30 September 2025.
  20. ^ "Všude jsme pozdě, ale nikdo tak velký už nevznikne. Zavření CZC nám pomohlo, říká zakladatel Smarty". YouTube. 2025. Retrieved 30 September 2025.
  21. ^ Refresher.cz, 2024.
  22. ^ wefree.cz blog, 2024.
  23. ^ Dobrozenský, Dominik (15 May 2025). "Alzákovi přes noc vyrostla konkurence. Nový maskot Smarty zatím šetří nervy Čechů tím, že nemluví". Cnews.cz. Retrieved 30 September 2025.
  24. ^ "Dneska jsme oficiálně představili maskota Smarty – seznamte se se Smartym!". LinkedIn. 2025. Retrieved 30 September 2025.
  25. ^ Indian, 2024.
  26. ^ ISIC.cz, 2024.
  27. ^ SmartMania.cz, 2021.
  28. ^ Prodejny a výdejní místa. Smarty.cz.
  29. ^ wefree.cz, 2024.
  30. ^ Brejčák, Peter (2025). "Ve hrách míří nad miliardu. Skupina Smarty převzala JRC a vydělává na gamingu, merchi i vlastních PC". CzechCrunch. Retrieved 30 September 2025.
  31. ^ a b c "Pro investory". Smarty.cz. Retrieved 30 September 2025.
  32. ^ Smarty.cz – Zákaznické a servisní centrum. Firmy.cz [online]. [cit. 2025-09-30]. Dostupné z: https://www.firmy.cz/detail/13313832-smarty-cz-zakaznicke-a-servisni-centrum-praha-zlicin.html
  33. ^ Smarty.cz – Zákaznické a servisní centrum. Firmy.cz [online]. [cit. 2025-09-30].
  34. ^ a b c Prodejny a výdejní místa. Smarty.cz [online]. [cit. 2025-09-30]. Dostupné z: https://www.smarty.cz/Prodejny

Category:Online retailers of the Czech Republic Category:Companies based in Prague Category:Retail companies established in 2012 Category:Video game retailers Category:Consumer electronics retailers Category:Privately held companies of the Czech Republic Category:2012 establishments in the Czech Republic

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