HP TRONIC has another successful year

Olga Dolínková, DATART press agent
25.04.2022

We have another successful year behind us! In 2021, HP TRONIC increased its turnover by 15% to a total amount of 24.1 billion Kc. EBITDA reached the value of 1.29 billion Kc.

“Last year was as challenging for our company as it was for many other companies, but thanks to the commitment of our employees, we were able to strengthen the brand’s position in the market and achieve historically high sales. This year we will focus on excellence in services, on the satisfaction of our customers, responsible business, and trust in all forms – trust in our own abilities, trust among colleagues and the confidence that we will manage this upcoming year as well”, said Daniel Večeřa, CEO of HP TRONIC Group, current recipient of the Entrepreneur of the Year 2021 award in the Zlin Region.

The online business of our DATART brand, which compensated for the drop in sales in retail stores caused by their closure due to the pandemic, mostly contributed to the economic result. DATART modernized its logistics center, put into operation a fully automated packaging assembly line, opened new stores, and introduced new customer services. These innovations and a positive customer experience with DATART services are reflected in the financial results of the HP TRONIC Group.

The spring and autumn state of emergency announcements due to the covid 19 pandemic limited retail sales and closed stores. “Last year, our stores closed for 129 days. We managed to replace the decrease in store sales with increased online sales. We have strengthened dispensing points, expanded warehouse space, and accelerated the RYCHLART service, dispensing ordered goods within 30 minutes at our stores. The average time for preparing products for collection is 10 minutes. Our goal was to simplify and make online shopping more pleasant for our customers”, adds František Mikoška, Sales and Marketing Director of the HP TRONIC Group.

DATART is constantly improving its customer service. Last year, we modernized the logistics center in Jirny and put into operation the automated packaging machine Opera. Thanks to the new technology, it has accelerated the packaging of shipments to 900 packages per hour. The fully automated packaging machine functions in a waste-free mode – it cuts out the packaging carton to the desired measurements and provides the filling material from the waste to be used for the transport of fragile goods. Customers can pick up the goods in the DATART stores, of which there are already more than one hundred in the Czech Republic or use the thousands of dispensing points of Zasilkova and Balikovna.

Logistics services enabled quick delivery of goods to customers and together with further improvement in customer care, led to DATART winning the Mastercard Merchant of the Year award in 2021 and being in top spot in the Appliances and Electronics category. “The results of marketing research show that people associate our brand with quality support services. The communication campaign, in which we introduced CHYTRART, services that are based on personal contact between the customer and the specialist in the store, contributed to this”, says Lenka Mastešová, Marketing Director of the DATART brand.

In addition to the DATART brand, the HP TRONIC Group also includes ETA, Euronics, Hej.sk and Kasa.cz. The company also operates in tourism, operates the Valachy Resort in Velke Karlovice and the Valachy Bistro in Zlin.

The HP TRONIC Group is a responsible employer and is aware of the fundamental influence and importance of its employees on economic results. Therefore, this year we are increasing the salaries of employees and expanding the offer of corporate benefits. We also deal with social responsibility. Under the Datart for People program, we support non-profit and contributory organizations and distribute financial support twice a year. HP TRONIC headquarters building in Zlin