Datart (stylized DATART) is a Czech consumer electronics retailer and e-commerce brand. It was founded in 1990 and operates stores across the Czech Republic as well as the online shop Datart.cz. The Czech business is operated by HP Tronic Zlín, part of the NAY–Datart group. As of 2026, Datart has 158 stores in the country.
Datart started as an electronics wholesaler and later expanded into retail. British retailer Kingfisher bought a majority stake in the company in 2000, and Datart later became part of Kesa Electricals. Czech shareholders regained control in 2014. Datart merged with HP Tronic in 2017, and former Euronics stores were rebranded as Datart. Czech Electro World stores also became Datart after HP Tronic combined with Slovak retailer NAY in 2024.
In 2025, Datart accounted for 29% of sales through specialist appliances and electronics retailers in the Czech Republic.
History
Founding and expansion
Pavel Sláma, Pavel Bádal and Petr Soukup established Datart in 1990. Their business initially focused on importing and selling audio cassettes. They later added video equipment and consumer electronics. British businessman Charles Butler later joined them as a business partner.
The business initially focused on wholesale distribution before expanding into retail. Datart then developed a network of stores in the Czech Republic and Slovakia. By 2000, it had around 15 stores in the two countries.
Foreign ownership
Kingfisher acquired a majority stake in Datart in 2000. Following the separation of Kingfisher's European electrical-retail operations in 2003, Datart became part of Kesa Electricals.
Datart also expanded into online retail. A full e-commerce operation was launched in the mid-2000s, although in 2007 the online shop still accounted for less than 10% of the company's revenue.
Datart reported losses in the early 2010s as consumer spending weakened and online competition increased. In 2014, Darty sold its 60% stake in Datart for €5 million. Control returned to Czech shareholders, as HP Invest bought a 20% stake in the company.
Datart then returned to profitability. In 2017, its Czech operations reported turnover of CZK 5.8 billion, marking a third consecutive profitable year.
Integration with HP Tronic
Datart and HP Tronic announced their merger in June 2017. The combined business brought together Datart, Euronics, Kasa.cz and Hej.sk. The new business group had around 130 stores and annual revenue of more than CZK 14 billion.
The integration was completed in 2018. HP Tronic chose Datart as its main electronics-retail brand and began converting Euronics stores to Datart. Around 50 Euronics stores were scheduled to be rebranded as Datart during 2018.
Online sales became much more important for Datart during the COVID-19 pandemic. By 2020, it ranked behind only Alza and Mall.cz among Czech e-commerce retailers. Before the pandemic, physical stores had generated about two-thirds of Datart's sales, but growth of the online business helped offset lockdown periods when stores were closed.
NAY and Electro World
In 2023, HP Tronic agreed to combine with Slovak electronics retailer NAY, which owned Electro World in the Czech Republic. The transaction was approved by competition authorities in 2024. The group kept Datart as its Czech retail brand and NAY as its Slovak brand.
The Czech Electro World network was then converted to Datart. By 2025, all of its Czech stores had been rebranded. The change added around 40 stores to Datart's network.
HP Tronic also closed the Kasa.cz online store in 2024 after more than two decades of operation. Datart took over its customer contracts, warranties and returns.
Retail network and market position
Datart sells electronics in its stores and online at Datart.cz. Products include mobile phones, computers, televisions and household appliances. Online orders can be collected at stores, which also handle customer service.
The chain had 158 stores in the Czech Republic in 2026. From 2018, former Euronics stores were rebranded as Datart. Electro World stores followed in 2024.
Euromonitor International estimated that Datart accounted for 29% of sales through specialist appliances and electronics retailers in the Czech Republic in 2025, up from 25% in 2024.
