Nay is the sixth fastest-growing brand in search

Nay elektrodom is the sixth fastest-growing brand in search for 2025. It recorded an absolute increase in search volume of over 331,000 searches (+12.1%), but it is being closely followed by Planeo, which managed to grow by 11.17%.

You can explore the complete visualized study featuring over 90 brands across individual categories in detail on the website data.thinkbig.sk

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‍The electronics retailer segment declined (- 16.95%)

The top two players are growing at the expense of the entire electronics retailer segment, which saw a year-on-year decline of 16.95%. A significant factor in this decline was the exit of the DATART brand from the market, which was acquired by the Nay brand in 2024. 

Another electronics retailer that saw growth is iStores, which is the largest retailer of Apple products and, unlike its main competitor iStyle (-5.37%) managed to grow by 54,000 searches (+9.27%).

Nay grew through the acquisition of DATART 

They covered the entire Slovak market with their distribution networks, and further growth was only possible at the expense of a competitor. In this situation, the Nay brand made the logical decision to acquire its smaller competitor, DATART, to pull ahead of the market runner-up, Planeo. 

Nay secured its top position with increased TV spending

Before the acquisition of the DATART brand (in 2023), Nay invested €1.31 million annually in TV advertising. In 2024 (when it rebranded DATART), it increased its TV investment to €2.97 million, and in 2025, it continued to increase media investment to €4.76 million, in order to defend its position as the market leader. 

Expert insight from Dominika Múdra (Head of Strategy)

From a communications perspective, Nay has long focused on brand building, which is why introducing a mascot as a distinct brand asset before the planned Datart acquisition was a logical step. As a result, they entered the merger with a clearly established asset they could continue to build upon. They communicated the brand merger itself simply through the message "Datart is Nay," which was able to quickly and clearly transition customers under a single brand. 

In contrast, Planeo has long relied primarily on promotions and short-term sales support. However, in September 2025, it introduced a new image concept, "It can be simple too," with which it is trying to strengthen the perception of its expertise and advisory services. This represents a shift from purely promotional communication to long-term brand building. We will have to wait and see how this new concept translates into search results.