Fnac Darty holds on to customers with aftercare rather than discounts. Darty Max covers repairs and servicing for a monthly fee, including appliances bought from competitors. The customer pays every month and has a regular reason to come back, in a category where people buy something new only every few years.

The idea

Instead of a discount at the till, the customer buys certainty: whatever breaks gets fixed. For the retailer, a one-off sale turns into a relationship that runs for years.

Where it fits

Anything built to last that needs looking after: household appliances and electronics, cars, bikes and scooters, eyewear, garden equipment, pet products, clothing and accessories, jewellery, furniture and more.

How Darty Max works

Launch: large appliances only, €9.99 a month

Fnac Darty launched the subscription on 25 October 2019. It covered large appliances only and cost €9.99 a month with a 12-month commitment. Appliances bought elsewhere were accepted from day one. [1]

Today: four plans and six categories

There are now four plans, from €11.99 a month for one category to €21.99 for all six, smartphones excluded. The commitment is 12 months, after which members can cancel at any time. [2] [3]

Repairs without limits

Repairs are unlimited, regardless of how many appliances a member has, how old they are or how often they break down. Diagnosis, parts and labour are included, and for large appliances a technician comes to the customer's home. [2] [3]

Appliances from other retailers

Members can bring in appliances bought elsewhere, as long as they cost at least €50 and Darty sells the brand. The first repair of such an appliance carries a one-off €49 fee. [3]

When an appliance can't be repaired

If an appliance bought at Darty or Fnac can't be repaired, the member gets a gift card worth up to 100% of the purchase price. The share falls with age: for large appliances it is 100% in the first three years, then 60%, 20% and 10%. [3]

Delivery and support

Standard delivery and installation are free with no minimum spend. Members also get priority support: a technician calls back in under a minute. [2]

How the model has spread

Since June 2022 the subscription has also been sold in Fnac stores. [4] Belgium has a counterpart, Vanden Borre Life. [5] Fnac Darty's 2030 strategic plan calls Darty Max the flagship of its subscription offer and targets close to 4 million subscribers across all group services. [8]

What the figures show

• 1 million Darty Max subscribers in September 2023, less than four years after launch [6], and 1.3 million by the end of 2024 [7].
• Subscribers buy 1.5 times as often as a standard Darty customer, with a basket 1.6 times larger (February 2025). [7]
• Around 2.4 million subscribers across all the group's services by the end of 2025, up from 2.0 million a year earlier. Services made up 27% of group gross margin in 2025, and the company attributes its margin growth mainly to Darty Max. [9]

The first two figures cover Darty Max alone; the third covers all of the group's subscriptions.

What it does for the business

• Recurring revenue: a monthly payment instead of a sale every few years.
• Becoming the go-to expert: customers bring any appliance to you, not to the repair shop down the road.
• A reason to stay in touch between purchases: every repair, call or check-up is a contact with the brand, and subscribers buy more often and spend more.
• Share of wallet won from competitors: their appliances come to you for servicing, and when it's time to replace them, the customer is already yours.
• Knowing what customers own: what they have at home, how old it is and when it's due for replacement – the basis for well-targeted offers.

Which after-sales service would your customers pay for on subscription?

LOYALZ is not affiliated with, endorsed by or acting on behalf of the companies mentioned. This review is based on publicly available sources and reflects LOYALZ's opinion. Company and programme names are used for identification only and belong to their respective owners.

Figures are taken from the sources cited and were checked on 25 October 2026. Programme terms may change. If you spot an inaccuracy, let us know and we'll check it and put it right.