History & Milestones


Since being established in 1991, Brodos AG has reinvented itself several times. Here is a brief summary of some of the milestones in the company’s history.

2016 Brodos cooperates with Brightstar

Brodos and Brightstar, the world leading wireless distributor excelling in innovation and offering service with added value, are cooperating to launch the innovative cross-channel solution “the connected store” from Brodos on markets across the globe.

2015 Appointed Samsung distributor

Brodos becomes an official Samsung distributor, distributing the company’s IT & mobile products. The Bavarian Ministry of Economic Affairs, Media, Energy and Technology awards Brodos the Bavarian’s Best 50 prize. This makes Brodos one of the 50 most rapidly growing SME’s in Bavaria. Since October 2015, the “Der vernetzte Laden” (“The Connected Store”) is not only available at specialist retailers, but now also in hardback and as an e-book. In his book, CEO Dominik Brokelmann explains how brick and mortar retail can win the battle of the channels.

2014 Appointed authorized Apple distributor

A further milestone: Apple concludes a distribution agreement with Brodos. The agreement covers iPhones and matching accessories. As a result, Brodos is appointed an authorized Apple distributor in Germany in 2014.

2013 Launch of exclusive marketing of CAT phones

In 2013, Brodos becomes an exclusive distributor of CAT phones, distributing smartphones from the world’s leading maufacturer of construction equipment, the US company Caterpillar.

2010 Service center opens in Ahmedabad, India

A development center was opened in Ahmedabad in India in order to drive the further development of the Brodos cross-channel concept. Business analysts and software engineers put their IT power to use to implement many international software projects for Brodos from their base in India.

2009 Extension of Brodos logistics center

At the my-eXtra roadshow “On Stage” held throughout Germany, the CEO Dominik Brokelmann presents the new online ERP system brodos.net. More than 50 specialist retailers sign up for the beta-test, which is launched in June. On 13.02.2009, the Bavarian Minister of the Interior Joachim Hermann opens and inspects the new Brodos logistics center, covering an area of 2,500 m², twice as much as before.

2008 Well-known politicians visit Brodos /my-eXtra

At the CeBIT trade fair in 2008, the Bavarian Minister of the Interior Joachim Hermann finds out about how the my-eXtra franchise chain has developed. In August, the Bavarian Finance Minister and CSU leader Erwin Huber visits the Brodos AG company headquarters in Baiersdorf. During his visit, the Minister finds out about the activities and innovations driven by Brodos AG on the telecommunications market and symbolically accepts 17 newly created apprenticeship places.

2007 New distribution concept “Distribution 2.0” introduced

At CeBIT 2007, Brodos introduces the “Distribution 2.0 – now you are the distributor!” system to the general public. Comparable with the end-customer marketplace of Amazon and Ebay, the distributor from Baiersdorf launches itself as a B2B trading platform for the entire telecommunications market and offers all retailers, wholesalers and distributors the opportunity of getting the best prices on the market. Brodos AG sells the Rumanian business of its Brodos CashUp division to Euronet Worldwide, Inc., a US telecommunications company listed on Nasdaq. With the proceeds from the sale, Brodos AG increases its share capital, as well as continuing to concentrate on the core business in the business divisions of my-eXtra shops & distribution, Brodos IT services CashUp and brodos.net.

2006 my-eXtra presented as “Germany’s independent mobile phone chain” at CeBIT

The my-eXtra CeBIT trade fair highlight of 2006 is the continually expanding franchise concept for wireless retailers, the motto for the year is my-eXtra is Germany’s independent mobile phone chain.

2005 Awarded Jobstar for creating new jobs and appreticeships

In 2005, Brodos AG generates turnover of more than 200 million euros The regional marketing association “Metropolregion Nürnberg e.v.” and RTL Franken Life TV present Brodos AG with the “Jobstar”, an award for extraordinary commitment on the part of small and medium sized enterprises for creating new jobs and apprenticeships. Recording of RTL Franken Life TV (AVI, 10 MB) The franchise concept is extended, now covering approx. 125 partners. my-eXtra now also offers retailers shop fittings.

2004 Business divisions expanded

The my-eXtra concept for specialist retailers is developed further into the my-eXtra shop franchise system and more than 50 retailers opt to participate in the first year. With its two strategic business divisions “brodos CashUp” and “my-eXtra”, brodos AG employs more than 160 employees internationally and generates turnover of more than 120 million euros in 2003, increasing to over 130 million euros already in 2004. With their own independent label “my-eXtra”, today Brodos AG is one of the top three distributors in the telecommunications branch, with a convincing concept for specialist retailers. With the CashUp business division, Brodos AG has gained a foothold on one of the most promising markets in the world, the prepaid mobile communications market, becoming one of the large players in the market for prepaid top-up systems for sales channels and their POS.

2003 my-eXtra Hamburg GmbH established

Brodos AG sells the brodos messaging business division to End2End with effect from 1st October 2003. This strategic sale allows the company to concentrate on the two core business divisions and is linked to massive investments in the market. Brodos AG establishes my-eXtra Hamburg GmbH. Retailers can now be provided with local support in the north of Germany as well.

2002 my-extra berlin GmbH established

Brodos AG established my-extra berlin GmbH. Ten employees take care of sales and cater to the needs of retailers at my-extra berlin GmbH. The warehouse, purchasing department, accounts department and HR department are all located at the headquarters in Baiersdorf in northern Bavaria, Germany. The CashUp business division expands its international activities to include Austria and the Netherlands.

2001 Brodos AG expanding

The specialist retailer concept my-eXtra is born. my-eXtra is the point of contact for franchisees with immediate effect. Brodos CashUp business division expanded to include Romania and Brodos Romania S.R.L. established. Brodos messaging business division expanded to the USA.

2000 Introduction of brodos CashUp

CashUp introduced to the general public for the first time at the international trade fair for information technology, telecommunications and new media “Systems” in Munich.

1999 Creation of Brodos AG

Brodos AG is created from the establishment of Brokelmann & Co. GmbH and the merger with the new Brodos GmbH in 1999. Business division brodos messaging established – mass applications from the area of mobile messaging are now included in Brodos AG. Software development focuses on CashUp. This area is made into an independent business division within Brodos AG.

1998 Brodos GmbH established

As software generates a lot of interest among specialist retailers in the German telecommunications market and is widely accepted as a product, Dominik Brokelmann forms Brodos GmbH alongside Brokelmann & Co. GmbH. The new company focuses entirely on developing software. Brokelmann & Co. GmbH is elected Distributor of the Year by the trade magazine Funkschau Handel.

1995 Brodos develops its own Brodos POS software

Growing experience in telecommunications retail sector, a real sense for the market and the necessity to strengthen its own position on the market with characteristics making it stand out from the competition lead to Brodos developing its own Brodos POS software, which is initially only intended to optimize business relations and boost customer loyalty but soon becomes the foundation stone on which the company grows its business in developing and providing infrastructure.

1993 Brokelmann & Co. GmbH as Distributor

Over a period of two years, the business of distributing telecommunications products expands, as reflected in the change of name to “Brokelmann & Co. GmbH Mobilfunk Distribution”

1991 Company first started

The journey begins with the forming of a telecommunications business in 1991.