Tu&Co

What Tu&Co does

Tu&Co (TUANDCO, S.L.) is a Spanish direct-to-consumer e-commerce retailer of home-improvement products, headquartered at Calle Princesa 31 in Madrid, Spain, and operating exclusively in the Spanish market. The business is built around a PrestaShop storefront (tuandco.com) that organizes merchandise into 10 macro-categories: Baño (Bathroom), Piscinas (Pools), Fontanería (Plumbing), Jardín (Garden), Cocina (Kitchen), Calefacción y Climatización (Heating & Climate), Ferretería (Hardware), Iluminación (Lighting), Construcción (Construction), and Electricidad (Electrical). The catalog aggregates products from 100+ third-party manufacturers — including flagship European brands Roca, Hansgrohe, Grohe, Daikin, Mitsubishi Electric, Baxi, Vaillant, Viessmann, Ferroli, AstralPool, Zodiac, and Gre — sold under Tu&Co's unified storefront with a dedicated brand-portal page (/marcas). Pricing is per-unit EUR with €9.00 flat-rate Peninsula shipping; no subscription, B2B, or marketplace channel is operated.

The underlying technology stack is commodity open-source: PrestaShop for transactional e-commerce, a separate WordPress installation powering the 'Aprende & Mejora' editorial blog, Mailchimp for newsletter automation, and Google reCAPTCHA for comment-form security. The Aprende & Mejora blog publishes DIY tutorials, buying guides, comparisons, tips, and video tutorials, with interactive product-selection widgets embedded in articles to convert content readers into buyers — the principal differentiator relative to generic Spanish home-improvement e-tailers. Distribution is single-channel (own storefront) with multi-channel marketing through owned social profiles (Twitter/X, Facebook, YouTube, Pinterest, Instagram) and SEO-driven category-page architecture.

The revenue model is straightforward resale of physical hardware: Tu&Co purchases from manufacturers at wholesale and sells at a published retail margin, with incremental cross-sell of accessories and 100%-original replacement parts (e.g., Zodiac Tornax spares, AstralPool filtration components). Primary customer segments are Spanish DIY homeowners undertaking bathroom, pool, plumbing, heating/cooling, and garden projects themselves, supported by a 'Garantía de Satisfacción' reassurance module and phone/email customer service. The company has raised approximately $946K across two disclosed rounds (Optimist Capital in 2015, The Crowd Angel in 2016), has 1–10 employees, and is led by founder and co-founder Jordi Mercader; no subsequent funding, M&A, or geographic expansion is disclosed.

Name

Tu&Co

Legal name

TUANDCO, S.L.

Website

https://tuandco.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Tu&Co is a Spanish direct-to-consumer e-commerce retailer headquartered in Madrid, selling home-improvement products across 10 categories (bathroom, pool, plumbing, garden, kitchen, climate, hardware, lighting, construction, electrical) from 100+ brands via its PrestaShop storefront, supported by an educational DIY content platform.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Home Centers (44411), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), General Merchandise Retailers (455)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Auto & Home Supply Stores (5531), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industries

General Home Improvement & Hardware Stores (CRAIADAA), Storage, Ladders & Material Handling Retail (Ladders, Carts, Shop Storage) (CRAIADAM), Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

Keywords

• Home improvement retail
• DIY home products
• Pool equipment supplies
• Bathroom fixtures store
• Multi-brand e-commerce

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce product sales: Online retail of physical home-improvement goods (sanitaryware, taps, pools, heaters, lighting, tools, etc.) sold via tuandco.com with publicly listed unit prices and shipping fees (e.g., €9.00 Peninsula shipping). Each product listing shows a fixed retail price and customers add to cart for one-time purchases.
2. Multi-brand resale / distribution margin: Resale of third-party manufacturer brands (Roca, Hansgrohe, Grohe, Daikin, Baxi, Ferroli, AstralPool, Zodiac, etc.) under Tu&Co's storefront, generating margin on the spread between wholesale supply and listed retail price.
3. Cross-sell accessories and replacement parts: Recurring accessory and replacement-part revenue (e.g., pool-cleaner spares, cartridge replacements, WC seats, taps, filters, adhesives, lighting bulbs) — incremental purchases from the same pool of customers who bought primary equipment.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Tu&Co operates a Spanish-language online retail storefront (tuandco.com) selling home improvement products across ten macro-categories — bathroom, pools, plumbing, garden, kitchen, heating and cooling, hardware, lighting, construction, and electrical — sourced from 100+ third-party manufacturers (Roca, Hansgrohe, Grohe, Daikin, Mitsubishi Electric, Ferroli, AstralPool, Zodiac, Gre, Bosch, Schneider Electric, etc.). The store is complemented by the "Aprende & Mejora" editorial blog, which publishes DIY tutorials, buying guides, comparisons, and video tutorials to help customers select, purchase, and install products themselves, with specialist phone and email support.

Product overview

Tu&Co (tuandco.com) is a single online retail storefront for home improvement products, organized as a category-driven catalog rather than a platform-plus-modules architecture. The store groups its merchandise into ten top-level departments: Baño (Bathroom — sanitaryware, taps, furniture, accessories, shower enclosures, public-bath fittings), Piscinas (Pools — cleaners, filters, removable pools, water treatment, lighting, heating, water games), Fontanería (Plumbing — domestic water treatment, piping and fittings, water pumps, traps, septic tanks), Jardín (Garden — BBQs, children's outdoor games, furniture, irrigation, camping, planters), Cocina (Kitchen — taps, sinks, appliances), Calefacción y Climatización (Heating & Climate — air conditioning, boilers, biomass/gasoil heating, renewables, stoves, radiators, water heaters, fans), Ferretería (Hardware — manual/power tools, hardware, adhesives, home security, workbenches, shelving, fasteners), Iluminación (Lighting — bulbs, outdoor/indoor/children's/furniture lighting), Construcción (Construction — floors, adhesives, mortars, wall coverings), and Electricidad (Electrical — mechanisms, installation materials, control/protection, cables, telecommunications). Alongside the storefront, Tu&Co operates the "Aprende & Mejora" blog, which provides DIY tutorials, buying guides, comparisons, and tips tied to each product category. The website offers customer account management (login, registration, password recovery), a contact form, customer service via phone and email, and ships from Madrid across Spain, with payment options displayed in the footer.

Differentiator

Problem solved

Functional benefit

Brands

• Aprende & Mejora: Tu&Co's editorial blog and content platform that publishes buying guides, DIY tutorials, tips, and product comparison content to support customers buying home improvement products.

Products and services

• Tu&Co Baño (Bathroom) department Online department of tuandco.com selling bathroom sanitaryware (toilets, bidets, washbasins, bathtubs, shower trays, urinals), bathroom taps and shower fittings (basin, shower, thermostatic, shower columns, bathtub), bathroom furniture and mirrors, accessories (hooks, paper holders, soap dispensers, towel rails, etc.), replacement parts (toilet seats, cisterns, hinges), shower enclosures, and public-bath fittings — aimed at Spanish DIY homeowners refurbishing or repairing bathrooms.
• Tu&Co Piscinas (Pools) department Online department of tuandco.com selling pool cleaners (electric, hydraulic, manual, replacement parts), filtration systems (pumps, selector valves, pump houses, control cabinets), removable pools (wood, steel, composite, in-ground), pool accessories (safety, ladders, covers, liners, spas), water-treatment products (chlorine, salt chlorinators, pH regulators, bromine, anti-algae), pool lighting (LED), pool heating (heat pumps, solar exchangers), and water games — aimed at residential pool owners and buyers of above-ground pools in Spain.
• Tu&Co Fontanería (Plumbing) department Online department of tuandco.com selling domestic water treatment (water softeners, reverse osmosis, filters, TDS meters), pipes and fittings (PEX, multilayer, PVC pressure, copper, brass, polybutylene, polyethylene), installation accessories (shut-off valves, pressure reducers, flexible hoses, garden taps, gas valves), water pumps (surface, submersible, pressure groups, well pumps), water tanks, traps and drains, and septic tanks — aimed at Spanish DIY homeowners performing plumbing and water-system maintenance.
• Tu&Co Jardín (Garden) department Online department of tuandco.com selling artificial grass, BBQs (gas, charcoal, electric, portable, and BBQ accessories), children's outdoor games (karts, playhouses, trampolines, sandboxes), garden furniture (sets, tables, chairs, pergolas), automatic irrigation (sprinklers, drip, programmers, hoses), camping (portable fridges, lanterns, stoves), and outdoor planters (with self-watering) — aimed at Spanish consumers upgrading gardens, terraces and outdoor entertaining spaces.
• Tu&Co Cocina (Kitchen) department Online department of tuandco.com selling kitchen taps, kitchen sinks (stainless steel and fibre), and kitchen appliances (range hoods, vitroceramic and induction cooktops, ovens, microwaves, gas hobs) — aimed at Spanish homeowners fitting out or upgrading residential kitchens.
• Tu&Co Calefacción y Climatización (Heating and Climate) department Online department of tuandco.com selling home heating and cooling equipment — air-conditioning splits (Daikin, Mitsubishi Electric, Hisense, Ferroli, Suneco), boilers (gas/oil/biomass), aerothermal heat pumps (Ferroli), pellet stoves, towel radiators, water heaters (electric, gas, dual-tank), smart thermostats (Delta Dore) and fans — aimed at Spanish consumers retrofitting home climate systems.
• Tu&Co Ferretería (Hardware) department Online department of tuandco.com selling manual tools (screwdrivers, cutting tools, tool cases, organizers, mobile workshops), hardware fittings (furniture legs, hinges, handles, drawer guides), power tools and machinery from Milwaukee, Hikoki, Einhell and Stanley (drills, batteries/chargers, saber saws, screwdrivers, diamond discs, drill bits), adhesives (instant, mounting, white glue, repair), home security (video door entry, automatic doorbells, motion detectors, surveillance cameras), household accessories (locksmithing, chains, chemical unblockers, adhesive tapes), Simonrack workbenches and metal shelving, and screws and fastenings (clamps, nylon plugs, eye screws) — aimed at DIY enthusiasts and homeowners setting up home workshops.
• Tu&Co Iluminación (Lighting) department Online department of tuandco.com selling light bulbs and fluorescents (LED, low consumption, halogen, fluorescent tubes), outdoor lighting (wall fixtures, ceiling lights, beacons/LED string lights, garden lanterns, solar stake lights, recessed outdoor lights, exterior floodlights), interior lighting (ceiling lights, pendant lamps, wall sconces, floor lamps, desk lamps, downlights, LED strips, recessed lights), children's lighting, and furniture lighting — aimed at Spanish homeowners refitting residential lighting.
• Tu&Co Construcción (Construction) department Online department of tuandco.com selling floors and pavements, glues and mastics (PVC adhesives, contact adhesives, polyurethane foams, mastics), resins and foams, wall coverings, and mortars and cements — aimed at Spanish DIYers and small renovation projects.
• Tu&Co Electricidad (Electrical) department Online department of tuandco.com selling electrical mechanisms, electrical installation materials (electrical cabinets, electrical boxes, cable ducts, industrial plugs, terminal blocks, lamp holders, cable ties, plug adapters, electrical connectors, corrugated tubes, batteries), control and protection systems (modular mechanisms, control and maneuver, surge protectors, electrical programmers/timers, fuses), electrical cables (electrical hose, unipolar cable, extensions and multiple bases), and telecommunications (TV/TDT antennas, coaxial antenna cable) — aimed at Spanish homeowners and small-scale installers performing domestic electrical work.
• Aprende & Mejora editorial blog / content platform Tu&Co's owned Spanish-language content platform (aprendeymejora) publishing DIY tutorials, buying guides, comparisons and rankings, news and trends, tips and ideas, and video tutorials across all product categories — designed to help Spanish customers choose, buy and install home-improvement products themselves. Includes Mailchimp-powered newsletter signup and embedded interactive product-selection widgets that link articles directly to product purchase pages.

Quantifiable outcome

• 147 SKUs in AstralPool filtration alone
• +3 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered flagship, major and minor.

• AstralPoolflagshipChannel Partner/ Reseller/ DistributorAstralPool is the dominant brand in Tu&Co's pool catalog with 147 SKUs in filtration systems alone (pumps, selector valves, sand filters, filter media, control cabinets, replacement parts). Tu&Co also stocks AstralPool pool cleaners, salt chlorinators, and pool showers. The 'Cuerpo completo para limpiafondos Tornax de Zodiac' product (ref R0766300) is badged 'Marca: ASTRALPOOL' on the storefront, indicating an authorized-distributor arrangement.
• RocaflagshipChannel Partner/ Reseller/ DistributorRoca is prominently featured in the bathroom category — The Gap Square Clean Rim toilets, Dama Retro seats, L20 bidet taps, Victoria Plus outdoor taps, and Terran shower trays are all referenced with linked SKUs. Roca carries its own dedicated blog tag in 'Aprende & Mejora' with guides such as 'Cómo identificar qué modelo de inodoro Roca tienes en casa'.
• HansgroheflagshipChannel Partner/ Reseller/ DistributorHansgrohe appears as the lead shower-column brand (Columnas Ducha Hansgrohe banner on the homepage) and a featured bathroom-tap brand — Logis 70 lavatory tap with Push-Open (€109.43) and Croma Select S Vario Ecostat Comfort Combi thermostatic shower set (€343.46) are highlighted as featured products.
• GrohemajorChannel Partner/ Reseller/ DistributorGrohe is listed in the brand catalog and has its own blog tag in 'Aprende & Mejora'.
• DaikinmajorChannel Partner/ Reseller/ DistributorDaikin Sensira TXF42F (€906.88) and TXF35F (€631.46) split air-conditioning units are featured prominently in the climate category.
• Mitsubishi ElectricmajorChannel Partner/ Reseller/ DistributorMitsubishi Electric MSZ-HR25VFK WIFI (€558.92), MSZ-AY35VGK (€797.49), and MSZ-HR35VFK WIFI (€603.00) split air-conditioners are featured products.
• ZodiacmajorChannel Partner/ Reseller/ DistributorZodiac pool-cleaner portfolio (CNX 50 iQ €1,260.55, Freedom RF 42 iQ €922.99, Freedom Life €638.93) and a full Tornax/Vortex spare-parts catalog (cyclonic pre-filter Leaf Catcher W37110, Tornax complete body R0766300, Tornax transformers, etc.) branded 'Repuesto 100% oficial Zodiac'.
• GremajorChannel Partner/ Reseller/ DistributorGre is a flagship pool brand — featured 'Piscina desmontable de Acero Gre Fidji redonda' (€1,163.89), 33 SKUs in filtration systems, 18 SKUs in purifiers, and dedicated blog content (e.g., 'Mejores piscinas de acero Gre – Gama Plus'). The Gre 'Gama Upgrade' is described as 'una gama mejorada en cuanto a prestaciones exclusiva de Tuandco', indicating an exclusive or semi-exclusive commercial arrangement.
• FerrolimajorChannel Partner/ Reseller/ DistributorFerroli is heavily featured in the heating/climate category — Egea HT aerothermal ACS (€1,667.61), Suneco SAM M4 R290 Monoblock aerothermal (€3,480.32), Giada S WiFi split A/C (€295.24), Titano Twin WiFi dual-tank electric water heater (€154.28), Giada M WiFi 2x1 multi-split (€731.58).
• CertikinminorStrategic or Co-development PartnerCo-produced video tutorial with Tu&Co on installing the Salt Expert salt chlorinator and My Pool pH regulator: 'Tuandco y Certikin te presentan cómo instalar paso a paso el clorador salino Salt Expert y el regulador de pH My Pool'.
• SimonrackmajorChannel Partner/ Reseller/ DistributorSimonrack is the dedicated workshop / shelving brand — featured in dedicated blog post 'Pon tu casa en orden' highlighting metal shelving, workbenches, lockers, and urban-garden tables. Simonrack is described as 'la marca especialista en esta gama de productos'.
• Hansgrohe (content)majorGTM or Marketing PartnerHansgrohe shower columns are the lead product example in Tu&Co's column-of-shower buying guide 'Elegir una columna de ducha' (banner image 'Columnas Ducha Hansgrohe').

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Poolaria: Spanish specialist online retailer focused on pool equipment, filtration, water treatment, and replacement parts. Directly competes with Tu&Co's pool category — the area where Tu&Co has its deepest catalog (201 filtration SKUs, AstralPool dominance, Zodiac parts).

Direct peers

• Bricomart / Obramat: Spanish construction-and-home-improvement warehouse retailer (rebranded from Bricomart to Obramat). Competes with Tu&Co on construction materials, hardware, electrical, and bathroom categories, targeting both professionals and DIY consumers in Spain.
• Aki (Leroy Merlin Group): Spanish home-improvement and hardware chain owned by the Leroy Merlin Group. Overlaps significantly with Tu&Co on hardware, tools, electrical, lighting, plumbing, and DIY categories, with comparable brand assortment and Spanish-market focus.
• ManoMano: European online marketplace specializing in DIY, home improvement, and garden products. Competes head-to-head with Tu&Co on multi-brand assortment, DIY content (ManoMano Magazine), and Spanish-market fulfillment — and is a direct marketplace-style rival.
• Bricodepot: Kingfisher Group's Spanish home-improvement warehouse chain. Competes with Tu&Co on bathroom, hardware, lighting, electrical, and construction materials, with a multi-brand assortment and Spanish-language digital presence.
• Bricolemar: Spanish online DIY, hardware, and home-improvement retailer. Closely comparable to Tu&Co in business model (multi-brand online catalog, Spanish focus, broad home-improvement assortment) and target customer (DIY homeowners).
• Leroy Merlin: Spain's leading home-improvement big-box retailer, selling bathroom, pool, heating, garden, hardware, lighting and construction products both online and in physical stores. Directly competes with Tu&Co across nearly all of Tu&Co's ten macro-categories, with a far larger catalog and brand portfolio.

Broad incumbents

• Ikea Spain: While primarily furniture-focused, Ikea competes with Tu&Co on bathroom furniture, kitchen, lighting, and home organization. Larger scale, owned private-label products, and Spanish retail footprint make it a partial substitute.
• Amazon Spain: Spain's largest general online marketplace with growing DIY and home-improvement assortment. Competes on price, Prime delivery speed, and breadth of assortment; a structural threat to niche home-improvement e-tailers like Tu&Co.

Regional players

• Servicio Bricolaje: Smaller Spanish home-improvement and DIY online retailer. Operates in the same niche as Tu&Co but with a narrower catalog; useful as a comparable for a small Spanish DIY e-commerce specialist without national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/tuandco_
• YouTubeyoutube.com/c/Tuandco
• Facebookfacebook.com/tuandco
• Instagraminstagram.com/tuandco
• Pinterestes.pinterest.com/tuandco
• LinkedInlinkedin.com/company/tuandco-s-l

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tu&Co