OBI.de
- Company typePrivate
- Founded1970
- HeadquartersPocking, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What OBI.de does
OBI is a German DIY and home improvement retailer operating a hybrid commerce model that combines over 100 physical OBI Baumarkt stores across Germany (largely under a franchise system) with a full-featured e-commerce platform at obi.de and an integrated third-party marketplace. The company serves two primary customer segments: consumer DIY enthusiasts and homeowners purchasing tools, building materials, garden products, and paints, and professional tradespeople served through the dedicated OBI PRO program with up to 10% trade discounts. Its core technology stack centers on a unified retail platform (obi.de) with native mobile apps (heyOBI for consumers, OBI PRO for trade), digital planning tools (3D Gartenplaner, kitchen and bathroom configurators), and operational services including express pickup, tool and vehicle rental, paint mixing, wood cutting, and home delivery.
OBI.de firmographics
Firmographics- Name
- OBI.de
- Legal name
- OBI Home and Garden GmbH
- Website
- https://obi.de
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where OBI.de is headquartered
LocationHeadquarters
- HQ city
- Pocking
- HQ country
- Germany
- HQ region
- Europe
Offices5 records
Markets served
OBI.de business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Product Sales: Sale of DIY, home improvement, garden, and building materials through physical stores and online shop. Revenue generated from markup on products sold directly to consumers.
- Marketplace Commission: OBI operates a marketplace where external third-party sellers offer products. OBI acts as intermediary, earning commission on sales facilitated through the platform.
- Services Revenue: Various fee-based services including tool rental (Mietgeräte), wood cutting (Holzzuschnitt), paint mixing (Farbmisch-Service), delivery (Lieferservice), financing facilitation, and handyman referral services (MachmalMacher).
- Loyalty Program (heyOBI): Loyalty program offering discounts and coupons to registered members, driving customer retention and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for all customers |
| Freemium | Pay-as-you-go | heyOBI Loyalty Program - 5% newsletter coupon |
| Unit Pricing | Pay-as-you-go | OBI PRO (Professional Customers) |
| Subscription | Monthly | Financing through Santander Consumer |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
OBI.de product offering
Product offeringCore offering
OBI is a DIY and home improvement retailer that sells tools, building materials, garden products, and home fixtures through a network of more than 660 franchised physical stores and an online shop, supplemented by a third-party marketplace, professional planning services, tool and vehicle rental, and installation offerings. Its two principal customer programs are the general consumer retail experience and OBI PRO, which targets trade and construction professionals with dedicated pricing, ordering, and project support.
Product overview
OBI is a German DIY home improvement retail chain operating both physical OBI Baumarkt stores (over 100 locations in Germany operated by franchise partners) and the OBI Onlineshop (obi.de) as a unified commerce platform. The core offering includes tools, building materials, garden products, paints, and home improvement supplies for DIY enthusiasts and professional tradespeople. The product portfolio centers on the OBI Baumarkt & Onlineshop as the primary retail channel, supplemented by the heyOBI App (consumer mobile companion with 1% instant discount and exclusive coupons) and the OBI PRO App (professional-facing app offering up to 10% discounts). Service offerings include planning services (OBI Gartenplaner with 3D planning, OBI Küchenstudio for 3D kitchen design, OBI Badplanung for bathroom renovation), fulfillment services (Abholung Express 2-hour pickup, OBI Lieferservice home delivery, OBI Mietgeräte equipment rental, Farbmisch-Service color mixing, Zuschnitt-Service precision cutting, OBI Miettransporter vehicle rental), the OBI Magazin content platform providing DIY tutorials, and energy-related services including the ENERGY TRACKER monitoring tool, OBI Solaranlage photovoltaic installation, and OBI Wärmepumpe heat pump installation through certified partners. The heyOBI loyalty program provides registered members exclusive discounts and personalized coupons, while the MachbarMacher handyman service connects customers with vetted local tradespeople. Physical retail stores feature specialized studios (Gartencenter, Lampen & Leuchtenstudio, Fenster- & Türen-Studio, Badplaner, Küchenstudio) and value-added services including color mixing, wood cutting, and recycling drop-off.
Differentiator
Problem solved
Functional benefit
Brands
- heyOBI: Loyalty program offering discounts, coupons, and special offers for customers shopping at participating OBI stores and online.
- OBI Pro / OBI PRO
Products and services
- OBI Baumarkt & Onlineshop
- OBI PRO
- OBI Mietgeräte (Tool and Equipment Rental)
- OBI Miettransporter (Rental Transporters)
- Farbmisch-Service (Paint Mixing Service)
- Zuschnitt-Service (Cutting Service)
- OBI Lieferservice (Delivery Service)
- Abholung Express (Express Pickup)
- OBI Küchenstudio (Kitchen Planning Studio)
- OBI Badplanung (Bathroom Planning)
- OBI Solaranlage (Solar Installation)
- OBI Wärmepumpe (Heat Pump Installation)
- OBI Terrassenüberdachung (Terrace Roofing Installation)
- OBI Finanzierung (Financing)
- MachbarMacher
- Wertstoff-Rücknahme (Material Recycling Take-Back)
- OBI Marketplace
Quantifiable outcome
- 1% instant discount for heyOBI registered users on every purchase in participating stores and online
- +4 more outcomes
Companies that use OBI.de
Customer profileSegments3 records
Ideal customer profiles3 records
OBI.de technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
OBI.de partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- InterzerocoreInterzero is contracted by OBI to handle nationwide take-back of electrical and electronic equipment (WEEE) in compliance with §17 ElektroG. Interzero operates a network of take-back locations across Germany where customers can return old electrical equipment for free disposal.
- OBI External Sellers (Marketplace)coreIndependent third-party sellers operate on the OBI.de marketplace, offering products through the OBI platform. These sellers are responsible for their own product listings, pricing, and fulfillment. OBI acts as intermediary and marketplace operator.
- MachmalMacher (Craftsmen Referral)minorThe MachmalMacher service connects customers with qualified, OBI-checked craftsmen from their region to support project implementation. Craftsmen are independent service providers who work with OBI for customer referrals.
- OBI Partners (Installation Services)minorRegional installation partners who provide services such as photovoltaic installation, heat pump installation, terrace construction, stair lift fitting, carport construction, and garage door installation. OBI connects customers with these partners for project execution.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
OBI.de competitors and assessment
Company assessmentBroad incumbents
- Lowe's: Global home improvement retailer and broad incumbent in the home improvement category. Comparable in product breadth, services, and professional customer strategy, though geographically limited to North America.
- Home Depot: Global home improvement retail leader with broad product assortment and installed services. While US-focused, serves as the global benchmark for omnichannel DIY retail and professional services integration.
Direct peers
- Hornbach Holding: Largest German DIY home improvement and garden retailer, operating hyperstores across Europe. Closest direct competitor to OBI in product range, store format, and DIY/professional dual customer base.
- Hellweg (Die Profi-Baumärkte): German DIY chain focused on professional tradespeople and serious DIYers. Comparable product range and B2B service model to OBI PRO offerings.
- toom Baumarkt (REWE Group): German DIY chain owned by REWE Group, operating stores across Germany with similar product mix and service offerings. Direct competitor targeting both DIY consumers and professional tradespeople.
- Leroy Merlin (Adeo): European DIY home improvement retailer owned by Adeo, operating in multiple EU countries including Italy and Germany. Directly comparable omnichannel model and product range.
- Bauhaus (Bauhuis): Major European DIY and home improvement retailer with specialty store format strong in Germany, Austria, Switzerland, and other European countries. Direct competitor with comparable product range and professional trade focus.
- Hagebau: German cooperative DIY and building materials retailer. Operates a similar hybrid model combining owned stores, franchise partners, and professional trade services, directly comparable to OBI's franchise structure.
- Kingfisher (B&Q, Castorama, Screwfix): European home improvement conglomerate operating B&Q and Castorama. Direct peer in scale, multi-country presence, and integrated services like kitchen/bathroom installation.
Emerging players
- Westfalia (Versand): German direct-to-consumer catalog and online retailer for DIY, garden, and technical products. Overlapping in product categories with a more focused e-commerce orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OBI.de social profiles
Digital presenceOBI.de financial estimates
Financial estimateRevenue estimate
Valuation estimate
OBI.de leadership team
Management profileNumber of profiles
Profiles3 records
OBI.de subsidiaries and ownership
Company hierarchySubsidiaries3 records
OBI.de funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OBI.de M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OBI.de
What does OBI.de do?
OBI is a DIY and home improvement retailer that sells tools, building materials, garden products, and home fixtures through a network of more than 660 franchised physical stores and an online shop, supplemented by a third-party marketplace, professional planning services, tool and vehicle rental, and installation offerings. Its two principal customer programs are the general consumer retail experience and OBI PRO, which targets trade and construction professionals with dedicated pricing, ordering, and project support.
Is OBI.de a public or private company?
OBI.de is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was OBI.de founded?
OBI.de was founded in 1970. It employs 1 to 10 people.
Where is OBI.de based?
OBI.de is headquartered in Pocking, Germany, in the Europe region.
How does OBI.de make money?
Four revenue lines are on record. Retail Product Sales are the primary driver. The others are marketplace Commission, services Revenue and loyalty Program (heyOBI).
Who are OBI.de's main competitors?
Broad incumbents on record are Lowe's and Home Depot. Direct peers are Hornbach Holding, Hellweg (Die Profi-Baumärkte), toom Baumarkt (REWE Group), Leroy Merlin (Adeo), Bauhaus (Bauhuis), Hagebau and Kingfisher (B&Q, Castorama, Screwfix). Westfalia (Versand) is listed as an emerging player.
Does OBI.de have an API?
No public API is recorded for OBI.de.