What Bricostore Romania S.A. does

Bricostore Romania S.A. operates a home improvement and garden retail business in Romania under the Brico Depot trade name (previously branded Bricostore). The company was founded in 2001 and is headquartered in Bucharest, with a workforce of 1001-5000 employees. It runs an omnichannel model combining a network of physical Brico Depot retail stores with an owned e-commerce storefront at bricodepot.ro, targeting individual DIY consumers as the primary segment and professional contractors as a secondary segment.

The product portfolio spans garden and terrace equipment, hand and power tools, climate control and heating, interior design, ceramic tiles and parquet, kitchen and appliances, bathroom and sanitary ware, construction materials, electrical products, hardware, and pet supplies. The company has developed a private-label portfolio comprising Goodhome (garden furniture, storage, doors, kitchen and bathroom cabinetry), Erbauer (hand tools and garden equipment), MAC ALLISTER (outdoor power equipment), and FERRUA (power tools), sold alongside third-party brands such as Vortex (inverter air conditioning). Distribution is supported by an in-house mobile application available on Google Play, Apple App Store, and Huawei AppGallery, and by Credex-branded online installment financing starting at 19 lei per month.

Bricostore Romania is a privately held Romanian corporation (S.A.) with no public listing, no disclosed venture or private equity backing, and no parent company identified in the source data. Revenue is generated through unit-priced retail sales, both in-store and online, with promotional discounts of 15%-50%. Geographic scope is limited to Romania, with no evidence of cross-border operations.

Name

Bricostore Romania S.A.

Legal name

Bricostore Romania S.A.

Website

https://bricostore.ro

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bricostore Romania S.A. is a privately held Romanian home improvement and garden retailer operating under the Brico Depot brand through physical stores, an e-commerce site, and a mobile app, serving DIY consumers and professional contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated through direct sales of home improvement and garden products to consumers and professionals through physical retail stores and e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Bricostore Romania S.A. operates the Brico Depot retail chain, selling home improvement, DIY, garden, construction, interior, kitchen, bathroom, and climate-control products to consumers and professionals through physical Brico Depot stores and the bricodepot.ro e-commerce platform. The assortment includes proprietary private-label brands (GOODHOME, Erbauer, MAC ALLISTER, FERRUA) alongside third-party branded merchandise, with installment financing offered via Credex.

Product overview

Brico Depot operates as a DIY and home improvement retail chain offering a comprehensive range of products across multiple categories. The business model consists of physical retail stores combined with an e-commerce platform. The product portfolio includes both proprietary brands (GOODHOME for furniture and storage, Erbauer for power tools) and third-party branded merchandise. Core product categories span garden and terrace, tools and equipment, climate control and heating, interior design, ceramic tiles and parquet, kitchen and appliances, bathroom and sanitary ware, construction materials, electrical products, hardware, and pet supplies. The company also offers financing options including online credit (Credex) and installment payment cards.

Differentiator

Problem solved

Functional benefit

Brands

• Goodhome: Private label brand for garden furniture, storage, and outdoor products
• Erbauer
• MAC ALLISTER
• FERRUA

Products and services

• GOODHOME (private label) Goodhome is Brico Depot's private-label brand offering garden furniture, outdoor storage solutions, interior doors, bathroom furniture, kitchen cabinets, and home organization products, sold exclusively at Brico Depot to consumers and professionals.
• Erbauer (private label) Erbauer is Brico Depot's exclusive private-label range of hand tools and power tools, including electric tools, batteries, and accessories, targeted at DIY consumers and professional tradespeople.
• MAC ALLISTER (partner brand) MAC ALLISTER is a partner brand at Brico Depot offering garden machinery such as lawn mowers, tractors, and other garden equipment for residential and professional landscaping use.
• FERRUA (private label) Ferrua is Brico Depot's private-label brand for power tools, available to DIY consumers and professional contractors through Brico Depot stores and the bricodepot.ro website.
• VORTEX air conditioners (partner brand) VORTEX is a partner brand at Brico Depot offering inverter air conditioning units with heating, cooling, and iFeel technology for residential climate control.
• DIY home improvement retail assortment Brico Depot's core multi-category retail assortment covering DIY, home renovation, garden and terrace, tools and equipment, climate control and heating, interior design, ceramic tiles and parquet, kitchen and appliances, bathroom and sanitary ware, construction materials, electrical products, hardware, and pet supplies, sold to consumers and professional contractors in-store and online.
• Credex online installment financing Credex online credit solution provides installment payment plans (from 19 lei/month) for purchases made at Brico Depot, enabling customers to spread the cost of larger home improvement and garden purchases.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Praktiker Romania: European DIY retail chain operating in Romania, offering home improvement, tools, and garden products. Comparable to Brico Depot in product range, store format, and target customer segments.
• Hornbach Romania: German DIY and home improvement chain with a presence in Romania. Directly comparable in assortment, project-based retail format, and pro-customer focus, competing with Brico Depot for both DIY consumers and professional contractors.
• Leroy Merlin Romania: French home improvement retail leader operating in Romania under the ADEO group. Offers nearly identical product categories to Brico Depot (garden, tools, kitchen, bath, construction) and targets the same DIY and professional customer base.
• Dedeman: Romania's largest home improvement and DIY retail chain, operating over 50 stores across the country. Directly competes with Brico Depot in hardware, tools, garden, kitchen, and construction materials, serving the same DIY and professional contractor segments.
• Kiwi (Romania): Local Romanian home improvement and DIY retailer serving both consumers and small contractors. Operates in the same competitive set as Brico Depot with overlapping product categories and similar value proposition.

Regional players

• Mr. Bricolage: French DIY retail chain focused primarily on France and nearby European markets. Comparable in assortment and target customers, useful as a regional benchmark for DIY retail economics and franchise-driven formats.

Others

• Hagebau: European home improvement cooperative and wholesale/retail platform. Comparable as an adjacent ecosystem participant — DIY retail, brand sourcing, and supply infrastructure relevant to Brico Depot's vendor and category management strategy.

Broad incumbents

• OBI: German DIY retail chain operating in Romania and across Europe. Overlaps with Brico Depot in home improvement, garden, and tools categories, serving similar DIY and professional customer segments.
• Kingfisher plc: UK-based home improvement group and parent operator of the Brico Depot brand across multiple European markets. Comparable as the broader incumbent controlling the Brico Depot platform and shared private label brands such as Erbauer and Goodhome.
• Bauhaus: European-wide DIY and home improvement chain with broad assortment across tools, garden, and construction. Comparable as a large-format, multi-category DIY retailer with overlapping target customers and product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwqYxmJz3wUtaQ6QZZehyBQ
• Facebookfacebook.com/BricoDepotRomania
• LinkedInlinkedin.com/company/bricodepot-romania
• Instagraminstagram.com/bricodepotromania

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Bricostore Romania S.A.