toom Baumarkt

What toom Baumarkt does

toom Baumarkt GmbH is a German do-it-yourself (DIY) and home-improvement retail chain founded in 1860 and headquartered in Cologne (Köln), operating more than 300 physical stores across Germany with approximately 18,000 employees. The company is a wholly-owned subsidiary of REWE Group, Germany's second-largest grocery retail conglomerate, and serves three primary customer segments: DIY home improvers, garden and outdoor enthusiasts, and professional craftsmen requiring trade-grade tools and materials. Its product assortment spans five main categories — workshop and machinery, building and renovation, bathroom and sanitary, garden and leisure, and living and household — combining private-label (toom Eigenmarke) products with national brands such as Bosch, Einhell, Duravit, Knauf, and Saint-Gobain Weber.

The business operates as an omnichannel retail platform integrating physical stores with an e-commerce website (toom.de), an iOS/Android mobile app, a 2-hour Click & Collect reservation service, and market delivery for bulky items. Supporting services include the Vorteilskarte loyalty program with tiered annual bonus credits (3–10% based on spend) and instant-discount status for top-tier customers, a Handwerksservice craftsman-referral marketplace, van rental, custom wood cutting, disposal, financing, and chat/video consultation. Revenue is generated primarily through transactional one-time retail sales across in-store and online channels, supplemented by gift card sales and loyalty-driven repeat purchase. The company has no disclosed revenue figure, operates only in Germany, and does not publicly trade; it is managed by a four-person board led by Chairman Jochen Vogel.

Name

toom Baumarkt

Legal name

toom Baumarkt GmbH

Website

https://toom.de

Company type

Private

Founded year

1860

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

toom Baumarkt is a German DIY and home-improvement retailer operating 300+ stores across Germany with ~18,000 employees, serving DIY consumers, gardeners, and professional craftsmen as a subsidiary of REWE Group.

Ownership category

akta.pro rank

Product category

Home Improvement Retail (DIY Baumarkt)

NAICS

Home Centers (444110), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)

Keywords

• Home improvement retail
• DIY building materials
• Garden center supplies
• Tools and machinery
• Household goods

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices2 records

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. Physical Retail Store Sales: Revenue generated from sales of home improvement, building, renovation, garden, and household products through over 300 physical retail locations across Germany.
2. E-commerce Sales (toom.de Online Shop): Revenue from online sales through the company's website and mobile app, including package shipping and home delivery services.
3. Vorteilskarte Loyalty Program: Bonus loyalty program where customers earn credits based on purchases, with tiered bonus percentages (3-10%) redeemed as vouchers, and instant discount status for high-spending customers.
4. Gift Cards (Gutscheinkarte): Digital gift cards sold in various designs with customizable amounts (€5-200 per card, max €500 per cart), valid for 3 years across all toom stores.
5. Market Delivery Service: Service where large items ordered online are delivered from selected stores to customer locations, with payment made upon delivery.

Pricing tiers

Distribution channels1 record

Marketing channels8 records

Core offering

toom Baumarkt operates a German DIY and home improvement retail chain with more than 300 physical stores, an online shop, and a mobile app. It sells branded and private-label products across tools, building materials, renovation supplies, bathroom fixtures, garden and outdoor equipment, and household goods, complemented by services such as Click & Collect, market delivery, custom wood cutting, van rental, and handyman referrals.

Product overview

toom Baumarkt is a German DIY and home improvement retail chain operating over 300 stores nationwide with its headquarters in Cologne. The company operates as a unified retail platform combining physical stores with digital channels including an online shop (toom Online-Shop), a mobile application (toom App), and various customer services. The core offering centers on five main product categories: Werkstatt & Maschinen (workshop tools and machinery), Bauen & Renovieren (building and renovation materials), Bad & Sanitär (bathroom and sanitary products), Garten & Freizeit (garden and outdoor leisure), and Wohnen & Haushalt (living and household items). Supporting the retail operations, toom offers an ecosystem of services including a loyalty program (toom Vorteilskarte), delivery and pickup options (Markt-Lieferung, Online Reservierung), tradesperson connections (Handwerksservice), equipment rental (Miettransporter), custom cutting services (Holzzuschnitt), digital customer support (Chat und Videoberatung), and gift cards (Gutscheinkarte). The company is part of the REWE Group and emphasizes its own-brand products alongside national brands, backed by a 3-fach Garantie warranty program with 5-year guarantees on own-brand items.

Differentiator

Problem solved

Functional benefit

Products and services

• toom Online-Shop

Quantifiable outcome

• Named 'Preissieger' (Price Winner) by GermanyTest for 10 consecutive years, demonstrating consistent value pricing

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bauhaus: Major German DIY hypermarket chain with a comparable store count (~150-300+) and similar one-stop-shop positioning across building, workshop, garden, and household categories. Direct competitor for both DIY consumers and professional craftsmen in Germany.
• OBI: One of Germany's largest DIY retail chains with hundreds of stores nationwide, offering similar product categories to toom (building, garden, tools, household). Operates a strong franchise model and competes directly in both urban and suburban catchments across Germany.
• Hellweg Die Profi-Baumärkte: German DIY chain with a strong professional/tradesperson positioning, comparable to toom's Handwerksservice and Bosch PRO Deals focus. Overlaps on building materials, tools, and renovation supplies for both DIY and pro segments in Germany.
• Leroy Merlin (Germany): Subsidiary of French-listed Adeo Group operating large-format DIY hypermarkets in Germany. Comparable to toom in store format, product breadth, and customer segments; brings international best-practice and competes on assortment depth.
• Hagebau: German DIY retail cooperative (handelsgesellschaft für bau und heimwerkermarkt) operating a nationwide network of independent affiliated stores. Overlaps with toom on building materials, tools, garden, and household assortment; competes via shared cooperative purchasing and decentralized store operations.
• Hornbach Baumarkt: Germany's largest specialty DIY retail chain, operating large-format home improvement and garden centers with integrated e-commerce. Closest direct competitor to toom with similar product breadth across building materials, tools, garden, and renovation; competes head-to-head on price, assortment, and pro/DIY customer segments.

Regional players

• BAUKING: German building materials and DIY retail chain focused on northern and eastern Germany, serving both consumers and professional contractors. Comparable to toom on building materials and pro segment, but with a more regional footprint.

Broad incumbents

• REWE Group (sister divisions / grocery retail): Parent of toom Baumarkt. While not a direct competitor, REWE's grocery and travel retail operations provide shared infrastructure, purchasing scale, and customer overlap that influences toom's competitive position versus pure-play DIY chains.
• HORNBACH Holding (parent): Parent group of Hornbach Baumarkt; relevant comparison point for toom as a parent-subsidiary structure of a major DIY retailer. While broader in scope (includes DIY plus other formats), it shows the scale and capital structure typical for toom's tier of competitor.

Others

• Kingfisher: UK-listed home improvement retail group (B&Q, Castorama, Screwfix) operating pan-European. Comparable international DIY peer for benchmarking omnichannel strategy, pro segment focus, and private-label development relevant to toom's roadmap.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/toomteam
• Facebookfacebook.com/toom
• LinkedInde.linkedin.com/company/toom-baumarkt
• Instagraminstagram.com/toombaumarkt.karriere
• Xx.com/toombaumaerkte

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 toom Baumarkt