What Hagebau does

Hagebau is a privately held German cooperative trading group (Einkaufs-/Handelsverbund) founded in 1964 that operates a centralized DIY and building materials retail platform combining e-commerce with a franchise network of approximately 800+ independently operated hagebaumarkt and hagebau kompakt stores across all 14 German federal states. The company's two principal legal entities are hagebau connect GmbH & Co. KG (Hamburg), which operates the hagebau.de online shop, and hagebau Handelsgesellschaft für Baustoffe mbH & Co. KG (Soltau), the central trading arm. The online storefront sells across nine categories—Auto & Zweirad, Bad & Sanitär, Bauen & Renovieren, Freizeit, Garten, Heizen & Klima, Küche, Werkzeug & Maschinen, and Wohnen—and integrates Click & Collect/Reserve fulfillment into the franchise store network. Managed by Geschäftsführer Frank Frithjof Staffeld and Ines von Jagemann, Hagebau operates with a reported 101–250 employees at the central entities.

The platform is built on third-party-vendor infrastructure: Adyen handles payment processing for PayPal, Google Pay, Apple Pay, and card payments; Unzer/payolution provides invoice, installment, and direct debit options; Braze powers email personalization and abandoned-cart recovery; Novomind AG provides web hosting and Agent Assist for customer service; HomieAI (baoo Technologies GmbH) supplies the product advisory chatbot; Mapbox powers the store-finder geolocation. The technology stack is therefore an assembled vendor ecosystem rather than a proprietary AI/data platform.

Revenue is generated primarily through merchandise sales (online and via franchise partners), with auxiliary streams from the Partner-Card loyalty program (3% instant discount) and gift cards sold online and in-store (€5–€250). Pricing includes standard shipping at €4.95 (free from €50 basket), bulky freight ranging from €9.95 to €160, and transaction fees absorbed via payment partners. The two identified customer segments are consumer/DIY purchasers (primary) and professional contractors/trade buyers (secondary). The business is Germany-only with no international delivery. No funding rounds, M&A, or external parent ownership are disclosed in the source material; the group appears to be collectively owned by its regional trading partner companies.

Name

Hagebau

Legal name

hagebau connect GmbH & Co. KG

Website

https://hagebau.de

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

Hagebau is a German cooperative trading group operating the hagebau.de online DIY/home improvement shop and a franchise network of approximately 800+ independently operated hagebaumarkt stores across Germany, serving consumer DIY buyers and professional contractors with building materials, tools, garden, and home products.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

General Merchandise Retailers (455), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Craft, DIY & Value Variety Stores (CRAEAGAC)

Keywords

• DIY home improvement
• Building materials retail
• Garden and outdoor
• Hardware store network
• Home improvement retail

Headquarters

HQ city

Soltau

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales (online and in-store): Hagebau operates online retail sales via hagebau.de and franchisee physical store sales. Revenue is generated through merchandise sales across categories including garden, tools, building materials, home living, and automotive. The online shop sells to consumers in Germany, with physical stores operated by franchise partners across Germany.
2. Partner-Card discount program revenue: Partner-Card program offering 3% instant discount on purchases, generating customer loyalty and repeat revenue. Certain exclusions apply (tobacco, magazines, books, vouchers, deposits, drop-shipped goods, services, and pallet goods).
3. Gift card sales: Hagebau gift cards sold online and in participating stores with values ranging from €5 to €250, generating float revenue and customer lock-in.
4. Digital advertising and marketing services: Retargeting, personalized email marketing (via Braze), abandoned cart emails, and catalog/postal marketing to customers. Newsletter includes product recommendations based on browsing and purchase history.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Hagebau operates a hybrid retail model combining the hagebau.de e-commerce platform with a network of approximately 800+ hagebaumarkt franchise stores across Germany. The cooperative trading group sells DIY and home improvement merchandise across categories including auto, bath/sanitary, building materials, garden, tools, kitchen, heating/climate, and living products, and offers ancillary services such as equipment rental, robotic lawn mower installation, gas bottle exchange, and electronics take-back.

Product overview

Hagebau operates as a cooperative of independent DIY and home improvement retailers in Germany, combining an online marketplace (hagebau.de) with a network of approximately 300 physical hagebaumarkt stores operated by regional partner companies. The primary digital product is the hagebau.de e-commerce platform, which integrates with physical stores through Click & Collect and Click & Reserve services. The product portfolio spans nine main categories (Auto, Bad & Sanitär, Bauen & Renovieren, Freizeit, Garten, Heizen & Klima, Küche, Werkzeug & Maschinen, and Wohnen). Supplementary services include the Partner-Card loyalty program offering 3% discount, gift cards (€5-€250), equipment rental, robotic lawn mower installation, gas bottle exchange, and electronics recycling. The online shop is operated by hagebau connect GmbH & Co. KG, while physical stores are independently operated by regional partners.

Differentiator

Problem solved

Functional benefit

Products and services

• hagebau.de Online Shop Central e-commerce storefront operated by hagebau connect GmbH & Co. KG that lists and sells DIY and home improvement merchandise across nine categories, with nationwide parcel, bulky-item, and freight delivery within Germany. Terms of sale limit purchases to private use by consumers.
• hagebaumarkt Franchise Stores Network of approximately 800+ independently owned and operated physical DIY/home improvement retail locations in Germany, providing in-store shopping, product availability, and pickup for online orders.
• Click & Collect Service allowing customers to order online and collect purchases from a selected hagebaumarkt store, subject to the same free-shipping thresholds as home delivery.
• Click & Reserve Service enabling customers to reserve products online for a designated pickup window at a local hagebaumarkt store.
• Partner-Card Loyalty Program Free loyalty and discount card providing a 3% immediate discount on every purchase at hagebaumarkt stores and on hagebau.de, with monthly communication cadence.
• hagebau Gutscheinkarte (Gift Card) Prepaid gift card available in fixed denominations that can be redeemed for merchandise at hagebaumarkt stores and on hagebau.de.
• Maschinenvermietung (Equipment Rental) Rental service for construction and DIY equipment and machinery available through the franchise store network.
• Mähroboter Installationsservice (Robotic Lawn Mower Installation) Professional installation service for robotic lawn mowers purchased through Hagebau.
• Gasflaschentausch (Gas Bottle Exchange) Exchange service for gas cylinders available at participating hagebaumarkt stores.
• Elektrogeräte Rücknahme (Electronics Take-Back) Take-back and disposal service for used electrical equipment at participating hagebaumarkt locations, in line with German WEEE obligations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Novomind AGcoreTechnology or IntegrationNovomind AG (Bramfelder Chaussee 45, 22177 Hamburg) provides web hosting for hagebau.de and the AI-powered Agent Assist system for customer service (analyzes incoming messages, provides sentiment analysis, and generates response suggestions for human agents). This is a critical infrastructure partnership for both the e-commerce platform and customer service operations.
• Adyen N.V.coreTechnology or IntegrationAdyen N.V. (Simon Carmiggeltstraat 6-50, 1011 DJ, Amsterdam, Netherlands) serves as the full payment service provider for hagebau.de, processing PayPal, Google Pay, Apple Pay, and credit card payments. Adyen handles identity verification, payment administration, credit checks, and fraud prevention for all online transactions.
• Unzer (payolution GmbH)coreTechnology or IntegrationUnzer/payolution GmbH provides additional payment options for hagebau.de including invoice (Rechnungskauf), installment purchases (Ratenkauf), and direct debit (Lastschrift). Requires credit check and is integrated into the checkout flow for customers preferring these payment methods.
• Braze, Inc.coreTechnology or IntegrationBraze, Inc. (28 East 28th St., 12th Floor, New York, NY 10016, USA) provides email marketing automation and newsletter personalization for hagebau.de, including abandoned cart recovery emails and personalized product recommendations. Data is processed in the USA under Standard Contractual Clauses.
• hagebaumarkt franchise partnerscoreChannel Partner/ Reseller/ DistributorHundreds of independently operated businesses operate under the hagebaumarkt and hagebau kompakt franchise brands. These partners operate physical retail stores, serve as Click & Collect pickup points, and collectively form the core of Hagebau's distribution network. Locations listed include companies such as B. Frieling GmbH & Co. KG (hagebaumarkt Coesfeld, Nottuln, Rhede, Bocholt, etc.), Bauking subsidiaries, Jos. Schneider GmbH & Co. KG, and many others.
• Smart Active Media GmbHminorGTM or Marketing PartnerSmart Active Media GmbH (Mittelweg 162, 20148 Hamburg) manages post-order promotional offers displayed on hagebau.de, presenting third-party deals to customers after they complete a purchase. Data shared includes gender, birth year, country, postal code, email hash, and IP address.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OBI: German DIY chain with hundreds of stores and an online shop covering tools, garden, and building materials. Comparable in assortment, target customer, and franchise/partnership-led store model.
• Hellweg: German family-owned DIY and home improvement retailer with stores and an online shop. Comparable in core categories (tools, garden, building materials) and DIY customer focus.
• Toom Baumarkt: German DIY chain owned by the Rewe Group, operating its own stores and e-commerce site. Closely comparable assortment across home improvement, garden, and tools, targeting DIY consumers and trade customers.
• Globus Baumarkt: German DIY chain with mid-size stores focused on home improvement, garden, and building materials. Comparable to Hagebau on assortment and DIY customer targeting.
• Bauhaus: Pan-European DIY specialty retailer with large-format hagebaumarkt-style stores in Germany. Directly comparable on product breadth, professional/DIY customer mix, and omnichannel retail execution.
• Hornbach Baumarkt: Large German DIY and home improvement chain operating its own store network and e-commerce site. Closely comparable to Hagebau on assortment (tools, garden, building materials), target customer (DIY + pros), and integrated online-offline retail model.

Emerging players

• ManoMano: European online DIY and home improvement marketplace. Comparable on assortment (tools, garden, building materials) and pure-play e-commerce model that competes with Hagebau's online shop for digital DIY spend.

Broad incumbents

• Rewe Group: Diversified German retail group that operates Toom Baumarkt as its DIY arm. Comparable as a parent/competitor with overlapping DIY customers, cross-format retail reach, and shared marketing scale.
• Amazon Germany: Germany's largest general e-commerce platform with a broad DIY, garden, and tools assortment. Competes with Hagebau's online shop for traffic and price-sensitive DIY shoppers, while lacking Hagebau's store-based Click & Collect fulfillment.

Regional players

• Westfalia: German mail-order and online retailer for DIY, home, garden, and automotive products. Comparable on assortment breadth and online-led distribution model serving DIY customers in Germany.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hagebauDe
• YouTubeyoutube.com/hagebaumarkt
• Facebookde-de.facebook.com/hagebau
• Instagraminstagram.com/hagebaumarkt
• Pinterestpinterest.de/hagebaumarktDE

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hagebau