HomePro
HomePro (Home Product Center PCL, SET: HMPRO) is Thailand's largest home improvement and DIY retailer, operating 100+ stores nationwide under HomePro and Mega Home formats plus an e-commerce platform and third-party marketplace serving consumers with appliances, furniture, building materials, tools, and installation services.
- Company typePublic
- Founded2001
- HeadquartersNonthaburi, Thailand
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What HomePro does
HomePro (legally Home Product Center Public Company Limited, SET ticker: HMPRO) is Thailand's largest home improvement and DIY retail chain, operating more than 100 stores across all six Thai regions under three formats — HomePro S (compact), HomePro (standard), and Mega Home (large-format) — alongside a national e-commerce platform at homepro.co.th and a third-party marketplace called HomePro Mall. The company sells a comprehensive assortment spanning appliances, furniture, building materials, tools, plumbing, bathroom and kitchen fixtures, flooring, and home décor, stocking both premium international brands (LG, Samsung, Electrolux, Mitsubishi, Haier, Hitachi, Midea, Toshiba, Philips) and local offerings, with pricing ranging from sub-100 THB small items to over 100,000 THB industrial equipment.
The technology backbone combines an e-commerce storefront, a seller portal (seller.homepro.co.th) that onboards third-party merchants, a HomeCard loyalty mobile application with tiered membership (HomeCard and Prestige), and a beta-version AI assistant called Knowva that uses natural-language processing to interpret customer queries and recommend catalog products. Distribution is hybrid: in-store shopping, click-and-collect, same-day/next-day delivery, and a Home Service division providing installation, renovation, and repair (kitchen, bathroom, plumbing, air-conditioner cleaning).
The business model blends one-time retail revenue from physical stores and the online storefront, marketplace commissions from HomePro Mall third-party sellers, recurring-style HomeCard loyalty economics (1 point per 30 THB, Prestige tier at 8,334+ QF Points/year), and professional services revenue from Home Service installations and renovations. Customer segments are dominated by mass-market individual homeowners and DIY consumers (B2C), supplemented by a fragmented B2B base of brand partners and marketplace sellers; the company has no disclosed enterprise contract dependencies.
HomePro firmographics
Firmographics- Name
- HomePro
- Legal name
- Home Product Center Public Company Limited
- Website
- https://homepro.co.th
- Company type
- Public
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- HomePro (Home Product Center PCL, SET: HMPRO) is Thailand's largest home improvement and DIY retailer, operating 100+ stores nationwide under HomePro and Mega Home formats plus an e-commerce platform and third-party marketplace serving consumers with appliances, furniture, building materials, tools, and installation services.
- Ownership category
- akta.pro rank
HomePro industry classification
Industry- Product category
- Home Improvement Retail
- NAICS
- Home Centers (444110), Home Centers (44411)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- General Home Improvement & Hardware Stores (CRAIADAA)
- akta.pro secondary industries
- Home Improvement & DIY (Tools, Hardware, Paint) Distribution (CRAOAFAC), Pre-Sale / Move-In Whole-Home Refresh & Modernization (HSAPAEAJ)
Keywords
Where HomePro is headquartered
LocationHeadquarters
- HQ city
- Nonthaburi
- HQ country
- Thailand
- HQ region
- Asia
Offices1 record
Markets served
HomePro business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales - Physical Stores: Revenue generated from physical retail store sales across HomePro and Mega Home branches throughout Thailand. Stores carry a comprehensive range of home improvement products including appliances, furniture, building materials, tools, plumbing, and home décor.
- E-commerce Online Sales: Revenue from online sales through homepro.co.th, including direct sales and HomePro Mall marketplace commissions from third-party sellers. Online platform offers same-day, next-day, and standard delivery, as well as click-and-collect at physical stores.
- Home Services: Installation, renovation, and repair services including kitchen installation, bathroom renovations, plumbing installation, air conditioner cleaning, and general home repair services.
- HomeCard Loyalty Program: Points-based loyalty system where members earn 1 HomeCard point per 30 baht spent. Points can be redeemed for discounts. Prestige members get enhanced benefits including 800 points for 100 baht discount.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with regular promotional discounts |
| Freemium | Pay-as-you-go | HomeCard loyalty tiered membership |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
HomePro product offering
Product offeringCore offering
HomePro is Thailand's leading home improvement and DIY retail chain that sells home improvement products, furniture, electrical appliances, building materials, tools, plumbing, bathroom and kitchen fixtures across over 100 physical stores and an e-commerce platform (homepro.co.th). The company also provides professional home services including installation, renovation, and repair, and operates HomePro Mall as a marketplace for third-party sellers.
Product overview
HomePro is a Thai DIY retail chain and comprehensive home solutions platform combining physical retail stores with e-commerce capabilities. The company operates as a one-stop shopping destination for home improvement, offering products across categories including appliances, furniture, bathroom fixtures, kitchen equipment, building materials, tools, and outdoor living, complemented by professional installation and repair services. The product portfolio includes third-party brands (LG, Samsung, Electrolux, Mitsubishi, Haier, Toshiba, and others) alongside its own HomeCard loyalty program. HomePro's recent product launches include ANGEL Group's water treatment products (Whole-House Mini Water Softener and Faucet Water Purifier) distributed exclusively through its retail network.
Differentiator
Problem solved
Functional benefit
Brands
- HomeCard (โฮมการ์ด): Loyalty program offering point accumulation and redemption for discounts at HomePro and Mega Home stores, with Prestige membership tier for high-spending customers.
Products and services
- HomePro and Mega Home Physical Stores A nationwide retail network of over 100 stores across Thailand under HomePro and Mega Home brands offering home improvement products, appliances, furniture, building materials, tools, and home décor for individual consumers and DIY enthusiasts.
- HomePro Online Store (homepro.co.th)
Quantifiable outcome
- Up to 80% discounts offered on home repair items and services for flood relief in southern Thailand
- +2 more outcomes
Companies that use HomePro
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
HomePro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
HomePro partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- ANGEL GroupcoreANGEL Group launched two water treatment products — the Whole-House Mini Water Softener and the Faucet Water Purifier — in Thailand through HomePro's distribution network. The products address local water challenges such as hard water and impurities, with installation and after-sales support provided by ANGEL's local partner Mazuma.
- MazumacoreMazuma is ANGEL Group's local partner in Thailand, providing installation and after-sales support for ANGEL water treatment products distributed through HomePro stores.
- Thai WatsaducoreThai Watsadu partnered with the Commerce Minister and HomePro to offer up to 80% discounts on home repair items and services in southern Thailand following devastating floods, as part of a coordinated government recovery initiative.
- DoHomecoreDoHome partnered with the Commerce Minister and HomePro to offer up to 80% discounts on home repair items and services in flood-affected southern Thailand, operating across 40 locations in affected provinces.
- Global HousecoreGlobal House participated in a government-coordinated discount initiative alongside HomePro and other major building materials suppliers, offering up to 80% discounts on home repair items and services for flood recovery in southern Thailand.
- Mega HomecoreMega Home (a brand under the same parent company as HomePro) participated in the government-led discount program for flood-affected southern Thailand, offering up to 80% discounts on home repair items and services across 40 locations.
- Department of Internal Trade (Thailand)coreThe Department of Internal Trade, under Commerce Minister Suphajee Suthumpun, coordinated a joint initiative with major building materials suppliers including HomePro to offer up to 80% discounts on home repair items and services in flood-affected southern Thailand. The department oversaw pricing, stock availability, and repair services across 40 locations.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
HomePro competitors and assessment
Company assessmentDirect peers
- Power Buy: Thai consumer electronics and home appliance retailer under Central Group, competing with HomePro on the appliance, TV, and home electronics categories that form a core part of HomePro's assortment.
- DoHome: Thai home improvement and building materials retailer, also publicly listed and directly competing with HomePro across Thailand. DoHome participated with HomePro in the same Commerce Ministry flood-recovery program, confirming overlapping customer base and category.
- Thai Watsadu: Direct Thai home improvement and building materials retail competitor. Thai Watsadu was explicitly named alongside HomePro in the government-coordinated flood-relief discount initiative and operates a comparable big-box home improvement format across Thailand.
- Global House: Thai home improvement and construction materials retailer with comparable store formats and assortments. Global House was also part of the joint flood-relief initiative with HomePro, demonstrating direct competitive overlap.
- Mega Home: Wholly-owned subsidiary of HomePro that operates as a large-format home furnishings and DIY retail banner. Listed separately because it is reported as a distinct brand within the same parent, offering near-identical assortment to HomePro's main banner.
Broad incumbents
- Home Depot: Global benchmark for big-box home improvement retail. Comparable in category mix (appliances, tools, building materials, services), omnichannel model, and DIY/professional customer segmentation, though operating in a different geography.
- Kingfisher: European home improvement retailer (B&Q, Castorama) with omnichannel, marketplace, and services capabilities. Comparable in business model breadth—physical retail, e-commerce, marketplace, installation services—analogous to HomePro's strategy.
- Lowe's: US home improvement retailer with strong private-label, services, and loyalty programs. Comparable as a model for HomePro's omnichannel + services + loyalty positioning, though in a different geography and at much larger scale.
- IKEA (Thailand): Global furniture and home furnishings retailer that entered Thailand with full-format stores. Comparable as a one-stop home destination, though more furniture-focused than HomePro's DIY/building-materials orientation.
Regional players
- Index Living Mall: Thai furniture and home furnishings retailer with stores across Thailand and Southeast Asia. Comparable in furniture/home category mix and Thai consumer targeting, though more weighted toward furnishings than building materials.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
HomePro social profiles
Digital presenceHomePro financial estimates
Financial estimateRevenue estimate
Valuation estimate
HomePro leadership team
Management profileNumber of profiles
HomePro subsidiaries and ownership
Company hierarchySubsidiaries1 record
HomePro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HomePro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HomePro
What does HomePro do?
HomePro is Thailand's leading home improvement and DIY retail chain that sells home improvement products, furniture, electrical appliances, building materials, tools, plumbing, bathroom and kitchen fixtures across over 100 physical stores and an e-commerce platform (homepro.co.th). The company also provides professional home services including installation, renovation, and repair, and operates HomePro Mall as a marketplace for third-party sellers.
Is HomePro a public or private company?
HomePro is a public company. It is classified as public and is currently operating.
When was HomePro founded?
HomePro was founded in 2001. It employs 1,001 to 5,000 people.
Where is HomePro based?
HomePro is headquartered in Nonthaburi, Thailand, in the Asia region.
How does HomePro make money?
Four revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Online Sales, home Services and homeCard Loyalty Program.
Who are HomePro's main competitors?
Direct peers on record are Power Buy, DoHome, Thai Watsadu, Global House and Mega Home. Broad incumbents are Home Depot, Kingfisher, Lowe's and IKEA (Thailand). Index Living Mall is listed as a regional player.
Does HomePro have an API?
No public API is recorded for HomePro.
What industry is HomePro in?
HomePro's product category is Home Improvement Retail. Its primary akta.pro industry code is CRAIADAA, General Home Improvement & Hardware Stores, with a secondary code of CRAOAFAC, Home Improvement & DIY (Tools, Hardware, Paint) Distribution. Its NAICS code is 444110 and its SIC code is 5700.