BRICOMA HOLDING

What BRICOMA HOLDING does

Bricoma Holding is a Moroccan specialty retailer operating the Bricoma brand, a DIY, home improvement, and gardening chain with 24 owned retail stores across 16 cities including Casablanca, Rabat, Marrakech, Tanger, and Agadir. The company was founded in 2002, is privately held, headquartered in Casablanca, and employs 251-500 staff. Its offering spans more than 10,500 SKUs across 19 product categories - including gardening and outdoor equipment, pools, pet supplies, bathroom and plumbing, kitchen equipment, hardware, storage, decoration, heating and cooling, flooring, lighting, electrical supplies, tools, paint, DIY supplies, ladders, intercoms, and a dedicated CHR (hotel-restaurant) line - sold under a dual-channel model combining physical retail with a Magento-based e-commerce platform (bricoma.ma) that supports home delivery (up to 4 business days) and click-and-collect at the Ain Sebaâ Casablanca store.

The business generates revenue predominantly through retail product sales at fixed unit prices in Moroccan Dirhams, ranging from roughly 30 MAD for small consumables to 21,790 MAD for professional equipment such as Kawasaki lawnmowers, with regular promotional discounting. Customer segmentation is horizontal across individual DIY homeowners (primary), professional artisans served through the BRICOMAM3ALEM loyalty card, and the CHR hospitality segment. The go-to-market relies on content marketing via the 'Conseils Bricoma' blog and video tutorials, social media on Instagram/Facebook/LinkedIn/YouTube, email to loyalty members, and printed flyers; retention is driven by the AMIBRICOMA loyalty program (welcome points, 1% cashback, bonus points above 5,000 DHS, 15-day exchange) and a consumer financing partnership with Moroccan credit institutions for purchases above 2,000 DHS.

The competitive positioning is anchored by the breadth of physical distribution in Morocco and the depth of category coverage that allows Bricoma to act as a one-stop shop for renovation, maintenance, and outdoor needs. The technology layer is conventional e-commerce rather than a differentiated platform, no AI/ML capabilities are disclosed, no patents or proprietary models are on file, and no funding history, M&A, or leadership-team details are publicly available. Ownership and revenue figures are not disclosed in the source material.

Name

BRICOMA HOLDING

Legal name

BRICOMA

Website

https://bricoma.ma

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

Bricoma Holding operates Morocco's largest DIY and home improvement specialty retail chain, running 24 owned stores across 16 cities and a Magento-based e-commerce platform offering 10,500+ SKUs to homeowners, artisans, and hospitality buyers.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)

Keywords

• Home improvement retail
• DIY supplies
• Gardening equipment
• Hardware retail
• Tools and hardware

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Bricoma generates revenue through the sale of DIY, gardening, tools, and home improvement products across 24 physical stores and an e-commerce platform. Products are sold at fixed retail prices with promotional discounts. Consumer financing is available for purchases above 2000 DHS through partnered credit institutions, enabling higher-value transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

BRICOMA HOLDING operates a Moroccan home improvement and DIY retail chain through 24 physical stores across 16 cities and an e-commerce platform (bricoma.ma), offering more than 10,500 products spanning gardening, tools, paint, plumbing, lighting, electrical, kitchen equipment, and pool supplies. The company targets individual consumers, artisans, and small hospitality businesses through dedicated loyalty programs (AMIBRICOMA and BRICOMAM3ALEM) and a consumer financing service for purchases above 2,000 MAD.

Product overview

Bricoma is a Moroccan DIY and home improvement retail chain operating 24 stores across 16 cities. The company offers an e-commerce platform alongside physical stores, providing 10,500+ products across 19 major categories including Gardening & Outdoor, Pools, Pet Supplies, Bathroom & Plumbing, Kitchen Equipment, Hardware, Home Storage, Decoration, Heating & Air Conditioning, Floor/Wall Coverings, Lighting, Electrical Supplies, Phone Accessories, Tools, Paint, DIY Supplies, Ladders & Height Equipment, Intercoms/Video Doorbells, and Hotel/Restaurant Supplies. The product portfolio includes power tools from brands like BOSCH, CROWN, and ELG TOOLS, garden equipment, bathroom fixtures, lighting solutions, and automotive accessories. Services include a loyalty program (AMIBRICOMA), consumer financing for purchases over 2000 MAD, home delivery within 4 business days, and a 7-day return policy.

Differentiator

Problem solved

Functional benefit

Brands

• AMIBRICOMA: Loyalty card program with 5 advantages including welcome points, 1% cashback on purchases, bonus points for purchases over 5000 dhs, merchandise exchange within 15 days, and promotional communications
• BRICOMAM3ALEM

Products and services

• Bricoma E-commerce Platform
• AMIBRICOMA Loyalty Program
• BRICOMAM3ALEM Artisan Loyalty Card
• Consumer Financing Solutions
• Home Delivery Service
• Articles ménagers CHR (Hotel & Restaurant Supplies)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Leroy Merlin Morocco: Leroy Merlin is the largest DIY and home improvement retailer operating in Morocco, offering similar product categories including tools, gardening, plumbing, electrical, and home equipment. It is Bricoma's most direct competitor with comparable physical store presence and product breadth, though with greater international scale and supply chain capabilities.
• Mr. Bricolage: Mr. Bricolage is an international DIY retailer with franchise-based store presence in multiple markets including Morocco. Operates a comparable store network offering hardware, tools, gardening, and home improvement products, directly competing with Bricoma's core offering.
• Bricorama: Bricorama is a French DIY and home improvement retailer with European store presence. Comparable in size and product category breadth to Bricoma, serving similar customer segments with DIY, gardening, hardware, and home renovation products.

Broad incumbents

• Castorama: Castorama is a major European DIY retailer (Kingfisher Group subsidiary) with extensive store network. While primarily European-focused, it represents a comparable business model in DIY retail with broader international scale and supplier relationships than Bricoma.
• Home Depot: Home Depot is the world's largest home improvement retailer, serving both DIY consumers and professional contractors. While not in Morocco, it represents the largest-scale comparable business model with similar category breadth, professional customer programs (Pro Loyalty), and omnichannel strategy.
• Lowe's: Lowe's is a major North American home improvement retailer with broad DIY and professional offerings. Comparable to Bricoma in category breadth (tools, gardening, plumbing, electrical, paint) and dual customer focus (DIY consumers and contractors).
• Ace Hardware: Ace Hardware is a major global hardware cooperative with broad DIY/home improvement product offerings. While not present in Morocco, its cooperative/retailer model with strong loyalty and professional contractor programs is analogous to Bricoma's BRICOMAM3ALEM concept.

Regional players

• IKEA Morocco: IKEA operates in Morocco with stores in Casablanca, offering furniture and home goods with partial overlap in storage, decoration, lighting, and kitchen equipment categories. While primarily furniture-focused, IKEA's Moroccan presence creates competitive overlap in select home furnishing categories.

Emerging players

• Kitea: Kitea is a Moroccan home and furniture retailer offering furniture, decoration, and home accessories. While more furniture-focused than Bricoma's full DIY offering, Kitea competes in adjacent categories like decoration, lighting, and storage, serving similar Moroccan consumer demographics.

Others

• Marjane: Marjane is a Moroccan hypermarket chain (part of Label'Vie group, affiliated with Carrefour) carrying some home improvement and household items among broader grocery and general merchandise offerings. Multiple Bricoma stores are located within Marjane shopping centers, indicating both partnership and partial competitive overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC12K3iMG1BJSQxpQtANQogg
• Facebookfacebook.com/bricoma.ma
• LinkedInlinkedin.com/company/bricoma
• Instagraminstagram.com/bricoma.ma

Revenue estimate

Valuation estimate

Number of profiles

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 BRICOMA HOLDING