Hubo Belgium

What Hubo Belgium does

Hubo Belgium (legal entity Hubo België nv) is a Belgian do-it-yourself (DIY) retail chain headquartered in Wommelgem, Belgium, founded in 1992. The company operates more than 160 physical stores across Belgium under a franchise model, complemented by an e-commerce storefront with home delivery and in-store pickup. It serves a primarily B2C mass-market customer base of DIY enthusiasts (doe-het-zelvers) and a secondary segment of professional contractors, addressing needs across home improvement, construction, renovation, gardening, automotive care, pet care, and leisure.

The product offering is organized across 18 main categories including garden, building materials, wood and carpentry, tools, sanitary, heating, lighting, hardware, electricity, paint and wood protection, household, windows and doors, decoration, automotive and cycling, kitchen, pet care, leisure, and safety and protection. Beyond products, Hubo has built an ecosystem of in-store services: paint mixing (Verfmengservice), key cutting (Sleutelservice), European license plate ordering (Nummerplaat Service), custom work (Maatwerk), delivery van rental (Hubo Bestelwagen), kitchen design (Quizzi Keukens), and a mobile app for loyalty management. Two notable partnerships extend monetization beyond retail: Hubo Rent (tool and equipment rental operated with Loxam) and RingTwice (handyman referral). The Bonus Kaart loyalty program (1 point per €2 spent, €5 discount per 200 points) and gift card program support repeat engagement.

Hubo makes money primarily through one-time retail sales of branded DIY products across company-owned and franchised stores, augmented by usage-based rental fees (Hubo Rent), professional services referral economics (RingTwice), and volume-based loyalty rewards. Pricing is consumer-facing at standard retail levels, with promotions, eco-cheques acceptance, free home delivery over €500 on garden furniture, and cashback campaigns. The company is a privately held nv (Naamloze Vennootschap) led by founder-owner-CEO Erwin Van Osta, operating exclusively in the Belgian market with 1001-5000 employees and is positioned as a 100% Belgian organization. Revenue is not publicly disclosed.

Name

Hubo Belgium

Legal name

Hubo België nv

Website

https://hubo.be

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hubo Belgium is a Belgian DIY retail chain operating 160+ franchise stores and an e-commerce site, selling branded tools, building materials, garden, and home improvement products across 18 categories to mass-market DIY enthusiasts and professional contractors throughout Belgium.

Ownership category

akta.pro rank

Product category

DIY Home Improvement Retail

akta.pro primary industry

Kitchen & Pantry Organization (HSAFAAAC)

Keywords

• DIY retail
• Home improvement
• Building materials
• Hardware store
• Garden supplies

Headquarters

HQ city

Wommelgem

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical and online retail of DIY hardware, building materials, tools, garden equipment, and home improvement products through company-owned and franchise stores.
2. Equipment Rental Services: Hubo Rent service in partnership with Loxam offers professional tools and equipment for rent to DIY enthusiasts on a per-rental basis.
3. Professional Services: Hubo offers handyman services through Ringtwice partnership and job services, connecting customers with professionals for DIY and home improvement tasks.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Hubo Belgium is a Belgian DIY retail chain operating 160+ physical stores plus an e-commerce platform, selling tools, building materials, garden products, paint, sanitary, heating, lighting, and home improvement supplies to DIY enthusiasts and professional contractors. The company supplements product sales with value-added in-store and partner-led services including tool rental (Hubo Rent via Loxam), paint mixing, key cutting, kitchen design (Quizzi), handyman referrals (Ringtwice), home delivery, and a bonus point loyalty program.

Product overview

Hubo Belgium is a Belgian DIY (do-it-yourself) retail chain operating as a physical and online store. The company offers a comprehensive product portfolio organized into 18 main categories covering garden, building materials, wood & carpentry, tools, sanitary, heating, lighting, hardware, electricity, paint & wood protection, household, windows & doors, decoration, automotive & cycling, kitchen, pet care, leisure, and safety & protection. Alongside its product offerings, Hubo provides value-added services including Hubo Rent (equipment rental via Loxam partnership), the Hubo Bonus Kaart loyalty program, the Hubo App mobile application, paint mixing service, key cutting service, license plate service, custom work (Maatwerk), delivery van service, handyman service (RingTwice), kitchen design service (Hubo Quizzi Keukens), and home delivery. The company operates over 160 stores across Belgium with its headquarters in Wommelgem.

Differentiator

Problem solved

Functional benefit

Products and services

• Hubo Rent Equipment rental service operated in partnership with Loxam, offering professional tools for DIY projects including drilling, breaking, wood working, cleaning, stone and concrete work, gardening, painting, wallpapering, and sanitizing/drying. Targeted at DIY enthusiasts who need occasional access to professional-grade equipment.
• Hubo Bonus Kaart Customer loyalty card program where shoppers earn bonus points (1 point per €2 spent), redeemable for €5 discount vouchers upon reaching 200 points, with additional birthday surprises for cardholders.
• Hubo App Mobile application available on iOS and Android for customers to manage their Bonus Kaart loyalty card, browse products, access promotions, and request bonus points.
• Verfmengservice (Paint Mixing Service) Paint mixing service allowing customers to get custom-colored paint mixed to their specifications in Hubo stores.
• Sleutelservice (Key Cutting Service) Key cutting and duplication service available in Hubo stores for customers needing spare or replacement keys.
• Europese Nummerplaten Service (European License Plate Service) European license plate ordering service available in Hubo stores for vehicle owners.
• Maatwerk (Custom Work) Custom work services for various DIY projects, allowing customers to order tailored solutions to specific dimensions or requirements.
• Hubo Bestelwagen (Delivery Van Service) Delivery van service for transporting purchased bulky materials to customer homes.
• Klusjesdienst via RingTwice (Handyman Service) Handyman service operated via the RingTwice partnership that connects customers with local professionals for various household tasks and installations.
• Hubo Quizzi Keukens (Kitchen Design Service) Kitchen design and consultation service for custom kitchen projects, guiding customers from planning through installation.
• Thuislevering (Home Delivery) Home delivery service for online and in-store purchases, with free delivery offered for garden furniture purchases of €500 or more.
• Hubo Cadeaukaart (Gift Card) Gift card program that can be given as presents or used as rewards, redeemable across Hubo stores and online.

Quantifiable outcome

• 160+ stores serving Belgian DIY market

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• LoxamcoreStrategic or Co-development PartnerHubo Rent is a tool and equipment rental service operated in partnership with Loxam, one of Europe's largest equipment rental companies. This partnership allows Hubo to offer professional-grade tools for occasional DIY use, expanding Hubo's service offering beyond simple retail. Loxam provides the rental inventory and operational infrastructure while Hubo provides the customer interface and store locations.
• RingtwiceminorChannel Partner/ Reseller/ DistributorRingtwice is a handyman service (Klusjesdienst) that partners with Hubo to connect customers with professional tradespeople for DIY and home improvement tasks. This extends Hubo's service offering beyond product sales to include professional installation and repair services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mr. Bricolage: Mr. Bricolage is a French DIY retail chain with stores in Belgium that directly competes with Hubo through similar franchised store networks, comparable DIY product assortments, and parallel service offerings.
• Gamma: Gamma is a major Dutch/Belgian DIY retail chain that directly competes with Hubo in Belgium, offering similar product categories, services, and store formats targeting DIY consumers. Both brands operate under the broader Intergamma group with comparable omnichannel strategies.
• Brico: Brico is one of Hubo's closest direct competitors in the Belgian DIY market, operating a similar large-format hardware store network under the Maxeda Retail Group. Both target DIY enthusiasts with comparable product assortments across tools, building materials, garden, and home improvement categories.
• Praxis: Praxis is a Dutch DIY/home improvement chain that competes directly with Hubo in product assortment, target customer, and franchise-driven store model. It serves as a relevant adjacent competitor and operational benchmark for Hubo's franchised retail approach.
• Karwei: Karwei is a Dutch DIY retail chain owned by Intergamma alongside Gamma, offering comparable products and services to Hubo. It is a direct competitor in adjacent geography with the same franchised retail model and DIY customer base.
• Intergamma: Intergamma is the parent organization of Gamma and Karwei, the closest Dutch/Belgian competitors to Hubo. It is comparable as a franchise-driven DIY retail group with similar omnichannel strategies and a focus on the DIY enthusiast segment.

Broad incumbents

• B&Q: B&Q is the UK's largest home improvement and garden centre retailer, owned by Kingfisher Group. It is comparable as a leading DIY chain with strong brand recognition, omnichannel operations, and broad product range targeting both DIY enthusiasts and trade customers.
• Hornbach: Hornbach is a German-based DIY big-box retailer operating in Belgium and across Europe with very large format stores, deep assortments in building materials, and strong pro-customer focus. It is a relevant incumbent competing with Hubo for the same Belgian DIY and trade segments.
• Leroy Merlin: Leroy Merlin is a pan-European DIY big-box retailer (part of ADEO Group) operating large-format stores in Belgium. It competes with Hubo on a broader assortment, larger store sizes, and stronger purchasing power, making it a larger-scale incumbent in the same market.
• Bauhaus: Bauhaus is a major European DIY and home improvement chain operating specialty stores across multiple countries including Belgium. It competes with Hubo across similar product categories and DIY customer base, with deeper assortment in specialty categories like sanitary and tiles.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/HuboBelgie
• Facebookfacebook.com/hubo.be
• LinkedInbe.linkedin.com/company/hubo-belgi%C3%AB-nv
• Instagraminstagram.com/hubo_belgie
• TikToktiktok.com/@hubobelgie
• Pinterestpinterest.com/HuboBelgie

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 Hubo Belgium