Brico

What Brico does

Brico is a Belgian DIY retail chain founded in 1973 and operated as Brico Belgium N.V., a wholly-owned subsidiary of Maxeda DIY Group. The company is the largest DIY retailer in Belgium and the Benelux, operating 152 stores across Belgium, Luxembourg, and the Netherlands under multiple formats: Brico medium-box, BricoPlanit XXL (13 stores exceeding 10,000 m²), BricoCity small urban stores, and Briko Dépôt (1 warehouse-format store). Approximately 92 stores operate under a franchise model. Brico employs roughly 3,000 people across its operations.

The company's product offering spans more than 200,000 SKUs across categories including tools, building materials, garden, kitchens, bathrooms, paints, flooring, smart home, and renewable energy, with private-label brands such as Aquazuro, AquaVive, Sencys, Central Park, Deco Mode, Perfection, Xceed, Rockwell, Worx, and Base Line. Digital channels include the brico.be e-commerce platform (integrated with BricoPlanit since 2019), a mobile app with loyalty card scanning and store-locator functionality, and a Mirakl-powered marketplace launched in February 2023 that extends the assortment to over one million SKUs via third-party sellers. Services include Reserve & Go click-and-collect, Boels tool rental, paint tinting, Pwiic home-services matching, Makers Atelier workshops, Brico Solar (panels via Earth partnership), and an Energy Performance Certificate service via ACA VZW.

Brico generates revenue primarily through one-time retail sales across its physical stores and e-commerce platform, supplemented by franchise fees, marketplace commissions from third-party sellers, and an annual €60 Bplus loyalty subscription offering a minimum 10% discount on purchases. Distribution is centralised through the Maxeda Supply Chain warehouse in Willebroek (~100,000 m²). The company markets to consumer DIY enthusiasts, professional tradespeople, and sustainable/energy-conscious households, and reports 99% brand awareness in Belgium with 6 million loyal customers across its Benelux operations.

Name

Brico

Legal name

Brico Belgium N.V.

Website

https://brico.be

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Brico, founded in 1973 and part of Maxeda DIY Group, is the largest DIY retailer in Belgium and the Benelux, operating 152 Brico, BricoPlanit, BricoCity, and Briko Dépôt stores plus the brico.be e-commerce platform and Mirakl-powered marketplace, serving consumer DIY enthusiasts, tradespeople, and sustainable-home customers across Belgium, Luxembourg, and the Netherlands.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical store sales across 152 Brico, BricoPlanit, and BricoCity locations in Belgium, Luxembourg, and Netherlands. Products include tools, building materials, garden, home improvement items.
2. Franchise Fees: Revenue from franchise operations where 92 stores are operated under franchise model with ~60% of all sales points under franchise
3. Marketplace Commission: Online marketplace through Mirakl platform integrated into brico.be and Praxis.nl, allowing third-party sellers to offer products. Commission-based revenue from verified sales partners.
4. Solar Panel Sales and Rental: Brico Solar offers purchase and rental of solar panels through partnership with Earth, including installation services

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Brico is a Benelux DIY home improvement retailer and wholesaler operating approximately 150 stores under the Brico, BricoPlanit, BricoCity, and Briko Dépôt banners, selling tools and equipment, building materials, and garden/outdoor products. The company complements its store network with an e-commerce platform, a third-party marketplace, and in-store services such as tool rental, paint tinting, custom kitchen design, van rental, and solar installation, targeting both consumer DIY enthusiasts and professional tradespeople.

Product overview

Brico operates as a multi-format DIY retailer in Belgium with a unified e-commerce platform (Brico.be) integrated with physical store formats: BricoPlanit (13 XXL stores over 10,000 m²), BricoCity (small urban format), and Briko Dépôt (discount warehouse). The company offers over 200,000 products across categories including tools, garden, building materials, bathrooms, kitchens, paints, flooring, smart home, and renewable energy. Digital services include the Brico App, Reserve & Go pickup, and a Mirakl-powered marketplace expanding the assortment to over one million products. Premium offerings include Bplus membership (€60/year for 10%+ discounts), Brico Solar for solar panels via Earth partnership, and services such as tool rental (Boels), paint tinting, Pwiic home services, and Makers Atelier workshops. BricoPlanit Exclusives and custom kitchen design add specialized offerings unavailable at standard Brico stores.

Differentiator

Problem solved

Functional benefit

Brands

• Bplus: Annual membership programme offering a minimum 10% discount on all purchases for €60 per year.
• Brico Solar
• BricoApp
• Pwiic
• Reserve & Go

Products and services

• Brico E-commerce Platform Online store at Brico.be offering the full DIY assortment across Tools & Equipment, Materials & Construction, and Garden & Outdoor categories, with delivery and click-and-collect (Reserve & Go) for consumers and trade buyers.
• Maxeda Marketplace (third-party marketplace on Brico.be) Mirakl-powered marketplace on Brico.be where third-party sellers list and sell DIY, home, and lifestyle products alongside Brico's own inventory, generating commissions on third-party transactions.
• Bplus Loyalty Membership Annual paid membership priced at €60 per year providing Brico customers with loyalty benefits, exclusive offers, and preferential pricing in stores and online.
• Reserve & Go Online order reservation and in-store collection service, with product availability checks by store so customers can confirm an item is in-stock before travelling to collect it.
• Tool Rental Service In-store rental of power tools and equipment for DIY customers who need to use a tool for a project without purchasing it outright.
• Paint Tinting Service Custom paint mixing and colour-matching service performed in Brico stores via on-site paint-tinting machines, allowing customers to obtain desired colours and finishes.
• Custom Kitchen Design & Installation Custom kitchen design, supply, and installation service sold to consumers undertaking kitchen renovation projects, combining advisory, product, and installation into a single offering.
• Van Rental Service Rental of vans (and related transport equipment) from Brico store locations, enabling customers to take bulky DIY materials and large purchases home.
• Energy Performance Certificate Service In-store service providing energy performance certificates (EPC / PEB) for residential properties, supporting customers buying, selling, or improving homes.
• Pwiic Installation Service Service that connects customers with installers and handymen for DIY, assembly, and home improvement jobs, sold through the Brico ecosystem.
• Makers Atelier (workshops) In-store Maker ateliers offering hands-on creative workshops for DIY consumers to learn techniques and complete small creative projects.
• Brico Solar Supply and installation of residential solar photovoltaic (PV) systems under the Brico Solar sub-brand, combining renewable energy product sales with on-site installation services.
• Brico Mobile App Standalone Brico mobile application through which customers discover products, manage their Bplus loyalty account, access offers, and engage with store services.

Quantifiable outcome

• 10,000€ of materials donated to each of 20 winning schools annually through Klushelden program
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MiraklcoreTechnology or Integration · 1 February 2023Mirakl provides the SaaS platform technology powering Maxeda DIY Group's online marketplace. The marketplace is integrated into existing Brico.be and Praxis.nl websites and apps. Mirakl supports 350+ brand marketplaces globally and provided seamless integration for the Benelux DIY marketplace launch.
• EarthcoreStrategic or Co-development Partner · 1 August 2019Earth is the Belgian solar panel specialist partnered with Brico for the Brico Solar program. Earth provides technical analysis of homes and installs solar panels. This partnership enables Brico to offer both purchase and rental options for solar panels, a first in Belgium, making solar energy accessible without large upfront investment.
• ACA VZWminorStrategic or Co-development PartnerACA VZW provides energy performance certificates (EPC) through energie.brico.be. Brico offers €250 discount voucher on energy renovation projects for customers who complete an EPC audit through ACA.
• Recupel & BebatminorOthersPartnership for collecting and recycling batteries, lamps, fluorescent tubes, and electrical appliances in Brico stores. Environmental compliance and sustainability initiative.
• BoelsminorChannel Partner/ Reseller/ DistributorTool rental partnership where Boels provides equipment rental services within Brico, BricoCity and BricoPlanit stores for customers needing tools for renovation, transformation, or construction projects.
• GaeleminorOthersGaele Monitoring App provides energy consumption monitoring for Brico Solar customers. Also an initiative of Test Aankoop that independently searches for best gas and electricity market prices after analyzing personal consumption.
• EDRA/GHIN Scope 3 TaskforceminorStrategic or Co-development PartnerMajor DIY retailers cooperating to reduce chain emissions through the European DIY Retail Association. Part of Maxeda's sustainability initiatives for Scope 3 emissions reduction.
• Schijvens Corporate FashionminorOthersOver 30-year partnership for sustainable corporate clothing. Schijvens recycles old employee uniforms to create new clothing. They are also Fair Wear Foundation members for better working conditions in textile factories.
• SBTi (Science Based Targets initiative)coreOthersMaxeda DIY Group has committed to SBTi for scientifically validated climate targets. Goals include 51% CO2 reduction for Scope 1 and 2 by 2030 (vs 2021), 95% by 2035, and net-zero by 2050.

Scale indicators14 records

Recent moves27 records

Expansion highlights6 records

Direct peers

• Hubo: Belgian DIY chain with strong regional brand recognition and a similar mix of company-owned and franchise stores. Directly comparable on store format, customer segment (DIY enthusiasts and tradespeople), and Belgian market positioning.
• Karwei: Dutch DIY chain under Intergamma, the higher-end, smaller-format counterpart to Gamma. Comparable to BricoCity in urban positioning, with overlap on Brico's mid-tier customer base in the Netherlands.
• Leroy Merlin: The largest DIY retailer in Europe and the principal direct competitor to Brico in Belgium. Operates a similar big-box + smaller-format strategy with a strong service and installation layer, backed by the Adeo group. Compares on assortment breadth, private-label strategy, and energy-renovation positioning.
• Gamma: Dutch-Belgian DIY chain owned by Intergamma, with a strong mid-box format similar to Brico's standard format. Competes head-to-head in Belgium and the Netherlands, with comparable assortment depth and a builder-focused customer base.
• Mr. Bricolage: French-headquartered DIY retailer with Belgian and broader European footprint. Comparable mid-box format, franchise-heavy model, and rural/suburban store density similar to Brico's network.
• Hornbach: German DIY big-box specialist with established Benelux presence. Most directly comparable to BricoPlanit's XXL format and Brico's professional tradesperson focus; known for deep assortments and a strong builder customer base.
• Praxis: Brico's sister brand under Maxeda DIY Group, the largest DIY chain in the Netherlands. Most directly comparable on business model, store format strategy, marketplace integration, and supply chain; effectively the Dutch twin of Brico and a key internal benchmark.
• Bauhaus: European DIY chain (German/Swiss origins) operating specialist big-box formats in Belgium. Comparable to BricoPlanit on format and to Brico on broad assortment, with particular strength in the professional and specialist trades segments.

Emerging players

• ManoMano: Pan-European online-only DIY and home improvement marketplace, the leading pure-play digital challenger to Brico's transactional categories. Compares on assortment breadth and pricing; diverges on absence of physical retail and installed services.

Broad incumbents

• Castorama: Kingfisher-owned DIY big-box chain focused primarily on France and the UK, with limited direct Belgian presence. Comparable on big-box assortment and trade customer focus; relevant as a parent group (Kingfisher) benchmark rather than a direct Belgian competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/brico_4schools
• Xx.com/brico_be
• Facebookfacebook.com/brico.be

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Brico