Bricocentro

What Bricocentro does

Bricocentro is a Spanish DIY and home improvement franchise network operated by the central franchisor ATB Norte S.L., headquartered in Burgos. Founded in 1995 with the opening of its first stores in Burgos (La Varga) and Salamanca, the network has expanded to 22 physical stores ranging from 1,100 m² to 3,500 m² across seven Spanish autonomous communities: Galicia, Castilla y León, Castilla-La Mancha, Extremadura, the Region of Murcia, Cataluña, and Comunidad Valenciana. The most recent openings are Benicarló in 2022 and Cieza in 2025. Each franchise maintains its own fully integrated online store, supported by a central product database of over 35,000 SKUs sourced from 150+ approved suppliers.

The core product offering spans 18 categories including tools, hardware, wood and flooring, interior furniture, paint, lighting, pools, garden and terrace, bathroom and plumbing, kitchen equipment, adhesives, storage, electricity, heating and air conditioning, and home goods. Customer-facing services include a free loyalty card (Tarjeta BricoCentro) with points-based rewards, 0% financing up to 10 months, free wood cutting, custom-cut artificial grass and made-to-measure products, personalized in-store advisory, free quotes for renovation projects, in-store load assistance, 2-hour click-and-collect, home delivery across peninsular Spain, Portugal, and the Balearic Islands, and a pet-friendly store policy. The internal operating stack runs on the SAGE X3 ERP, co-financed by FEDER, unifying inventory, purchasing, and per-store e-commerce operations.

The business model is franchise-based: ATB Norte S.L. acts as franchisor, collecting fees and providing centralized brand, software, marketing campaigns, supplier negotiations, and operational support, while independent franchisees own and operate individual stores. Revenue per franchise comes from one-time retail product sales, with loyalty-driven repeat purchasing and interest-free financing as ancillary monetization. Marketing combines printed brochures, social media (Facebook, Instagram, Pinterest), email, and per-region SEO pages. No public listing, external institutional investor, or M&A activity is disclosed.

Name

Bricocentro

Legal name

ATB Norte, S.L.

Website

https://bricocentro.es

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Bricocentro is a Spanish DIY and home improvement franchise network of 22 physical stores across seven autonomous communities, operated by central franchisor ATB Norte S.L. (Burgos). It sells 35,000+ SKUs across 18 home-and-garden categories to individual consumers via integrated online and in-store channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Burgos

HQ country

Spain

HQ region

Europe

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue from selling DIY, home improvement, decoration, garden, and household products through physical retail stores and online channels. Each franchise operates as a retail outlet.
2. Loyalty Program - Tarjeta BricoCentro: Free loyalty card program that accumulates points (1 point per euro spent), generates discount vouchers (5 euros per 200 points), offers birthday discounts, and provides financing options for customers.
3. Financing Services: Interest-free financing up to 10 months (0% TAE) for Tarjeta BricoCentro holders, generating potential financing-related revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Bricocentro is a Spanish DIY and home improvement franchise network that sells tools, hardware, wood, flooring, paint, interior decoration, lighting, pools, bathroom and plumbing, kitchen equipment, garden and terrace products, storage, adhesives, heating, and household goods through 22 physical stores and individual online stores per location. The franchisor ATB Norte, S.L. centralizes purchasing from 150+ approved suppliers, marketing campaigns, and an integrated management software system across all franchisees, while each store also provides services such as wood cutting, custom-cut products, personalized advisory, financing, home delivery, and 2-hour in-store pickup.

Product overview

BricoCentro operates a franchise-based DIY and home improvement retail network across Spain, offering both physical stores (1,100-3,500m²) and individual online stores per location. The core offering is the BricoCentro Tienda Online platform integrated with centralized management software (SAGE X3 ERP). The product portfolio centers on 18 product categories: Tools, Hardware, Wood and Floors, Interior Furniture, Paint and Treatments, Interior Décor, Lighting, Pools and Accessories, Offers, Bathroom and Plumbing, Christmas Décor, Garden and Terrace, Electricity, Storage and Organization, Adhesives and Silicones, Kitchen Equipment, Heating and Air Conditioning, and Home Goods. Customer services include the Tarjeta BricoCentro loyalty program, free in-store wood cutting, artificial grass cutting, custom-made products, personalized advisory services, free cost estimates, home delivery, 2-hour in-store pickup, and pet-friendly access. The franchise model provides each store with integrated management software connecting 35,000+ SKUs from 150+ approved suppliers.

Differentiator

Problem solved

Functional benefit

Brands

• Tarjeta BricoCentro: The BricoCentro loyalty card program that allows customers to accumulate points, receive discount vouchers, and access exclusive promotions and financing benefits.
• Cheque Reforma

Products and services

• BricoCentro Tienda Online

Quantifiable outcome

• 10% discount on reform projects over 1,000 euros for loyalty card members
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• SAGEcoreTechnology or IntegrationImplementation of SAGE X3 ERP system for integrated business management across all BricoCentro franchise locations. The project has been co-financed by FEDER (European Regional Development Fund), Objective 2 - Improving the use and quality of ICT.

Scale indicators6 records

Recent moves25 records

Expansion highlights5 records

Broad incumbents

• JYSK: JYSK is a Scandinavian home goods retailer operating across Spain, selling furniture, bedding, storage, garden, and basic home accessories. It overlaps with BricoCentro on home goods, storage/organization, and select garden/terrace categories, though JYSK does not focus on tools or building materials.
• Maisons du Monde: Maisons du Monde is a French home decoration and furniture retailer with stores in Spain, focused on interior decoration, furniture, lighting, and home textiles. It is comparable to BricoCentro on the decoration and interior furniture categories, though it does not sell DIY tools, hardware, or garden equipment.
• Conforama: Conforama is a European home furnishings retailer with Spanish stores selling furniture, kitchen equipment, decoration, and home accessories. It overlaps with BricoCentro on interior furniture, kitchen equipment, and home decoration categories, but does not sell DIY tools or building materials.
• IKEA: IKEA is a global home furnishings retailer with a strong Spanish presence, selling furniture, kitchen equipment, decoration, storage, and basic home improvement items. While not a pure DIY specialist, it competes with BricoCentro on interior furniture, kitchen equipment, storage/organization, and home decoration categories.

Emerging players

• ManoMano: ManoMano is a leading online DIY and home improvement marketplace in Spain and Europe, connecting consumers with sellers of tools, hardware, garden, plumbing, and renovation products. It overlaps with BricoCentro on product categories and DIY/renovation customer use cases, but operates purely online rather than through physical retail.

Direct peers

• Leroy Merlin: Leroy Merlin is Spain's largest DIY and home improvement retail chain, with 100+ stores nationwide selling tools, hardware, garden, decoration, kitchen, and renovation products. It is BricoCentro's most direct competitor in the same product categories and customer segment (DIY consumers and home renovators).
• Brico Depôt: Brico Depôt is a major Spanish DIY warehouse retailer offering building materials, tools, garden, plumbing, and home improvement products at competitive prices. It targets the same DIY/semi-pro customer as BricoCentro and competes directly across most of BricoCentro's product categories.
• AKI Bricolaje: AKI is a Spanish DIY and home improvement chain with stores across Spain selling tools, hardware, paint, garden, and household products. It serves the same customer base as BricoCentro and overlaps heavily in product assortment and DIY/renovation use cases.
• Bricomart: Bricomart is a Spanish warehouse-format DIY retailer focused on building materials, tools, and home improvement supplies for both professionals and consumers. It competes with BricoCentro in the DIY/renovation space, particularly on bulk materials and project purchases.

Regional players

• Verdecora: Verdecora is a Spanish specialty retailer focused on garden, plants, decoration, and home accessories. It overlaps with BricoCentro on the garden/terrace, decoration, and home goods categories, though it does not compete in tools, hardware, or building materials.

Market position

Strengths2 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bricocentro.es
• Instagraminstagram.com/bricocentro
• Pinterestpinterest.es/bricocentro
• Xx.com/bricocentroatb
• LinkedInlinkedin.com/company/bricocentro

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 Bricocentro