Bricofer

What Bricofer does

Bricofer Group S.p.A. is a privately-held Italian DIY ("fai da te"), home, and garden retailer headquartered at Via Vincenzo Tineo 97, Rome (Codice Fiscale 14666791000), founded in 1979 by Aldo Pulcinelli as a single hardware store. The group runs Italy's largest 100% Italian-owned DIY network, with over 120 physical locations operating under a mixed direct-managed and franchised model (franchisees required to commit ~800 sqm of sales area in high-traffic locations), and an e-commerce storefront at bricofer.it that ships nationwide. Its catalogue spans approximately 25,000 product references sourced from more than 400 suppliers across power tools (Newton private label plus Bosch, Black+Decker, Dewalt, Stanley, Batavia), garden and outdoor (Gardenia), plumbing and heating, paints (with tintometric color matching), electrical and home automation, construction/carpentry, and small appliances; the company additionally operates eleven private-label brands (Newton, Kelix, Bion, Gardenia, Mayota, Baltix, Gloxy, Idrak, Imolax, Prafor, Tecn1co), supported by in-store value-added services (free wood cutting, key/remote duplication, paint tinting, installation via PAYBACK).

Bricofer sells primarily to individual DIY/home-improvement consumers and to professional tradespeople (contractors, renovators, small construction firms), with a secondary "segment" of entrepreneur franchisees acquiring rights to operate stores. Distribution runs through physical retail, the bricofer.it e-commerce platform (with 3-working-day home delivery and a 30-day return policy), telephone/WhatsApp ordering (+39 335.40.59.90) with 24-hour delivery within 30km of participating stores, and gift cards. Payment infrastructure spans Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Scalapay (3 interest-free installments), SeQura (3 interest-free or 9/12 installments with interest) and Klarna, and the group operates a PAYBACK cashback loyalty programme that also unlocks paid installation services.

Revenue is generated predominantly through one-time retail transactions at company-owned stores and via the online channel, with a secondary licensing/royalties stream from franchise network membership (brand licensing, store design, training, and ongoing support). Pricing is unit-based across categories, with prices ranging roughly from €1.19 (cutting discs) to €259 (power tools). Customer acquisition is supported by promotional flyers, an active social media presence (Facebook, Instagram, YouTube — @bricoferfaidate), an ideas-and-tutorials content marketing blog, email newsletter (with a €5 first-order incentive), WhatsApp communications, and the PAYBACK loyalty programme; no revenue or comparable financial figures are publicly disclosed, but the company self-reports 120+ stores, 25,000+ SKUs, and a 4.4/5 verified-review rating across 914 reviews.

Name

Bricofer

Legal name

Bricofer Group S.p.A.

Website

https://bricofer.it

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bricofer Group S.p.A. is a privately-held Italian DIY, home, and garden retailer operating Italy's largest 100% Italian-owned network of 120+ direct and franchised stores, an e-commerce site (bricofer.it), and WhatsApp/phone ordering, selling 25,000+ SKUs across tools, garden, plumbing, paints, electrical, and appliances to DIY consumers and trade professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Physical retail sales through over 120 company-owned and franchised stores across Italy. Revenue generated from in-store product sales across multiple merchandise categories including hardware, tools, garden equipment, home goods, and building materials.
2. E-commerce Sales: Online sales through bricofer.it website with home delivery service. Orders are processed and shipped to customers throughout Italy with delivery typically within 3 working days.
3. Phone Orders: Telephone ordering service allowing customers to place orders by phone or WhatsApp, with home delivery within 24 hours for orders up to 30km from stores.
4. Franchising Fees: Revenue from franchise network operations, providing franchisees with brand licensing, store design, training, and ongoing support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Bricofer is an Italian DIY and home improvement retail chain that operates more than 120 physical stores (both directly managed and franchised) plus an e-commerce site. It sells tools, hardware, garden equipment, plumbing, paint, electrical supplies, construction materials, and appliances under proprietary private-label brands and third-party brands, supported by in-store services such as wood cutting, key duplication, color matching, installation, and home delivery.

Product overview

Bricofer is an Italian DIY (fai da te) retail chain operating over 120 stores across Italy, both directly managed and franchised. The company offers a comprehensive product portfolio organized across multiple categories: power tools (elettroutensili) under its Newton brand and third-party brands like Batavia, Black+Decker, Bosch, Dewalt, Stanley; garden equipment; plumbing and heating; paints; electrical products; construction materials; and appliances. Bricofer's private label portfolio includes eleven brands (Newton, Kelix, Bion, Gardenia, Mayota, Baltix, Gloxy, Idrak, Imolax, Prafor, Tecn1co) offering tools, hardware, and accessories at various price points. The company also provides services including free wood cutting, key duplication, paint color matching, professional installation (for PAYBACK members), and home delivery. Bricofer operates an e-commerce platform alongside its physical retail network, with over 25,000 product references and 400 suppliers.

Differentiator

Problem solved

Functional benefit

Brands

• Newton: Power tools and hardware tools brand
• Kelix
• Bion
• Gardenia
• Mayota
• Baltix
• Gloxy
• Idrak
• Imolax
• Prafor
• Tecn1co

Products and services

• Power Tools (Elettroutensili)
• Garden and Terrace Equipment
• Plumbing and Heating
• Paints and Preservatives
• Tools and Hardware
• Electrical and Automation
• Construction and Carpentry
• Home Appliances
• Installation Service (Servizio di Posa in Opera)
• Wood Cutting Service
• Key Duplication Service
• Color Mixing and Tinting Service
• Home Delivery Service
• Gift Card
• PAYBACK Loyalty Program
• Bricofer Franchise Program

Quantifiable outcome

• Over 120 stores across Italy serving individual consumers and professionals
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• PAYBACKcoreGTM or Marketing PartnerPartnership with PAYBACK loyalty program allowing customers to earn and redeem points on purchases. The program enables customers to collect points at Bricofer stores and redeem rewards. Additionally, PAYBACK cardholders can access installation services through Bricofer.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• ManoMano: ManoMano is a fast-growing pure-play online DIY, home, and garden marketplace in Europe. While it lacks Bricofer's physical store network, it competes for the same Italian DIY shopper through a broader online catalog and is reshaping category economics.

Direct peers

• Brico Mania: Brico Mania is an Italian DIY retail chain selling hardware, tools, garden, and home improvement products via physical stores and e-commerce, closely mirroring Bricofer's product range and customer targeting.
• Leroy Merlin Italia: Leroy Merlin is the largest DIY/home-improvement retailer in Italy and Europe, operated by Adeo. It sells the same DIY, garden, tools, and home renovation categories to consumers and tradespeople through large-format stores, directly competing with Bricofer in Italian metropolitan and regional markets.
• Mr.Bricolage: Mr.Bricolage is a French-based international DIY retailer with franchised stores, including presence in Italy. It sells overlapping categories (DIY, garden, hardware, tools) and competes with Bricofer through a similar franchise-led store model.
• Eurobrico: Eurobrico is an Italian DIY/hardware retailer operating a multi-store network across Italy selling tools, gardening, and home improvement products. It competes in the same mid-market segment as Bricofer with a similar omnichannel proposition.
• OBI Italia: OBI is a European DIY chain (part of the Tengelmann Group / OBI Group) with stores across Italy selling tools, garden, hardware, and home improvement products to DIY consumers and professionals, competing head-to-head with Bricofer.
• Bricocenter: Bricocenter is an Italian DIY retailer (historically part of the Miko group) selling hardware, tools, garden, and home improvement products through physical stores, operating in overlapping Italian regions and categories with Bricofer.
• Self Italia: Self Italia is an Italian DIY and home improvement retailer with a physical store network. It is shown in Bricofer's site footer as part of the same corporate family/group, and it directly competes in the same product categories and consumer segment.
• Bricoman: Bricoman is an Italian DIY/hardware retailer (part of the Adeo Group, alongside Leroy Merlin) focused on both individual consumers and trade professionals, with semi-wholesale pricing. Comparable in assortment, customer overlap, and physical-store format to Bricofer.

Broad incumbents

• Kingfisher PLC: Kingfisher is the parent group behind European DIY banners including Castorama and Brico Dépôt, and is the largest listed DIY retailer in Europe by scale. It is a broad incumbent operating in the same DIY/hardware category across multiple geographies, with materially larger scale than Bricofer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bricofer
• YouTubeyoutube.com/channel/UC
• Facebookfacebook.com/bricofer.italia
• Instagraminstagram.com/bricoferfaidate
• LinkedInlinkedin.com/company/bricofer-italia-spa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bricofer