What B&Q China does

B&Q China, operating under the brand name 百安居 (Bai'anju / B&T Home) and legally registered as 百安居信息技术（上海）有限公司 (Bai'anju Information Technology (Shanghai) Co., Ltd.), is a privately held one-stop home decoration services platform headquartered in Shanghai. The company delivers integrated renovation services, building materials retail, and custom cabinetry manufacturing to Chinese residential homeowners through a 50-store physical retail network spanning 17 cities (Beijing, Tianjin, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, and others), supplemented by an O2O digital layer comprising an official website (bthome.com), proprietary online mall, WeChat public account, mobile application, and official stores on JD.com and Tmall. The core product portfolio is structured in tiers: full-house renovation packages (一口价甄选系列 All-Inclusive Selected Series, 一口价优选系列 All-Inclusive Premium Series, and a 1,000 yuan per square meter semi-package), partial renovation add-ons (fixed-price 23,888 yuan bathroom and kitchen renewal packages, grouting service, refresh/painting service), and custom furniture (wardrobes, kitchen cabinets, bathroom vanities). Across its lifetime the company has served 355,151 Chinese households.

The business is executed through a large self-employed professional bench of 463 designers, 415 project managers, and 86 engineering administrators who deliver end-to-end services from free on-site measurement and design consultation through material selection, construction management, and quality inspection. Revenue is generated through one-time fixed-price package fees (renovation services), hardware/material sales in stores and online, professional design fees, and project management service charges. Marketing is driven by SEO-optimized decoration guides and case galleries segmented by 11 design styles and 11 apartment/unit types, city-specific landing pages, and integrated online-to-offline conversion funnels. Customer service is augmented by a 7moor live-chat integration.

B&Q China's competitive position rests on its national physical footprint, established brand recognition in the Chinese home improvement market, and the ability to bundle design, materials, labor, and after-sales service into a single contract. The company operates as a private entity with no disclosed institutional investors, parent company affiliation, or funding rounds in the available source material, and its registered copyright dates from 2017–2018. It has not disclosed revenue, and no AI/ML capabilities beyond an automated customer consultation system are documented.

Name

B&Q China

Legal name

百安居信息技术（上海）有限公司

Website

https://bnq.com.cn

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

B&Q China (百安居 / B&T Home) is a privately held Shanghai-based home decoration platform operating 50 retail stores across 17 Chinese cities, delivering integrated renovation packages, custom cabinetry, building materials, and in-house design services to residential homeowners via an online-to-offline model.

Ownership category

akta.pro rank

Product category

Home Improvement and Renovation Services

NAICS

Home Centers (444110), Hardware Retailers (44414), Home Furnishings Retailers (44912), Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

General Bldg Contractors - Residential Bldgs (1520), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510)

akta.pro primary industry

General Home Improvement & Hardware Stores (CRAIADAA)

akta.pro secondary industry

Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)

Keywords

• Home renovation services
• Home decoration packages
• Building materials retail
• Custom cabinetry
• Interior design services

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Decoration Package Services: Fixed-price decoration packages including full decoration (整装套餐) and partial decoration (局装套餐) such as bathroom and kitchen renovation. Pricing based on apartment size, room count, and service scope.
2. Building Materials and Furniture Sales: Sale of decoration materials including flooring, paint, cabinets (衣柜定制, 橱柜定制, 浴室柜定制), and other building supplies through physical stores and online商城
3. Design Services: Professional in-house design services with 463 self-employed designers offering consultation, space planning, and custom design solutions
4. Project Management Services: Construction project management provided by 415 self-employed project managers and 86 engineering administrators overseeing quality control and compliance

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

B&Q China (百安居/B&T Home) operates a one-stop home decoration platform offering fixed-price renovation packages, custom cabinetry, building materials retail, and professional design and project management services. The company serves Chinese residential homeowners through 50 physical stores across 17 cities, supplemented by online mall, WeChat public account, mobile app, and third-party marketplace presence on JD.com and Tmall. Services span the full decoration lifecycle from free home measurement and design consultation to construction management, material supply, and post-sale warranty.

Product overview

B&Q China (百安居) operates as a one-stop home decoration platform offering integrated renovation services, building materials, and custom furniture solutions. The platform provides a multi-tier product portfolio: (1) Full-house renovation packages including All-Inclusive Selected Series, Premium Series, and 1000 yuan/sqm Semi-Packaged options; (2) Partial renovation add-ons such as fixed-price bathroom (23,888 yuan) and kitchen (23,888 yuan) packages, grouting service, and wall refresh service; (3) Custom furniture manufacturing for wardrobes, kitchen cabinets, and bathroom vanities; (4) Building materials retail with 50 physical stores across 17 cities; (5) Professional design services with 463 in-house designers. The platform connects customers with physical store experiences and online shopping convenience, supported by a team of 463 designers, 415 project managers, and 86 engineering supervisors serving over 355,000 Chinese families.

Differentiator

Problem solved

Functional benefit

Products and services

• All-Inclusive Selected Series (一口价甄选系列) Full-house fixed-price renovation package for 1-5 room apartments, providing comprehensive one-stop quality decoration including design, materials, construction, and project management. Targeted at residential homeowners seeking a complete, budget-predictable renovation.
• All-Inclusive Premium Series (一口价优选系列) Premium tier fixed-price full-house renovation package with upgraded features and materials for 1-5 room apartments. Serves homeowners seeking a higher-spec complete decoration solution.
• 1000 yuan/sqm Semi-Packaged Package (1000元/㎡半包套餐) Semi-packaged renovation service at 1,000 yuan per square meter covering labor and partial materials, with flexible material selection. Targeted at cost-sensitive homeowners wanting professional labor with material choice.
• Parents' Ideal Home (爸妈的理想家) Specialized renovation package focused on elderly-friendly home modifications and accessibility features for households with aging family members.
• 23,888 yuan Bathroom Renovation Package (23888元卫生间改造套餐) Fixed-price bathroom renovation package covering demolition, waterproofing, tiling, and fixture installation. Designed for homeowners seeking a single-scope, budget-predictable bathroom upgrade.
• 23,888 yuan Kitchen Renewal Package (23888元厨房焕新套餐) Fixed-price kitchen renewal package covering cabinet replacement and essential kitchen renovation works. Serves homeowners seeking a defined-scope kitchen upgrade.
• B&Q Grouting Service (百安居美缝服务) Professional tile grouting service for bathrooms and kitchens providing waterproofing and aesthetic tile finishing.
• Refresh Service (刷新服务) Interior wall painting and refresh service for partial renovation projects, providing repainting and surface renewal.
• Wardrobe Customization (衣柜定制) Custom-made wardrobe design and manufacturing service priced by dimensions and materials. Serves homeowners seeking personalized bedroom and storage solutions.
• Kitchen Cabinet Customization (橱柜定制) Custom kitchen cabinet design and manufacturing service tailored to customer specifications and kitchen layouts.
• Bathroom Vanity Customization (浴室柜定制) Custom bathroom vanity and cabinet design and manufacturing service for personalized bathroom layouts.
• Decoration Building Materials (装修建材) Building materials and hardware supplies for construction and renovation projects, sold through physical stores with professional consultation. Available to both retail walk-in customers and package subscribers.
• Designer Services (设计师服务) Professional in-house design consultation and custom renovation planning service staffed by 463 self-employed designers across multiple decoration styles and apartment types.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• JD.comminorChannel Partner/ Reseller/ DistributorB&T Home operates an official store on JD.com marketplace, enabling customers to browse and purchase products through JD's e-commerce platform
• Tmall (Alibaba)minorChannel Partner/ Reseller/ DistributorB&T Home operates an official store on Tmall (baianju.tmall.com), leveraging Alibaba's e-commerce ecosystem for additional sales channels

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Jia.com (齐家网): Major Chinese home renovation and building materials e-commerce platform connecting homeowners with decoration companies and material suppliers. Comparable because it competes head-to-head in the same one-stop renovation-plus-materials category across Chinese cities.
• Tubatu (土巴兔): Leading Chinese online home decoration platform offering design, contractor matching and renovation services to homeowners. Comparable because it directly competes for the same residential renovation customer in China with an integrated online-to-offline value proposition.
• Gold Mantis Construction (金螳螂): China's largest interior decoration contractor providing design, construction and material supply for residential and commercial projects. Comparable as a direct competitor in the integrated home decoration contracting space.

Broad incumbents

• IKEA China (宜家中国): Swedish-founded global home furnishings retailer with substantial Chinese operations. Comparable because it competes in the Chinese home furnishings and home-improvement retail category, though it does not offer full decoration contracting services.
• Red Star Macalline (红星美凯龙): China's largest home furnishing and decoration retail platform operating a nationwide mall network. Comparable as a major offline competitor in the home furnishing and decoration retail category, though it focuses more on mall-based furniture retail.
• Easyhome (居然之家): Large Chinese home furnishings retail chain with growing home decoration services. Comparable because it sells furniture, building materials and home goods through a national store network and is increasingly bundling decoration services.

Others

• Lianjia / Beike (链家/贝壳): China's largest real estate brokerage and housing services platform. Comparable as an adjacent ecosystem participant that connects homeowners with renovation and home services, and increasingly bundles home improvement offerings.
• B&Q UK (Kingfisher): Original UK home improvement retailer from which the B&Q China brand originates. Comparable as the brand originator and a related entity under the Kingfisher group, although it operates in a different geography and a primarily DIY-focused model.

Emerging players

• Oppein Home (欧派家居): China's largest custom cabinetry and integrated home manufacturer offering kitchens, wardrobes and bathroom vanities. Comparable because it overlaps directly with B&T Home's custom cabinetry product line and increasingly bundles renovation services.
• Sophia Home (索菲亚家居): Leading Chinese custom wardrobe and integrated home furnishing manufacturer. Comparable because it competes directly in custom cabinetry — one of B&T Home's in-house product categories — and increasingly offers bundled home decoration services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 B&Q China