OBI

What OBI does

OBI Baumarkt Franken GmbH & Co. KG is the regional franchisee operating 15 OBI home improvement and DIY retail stores across the Franconian metropolitan region in Germany, with locations spanning from Ansbach to Pegnitz and from Weißenburg to Höchstadt. Founded in 1972 when Dieter Streng signed one of the first German OBI franchise contracts, the company is operated by the Streng family in its second generation and has grown into the clear market leader among construction and DIY stores in the region, serving approximately 5 million customers annually with roughly 950 employees.

The company offers more than 60,000 products across building materials, garden, home, kitchen, bathroom, and pet categories, complemented by a suite of digital planning and customer engagement tools. These include the OBI KüchenPlaner (kitchen planning available at 8 locations with at-home measurement), the OBI BadPlaner launched in 2019 with 3D visualization software, the OBI GartenPlaner launched in 2017 with online configurator and material samples, the consumer-facing heyOBI App (digital receipts, coupons, store navigation, product checker), and the OBI PRO App for tradespeople. Underlying technology consists of standard retail POS and inventory management systems integrated with OBI GmbH central systems, a Matomo-based web analytics layer, and online reservation and click-and-collect capabilities.

Revenue is generated primarily through one-time retail sales, supplemented by transaction-fee services such as truck delivery from €49, crane truck delivery from €89, equipment and cargo bike rental (Biber-Bike), van rental via app, and ancillary services including paint mixing (2,000+ colors), wood cutting, key cutting, and gas cylinder exchange. Professional services revenue comes from kitchen, bathroom, and garden planning consultations and from Handwerker Service Franken, a full-service renovation contractor offering. The customer base spans DIY homeowners, garden enthusiasts, professional tradespeople served via a €500 project bonus for purchases of €5,000 or more, and community partners. The operating business is held under BU HOLDING AG, which also controls 7 BAUSTOFF UNION wholesale branches, bringing total group headcount to more than 1,100.

Name

OBI

Legal name

OBI Baumarkt Franken GmbH & Co. KG

Website

https://obi-franken.de

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

OBI Baumarkt Franken operates 15 DIY retail stores across the Franconia region as a regional franchisee of OBI GmbH. It serves approximately 5 million customers annually with home improvement products, professional planning services, and digital customer tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Nuremberg

HQ country

Germany

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Sale of hardware, building materials, garden products, home goods, kitchen, bathroom, pet supplies, and over 60,000 different products across 15 retail locations.
2. Delivery Services: Truck delivery from 49€ and crane truck delivery from 89€ for heavy or bulky items directly to customer homes or construction sites.
3. Equipment Rental: Rental of tools and equipment, cargo bikes (Biber-Bike) at 5€/hour after first 3 free hours, vans via app booking with 15% discount for heyOBI customers.
4. Kitchen Planning Services: Free consultation with at-home measurement service, professional kitchen planning and installation coordination.
5. Bathroom Planning Services: Professional bathroom planning with 3D visualization software and product selection from wide brand assortment.
6. Handwerker Service: Complete renovation contractor service for remodeling and renovation projects.
7. Additional Services: Key cutting, paint mixing (2000+ colors), wood cutting, gas cylinder exchange, cash withdrawal up to 200€, gift cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

OBI Baumarkt Franken operates 15 home improvement and DIY retail stores in the Franconian metropolitan region around Nuremberg, Germany, selling more than 60,000 products across building materials, garden, home, kitchen, bathroom, and pet categories. The offering is complemented by professional in-store planning services for kitchens, bathrooms, and gardens, a Handwerker renovation service, and additional fee-based services such as delivery, van and cargo bike rental, equipment rental, paint mixing, wood cutting, key cutting, and gas cylinder exchange.

Product overview

OBI Baumarkt Franken operates a network of 15 DIY retail stores in the Franconian metropolitan region as a franchise partner of OBI GmbH & Co. Deutschland KG. The company offers a comprehensive product portfolio centered on traditional DIY retail (building materials, home improvement, garden, pets), complemented by professional planning services (kitchen, bathroom, garden planning) and digital customer engagement through the heyOBI mobile app. Additional services include equipment and vehicle rental, delivery services, and specialized services like paint mixing, key cutting, wood cutting, and cargo bike rental. The OBI PRO App serves professional contractor customers. Together, these offerings form a unified retail ecosystem combining physical stores, digital tools, and value-added professional services.

Differentiator

Problem solved

Functional benefit

Brands

• OBI PRO: Service app for professional customers offering project bonuses and special services for tradespeople.
• Biber Bonus
• Biber-Bike

Products and services

• heyOBI App Consumer mobile application for OBI Franken customers offering digital receipts (Kassenbon), coupons and discounts, digital consultation, store navigation (Markt Navi), and a product checker (Artikelchecker). Mobile channel serving individual shoppers across the 15 Franconian stores.
• OBI PRO App Dedicated mobile application providing professional tradespeople and contractors with specialized tools, professional-grade product access, and a €500 project bonus on qualifying project purchases. Targets B2B construction professionals.
• OBI KüchenPlaner (Kitchen Planning Service) Professional kitchen planning service offered at 8 in-store studios in the Franconian region, including free initial consultation, in-store design support, and an at-home measurement option. Covers kitchen design, appliances, and professional installation coordination for end customers.
• OBI GartenPlaner (Garden Planning Service) Online and in-store garden planning service launched in 2017, with online configurator, real material samples in stores, detailed consultation, DIY instructions including material lists, and optional connection to the Handwerker Service. Targeted at homeowners planning garden projects.
• OBI BadPlaner (Bathroom Planning Service) Bathroom planning service launched in 2019 featuring 3D visualization software that lets customers virtually navigate their planned bathroom, with a broad product and brand selection. Offered to homeowners undertaking bathroom renovations.
• Handwerker Service Franken Full-service renovation contractor offering for home remodeling and renovation projects. Provides professional support from planning through execution, targeted at homeowners wanting professional completion of their renovation projects.
• Lieferservice (Delivery Service) Delivery service transporting purchased goods directly from OBI markets to customers' homes or construction sites. Standard truck delivery from €49 and crane truck delivery (for heavy or oversized items) from €89. Available to retail customers across the region.
• Transportervermietung (Van Rental) Self-transport van rental service bookable via app. heyOBI app customers receive a 15% discount on the rental. Designed for customers who want to transport their own purchases from OBI stores.
• Mietgeräte (Equipment Rental) Rental service for tools and equipment, allowing customers to rent items they need for short-term projects instead of purchasing. Available with online reservations.
• OBI Biber-Bike (Cargo Bike Rental) Cargo bike (Biber-Bike) rental service for environmentally friendly transport of purchases. Available at the Erlangen-Neumühle and Erlangen-Ost stores, first 3 hours free, then €5/hour with a daily maximum of €20 and a €50 deposit.
• Farbmisch-Service (Paint Mixing Service) In-store custom paint mixing service providing more than 2,000 color shades in lacquers, stains, wall paints, and facade paints, supplied in top quality.
• Holzzuschnitt (Wood Cutting Service) In-store custom wood cutting service delivering millimeter-precise cuts across a wide selection of wood and panel materials for DIY and construction projects.
• Schlüsseldienst (Key Cutting Service) In-store key cutting service producing all common room, house, and car keys at affordable prices.
• Gasflaschen Service (Gas Cylinder Service) In-store gas cylinder service allowing customers to purchase or exchange gas cylinders in a variety of sizes.
• Reservieren & Abholen (Click & Collect) Online reservation and in-store pickup (Click & Collect) service allowing customers to reserve products online and collect them conveniently at their chosen OBI market.

Quantifiable outcome

• Serves approximately 5 million customers annually across 15 stores
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• OBI GmbH & Co. Deutschland KGcoreChannel Partner/ Reseller/ Distributor · 1 January 1972Franchise partnership established in 1972 when Dieter Streng, then CEO of BAUSTOFF UNION, signed one of the first German franchise contracts with the recently founded OBI Systemzentrale. OBI Franken operates 15 stores under the OBI brand license as a franchisee.
• BU HOLDING AGcoreOthersParent holding company founded in 1998 (converted to AG in 2004) that unites the two operating OBI companies and BAUSTOFF UNION under one umbrella. The holding has more than 1,100 employees across all operations.
• BAUSTOFF UNIONcoreOthersBuilding materials wholesale business originating from the 1969 merger of three Nuremberg building materials wholesalers (Baustoff Bär, Max Leube OHG, and JOHANN MAYER KG). Now operates 7 specialist trade branches under the BU HOLDING umbrella.
• Great Place To Work©minorStrategic or Co-development PartnerOBI Franken conducts regular employee surveys in collaboration with Great Place To Work©, achieving best scores and recognition as a very good workplace for many years.
• JobradminorGTM or Marketing PartnerPartner for bicycle leasing program allowing employees to lease bikes at favorable conditions, including for partners or spouses. After 36 months, employees can return or take over the bike.
• HCE (HC Erlangen Handball)minorGTM or Marketing PartnerSponsorship of the handball Bundesliga team HCE as part of regional engagement and sports club support.
• VGN (Verkehrsverbund Nürnberg)minorGTM or Marketing PartnerPartnership providing employees with VGN company subscription including special discounts and employer subsidies for annual tickets covering the Nuremberg transport network or Germany ticket.
• Regional Plant Producers and NurseriesminorChannel Partner/ Reseller/ DistributorLocal plant suppliers within the metropolitan region who must meet special guidelines including location in the region, integrated plant protection measures, and resource-efficient production and marketing. Christmas trees sourced from Steigerwald region.
• Partner Schools and KindergartensminorGTM or Marketing PartnerLong-term partnerships with schools and kindergartens in the metropolitan region as part of regional community engagement and social responsibility.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Globus Baumarkt: Globus operates mid-sized DIY home improvement stores with a comparable assortment of building materials, garden, and home goods. Direct overlap in store format and customer profile.
• Hellweg: Hellweg is a German DIY chain with full-format home improvement stores, comparable assortment, and professional customer focus. Operates as a direct mid-sized competitor to OBI Franken in similar markets.
• Toom Baumarkt: Toom is the DIY subsidiary of Rewe Group with a comparable mix of home improvement, garden, and renovation services across Germany. Direct overlap in target customers and store-format strategy.
• hagebau: hagebau is a German DIY cooperative of independent retailers with comparable assortment, professional customer programs, and service portfolios. Its cooperative structure mirrors aspects of OBI Franken's regional franchise model.
• Bauhaus: Bauhaus operates large-format DIY specialty centers across Germany with a similar mix of building materials, garden, kitchen/bath, and professional services. Closely comparable in store format, assortment breadth, and target customer segments.
• Hornbach Baumarkt: Hornbach is Germany's largest specialized DIY chain with a comparable full-format home improvement assortment, professional customer focus, and integrated services. It is the most direct national competitor to OBI Franken's retail and service offering.

Emerging players

• ManoMano: ManoMano is an online-only DIY and home improvement marketplace focused on Europe. It represents the emerging digital-native model that pressures traditional brick-and-mortar DIY chains like OBI Franken on convenience and assortment breadth.

Broad incumbents

• OBI GmbH & Co. Deutschland KG: OBI GmbH is the national franchisor and brand owner whose systems, webshop, and marketing OBI Franken operates within. It is the broader incumbent whose strategy and brand power directly shape OBI Franken's market position.

Regional players

• BayWa Bau & Garten: BayWa operates a Bau & Garten retail network in Bavaria and southern Germany with overlapping assortment and customer base in OBI Franken's catchment. It is a strong regional competitor with deep Bavarian roots.

Others

• BAUSTOFF UNION: BAUSTOFF UNION is the specialist building materials wholesale business under the same BU HOLDING AG parent as OBI Franken, with 7 trade branches. It is an adjacent ecosystem participant serving the same regional contractor customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/obi.franken
• Instagraminstagram.com/obi.franken

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 OBI