Hagebaumarkt

What Hagebaumarkt does

Hagebaumarkt München operates a network of approximately 15 home improvement and garden retail stores across the Munich metropolitan area, structured as a franchise-style group of independently operated entities (HEV, Baustoff Union, MBH, UBH, VES, OPF) coordinated by a central service company, MBS Baumarkt Service GmbH, headquartered in Munich. Founded in 1979 as an OBI franchise and rebranded to the hagebaumarkt system between 2011 and 2013, the group employs roughly 1,300 people and operates as part of the wider hagebau cooperative, which supplies centralized procurement, e-commerce infrastructure (hagebau.de), and brand licensing. The product offering spans building materials, tools, hardware, garden equipment, plants, and home living, complemented by an extensive service layer including delivery, online wood cutting (Online-Holzzuschnitt), tool sharpening, color mixing, key cutting, diamond engraving, gas cylinder exchange, equipment rental, and Hertz 24/7 transporter rental.

The business operates a two-tier customer model. DIY consumers access the Partner-Card loyalty program offering 3% instant discount at checkout, 5-year power tool warranty, and a digital card in the hagebau mobile app. Professional customers (construction firms, landscapers, craftsmen, facility managers) are served through the Profi-Card program with tiered discounts of 10-15% tied to annual spending thresholds of €5,000 to €50,000, access to up to 60,000 professional-grade SKUs, individual payment terms, and job-site delivery. Online sales via hagebau.de extend the geographic reach beyond Munich for delivery while supporting in-store pickup at all 15 locations. The group was acquired in 2019 by a consortium of medium-sized family enterprises drawn from the hagebau shareholder circle.

Strategic priorities reflected in the data include continued store modernization (Fürstenfeldbruck, Haar, Eching post-2019), expansion of in-store service adjacencies, deeper professional trade penetration through Profi-Card, and dual study partnerships (Hochschule für angewandtes Management Ismaning, DHBW Heidenheim) to build a talent pipeline. The "O'pflanzt in Bayern" sub-brand for regionally sourced Bavarian plants indicates vertical merchandising differentiation in horticulture. The company holds IHK Ausbildungsbetrieb 2025 vocational training recognition and its website is certified to WCAG 2.1 accessibility standards under Germany's BFSG requirements.

Name

Hagebaumarkt

Legal name

MBS Baumarkt Service GmbH

Website

https://hagebaumarkt-muenchen.de

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Hagebaumarkt München operates approximately 15 home improvement and garden retail stores across the Munich metropolitan area, employing ~1,300 people. It serves DIY consumers and professional tradespeople through its Partner-Card and Profi-Card loyalty programs, complemented by delivery, wood cutting, and equipment rental services.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Home Centers (444110), Building Material and Garden Equipment and Supplies Dealers (444), Other Building Material Dealers (44418)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Storage, Ladders & Material Handling Retail (Ladders, Carts, Shop Storage) (CRAIADAM)

akta.pro secondary industry

Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)

Keywords

• Home improvement retail
• DIY supplies
• Building materials
• Garden center
• Hardware store

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: In-store and online sales of hardware, building materials, garden products, tools, and home improvement goods. Revenue generated through point-of-sale transactions in 15 retail locations plus hagebau.de online shop.
2. Partner-Card & Profi-Card Memberships: Customer loyalty programs offering immediate discounts (3% Partner-Card for consumers, 10-15% tiered discounts for professionals). Annual spending thresholds drive tier progression for Profi-Card holders.
3. Delivery and Logistics Services: Fee-based delivery service with tiered pricing based on distance (39-69 EUR for 10-40km), plus optional add-ons including crane delivery, carrying services, fixed appointments, and same-day delivery.
4. Sharpening and Maintenance Services: On-site tool sharpening services for saw blades, chainsaw chains, hedge trimmer blades, and lawn mower blades at varying price points.
5. Transporter Rental: Hourly, daily, overnight, and weekend van/truck rentals through Hertz partnership with discounted rates for Partner-Card holders.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

Hagebaumarkt München operates a regional network of approximately 15 large-format home improvement and garden centers across the Munich metropolitan area, selling hardware, building materials, tools, paints, lighting, flooring, garden products, plants, and home living goods. It supplements the retail assortment with fee-based in-store services — delivery, equipment and transporter rental, tool sharpening, key cutting, paint color mixing, self-service engraving, custom wood cutting via an online configurator, gas cylinder exchange, and a craftsman referral service — and operates the hagebau.de online shop with in-store pickup.

Product overview

Hagebaumarkt is a German home improvement retailer operating a network of approximately 15 brick-and-mortar stores in and around Munich, backed by MBS Baumarkt Service GmbH and part of the HEV group. The company offers a comprehensive product portfolio spanning building materials, tools, hardware, garden equipment, home living, plants, and more. Digital offerings include the hagebau online shop for e-commerce with in-store pickup, and the specialized Online Holzzuschnitt service for custom wood cutting with precise dimension ordering. The company provides extensive customer services including delivery, equipment rental, transporter rental (via Hertz 24/7), sharpening, key cutting, color mixing, engraving, craftsman referrals, and gas cylinder exchange. Loyalty programs include the Partner-Card (3% discount, app-based) and Profi-Card (professional tiered discounts up to 15%). The hagebau App provides mobile access to digital cards and coupons. The business employs approximately 1,300 people across its locations.

Differentiator

Problem solved

Functional benefit

Brands

• Partner-Card: Customer loyalty card offering 3% instant discount on purchases, available to DIY enthusiasts, hobbyists, garden lovers, and home builders.
• Profi-Card
• hagebau App
• O'pflanzt in Bayern
• Hagebaumarkt Online Shop
• Online-Holzzuschnitt

Products and services

• hagebaumarkt Physical Retail Stores

Quantifiable outcome

• 3% immediate discount on all purchases with Partner-Card
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• HertzminorChannel Partner/ Reseller/ DistributorPartnership for transporter and van rental services. Hertz 24/7 app enables customers to book and access rental vehicles at hagebaumarkt locations. Partner-Card holders receive discounted rates on all rentals.
• HagebaucoreChannel Partner/ Reseller/ DistributorMaster franchise and buying cooperative partnership. Hagebaumarkt München operates as part of the hagebau retail network, accessing centralized procurement, e-commerce platform (hagebau.de), brand licensing, and marketing support.
• Hochschule für angewandtes Management (Ismaning)minorStrategic or Co-development PartnerEducational partnership for dual study programs. Company sponsors Bachelor of Arts degrees in Business Administration with focus on Retail Management & E-Commerce at the Ismaning campus.
• Duale Hochschule Baden-Württemberg Heidenheim (DHBW)minorStrategic or Co-development PartnerEducational partnership for dual study programs offering Bachelor of Arts degrees in Business Administration with practical experience in hagebaumarkt stores.
• Stiftung PfennigparademinorStrategic or Co-development PartnerPartnership with Munich-based disability foundation for inclusion initiatives. Company actively promotes accessibility and employs people with disabilities.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Hagebau: The German buying cooperative and brand owner that Hagebaumarkt München operates under. While not a direct competitor, hagebau defines the assortment, e-commerce platform, and procurement leverage that Hagebaumarkt München depends on, making it the most structurally relevant comparable.
• Leroy Merlin: European home improvement retail leader (part of ADEO Group) operating in Germany with comparable product range, professional trade focus, and omnichannel approach. Broader geographic footprint makes it a strategic comparable rather than direct local competitor.

Direct peers

• OBI: One of Germany's largest home improvement retail chains with hundreds of stores nationwide. Hagebaumarkt München was actually an OBI franchisee from 1979 to 2011-2013, making OBI the historically closest direct comparable in terms of product range, customer base, and German DIY operating model.
• Globus Baumarkt: German DIY and home improvement chain operating mid- to large-format stores. Comparable on product categories (building materials, tools, garden, home living) and target segments including both DIY consumers and trade professionals.
• Hellweg: Mid-sized German DIY retailer with strong focus on the professional tradesperson and DIY consumer segments. Comparable store size, product range, and customer mix to Hagebaumarkt München's offerings.
• Toom Baumarkt: German DIY chain owned by REWE Group, operating nationwide stores with similar product mix across building materials, garden, tools, and home living. Directly comparable customer segments and store-format retail model.
• Max Bahr: Historic German DIY retailer (formerly independent, now integrated into Bauhaus) with a comparable regional store model, professional tradesperson focus, and similar product mix across building materials, garden, and home improvement categories.
• Bauhaus: Pan-European home improvement specialist with large-format stores across Germany. Directly comparable on product categories, professional tradesperson focus, and big-box DIY retail model. Operates multiple stores within the Munich metropolitan area.
• Hornbach: Major German DIY and home improvement chain known for its strong professional customer (handwerker) orientation and large store formats. Closely comparable in product breadth and focus on the tradesperson segment that Hagebaumarkt targets via Profi-Card.

Regional players

• BayWa Bau & Garten: Bavaria-focused agricultural and building materials retailer. Overlaps with Hagebaumarkt München's regional Bavaria focus and serves similar rural and suburban home improvement and garden customers in southern Germany.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/hagebaumarktmunchen
• Facebookfacebook.com/hagebaumarktMUC
• Instagraminstagram.com/hagebaumarkt_muc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 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 Hagebaumarkt