Maxeda
Maxeda DIY Group is the largest DIY home improvement retailer in the Benelux, operating 334 stores under the Praxis (Netherlands), Brico, and BricoPlanit (Belgium) brands, serving 1.5 million consumers weekly with DIY, home decoration, and gardening products.
- Company typePrivate
- Founded1999
- HeadquartersAmsterdam, Netherlands
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Maxeda does
Maxeda DIY Group is the largest do-it-yourself (DIY) home improvement retailer in the Benelux region, operating 334 stores across three market-leading retail formats: Praxis (184 stores in the Netherlands), Brico (the DIY market leader in Belgium), and BricoPlanit (14 Big Box format stores in Belgium). The company serves approximately 1.5 million individual consumers weekly, offering DIY, home decoration, and gardening products through a mix of owned and franchise locations, headquartered in Amsterdam (Netherlands) and Brussels (Belgium).
The business model is omnichannel physical retail with a portfolio of 8 proprietary private-label brands spanning home improvement, water/aquatics, garden, decoration, and tools (Perfection, Aquavive, Central Park, Decomode, Sencys, Baseline, among others). Revenue is generated through one-time retail transactions rather than recurring contracts, with customer concentration risk low given the fragmented B2C base. Underlying technology infrastructure includes a SAP S/4HANA digital core implemented in partnership with Capgemini in late 2024, enabling real-time data analytics for operational efficiency and customer insights.
The company is privately held under GoldenTree Asset Management, which led a recapitalization transaction in February 2026 involving debt reduction and new equity injection following a period of financial stress (senior secured bonds had traded at approximately 82 cents on the euro). The company also signaled a strategic pivot toward retail media monetization through its "Maxeda Retail Media" initiative, leveraging first-party shopper data from its 1.5 million weekly customers.
Maxeda firmographics
Firmographics- Name
- Maxeda
- Legal name
- Maxeda DIY Group
- Website
- https://maxedadiygroup.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Maxeda DIY Group is the largest DIY home improvement retailer in the Benelux, operating 334 stores under the Praxis (Netherlands), Brico, and BricoPlanit (Belgium) brands, serving 1.5 million consumers weekly with DIY, home decoration, and gardening products.
- Ownership category
- akta.pro rank
Maxeda industry classification
Industry- Product category
- Home Improvement Retail
- NAICS
- Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521), General Merchandise Retailers (455)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Craft, DIY & Value Variety Stores (CRAEAGAC)
- akta.pro secondary industry
- Multi-Price-Point Variety Stores (CRAGAJAI)
Keywords
Where Maxeda is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Maxeda business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Retail Sales - DIY/Home Improvement Products: Maxeda generates revenue through retail sales of DIY, home improvement, home decoration, and gardening products across its store network in the Benelux region. The company operates multiple retail formats (Praxis, Brico, BricoPlanit) with both owned and franchise stores, generating 1.457 million euros in net sales.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Maxeda product offering
Product offeringCore offering
Maxeda DIY Group operates a network of 334 DIY retail stores across the Benelux region under three formats: Praxis in the Netherlands (184 stores), Brico in Belgium, and BricoPlanit Big Box stores in Belgium (14 locations). The company sells DIY, home decoration, and gardening products, including eight own brands (Perfection, Aquavive, Central Park, Decomode, Sencys, Baseline), serving approximately 1.5 million customers weekly through a mix of owned and franchise stores.
Product overview
Maxeda DIY Group operates a multi-format DIY retail business in the Benelux region (Belgium, Netherlands, Luxembourg). The company operates three retail store chains (Brico, BricoPlanit, and Praxis) totaling 334 stores across the Benelux, along with six private label brands (Perfection, Aquavive, Central Park, Decomode, Sencys, and Baseline). The retail chains serve different market segments: Brico serves as the DIY market leader in Belgium with a wide product range, BricoPlanit operates 14 Big Box stores in Belgium with the widest product assortment, and Praxis is a leading DIY brand in the Netherlands with 184 stores. The private brands provide proprietary product lines across home improvement categories.
Differentiator
Problem solved
Functional benefit
Brands
- Perfection: Own brand for home improvement products
- Aquavive
- Central Park
- Decomode
- Sencys
- Baseline
Products and services
- Praxis
Companies that use Maxeda
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Maxeda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Maxeda partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CapgeminicoreMaxeda DIY Group partnered with Capgemini to implement SAP S/4HANA as part of a comprehensive digital core transformation. The project involved migrating legacy systems, converting ERP components, and setting up real-time data analytics to support decision-making and improve customer experience in the Benelux retail market.
Scale indicators7 records
Recent moves5 records
Expansion highlights4 records
Maxeda competitors and assessment
Company assessmentBroad incumbents
- Wickes: UK-listed DIY and home improvement retailer with broader trade-and-consumer offering. Comparable on DIY assortment and store-based model, though operating in a different geography (UK) with somewhat different category mix.
- Homebase: UK DIY and home retailer (currently under Hilco ownership, similar distressed-PE context). Comparable on DIY/home improvement assortment and store-based format in adjacent European geography.
- Travis Perkins: UK-listed builders' merchant with broader trade focus but overlapping categories with DIY retail. Comparable on home improvement supply and Benelux-adjacent European footprint, with broader trade emphasis.
Direct peers
- OBI: German-headquartered DIY home improvement retailer with stores across Central Europe including Benelux markets. Comparable on broad DIY/gardening assortment, mid-big-box store formats, and consumer-DIY positioning.
- Leroy Merlin: France-based DIY home improvement retailer (part of ADEO Group) operating large-format stores across Europe including Belgium and Netherlands. Directly comparable on DIY assortment, big-box format, and omnichannel strategy.
- Intergamma: Dutch cooperative behind GAMMA and Karwei, two of the largest DIY chains in the Netherlands. Most direct competitor to Maxeda's Praxis banner in the Dutch market, with comparable store count, assortment, and target customer.
- Bauhaus: Swiss-headquartered DIY and workshop specialist operating large-format stores across Europe, including Benelux. Comparable on DIY/home improvement assortment, big-box specialty format, and trade-and-consumer customer mix.
- Mr. Bricolage: French-listed DIY retail group with franchise and owned stores across France and adjacent markets. Comparable on franchise-heavy DIY store model and broad home improvement assortment, though primarily France-focused.
- Kingfisher: UK-listed parent of Castorama and Brico Depot, the latter a direct head-to-head DIY big-box competitor to Maxeda's BricoPlanit in Belgium and France. Most directly comparable peer given overlapping DIY big-box format and shared Benelux/French footprint.
- Hornbach: German-listed DIY big-box specialist with stores across Europe including the Netherlands and Belgium. Comparable on DIY/home improvement assortment, large-format stores, and professional/semi-pro customer focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Maxeda social profiles
Digital presenceMaxeda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxeda leadership team
Management profileNumber of profiles
Profiles4 records
Maxeda subsidiaries and ownership
Company hierarchySubsidiaries9 records
Maxeda funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxeda M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maxeda
What does Maxeda do?
Maxeda DIY Group operates a network of 334 DIY retail stores across the Benelux region under three formats: Praxis in the Netherlands (184 stores), Brico in Belgium, and BricoPlanit Big Box stores in Belgium (14 locations). The company sells DIY, home decoration, and gardening products, including eight own brands (Perfection, Aquavive, Central Park, Decomode, Sencys, Baseline), serving approximately 1.5 million customers weekly through a mix of owned and franchise stores.
Is Maxeda a public or private company?
Maxeda is a private company. It is classified as private equity controlled and is currently operating.
When was Maxeda founded?
Maxeda was founded in 1999. It employs 5,001 to 10,000 people.
Where is Maxeda based?
Maxeda is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Maxeda make money?
One revenue line is on record: retail Sales - DIY/Home Improvement Products.
Who are Maxeda's main competitors?
Broad incumbents on record are Wickes, Homebase and Travis Perkins. Direct peers are OBI, Leroy Merlin, Intergamma, Bauhaus, Mr. Bricolage, Kingfisher and Hornbach.
Does Maxeda have an API?
No public API is recorded for Maxeda.
What industry is Maxeda in?
Maxeda's product category is Home Improvement Retail. Its primary akta.pro industry code is CRAEAGAC, Craft, DIY & Value Variety Stores, with a secondary code of CRAGAJAI, Multi-Price-Point Variety Stores. Its NAICS code is 45521 and its SIC code is 5331.