Maxeda

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.

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

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

• DIY retail
• Home improvement stores
• Garden products
• Home decoration retail
• Benelux retail chain

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• CapgeminicoreTechnology or Integration · 25 November 2024Maxeda 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

Broad 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

• LinkedInlinkedin.com/company/maxeda-diy-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors1 record

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 Maxeda