What Unicem does

Unicem (Уницем ООД) is a privately held Bulgarian limited liability company headquartered in Sofia that supplies wholesale and retail construction materials, tools, and building products. Founded in 1995 with 51–100 employees, the company operates an omnichannel model serving both individual DIY consumers and trade professionals undertaking construction, renovation, and home improvement projects across Bulgaria.

The core offering is a broad catalog organized into product categories including adhesives and dry construction mixes, gypsum board and profiles, construction chemicals, thermal insulation, bathroom and plumbing, electrical products, lighting, hand and power tools, paints and lacquers, hardware and fasteners, garden products, and roofing materials. Unicem distributes more than 100 international brands — among them Henkel, Knipex, Bosch, Soudal, Baumit, Mapei, Weber, Sika, KNAUF, Schneider Electric, and VELUX — through both the unicem.bg e-commerce storefront built on the Seliton CMS platform and multiple physical retail stores in Sofia and other Bulgarian cities. Customer payment is supported via Visa, Mastercard, PayPal, ePay.bg (Borica), and cash on delivery, with nationwide fulfillment via Speedy and Econt couriers.

The business model is unit-pricing retail with prices displayed in both EUR and Bulgarian Lev ranging from approximately €2.31 for small consumables to over €110 for professional tools. Unicem markets through its SEO-structured e-commerce site, email and RSS communications, and Facebook social integration, with GDPR-compliant data handling and formal Terms of Service dated April 1, 2015. The company is independently owned under legal representative Kostadin Vasilev, with no disclosed external investors, parent company, or institutional capital involvement.

Name

Unicem

Legal name

Уницем ООД

Website

https://unicem.bg

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Unicem (Уницем ООД) is a privately held Bulgarian construction-materials retailer serving DIY consumers and trade professionals nationwide through the unicem.bg e-commerce platform and multiple physical retail stores in Sofia, distributing 100+ international brands across tools, adhesives, paints, electrical, and bathroom categories.

Ownership category

akta.pro rank

Product category

Construction Materials Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Building Material and Supplies Dealers (4441), Other Building Material Dealers (44418)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

General Merchandise/Department Store Omnichannel (CRAFAEAF)

Keywords

• Construction materials retail
• Building supplies
• Hand and power tools
• DIY renovation products
• Construction chemicals

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Online Store: Direct consumer sales through unicem.bg e-commerce platform where customers purchase construction materials, tools, and building supplies. Products include adhesives, gypsum board, construction chemicals, paints, tools, hardware, lighting, and garden supplies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Unicem retails construction and renovation materials, tools, paints, lighting, electrical, plumbing, and garden supplies sourced from over 100 international brands. Distribution is omnichannel: through the unicem.bg e-commerce storefront with nationwide courier delivery and through multiple physical retail stores across Bulgaria. Customers include DIY consumers and trade professionals purchasing branded products such as adhesives, gypsum board, sealants, plasters, hand tools, power tools, and waterproofing systems.

Product overview

Unicem is an online e-commerce platform for construction and renovation materials operating in Bulgaria, built on the Seliton e-commerce platform. The offering encompasses a comprehensive range of building materials organized into multiple product categories: (1) Construction materials including adhesives/dry mixes, drywall/gypsum board, construction chemicals, thermal insulation, and roofing; (2) Bathroom and plumbing products with faucets, fittings, ventilation, and tile leveling systems; (3) Electrical products including transformers, switches, and outlets; (4) Lighting solutions with LED, energy-saving bulbs, and motion sensors; (5) Hand and power tools from brands like Knipex Germany, Raider/EUROMESTER, and FESTA; (6) Paints, lacquers, and latexes; (7) Hardware and fasteners; (8) Garden products. The store distributes over 100 international brands including Henkel (111 products), MTX (91), VIVALUX (48), Boro (41), Knipex Germany (31), Ciret (39), Mapei (23), and Henkel. Products are available for online purchase with payment via Visa, Mastercard, PayPal, ePay.bg, or cash on delivery, with shipping through Speedy and Econt delivery partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Construction materials (adhesives, gypsum board, construction chemicals, insulation, roofing) Retail of construction adhesives, dry construction mixes, gypsum board, profiles, construction chemicals (silicones, polyurethane foam, sealants, primers, impregnators), thermal insulation, and roofing materials (tiles, roof windows, accessories). Customers include construction contractors and DIY renovators purchasing branded products from Henkel, Baumit, Mapei, KNAUF, Sika, Weber Saint-Gobain, and ISOMAT.
• Bathroom and plumbing products Retail of bathroom and plumbing products including ventilation, tile grout, faucets, fittings, traps, mixers, shower systems, inspection openings, plumbing parts, bathroom siphons, structure buttons, and tile leveling systems. For homeowners and contractors fitting bathrooms.
• Electrical products (transformers, switches, sockets, adapters) Retail of electrical products including transformers, switches and sockets, power strips, extension cords, and adapters from brands such as Schneider Electric and ORNO. For residential and commercial electrical installations.
• Lighting products Retail of lighting products including LED lighting, energy-saving bulbs, halogen bulbs, recessed lights, motion sensors, and projectors from VIVALUX and other brands. For residential and commercial lighting installations.
• Hand and power tools Retail of hand and power tools including pliers, drills, hammer drills, angle grinders, screwdrivers, hammers, saws, levels, drill bits, chisels, keys, rebar cutters, gloves, tool cases, sprays and lubricants, and silicone/foam guns. Featured professional brand Knipex Germany offers pliers, cable cutters, rebar cutters, and VDE insulated tools. For trade professionals and DIY consumers.
• Paints, lacquers, and painting supplies Retail of interior and exterior paints, wood lacquers, latex, oxide paint, metal paint, wood putty, plus rollers, brushes, painter's tape, insulation tape, and masonry tools. For interior finishing and exterior painting projects.
• Hardware and fasteners Retail of hardware including fasteners, drywall and wood screws, dowels, specialized adhesives, sharpeners, and home/auto supplies. For general construction, home, and automotive hardware needs.
• Garden products Retail of garden tools, fertilizers, lime for trees, and garden maintenance products from brands such as BIOPON. For home gardeners and outdoor maintenance.
• Waterproofing materials Retail of waterproofing materials and systems for building envelopes, foundations, and wet areas. For construction professionals and homeowners addressing moisture protection.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

15 partnerships are on record, tiered core and minor.

• HenkelcoreOthersHenkel is a major supplier of construction chemicals and adhesives sold through Unicem. Products include Henkel branded adhesives, sealants, and construction materials. Henkel is a global leader in adhesives, sealants, and surface treatments.
• Knipex GermanycoreOthersKnipex is a German manufacturer of professional hand tools, pliers, and cutters sold through Unicem. Extensive product range including combination pliers, Cobra pliers, cable cutters, rebar cutters, and VDE insulated tools.
• BOSCHcoreOthersBosch is a major supplier of power tools and accessories sold through Unicem's tool category.
• Soudal (СУДАЛ ЕООД)coreOthersSoudal is a Belgian manufacturer of sealants, polyurethane foams, and adhesives. Founded in 1966, Soudal is a leading independent European manufacturer of silicone, polyurethane, and other sealing materials, polyurethane foams, adhesives, and roof covering materials.
• ISOMATcoreOthersGreek manufacturer of construction mortars, tile adhesives, and building materials. Products include tile adhesives (AK-16, AK-20, AK-22 series) sold through Unicem.
• Baumit (Баумит)coreOthersBaumit produces construction mortars, tile adhesives, silicone plasters, and renders. A major European construction materials manufacturer with 28 products listed on Unicem.
• MapeicoreOthersItalian manufacturer of construction chemicals, adhesives, and building materials. Products include tile adhesives and construction solutions.
• KNAUFcoreOthersGerman manufacturer of gypsum board, construction systems, and building materials. Unicem carries Knauf gypsum board products and related materials.
• Sika Bulgaria (СИКА БЪЛГАРИЯ)coreOthersSwiss multinational company specializing in construction chemicals, sealants, adhesives, and waterproofing solutions. 13 products available through Unicem.
• WEBER Saint-GobaincoreOthersPart of Saint-Gobain group, Weber produces construction mortars, renders, and building solutions.
• Schneider ElectriccoreOthersGlobal energy management and automation company. Schneider Electric products include switches, sockets, and electrical components for construction applications.
• VELUXminorOthersDanish manufacturer of roof windows and skylights. Products sold through Unicem's roof windows category.
• Speedy CourierminorOthersBulgarian courier service used for product delivery to customers. Delivery pricing displayed on product pages for Sofia and inter-city delivery.
• Econt CourierminorOthersBulgarian courier service used for product delivery. Listed as payment and delivery option on the website.
• Seliton (e-commerce platform)coreOthersSeliton is the e-commerce platform/technology provider powering the Unicem online store. Website footer indicates 'Онлайн магазин от SELITON'.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• OBI: OBI is one of Europe's largest DIY/home improvement retailers with stores across Germany, Central and Eastern Europe. Comparable business model (omnichannel retail of construction materials and home improvement products) and a key competitor expanding in Eastern European markets where Unicem operates.
• Hornbach: Hornbach is a large German DIY/home improvement chain with extensive European operations, specializing in construction materials and tools. Represents the broader pan-European competitive landscape that pressures regional players like Unicem through scale, assortment depth, and pricing power.
• Bauhaus: Bauhaus is a major European DIY chain specializing in construction materials, tools, and home improvement products. Operates across multiple European countries with similar product range, customer focus, and omnichannel positioning as Unicem at much larger scale.
• Mr. Bricolage: Mr. Bricolage is a French-led international DIY/home improvement franchise with European operations. Comparable product categories (construction materials, tools, home improvement) and dual customer focus on DIY consumers and trade professionals similar to Unicem.
• Kingfisher: Kingfisher is the parent company of major European DIY brands including Castorama, B&Q, and Screwfix. Comparable as a multi-brand DIY/home improvement retailer operating across European markets with similar product mix to Unicem.
• Travis Perkins: Travis Perkins is the UK's largest building materials distributor serving trade professionals with construction materials and tools. Comparable business model of serving both DIY and trade customers with deep construction product assortment and trade-focused fulfillment.

Emerging players

• Toolstation: Toolstation is a UK-based trade-focused tool and building supplies retailer with European expansion underway. Comparable in its focus on tools, hardware, and trade professionals within the broader construction supply category where Unicem competes.

Direct peers

• Leroy Merlin Bulgaria: Leroy Merlin is a leading European DIY/home improvement retailer operating physical stores in Bulgaria with a similar broad assortment of construction materials, tools, and home improvement products. Directly comparable to Unicem in product categories, omnichannel model, and target customer base (DIY consumers and trade professionals).
• Praktiker Bulgaria: Praktiker is a European DIY chain with stores in Bulgaria offering construction materials, tools, and home improvement products. Directly competes with Unicem in the same Bulgarian market for both consumer DIY and trade professional customers.

Others

• Seliton: Seliton is the e-commerce platform provider powering Unicem's unicem.bg online store and is listed as a core technology partner. Included as an ecosystem participant (enabling technology) rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/UNICEM.BG
• LinkedInlinkedin.com/company/unicem-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Unicem