Bricorama

Name

Bricorama

Legal name

SAS Equipement de la Maison

Website

https://bricorama.fr

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bricorama is a French DIY and home improvement retail chain operating physical stores and an e-commerce platform across France under the Groupement des Mousquetaires cooperative, serving individual homeowners, DIY enthusiasts, and small construction professionals across 18 product categories.

Ownership category

akta.pro rank

Headquarters

HQ city

Villiers-sur-marne

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue generated from physical retail store sales across France. Customers purchase products directly at store locations.
2. E-commerce Sales: Online sales with home delivery or Click & Collect options for products sold through the Bricorama.fr website.
3. Loyalty Program: Bricorama fidelity card program where customers accumulate euros on their card (5 euros for every 250 euros spent) to be used on future purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bricorama is a French DIY and home improvement retail chain that sells tools, construction materials, garden equipment, kitchen, bathroom, lighting, decoration, electrical, plumbing, flooring, hardware, and pet supplies across 18 product categories. The company operates physical retail stores throughout France plus the Bricorama.fr e-commerce site, and offers services including 2-hour Click & Collect, home delivery, in-store expert advice, DIY workshops, and a loyalty rewards program.

Product overview

Bricorama is a French DIY and home improvement retail chain offering a comprehensive range of products and services for home construction, renovation, and decoration. The company operates through physical stores and an e-commerce platform, providing products organized into 18 main categories: Outillage (tools), Aménagement extérieur (outdoor living), Chauffage et filtration de l'air (heating), Entretien du jardin (garden care), Matériaux (building materials), Cuisine (kitchen), Salle de bain (bathroom), Peinture et droguerie (paint and hardware), Electricité (electrical), Plomberie et sanitaire (plumbing), Revêtements de sol et mur (flooring/walls), Quincaillerie (hardware), Décoration et luminaire (decor/lighting), Menuiserie (carpentry), Rangement Dressing (storage/closets), and Animalerie (pet supplies). The platform also features a loyalty program, various services (Click & Collect, delivery, installation), and price promotion programs like 'S'équiper moins cher' and seasonal sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Outillage (Tools) Hand tools, power tools, and accessories including drills, saws, hammers, and screwdrivers for construction and renovation work, sold to individual DIYers and professionals.
• Aménagement extérieur (Outdoor Living) Garden furniture, pools, spas, barbecues, parasols, garden sheds, and outdoor decorative items for outdoor space improvement.
• Chauffage et filtration de l'air (Heating and Air Treatment) Heating solutions including electric heaters, stoves, fireplaces, water heaters, gas heating, air conditioners, and air treatment systems for residential climate control.
• Entretien du jardin (Garden Maintenance) Garden maintenance tools, lawn mowers, hedge trimmers, brushcutters, pressure washers, watering equipment, plant pots, and garden accessories.
• Matériaux (Construction Materials) Construction materials including insulation, drywall, ceiling tiles, drainage solutions, concrete, mortar, and building site equipment.
• Cuisine (Kitchen) Kitchen furniture, worktops, sinks, faucets, appliances, and kitchen organization solutions.
• Salle de bain (Bathroom) Bathroom furniture, bathtubs, spas, sinks, washbasins, showers, toilets, faucets, and bathroom accessories.
• Peinture et droguerie (Paint and Hardware Chemicals) Interior and exterior paints, primers, wood treatments, cleaning products, and hardware maintenance items for home upkeep.
• Electricité (Electrical) Electrical equipment including smart home products, doorbells, gate motors, wiring, switches, outlets, security systems, and renewable energy solutions.
• Plomberie et sanitaire (Plumbing) Plumbing supplies including water supply pipes, fittings, toilet equipment, drainage systems, gas connections, and water treatment systems.
• Revêtements de sol et mur (Floor and Wall Coverings) Floor and wall coverings including tiles, PVC flooring, wallpaper, carpet, wall panels, and skirting boards.
• Quincaillerie (Hardware) Hardware items including locks, chains, screws, nails, bolts, adhesives, mailboxes, and security equipment.
• Décoration et luminaire (Decoration and Lighting) Interior and exterior lighting, cushions, decorative items, curtains, rugs, Christmas decorations, and craft supplies.
• Menuiserie (Carpentry) Windows, doors, frames, gates, garage doors, shutters, panels, and wooden structures for interior and exterior use.
• Rangement Dressing (Storage and Closets) Storage solutions including wardrobes, shelving, closet systems, and furniture for organizing clothing and belongings.
• Animalerie (Pet Supplies) Pet supplies including food, cages, enclosures, toys, and hygiene products for poultry, cats, dogs, birds, fish, and small mammals.
• Caméras de surveillance WiFi (WiFi Security Cameras) Indoor and outdoor WiFi security cameras with features such as solar panels, motion detection, night vision, and HD video recording for residential surveillance.
• Détecteurs de fumée (Smoke Detectors) Smoke detectors with various battery life options (5-10 years), NF certifications, and connected/smart versions for residential fire safety.
• Alarmes connectées (Connected Alarms) Connected alarm systems, motion detectors, door/window sensors, and sirens for residential home security.
• Click & Collect 2-hour Pickup Fulfillment service enabling online ordering with rapid in-store pickup within 2 hours at the customer's nearest Bricorama store, available across the French store network.
• Home Delivery Delivery of online orders to customers' homes, with specialized delivery for bulky items handled in partnership with Trusk and crowdsourced delivery via Shopopop.
• Bricorama Atelier (DIY Workshops) In-store DIY workshop and gardening coaching service offering hands-on training and expert guidance for home improvement projects, available at select Bricorama locations.
• Coaching Décoration (Interior Decoration Coaching) Interior decoration coaching service available at select Bricorama stores (Orgeval, La Chapelle Saint-Luc, Montargis), where professional decorators provide personalized advice for interior decoration projects.
• Bricorama Loyalty Card (Fidelity Program) Customer loyalty program where members accumulate euros on their card (5 euros credited for every 250 euros spent) to be used on future purchases, with special 15% loyalty benefits for events such as graduation, wedding, and birth.

Quantifiable outcome

• Over 1000 products available at permanent reduced prices through 'Bricoler encore moins cher' initiative

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• LOXAMcoreChannel Partner/ Reseller/ DistributorEquipment rental partnership allowing customers to rent tools and equipment needed for DIY projects. LOXAM provides access to professional-grade equipment for customers who need tools for one-time or occasional use projects. Service available at select Bricorama locations.
• PayPalcoreChannel Partner/ Reseller/ DistributorPayment solutions partner enabling customers to pay for purchases using PayPal. Provides flexible payment options including 'payer en 4x' (pay in 4 installments) for qualifying purchases.
• ShopopopminorChannel Partner/ Reseller/ DistributorDelivery service partnership enabling customers to have their online orders delivered by local residents. Crowdsourced delivery service connecting customers with nearby drivers for package delivery.
• TruskminorChannel Partner/ Reseller/ DistributorDelivery service partnership for bulky item delivery. Provides specialized delivery services for large products purchased in-store or online.
• Coaching DécorationminorStrategic or Co-development PartnerInterior decoration coaching service available at select Bricorama stores (Orgeval, La Chapelle Saint-Luc, Montargis). Professional decorators provide personalized advice for interior decoration projects.
• Bricorama Atelier (DIY Workshop)coreStrategic or Co-development PartnerIn-store DIY workshop and gardening coaching service offering hands-on training and expert guidance for home improvement projects. Available at select locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• ManoMano: French-founded online-only DIY and home improvement marketplace with broad assortment across tools, materials and garden. Represents the digital-native competitive threat to Bricorama's store-and-web model.

Direct peers

• Lapeyre: French specialist in home renovation (windows, doors, kitchen, bathroom, flooring). Overlaps with Bricorama on kitchen, bathroom and menuiserie categories and competes for renovation project spend.
• Brico Cash: Wholesale-format DIY banner within the same Mousquetaires cooperative as Bricorama, targeting professionals and project buyers. Sister-brand adjacency creates both internal competition and shared procurement scale.
• Castorama: Major French DIY retailer owned by Kingfisher plc, offering a comparable assortment of building materials, tools, kitchen, bathroom, and garden products through big-box stores and e-commerce.
• Leroy Merlin: France's leading home improvement and DIY retailer, part of the Adeo group. Directly competes with Bricorama across tools, materials, kitchen/bath, garden and decoration, with a larger store network and stronger private-label brands.
• Brico Dépôt: Discount-focused DIY banner owned by Kingfisher, competing on price in tools, materials and renovation categories. Directly overlaps Bricorama's value-positioned 'Bricoler encore moins cher' assortment.
• Werkmarkt / Weldom: French proximity DIY banner associated with the Adeo group, competing in smaller towns with a comparable everyday-DIY assortment and value positioning.
• Mr.Bricolage: French neighborhood-format DIY chain with a similar mid-sized store footprint and DIY assortment. Targets comparable individual consumers and small contractors across France.

Broad incumbents

• Lowe's: US-listed broad-line home improvement retailer with comparable assortment across tools, kitchen, bath, garden and décor. Useful as a global comparable for omnichannel strategy and category mix.
• Home Depot: Global benchmark for big-box DIY and home improvement retail. Not a French competitor, but relevant as a strategic reference for omnichannel, pro-customer, and private-label benchmarks Bricorama is measured against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bricorama-france

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bricorama