Brico Depôt

What Brico Depôt does

Brico Depôt, legally BRICO DEPOT PORTUGAL S.A., is a Portugal-focused DIY and home improvement retailer that operates a multi-channel model combining physical stores with the bricodepot.pt e-commerce platform. The company carries 15+ product categories — including garden/outdoor, climate control/heating, flooring and wall coverings, windows and doors, bathroom, kitchen, construction, tools, ceramics, plumbing, electrical/home automation, decoration/lighting, paint/hardware, and ironmongery — and distributes eight exclusive private-label brands (Erbauer, Cooke&Lewis, Blooma, Titan, Geom, Verve, Evalux, Magnusson) that are sold only through Brico Depôt.

The underlying technology stack is a standard e-commerce retail platform with integrated inventory management, a Click & Collect service (30–60 minute in-store pickup), 3–5 day home delivery, a 3D Project Planner visualization tool, a tintometric custom paint mixing service, and native iOS and Android applications. Payment integrations include Visa, Mastercard, American Express, PayPal, MB Way, Multibanco, Klarna, and Revolut Pay.

The business model is omnichannel retail: revenue is generated primarily through one-time unit-priced product sales across both physical stores and the online channel, complemented by free in-store professional advisory services and differentiated loyalty engagement. The customer base is segmented into individual DIY consumers served via the BricoClub program (coupons, cashback) and professional tradespeople — construction, renovation, bathroom, kitchen, carpentry, HVAC, tiling, electrical, and painting specialists — served via BricoClub PRO with direct trade discounts and a Pro Advisor service. Marketing and GTM combine organic social (Facebook, YouTube, Instagram, Pinterest), email newsletters, mobile apps, monthly/seasonal catalogs, and an annual calendar of Feira Profissional in-store trade fairs that bring together major construction brands (URSA, Sika, Bosch, Weber, Bostik, Grupo Puma, Bellota, Dyrup, Quilosa, Alvic, Gyptec, Baixens, UHU). The company is referenced as part of the Kingfisher group via the merchanthub.kingfisher.com seller portal.

Name

Brico Depôt

Legal name

BRICO DEPOT PORTUGAL S.A.

Website

https://bricodepot.pt

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Brico Depôt is a Portugal-focused DIY and home improvement retailer (BRICO DEPOT PORTUGAL S.A.) operating physical stores and the bricodepot.pt e-commerce platform. It serves individual DIY consumers via BricoClub and professional tradespeople via BricoClub PRO across 15+ product categories and eight exclusive private-label brands.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• DIY retail
• Home improvement
• Construction materials
• Garden products
• Power tools

Headquarters

HQ city

Vila Nova de Gaia

HQ country

Portugal

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Retail Product Sales: Physical and online retail of DIY, construction, garden, and air conditioning products. Products sold include tools, building materials, furniture, bathroom fixtures, kitchen equipment, ceramics, plumbing, electrical, paints, hardware. Offers own-brand exclusive labels: Erbauer, Cooke&Lewis, Blooma, Titan, Geom, Verve, Evalux, Magnusson.
2. Professional Services: Free project advisory services for customers visiting stores. Professional customer support through dedicated BricoClub PRO program with direct discount pricing for qualifying tradespeople.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Brico Depôt operates a multi-channel home improvement retail business in Portugal, selling DIY products, construction materials, garden products, and climate control equipment through physical stores and an e-commerce platform. The company carries eight exclusive own-brand labels (Erbauer, Cooke&Lewis, Blooma, Titan, Geom, Verve, Evalux, Magnusson) and offers complementary services such as a 3D Project Planner, Tintometric paint-mixing service, Click & Collect, in-store professional advisory, financing, and loyalty programmes (BricoClub for consumers and BricoClub PRO for tradespeople).

Product overview

Brico Depôt is a Portuguese DIY and home improvement retail chain operating both physical stores and an e-commerce platform. The core offering is the online and in-store retail of DIY, construction, gardening, and climate control products. The product portfolio is organized into main categories including Garden and Outdoor (pérgulas, tendas, guarda-sóis, churrasqueiras, piscinas, relva artificial), Climate Control and Heating (ar condicionado, salamandras, termoacumuladores), Flooring and Wall Coverings (pavimentos cerâmicos, vinílicos, laminados, azulejos), Doors and Windows (PVC and aluminum windows, interior doors, entry doors), Bathroom products (móveis, sanitas, banheiras), Kitchens (modular cabinets, countertops, appliances), Construction materials, Tools (power tools and hand tools), Plumbing, Electrical and Home Automation, Decoration and Lighting, Paint and Hardware, and Hardware. The company offers exclusive brands: Erbauer (professional power tools), Cooke&Lewis (furniture and decoration), Blooma (garden products), Titan (garden tools), Geom (storage), Verve (textiles), Evalux (lighting), and Magnusson (hand tools). Services include Click & Collect, 3D Project Planner, Tintometric Service, Professional Advice, Financing, Brico Club and Brico Club PRO loyalty programs, and a Professional Tool Fair.

Differentiator

Problem solved

Functional benefit

Brands

• BricoClub PRO: Professional loyalty programme offering direct discounts on products and a Pro Advisor service for trade professionals.
• BricoClub
• Planificador 3D

Products and services

• Brico Depôt Online Store E-commerce platform (bricodepot.pt) for DIY, construction, gardening, and climate control products, offering online shopping with home delivery and in-store pickup options for individual consumers and professionals across Portugal.
• BricoClub (Loyalty Programme) Customer loyalty programme for individual consumers (DIY homeowners and hobbyists) offering personalised benefits, promotional coupons, and a cashback programme redeemable in physical Brico Depôt stores.
• BricoClub PRO (Professional Loyalty Programme) Professional customer loyalty programme for trade professionals (contractors, builders, renovators, installers, electricians, painters, tilers, carpenters, HVAC technicians) offering direct discounts on products, a Pro Advisor service, and dedicated professional benefits.
• 3D Project Planner (Planificador 3D) Interactive planning tool that enables customers to design and visualise home improvement projects (bathrooms, kitchens, etc.) in 3D before purchase.
• Tintometric Service (Serviço Tintométrico) Custom paint colour-mixing service that allows customers to obtain paint tinted to any desired colour, available in physical stores.
• Professional Advice Service (Assessoramento Gratuito) Free in-store professional consultation service for construction and renovation projects, available to walk-in customers at Brico Depôt physical stores.
• Financing Service Online payment facilities and financing options for larger purchases, provided through partners including Klarna.
• Click & Collect (Recolha na Loja) Order pickup service allowing customers to order online and collect purchases from any Brico Depôt physical store in Portugal within 30-60 minutes, with orders held for 5 days.
• Feira Profissional (Professional Trade Fair) Annual in-store professional trade fair showcasing products and solutions from major construction and renovation tool/material brands, with BricoClub PRO enrollment opportunities for construction and renovation professionals.
• Erbauer Exclusive own-brand line of professional-grade power tools and accessories, positioned at professional performance at a guaranteed minimum price, sold exclusively at Brico Depôt.
• Cooke&Lewis Exclusive own-brand for home improvement products including door handles, bathroom fixtures, lighting, furniture, and decorative items.
• Blooma Exclusive own-brand for garden and outdoor products including fencing, decking, garden furniture bases, and outdoor equipment.
• Titan Exclusive own-brand for garden tools, power equipment, pressure washers, air conditioning units, and home improvement equipment.
• Geom Exclusive own-brand for storage and organisation products for the home.
• Verve Exclusive own-brand for home decoration and textile products.
• Evalux Exclusive own-brand for lighting products.
• Magnusson Exclusive own-brand for hand tools.
• Mobile Application (iOS/Android) Native mobile applications for iOS and Android that enable shopping, store locator, account management, and a personalised experience for Brico Depôt customers.
• Online Catalogs Monthly and seasonal digital catalogs covering monthly promotions, air conditioning, garden, carpentry/joinery, kitchens, bathrooms, tools, flooring, heating, and construction categories.

Quantifiable outcome

• 180-day return policy (industry-leading)
• +3 more outcomes

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Professional Tool Brands at BricoClub PRO FaircoreGTM or Marketing Partner · 19 May 2025Annual professional trade fairs (Feira Profissional) featuring major construction and renovation tool/material brands including URSA (insulation), Sika (adhesives/sealants), Baixens (construction chemicals), Gyptec (plasterboard), Bellota (hand tools), UHU (adhesives), Dyrup (paints), Quilosa (sealants/adhesives), Bosch (power tools), Weber (mortars/renders), Grupo Puma (construction materials), Alvic (kitchen/furniture panels), Bostik (adhesives). Free entry, no registration required. Targets construction and renovation professionals.
• ErbauerminorOthersExclusive own-brand professional tool line sold exclusively at Brico Depôt. Positioning: Professional performance at guaranteed minimum price.
• Cooke&LewisminorOthersExclusive own-brand for home hardware and accessories including door handles, bathroom fixtures, lighting.
• BloomaminorOthersExclusive own-brand for outdoor and garden products including fencing, decking, garden furniture bases.
• TitanminorOthersExclusive own-brand for power tools, garden machinery, pressure washers, and air conditioning units.
• KlarnaminorOthersPayment provider offering financing/installment payment options for Brico Depôt purchases.
• Kingfisher GroupminorOthersParent company group. Reference found via Merchant Hub portal for sellers (merchanthub.kingfisher.com/pt/).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wickes: Wickes is a UK-based DIY and home improvement retailer offering kitchens, bathrooms, tools, and building materials through physical stores and e-commerce. It is comparable in customer-segment targeting (DIY plus trade) and category breadth.
• B&Q: B&Q is the UK DIY superstore banner of Kingfisher Group, Brico Depôt's corporate parent. It operates the same multi-category DIY model (tools, garden, kitchens, bathrooms) at much larger scale, making it a relevant comparable for unit economics, omnichannel patterns, and category management.
• Screwfix: Screwfix is Kingfisher Group's trade-focused banner, serving professional tradespeople with click-and-collect convenience. Its BricoClub PRO segment is structurally similar, making it a strong comparable for Brico Depôt's professional-channel strategy.
• Castorama: Castorama is Kingfisher Group's French DIY banner, operating a comparable large-format DIY/home improvement retail model. As a group sibling, it offers a benchmark for European multi-store DIY operations, sourcing leverage, and own-brand strategy.

Direct peers

• Maxmat: Maxmat is a Portuguese DIY retailer offering construction materials, tools, paints, and home improvement products. It is a direct domestic competitor with overlapping target segments and a similar store-based retail model.
• AKI (Portugal): AKI is a Portuguese DIY and home improvement chain with similar product categories (tools, paint, garden, construction) and a multi-store footprint across Portugal. It competes directly with Brico Depôt for both DIY consumers and trade professionals.
• Mr. Bricolage: Mr. Bricolage is a European home improvement franchise chain with presence in multiple markets, operating a comparable DIY retail model with similar product categories and a focus on both consumers and trade professionals.
• Leroy Merlin Portugal: Leroy Merlin is the largest home improvement and DIY retailer in Portugal, operating multiple large-format stores with a comparable product mix across tools, construction, garden, kitchen, and bathroom categories. It is Brico Depôt's primary direct competitor in the Portuguese market.

Emerging players

• ManoMano: ManoMano is a fast-growing online DIY and home improvement marketplace operating in Portugal. It competes for the same consumer and trade customer base through digital channels, putting pressure on Brico Depôt's e-commerce economics and category pricing.

Regional players

• Homebase: Homebase is a UK-based DIY and home improvement retailer operating a similar big-box multi-category model. While it does not directly compete in Portugal, its category mix (garden, kitchen, bathroom, tools) makes it a structural comparable for store format and assortment decisions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC6AR9iLCt5DdNppIcOceMew
• Facebookfacebook.com/bricodepotportugal
• Instagraminstagram.com/bricodepot_pt
• Pinterestpinterest.es/bricodepotpt
• LinkedInlinkedin.com/company/brico-dep%C3%B4t

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&A

Investments

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

Frequently asked questions about Brico Depôt