What DIY Depot does

DIY Depot is a South African privately held hardware and building materials retailer operating a franchise network of over 140 physical stores across all nine South African provinces and Lesotho, headquartered in Bedfordview, Germiston. The company sells core building products (cement, bricks, sand, timber, and mixes) alongside complementary categories including hand tools, power tools (notably the INGCO brand), paint (Plascon), cement and aggregates (Afrisam), plumbing (Marley, Jojo), electrical and lighting (Eurolux, Ellies), garden and outdoor (Gardena), and wood finishing (Woodoc). Distribution combines the nationwide franchise retail estate with an owned e-commerce storefront on diydepot.co.za and doorstep delivery for heavy materials.

The business model is asset-light at the corporate level: DIY Depot Pty Ltd acts as the franchisor, licensing the DIY Depot brand and supplying to independent franchise operators, while collecting franchise fees, brand royalties, and supply economics. The corporate headcount of 112 reflects franchisor staff rather than total system employment. Go-to-market is direct-to-consumer across two primary personas — DIY homeowners undertaking renovations and maintenance, and contractors/trade professionals sourcing building supplies — supported by a content marketing engine of DIY how-to articles, eco-friendly tips, and project tutorials that drive organic traffic and store visits. Revenue is generated through retail product sales of building materials and DIY essentials, with pricing set at the store level and not publicly disclosed.

Name

DIY Depot

Legal name

DIY Depot Pty Ltd

Website

https://diydepot.co.za

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

DIY Depot is a South African franchise-based hardware and building materials retailer operating over 140 stores nationwide plus Lesotho, supplying DIY homeowners and contractors with cement, bricks, timber, tools, paint, and garden products via physical stores, e-commerce, and doorstep delivery.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

Home Centers (444110), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Home Improvement & DIY (Tools, Hardware, Paint) Distribution (CRAOAFAC)

akta.pro secondary industry

Craft, DIY & Value Variety Stores (CRAEAGAC)

Keywords

• Building materials retail
• Hardware stores
• DIY supplies
• Power tools
• Construction materials

Headquarters

HQ city

Bedfordview, Germiston

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: DIY Depot generates revenue through the sale of building products including cement, bricks, sand, timber, and other extensive categories of building products and mixes. The company stocks high-quality brands such as Plascon, Afrisam, Academy, Ellies, Efekto, Eureka, Eurolux, Gardena, Jojo, Marley, Ruwag, SA Ladder, Seagull, Flash Harry, Promac, Qualitools, Sprayon, Woodoc, Swartland and more. Revenue comes from direct in-store purchases and potentially delivery charges for doorstep delivery services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

DIY Depot operates a franchise-based retail chain of over 140 stores across South Africa and Lesotho selling building products and DIY essentials. Core offerings include cement, bricks, sand, timber, power tools (INGCO), hand tools, paint (Plascon), plumbing supplies, electrical and lighting, garden and outdoor products, and wood finishing products from recognized brands. The company also offers doorstep delivery, expert in-store advice, and franchise opportunities for independent operators.

Product overview

DIY Depot is a South African hardware retail chain operating over 140 stores nationwide. The company offers a comprehensive range of building products and DIY supplies through its physical store network and website. Core offerings include building materials (cement, bricks, sand, timber), power tools (INGCO brand), hand tools, paint (Plascon), plumbing supplies (Marley, Jojo), electrical/lighting (Eurolux, Ellies), garden/outdoor products (Gardena), and general hardware. The company operates on a franchise model with independent store operators under the DIY Depot brand. Products are available for delivery to customer doorsteps.

Differentiator

Problem solved

Functional benefit

Products and services

• Building Products (Cement, Bricks, Sand, Timber) Core building materials including cement, bricks, sand, timber and extensive categories of building products and mixes available at DIY Depot stores with doorstep delivery. Targeted at DIY homeowners and contractors undertaking building and construction projects.
• INGCO Power Tools Trusted brand of power tools including cordless drills, impact drivers, angle grinders, circular saws, rotary hammers and jigsaws on a cordless 20V platform with interchangeable batteries. Targeted at DIY users and professional contractors.
• Plascon Paint Products High-quality paint brand stocked at DIY Depot for interior and exterior applications. Targeted at homeowners undertaking painting projects and contractors.
• Afrisam Cement and Building Materials Cement and construction aggregate products for building and construction projects. Targeted at building contractors and DIY homeowners.
• Hand Tools and Hardware Wide range of hand tools, hardware and accessories for DIY and professional use from brands including Qualitools, SA Ladder, Ruwag, Seagull, Flash Harry and Promac. Targeted at DIY users and trade professionals.
• Garden and Outdoor Products Garden products including Jojo tanks, Gardena irrigation, Marley plumbing, outdoor tools and camping equipment. Targeted at homeowners undertaking garden and outdoor projects.
• Electrical and Lighting Products Electrical products including Eurolux lighting, Ellies electrical accessories and Eureka products. Targeted at homeowners and electricians.
• Wood Finishing Products Woodoc wood finishes and treatments for protecting and enhancing wooden surfaces. Targeted at homeowners and carpenters undertaking wood finishing projects.
• DIY Depot Franchise Opportunity Franchise opportunity enabling independent operators to open DIY Depot branded stores, expanding the retail network. Targeted at entrepreneurs and small business owners interested in operating a hardware/building materials retail outlet.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wickes: Wickes is a UK-based DIY and home improvement retailer focused on both DIY consumers and trade professionals, offering a similar positioning to DIY Depot's dual customer base.
• Lowe's: Lowe's is a major US home improvement retailer offering a comparable assortment of building materials, tools, paint, and DIY supplies, representing a global reference point for DIY Depot's value proposition.
• Leroy Merlin: Leroy Merlin is a global DIY and home improvement retailer that has entered South Africa, offering a comparable product mix of tools, building materials, and home improvement solutions to DIY Depot.
• Kingfisher (B&Q/Castorama): Kingfisher is the largest home improvement retailer in Europe (B&Q, Castorama) and represents a comparable franchise- and store-based DIY model targeting homeowners and trade customers.
• Home Depot: The Home Depot is the world's largest home improvement specialty retailer, providing a benchmark for DIY Depot's model in terms of product breadth, services, contractor focus, and omnichannel retail.

Direct peers

• Mica Hardware: Mica is one of the largest hardware buying groups in South Africa with a network of independently owned stores, competing directly with DIY Depot for DIY consumers and small contractors nationwide.
• Buco Hardware: Buco is a South African hardware and building materials chain operating more than 150 stores nationwide, competing head-to-head with DIY Depot across DIY, trade, and rural markets.
• Cashbuild: Cashbuild is the largest building materials retailer in South Africa with over 230 stores across southern Africa, directly competing with DIY Depot for DIY homeowners, contractors, and rural/semi-urban customers in the same product categories.
• Builders Warehouse: Builders Warehouse is a large-format DIY and building materials retailer in South Africa (part of the ITALTILE group) that overlaps with DIY Depot across tools, hardware, paint, and home improvement categories targeting both consumers and trade.

Others

• Mr Price Home: Mr Price Home is a South African value retailer focused on homeware and DIY-adjacent goods; it overlaps with DIY Depot's DIY/home consumer base but does not compete in heavy building materials.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/diydepot

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 DIY Depot