What DIY Superstore does

DIY Superstore is a privately held, independent hardware and building material retailer headquartered in Bloemfontein, Free State, South Africa. Founded in 1986 with a 36-employee headcount, the company operates a single retail storefront at 17 Monument Road, Oranjesig, supplemented by a co-located petrol station and Vida e Caffe concession. The product portfolio spans structural steel (IPE sections, universal beams, lipped angle purlins), roofing (corrugated, IBR, Chromadek, polycarbonate sheets), fencing (diamond mesh, farm gates, Devils Fork), timber, paint (PVA, enamel, waterproofing, primers, decorative), plumbing, electrical, and fixtures, with distribution through walk-in retail, phone, and WhatsApp orders and on-site delivery within the Bloemfontein area. No transactional e-commerce is in place.

The business differentiates through vertical integration on key categories: in-house slitting and roll forming facilities produce cold-formed steel sections and roof sheeting in cut-to-length, custom formats, while a dedicated Devils Fork factory manufactures branded fencing systems to customer specifications. A CNC board cutting and edging service supports a free kitchen design offering, with paint mixing available on-site. The customer base is split between DIY homeowners and professional builders and contractors, with a secondary farm and agricultural segment. Revenue is generated through one-time product sales, specialty services, delivery, and concession income. Pricing is largely quote-based for custom-manufactured items with periodic retail promotions of up to 40% off.

DIY Superstore has been recognized as the Best Building Material Store in Bloemfontein by the Bloemfontein Courant Best of Bloemfontein awards and operates official channels on Facebook, YouTube, Instagram, Pinterest, WhatsApp, and a 2021-launched website (diyfs.co.za). The company has no disclosed funding, no institutional investors, no subsidiaries beyond internal operational divisions, and no disclosed revenue or financial audits. Geographic scope is restricted to the Free State region, with all product, manufacturing, and service delivery centered on the single Bloemfontein location.

Name

DIY Superstore

Legal name

DIY Superstore

Website

https://diyfs.co.za

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

DIY Superstore is a privately held, single-location hardware and building material retailer in Bloemfontein, South Africa, serving DIY homeowners, professional builders, and agricultural customers with steel, roofing, fencing, timber, paint, and value-added manufacturing and delivery services.

Ownership category

akta.pro rank

Product category

Hardware and Building Materials Retail

NAICS

Home Centers (444110), Hardware Retailers (444140)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Off-Price DIY, Hardware & Home Improvement General Merchandise Retail (CRAEACAI)

Keywords

• Hardware retail store
• Building materials supply
• Steel manufacturing services
• Paint and coatings
• Roofing and fencing supplies

Headquarters

HQ city

Bloemfontein

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue from selling hardware and building materials through physical retail store. Products include steel, timber, paint, plumbing, electrical, tools, fencing, and roofing materials. One-time purchase model for individual products.
2. Specialty Services: Revenue from value-added services including paint mixing, kitchen design with cabinet manufacturing, board cutting and edging, and building material delivery.
3. On-site Delivery: Building material delivery service to customer locations in Bloemfontein area.
4. In-store Concessions: Revenue from petrol station and Vida e Caffe coffee shop located on premises.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

DIY Superstore is a Bloemfontein-based hardware and building materials retail store selling structural steel, roofing, fencing, timber, paint, plumbing, electrical supplies, and tools. The company operates in-house roll forming, slitting, CNC cutting, Devils Fork fencing production, and cut-to-length roof sheeting manufacturing, alongside services such as paint mixing, kitchen design and cabinet manufacturing, board cutting and edging, and on-site building material delivery.

Product overview

DIY Superstore is a hardware and building material retail store offering a comprehensive range of products and services for builders, contractors, and DIY enthusiasts in Bloemfontein, South Africa. The product portfolio spans structural steel (IPE sections, universal beams, lipped angle purlins), roofing materials (corrugated sheets, IBR sheeting, Chromadek color-coated sheets, polycarbonate sheets), fencing solutions (diamond mesh, farm gates, fence standards), timber products (PAR timber, pine flooring), and a complete paint range including PVA paints (Promac Easycoat Silk, Medal Professional Trade, Dulux Luxurious Silk), enamels (Medal QD Industrial Enamel, Medal Premium Non-Drip Enamel), primers, waterproofing products (Everseal, Evercure Damp Stop), and tile adhesives (Weber Tylon Ceramic S). The company also offers manufacturing services including Devils Fork fence production, roof sheeting fabrication, paint mixing, and custom kitchen design with board cutting and edging capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Devils Fork: Custom-manufactured fencing products including posts and pedestrian gates
• Vida e Caffe

Products and services

• Steel Products Structural steel products including IPE sections, universal beams, tapered flange channels, and cold-formed lipped angle purlins used for building support and structural applications.
• Roofing Products Corrugated roof sheets (8.5/76 and 10.5/76 profiles), IBR square fluted profile sheets, Chromadek color-coated sheets, and Natralite polycarbonate sheets for industrial, commercial, and residential roofing.
• Fencing Products Fencing materials including diamond mesh wire fencing, galvanised farm gates in various sizes, Y-Standard and K-Standard fence poles, barbed wire, and steel pole caps for domestic and commercial boundary fencing.
• Timber and Boards Planed and regulated (PAR) kiln-dried timber in hardwood and SA Pine varieties, melamine boards, SABS timber, and skirting and cornices for construction and furniture applications.
• Paints and Coatings Acrylic PVA wall coatings, gloss and non-drip enamels, roof coatings, waterproofing products, primers, undercoats, bonding liquids, epoxy floor paints, decorative paints, and heat-reflective paint from brands including Promac, Medal, Dulux, and Bergermaster.
• Weber Tylon Ceramic Tile Adhesive Cement-based thin to thick bed tile adhesive for fixing ceramic, stone, brick and clay tiles to walls and floors. Features 24-hour set time, interior/exterior application, anti-slip properties, and up to 20mm thick application.
• Devils Fork Fencing System Custom-manufactured Devils Fork fencing system including posts, poles, panels, and pedestrian gates, manufactured in-house to meet customer specifications and budget.
• Cold Rolled Carbon Steel Sheets Cold rolled steel sheets with superior forming properties suitable for electroplating, painting and welding. Used for domestic appliances, electrical appliances, containers, office equipment and vehicle manufacturing.
• Paint Mixing Service On-site paint mixing service allowing customers to get custom colors mixed to their specifications.
• Kitchen Design and Cabinet Manufacturing Service Full kitchen solution including melamine boards, cutting and edging, CNC services, and free design service for kitchen cupboards.
• Board Cutting and Edging Service Custom board cutting and edging services for timber and composite board materials to customer specifications using CNC capability.
• Roof Sheeting Manufacturing Service Manufacturer of IBR and corrugated roof sheeting in Bloemfontein with cut-to-length capabilities; sheets can be cranked, curved, and bullnosed to various radii.
• Building Material Delivery Service On-site delivery service for building materials to customer locations in the Bloemfontein area.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Devils Fork / local steel roll forming competitors: Independent steel and fencing fabricators in the Free State and Northern Cape. Comparable to DIY Superstore's Devils Fork factory and roll forming capability for custom lipped channels and roof sheeting.

Direct peers

• CTM: South African home improvement retailer strong in tiles, sanitaryware, and paint. Overlaps with DIY Superstore on Weber tile adhesives, waterproofing, and PVA paint categories.
• Cashbuild: Listed South African building materials retailer focused on the value end of the market. Comparable on building material assortment, contractor focus, and rural/South African footprint.
• Italtile Retail: South African home improvement retailer in tiles, sanitaryware, and associated building products. Partial overlap with DIY Superstore in plumbing, tiling, and waterproofing ranges.
• Pennypinchers / Pennypinchers Hardware: South African independent-format hardware retailer serving smaller cities. Comparable regional hardware position and DIY-plus-trade customer mix to DIY Superstore.
• Mica Hardware: South African franchised hardware chain with strong presence in smaller cities and towns. Closest format match to DIY Superstore in terms of independent-feel hardware retail with paint, tools, and building basics.
• Build It: Franchised South African hardware and building material retailer serving smaller cities and rural areas. Closest peer in format and target customer (DIY + contractor + farmer), and a likely competitor for Free State customers.
• Timbercity: Specialist timber, boards, and building materials retailer in South Africa. Comparable to DIY Superstore's timber, melamine board, and cutting/edging service offering, with overlapping contractor trade.

Broad incumbents

• Builders Warehouse: South Africa's largest DIY and building material chain. Directly comparable as a one-stop DIY/building material retailer, but operates at national scale with centralized procurement and broader category depth than DIY Superstore.
• Leroy Merlin South Africa: French home improvement multinational now expanding in South Africa. Overlaps with DIY Superstore in DIY building materials, paint, tools, and kitchen/bath categories, but with much larger footprint and assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCv-Cnjgl_RUwPdRs4Ue_QaQ/featured
• Facebookfacebook.com/diysuperstore
• LinkedInlinkedin.com/company/diysuperstore
• Instagraminstagram.com/d.i.y_superstore
• Pinterestza.pinterest.com/DIYSuperstorebloemfontein

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Superstore