Obi Logistics

What Obi Logistics does

OBI is a privately-held German DIY home improvement retailer operating under OBI Group Holding SE & Co. KGaA, headquartered in Wermelskirchen. The company serves two principal customer segments: consumer DIY enthusiasts undertaking home renovation, gardening, and building projects, and professional tradespeople and contractors via the OBI PRO program. Its core offering combines physical retail (670+ stores across Germany and seven additional European countries including Austria, Poland, Czech Republic, Italy, Hungary, Slovenia, and Slovakia), an e-commerce platform at obi.de, a multi-vendor marketplace operated by the OBI Home and Garden GmbH subsidiary, and the heyOBI mobile app for consumer engagement and OBI PRO app for professional customers.

The technology stack is built around a hybrid digital-physical platform. The heyOBI app delivers video chat consultation, in-store navigation, shopping list preparation, and a 1% instant discount on purchases. The OBI Online Shop supports 2-hour express pickup (Abholung Express) and home delivery (Lieferservice). The marketplace connects independent third-party sellers with the platform's 21,159,255 active users (DSA reporting as of May 2026). Supporting services include a Boels Rental Germany equipment rental integration (RENTpartner), Santander Consumer Bank 0% financing for purchases over €199, custom color mixing (2,000+ tones), precision wood cutting, and the MachbarMacher AI-assisted tradesperson referral network powered by Norwegian SaaS Installer AS. AI-enabled customer service is delivered through integrations with Frontnow (chatbot), telli technologies (voice AI), Zendesk (intent/emotion analysis), and Dynamic Yield (recommendation engine).

The business model combines retail store sales (corporate and franchise-operated), e-commerce sales, marketplace commissions, franchise fees, service fees (equipment rental, key cutting, plant wrapping, delivery, financing), and embedded advertising. The company operates a hybrid physical-digital distribution network with both corporate-owned stores and franchise partners (e.g., Bau- und Heimwerkermarkt Wöhr GmbH u. Co. KG operating the Leonberg location), and is structured across multiple legal entities including OBI Home and Garden GmbH and OBI GmbH & Co. Deutschland KG. OBI is a private company; no public listing, ticker, or funding rounds are disclosed in the source material.

Name

Obi Logistics

Legal name

OBI Home and Garden GmbH

Website

https://obi-markt.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

OBI is a privately-held German DIY home improvement retailer operating 670+ stores across eight European countries, serving consumer DIY enthusiasts and professional tradespeople through physical retail, e-commerce, a multi-vendor marketplace, and the heyOBI mobile app. OBI Group Holding SE & Co. KGaA is headquartered in Wermelskirchen, Germany.

Ownership category

akta.pro rank

Headquarters

HQ city

Wermelskirchen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue from physical retail stores selling DIY products including tools, building materials, garden equipment, paint, and home improvement supplies. Stores operated by both corporate entities and franchise partners.
2. E-commerce Sales: Online sales through obi.de marketplace platform with third-party sellers and OBI E-Commerce GmbH as vendor
3. Marketplace Commission: OBI operates as intermediary platform for independent sellers who sell via obi.de, earning commission on transactions
4. Franchise Fees: Revenue from franchising model where independent entrepreneurs operate OBI markets under franchise agreements
5. Service Fees: Fees from services including equipment rental (via Boels Rental Germany), key cutting, plant gift wrapping, fabric alteration, delivery, and financing services

Pricing tiers

Distribution channels7 records

Marketing channels10 records

Core offering

Obi Logistics operates as a digital and operational retail entity within OBI Group, selling home improvement, DIY, garden, and building materials products through a network of 670+ physical stores across 10 European countries, complemented by the obi.de e-commerce platform and a third-party marketplace. Customers can access a range of in-store services including paint mixing, wood cutting, tool rental, key cutting, and a MachbarMacher tradesperson referral platform, supported by the heyOBI and OBI PRO mobile apps.

Product overview

OBI operates as a unified DIY retail ecosystem combining physical stores, e-commerce, and a multi-vendor marketplace. The core offering includes the OBI Online Shop (obi.de) for e-commerce with home delivery and express pickup, alongside the OBI Marketplace for independent third-party sellers. Physical store services include equipment rental (via Boels/RENTpartner), color mixing, custom wood cutting, financing, and garden centers. Digital products center on the heyOBI App (consumer) and OBI PRO App (professionals up to 10% discount) for mobile shopping and in-store experience. The MachbarMacher service connects customers with tradespeople via an AI-assisted referral platform. The OBI Magazin provides DIY content. Sustainability services include WEEE take-back (via Interzero) and value material recycling.

Differentiator

Problem solved

Functional benefit

Brands

• heyOBI: Customer loyalty app providing discounts, digital Beratung (consultation), personalized coupons, and 1% instant discount on purchases
• OBI PRO
• MachbarMacher
• Alles Machbar

Products and services

• OBI Online Shop Online shop at obi.de where customers can browse and purchase the full OBI range of DIY, home improvement, garden, and building materials products, with home delivery and store pickup options.
• OBI Marketplace Third-party marketplace embedded in obi.de where external sellers can list and sell DIY, home improvement, garden, and craft products to OBI customers, with registration via the seller portal.
• heyOBI App Consumer mobile app from OBI offering personalized shopping, special offers, DIY tutorials, and integrated customer service.
• OBI PRO App Mobile app dedicated to professional tradespeople, providing PRO-specific tools, offers, and purchasing features.
• Abholbox (Click & Collect Locker) Self-service locker pickup service that allows customers to collect online orders at OBI stores at their convenience.
• Lieferservice (Home Delivery Service) Home delivery service that ships orders from OBI directly to the customer's address, available for bulky building materials and home improvement items.
• Mietservice (Equipment Rental) Equipment rental service operated in partnership with Boels, allowing customers to rent tools, machines, and construction equipment for DIY and renovation projects.
• Farbmischservice (Paint Mixing Service) In-store paint mixing service that produces custom colors from a wide range of shades, helping customers match or achieve specific colors for their projects.
• Zuschnitt-Service (Wood Cutting Service) In-store cutting service that cuts wood, boards, and panels to customer-specified dimensions.
• Schlüsseldienst (Key Cutting/Duplication) Key cutting and duplication service available at OBI stores, allowing customers to obtain spare keys on the spot.
• Elektroaltgeräte-Rücknahme (WEEE Take-back) Take-back service for old electrical appliances at OBI stores, enabling customers to dispose of used electronics in compliance with WEEE regulations.
• Finanzierung (Consumer Financing) 0% financing option for purchases, provided in partnership with Santander, enabling customers to spread payments for larger home improvement orders.
• MachbarMacher (Tradesperson Referral Platform) Online platform connecting customers with local tradespeople for home renovation and installation projects, leveraging AI-based matching (via Installer AS) to recommend qualified professionals.
• OBI badplaner (Bathroom Planning Tool) Online planning tool that allows customers to design and visualize their bathroom layouts and configurations before purchasing.

Quantifiable outcome

• 1% instant discount on purchases for heyOBI registered customers
• +3 more outcomes

Named customers2 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

Integration31 records

AI capability8 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Boels Rental Germany GmbHcoreChannel Partner/ Reseller/ DistributorEquipment rental service 'RENTpartner' operated by Boels Rental Germany GmbH with rental locations within participating OBI markets. Provides professional-grade tools and equipment for DIY and construction projects on hourly or daily basis.
• InterzerominorOthersWaste management partner responsible for nationwide take-back of electrical and electronic equipment in accordance with ElektroG regulations. Manages collection network including participating OBI stores.
• Adyen N.V.coreTechnology or IntegrationPayment service provider handling payment processing including credit cards, PayPal, Apple Pay, Google Pay, Klarna, and other payment methods.
• Trusted Shops SEminorOthersBuyer protection service provider offering purchase protection for online orders including non-delivery and loss coverage.
• OBI First Media Group GmbH & Co. KGminorStrategic or Co-development PartnerWithin OBI Group: joint advertising and marketing coordination partner for profiling and advertising measures.
• Franchise PartnerscoreChannel Partner/ Reseller/ DistributorIndependent entrepreneurs operating OBI markets under franchise agreements. Responsible for their own local offerings. Complete list available at obi.de/markt/services/partner.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Travis Perkins: Travis Perkins is a UK-listed builders' merchant serving trade customers across the UK. While more B2B-focused and UK-only, it competes with OBI PRO for the professional contractor segment and shares the trade-customer value proposition.
• Amazon: Amazon competes with OBI across the entire long-tail DIY assortment via Amazon.de and its Pan-EU fulfillment network. While not a category specialist, its logistics scale and price competitiveness define the upper bound of competitive pressure on OBI's online channel.
• Kingfisher: Kingfisher (B&Q, Castorama, Screwfix) is a UK-listed home improvement group operating multiple retail brands across Europe. While primarily UK/French, its Castorama brand overlaps with OBI's Central European footprint, and its omnichannel playbook is directly comparable.
• Home Depot: Home Depot is the world's largest home improvement specialty retailer. While US-focused, its pro-customer focus (Pro Xtra loyalty), in-store services, and omnichannel model closely mirror OBI's strategic playbook, making it the global benchmark peer.
• Lowe's: Lowe's is the second-largest US home improvement retailer and a direct strategic analog to OBI on pro-customer segmentation, in-store services, and digital integration. Although US-only, it shares operating model DNA with OBI.

Direct peers

• Leroy Merlin: Leroy Merlin, part of Adeo Group, is one of Europe's largest home improvement retailers with stores across France, Italy, Spain, Poland and other markets where OBI also operates. It competes head-to-head on assortment, project services, and professional customer programs.
• Hornbach Baumarkt: Hornbach is a German-headquartered DIY/home improvement retailer with ~170 large-format stores across Germany and Europe. Like OBI, it sells tools, building materials, and garden products and competes directly for the same pro and consumer DIY customer base, with similar in-store service depth.
• Bauhaus: Bauhaus operates a chain of large-format 'Werkstatt' DIY specialty stores across Germany and continental Europe. It competes with OBI on tools, building materials, and workshop categories, with a comparable trade-focused assortment and similar in-store service model.

Regional players

• Mr. Bricolage: Mr. Bricolage is a French-headquartered DIY retailer with a primarily franchise-driven European store network. Its franchise model and continental European footprint make it a useful structural peer to OBI's own franchise-heavy model.
• Wickes: Wickes is a UK-focused DIY retailer with a strong kitchen-and-bathroom installation model. Although UK-only, its trade-customer orientation and design-and-install service model are directly comparable to OBI's OBI PRO and MachbarMacher offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@OBI
• Facebookfacebook.com/obi
• LinkedInlinkedin.com/company/obi-logistics
• Instagraminstagram.com/obi_baumarkt_
• TikToktiktok.com/@obi
• Pinterestpinterest.com/obibaumarkt

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Obi Logistics