BricoPlanit Gent

What BricoPlanit Gent does

BricoPlanit Gent is a single DIY retail store located in Gent, Belgium, operating as part of the BricoPlanit banner within the Maxeda DIY Group's national retail network. The Gent store employs 17 staff and serves as a local touchpoint for Belgian DIY homeowners and professional contractors, offering an assortment spanning garden, construction materials, paints, tools, lighting, bathrooms, kitchens, furniture, plumbing, electrical, and smart home products. The BricoPlanit exclusive sub-brand positions itself as a higher-end offering within the broader Brico chain, with curated exclusivities and a full-service instore experience.

The company operates a multi-channel business model combining physical retail with the Brico.be e-commerce platform (200,000+ SKUs) and the Brico mobile app. Revenue is generated primarily through one-time product sales, supplemented by usage-based tool rental in partnership with Boels, a subscription-based Bplus loyalty program offering 10–15% discounts, and professional services via the Pwiic platform connecting customers with qualified DIY professionals. Value-added services include a paint mixing machine offering 20,000+ color reproductions and online project configurators for kitchen, bathroom, and garden planning. Distribution is centralized through the Maxeda-owned retail and digital infrastructure, with marketing driven through the brico.be website, email, mobile app, printed catalogues, and DIY content guides.

As a single store within a group-owned chain, BricoPlanit Gent does not independently raise capital or pursue M&A; strategic direction is set at the Maxeda DIY Group level. The store benefits from group-wide procurement, brand recognition (Brico claims to be Belgium's largest DIY chain with 150+ stores), and centralized technology, but its growth and competitive trajectory are tightly coupled to parent-group decisions.

Name

BricoPlanit Gent

Legal name

Brico BricoPlanit BricoCity

Website

https://plan-it.be

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BricoPlanit Gent is a single DIY retail store in Gent, Belgium, part of the Maxeda DIY Group's 150+ store Brico chain. It serves Belgian homeowners and contractors with home improvement products, a Bplus loyalty program, and value-added services.

Ownership category

akta.pro rank

Headquarters

HQ city

Gent

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Sale of hardware, building materials, tools, garden equipment, paints, and home improvement products through physical stores and online platform
2. Tool Rental Services: Tool and equipment rental services through partnership with Boels, providing customers access to professional-grade tools for projects
3. Loyalty Program (Bplus): Subscription-based loyalty program offering 10-15% discounts on purchases with member-exclusive promotions
4. Professional Services (Pwiic): Connecting customers with qualified DIY professionals for home improvement projects

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BricoPlanit Gent is a Belgian DIY home improvement retail store operating under the Maxeda DIY Group's Brico banner. The store sells over 200,000 products spanning garden, paints, tiles, construction materials, bathrooms, hardware, tools, lighting, kitchen, electrical, plumbing, and smart home categories, complemented by value-added services including a paint tinting machine, tool rental through Boels, project configurators, and the Pwiic DIY professional matching service.

Product overview

BricoPlanit Gent is part of the Brico.be Belgian DIY retail platform, a unified product-and-service offering combining physical retail (150+ stores) with e-commerce (200,000+ products online). The core offering is Brico.be/BricoPlanit retail operations, supported by the Bplus loyalty program, Brico App mobile application, Pwiic home service matching, paint tinting services, tool rental partnerships, and project configurators. The product portfolio spans home improvement categories: garden/outdoor, heating/cooling, paints/wallcoverings, tiles/flooring, construction materials, bathrooms, joinery, hardware, tools, lighting, furniture, kitchen, electrical, plumbing, and smart home.

Differentiator

Problem solved

Functional benefit

Brands

• Bplus: Customer loyalty program offering 15% discount in July and August, 10% discount year-round
• Brico App
• Pwiic
• BricoPlanit Exclusivités

Products and services

• Bplus Loyalty Program

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• BoelscoreStrategic or Co-development PartnerBoels provides tool rental services for Brico, BricoCity, and BricoPlanit stores. Customers can rent a wide range of professional tools and equipment for their renovation, transformation, or construction projects through this partnership.
• Pwiic (Brico Pwiic)coreStrategic or Co-development PartnerPwiic is a community of qualified DIY professionals who can perform home improvement projects for customers. Brico connects customers with Pwiic professionals for work they cannot or prefer not to do themselves.
• MaxedacoreOthersMaxeda is the parent company of Brico, operating as a pan-European DIY retail group. Brico operates under the Maxeda DIY Group umbrella.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brico (BricoPlanit's sister brand, Maxeda DIY Group): The core Brico banner sits under the same Maxeda DIY Group as BricoPlanit; both share assortment, services, and digital platform, and compete in the same Belgian DIY market alongside other chains.
• BricoCity (Maxeda DIY Group): BricoCity is a smaller-format sister banner of BricoPlanit under Maxeda DIY Group, offering a streamlined DIY assortment in compact Belgian locations and addressing a similar customer base.
• Mr. Bricolage: Mr. Bricolage is a French-Belgian affiliated DIY chain with stores in Belgium, offering a similar product mix (tools, paint, garden, building materials) and competing for the same DIY and prosumer customer base.
• Hubo: Hubo is a leading Belgian DIY and home-improvement chain with stores across the country, offering a comparable assortment of tools, construction materials, paint, and garden products to Brico/BricoPlanit consumers.
• Gamma (Intergamma): Gamma operates a Belgian DIY store network under the Dutch Intergamma group, directly competing with Brico in tools, paint, building materials, and home improvement, including a comparable professional-contractor value proposition.
• Leroy Merlin: Leroy Merlin operates the largest home-improvement and DIY retail network in Belgium under the Adeo group, directly competing with Brico/BricoPlanit in building materials, tools, garden, and renovation categories across physical stores and e-commerce.

Broad incumbents

• ADEO (Leroy Merlin parent): ADEO is the European DIY and home-improvement conglomerate operating Leroy Merlin and other banners, providing comparable scale, sourcing leverage, and international operating experience relevant to Brico's Belgian footprint.
• Kingfisher (Castorama / B&Q): Kingfisher is the pan-European home-improvement incumbent operating Castorama and B&Q, with comparable categories, private-label strategy, and omnichannel model — relevant as a broader incumbent peer and benchmark for DIY retail economics.
• Amazon Belgium: Amazon is an e-commerce broad incumbent increasingly competing in tools, small hardware, and consumer DIY categories in Belgium, applying pressure on Brico's online assortment and pricing.

Regional players

• Praxis: Praxis is a Dutch DIY chain under Maxeda DIY Group's broader network; while primarily Netherlands-focused, it operates comparable DIY retail formats and shares group-level capabilities with Brico.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bricoplanitgent

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 BricoPlanit Gent