BricoPlanit Gent
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.
- Company typePrivate
- Founded-
- HeadquartersGent, Belgium
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
BricoPlanit Gent firmographics
Firmographics- 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
Where BricoPlanit Gent is headquartered
LocationHeadquarters
- HQ city
- Gent
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
BricoPlanit Gent business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Sale of hardware, building materials, tools, garden equipment, paints, and home improvement products through physical stores and online platform
- Tool Rental Services: Tool and equipment rental services through partnership with Boels, providing customers access to professional-grade tools for projects
- Loyalty Program (Bplus): Subscription-based loyalty program offering 10-15% discounts on purchases with member-exclusive promotions
- Professional Services (Pwiic): Connecting customers with qualified DIY professionals for home improvement projects
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Bplus Loyalty Membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
BricoPlanit Gent product offering
Product offeringCore 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
Companies that use BricoPlanit Gent
Customer profileSegments2 records
Ideal customer profiles2 records
BricoPlanit Gent technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BricoPlanit Gent partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- BoelscoreBoels 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)corePwiic 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.
- MaxedacoreMaxeda 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
BricoPlanit Gent competitors and assessment
Company assessmentDirect 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
BricoPlanit Gent social profiles
Digital presenceBricoPlanit Gent financial estimates
Financial estimateRevenue estimate
Valuation estimate
BricoPlanit Gent leadership team
Management profileNumber of profiles
BricoPlanit Gent subsidiaries and ownership
Company hierarchySubsidiaries2 records
BricoPlanit Gent funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BricoPlanit Gent M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BricoPlanit Gent
What does BricoPlanit Gent do?
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.
Is BricoPlanit Gent a public or private company?
BricoPlanit Gent is a private company. It is classified as corporate owned and is currently operating.
When was BricoPlanit Gent founded?
BricoPlanit Gent was founded in -1. It employs 11 to 50 people.
Where is BricoPlanit Gent based?
BricoPlanit Gent is headquartered in Gent, Belgium, in the Europe region.
How does BricoPlanit Gent make money?
Four revenue lines are on record. Retail Product Sales are the primary driver. The others are tool Rental Services, loyalty Program (Bplus) and professional Services (Pwiic).
Who are BricoPlanit Gent's main competitors?
Direct peers on record are Brico (BricoPlanit's sister brand, Maxeda DIY Group), BricoCity (Maxeda DIY Group), Mr. Bricolage, Hubo, Gamma (Intergamma) and Leroy Merlin. Broad incumbents are ADEO (Leroy Merlin parent), Kingfisher (Castorama / B&Q) and Amazon Belgium. Praxis is listed as a regional player.
Does BricoPlanit Gent have an API?
No public API is recorded for BricoPlanit Gent.