Woodie's

What Woodie's does

Woodie's is Ireland's market-leading DIY, Home & Garden retailer, operating 35-36 physical stores nationwide complemented by an online e-commerce platform with nationwide delivery. The company serves Irish retail consumers undertaking DIY projects, home improvements, garden maintenance, and kitchen renovations, and is wholly owned by Grafton Group plc, a publicly listed diversified merchants group trading on the London Stock Exchange (ticker: GFTN). Its headquarters are located in Tallaght, Dublin, and it employs approximately 595 people. The company is consistently recognised for workplace culture, holding Great Place to Work certification in Ireland and Europe, Best Workplace for Women status for three consecutive years, and Top 75 Best Large Workplaces in Europe since 2020, alongside Investor in Diversity accreditation.

Woodie's product and service offering spans core DIY, Home & Garden retail merchandise, dedicated Garden Centre operations staffed by horticulturists, and higher-value Kitchen Design Services featuring custom consultations, CAD-based design, and installation through showrooms. The online channel operates as an own-storefront e-commerce site, while the physical store network functions as the primary customer touchpoint. The business also runs the Woodie's Heroes annual charity campaign, which has raised over €2.5 million for children's charities since 2015 and scaled materially from €270,000 in its inaugural year to €536,000 by 2021.

The revenue model is predominantly one-time retail sales of physical goods across the store estate and online channel, supplemented by kitchen design and installation service revenue. Pricing is not publicly disclosed in source material. Woodie's recruits through its careers portal and Indeed, and has integrated LinkedIn OAuth authentication for applicant sign-in. The company is led by CEO Damien Dwyer, with CFO Elaine O'Brien, CIO Marcus O'Dwyer, and functional directors across Operations, Commercial, Digital and Marketing, and HR. No proprietary technology, AI capabilities, or disclosed revenue figures are present in the available source material.

Name

Woodie's

Legal name

Grafton Group plc

Website

https://woodies-careers.ie

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Woodie's is Ireland's market-leading DIY, Home & Garden retailer, operating 35-36 stores nationwide with an online platform. Owned by Grafton Group plc, it serves Irish retail consumers with home improvement products, kitchen design services, and garden centres.

Ownership category

akta.pro rank

Product category

DIY Home Improvement Retail

NAICS

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

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Lumber & Timber Retail (Dimensional Lumber, Plywood, OSB) (CRAIAEAA)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• DIY retail
• Home improvement
• Garden products
• Kitchen design
• Household goods

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Woodie's generates revenue through retail sales of DIY, Home and Garden products across its network of 35-36 physical stores in Ireland and online channel. The company also offers kitchen design services as a complementary revenue stream.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Woodie's is Ireland's market-leading DIY, Home & Garden retailer, operating 35-36 physical stores nationwide plus an online storefront selling home improvement, garden, and household products. In addition to core retail, Woodie's provides Kitchen Design services with custom consultations, CAD design, and installation, alongside in-store Garden Centres staffed by dedicated horticulturists.

Product overview

Woodie's is a single-brand DIY, Home & Garden retail business operating 35-36 stores across Ireland with a complementary online shopping platform. The company offers core retail products across home improvement and garden categories, supplemented by specialized services including Garden Centre operations with dedicated horticulturist staff and Kitchen Design services featuring custom consultations and CAD design capabilities. The business is part of Grafton Group plc and positions itself as Ireland's market-leading DIY retailer.

Differentiator

Problem solved

Functional benefit

Products and services

• DIY, Home & Garden Retail Core retail offering of DIY, home improvement, and garden products sold across Woodie's 35-36 stores nationwide in Ireland and through its online channel. Targeted at Irish consumers undertaking personal home and garden projects ranging from finishing touches to larger DIY jobs.
• Garden Centre Services In-store Garden Centres offering horticultural products, plant care, and garden-related advice, staffed by dedicated horticulturists within Woodie's retail stores. Targets Irish consumers seeking plants and expert garden guidance.
• Kitchen Design Services Custom kitchen design and sales service offering consultations, CAD-based kitchen design, and installation through Woodie's showrooms. Targeted at Irish consumers planning kitchen renovation projects.

Quantifiable outcome

• 99% of colleagues completed latest GPTW survey

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Toolstation: Toolstation is a UK and Ireland trade-focused tools and building supplies retailer, owned by Travis Perkins. It competes with Woodie's on price-led DIY essentials (tools, hardware, fixings) and increasingly serves the prosumer segment that overlaps with Woodie's project-led customers.
• Screwfix: Screwfix is a UK trade and DIY tools, hardware, and accessories retailer with dense branch coverage and a strong click-and-collect model. While more trade-skewed than Woodie's, its product range (tools, fixings, building materials) directly overlaps Woodie's core SKUs and customer occasions.
• B&Q: B&Q is the largest DIY and home improvement retailer in the UK and Ireland, operating a comparable big-box store model selling building materials, tools, kitchens, and garden products. It competes directly with Woodie's in the Irish DIY market and shares a similar broad-merchandise, project-led value proposition.
• Wickes: Wickes is a UK-focused DIY and home improvement retailer with strong kitchen and bathroom design service overlays, closely mirroring Woodie's mix of product retail plus design-and-install services. Its emphasis on trade and DIY crossover customers makes it a relevant comparable for Woodie's commercial proposition.
• Homebase: Homebase is a UK and Ireland DIY, home improvement, and garden retailer operating a comparable mid-market store format. It directly overlaps Woodie's core categories (DIY, kitchens, garden) and target customer (DIY homeowners and trade customers seeking project inspiration).
• Howdens Joinery: Howdens is a UK trade and DIY kitchens and joinery specialist with a depot-based model serving both trade installers and retail customers. Its kitchen design and installation service is directly comparable to Woodie's kitchen design offering, making it a relevant peer on the higher-margin services side of the business.

Emerging players

• Wayfair: Wayfair is a leading online home goods retailer offering an extensive assortment of furniture, décor, and home improvement products with strong delivery logistics. It represents the digital-first, low-overhead model that increasingly competes with Woodie's for share of wallet on home renovation and styling purchases in Ireland.

Broad incumbents

• Travis Perkins: Travis Perkins is the UK's largest builders' merchants group, serving trade customers across lumber, heavyside, and lightside building materials. It sits adjacent to Woodie's in the supply chain and competes for trade and prosumer spend on building materials through its Toolstation and other merchant brands.
• Home Depot: Home Depot is the global category leader in big-box DIY and home improvement retail. While it does not operate in Ireland, it sets the structural benchmark for store format, SKU breadth, and omnichannel expectations that shape customer expectations of Woodie's and other Irish DIY retailers.
• Leroy Merlin: Leroy Merlin is the largest European DIY and home improvement retailer, with a broad big-box assortment spanning building materials, kitchens, and garden. Although it does not currently operate in Ireland, its pan-European scale and category leadership make it a strategic benchmark and potential future competitive threat for Woodie's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/woodie's

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Woodie's