Mr. DIY Indonesia

What Mr. DIY Indonesia does

Mr. DIY Indonesia is the Indonesian operating arm of MR D.I.Y. Group (M) Berhad, a Malaysian-headquartered, publicly listed multi-format home improvement and general merchandise retailer. The group operates over 1,500 physical stores across 17 countries under the MR D.I.Y. master brand and complementary sub-brands (MR.DOLLAR for dollar-store value, MR.TOY for toys), with additional EMTOP power-tools products sold under a master franchise in Malaysia. The Indonesian entity (firmographically established 2017, headquartered in Jakarta, 10,000+ employees) runs the group's standard value-retail proposition of approximately 17,000 SKUs across five categories — hardware, household and furnishing, electrical, stationery and sports equipment, and others — through a mix of MR D.I.Y. Standard, Express (smaller footprint, petrol-station/convenience sites), and Plus (larger premium format in malls) stores, supported by the group's MR.DIY Online Shop and MR.DIY Club mobile loyalty app.

The business model is direct-to-consumer retail at everyday low unit pricing (the group's 'Always Low Prices' positioning), targeted at value-conscious mass-market consumers seeking affordable home improvement, household, DIY, toy, and lifestyle products. Revenue is generated almost entirely through one-time in-store (and a small online) sales of third-party and own-label goods; there is no subscription, licensing fee, or platform-economics revenue stream disclosed. Geographic expansion is franchise- and corporate-store based, with a 'Rent Your Shop' partner programme available to prospective franchisees. The technology stack is described as a retail-operations platform with store management and product distribution infrastructure — a conventional retail IT layer rather than a technology-differentiated offering.

Key strategic posture: the group pursues scale-driven cost leadership across categories with low SKU complexity, multi-format store real-estate strategies, and licensed-merchandise marketing (FIFA 2026, Disney characters) to drive footfall. Customer acquisition is mass-market via physical retail visibility, social media presence (Facebook, Instagram, YouTube, TikTok, X, Xiao Hong Shu), and the MR.DIY Club App loyalty programme. No proprietary AI/ML capabilities, no enterprise SaaS product, and no disclosed B2B revenue stream are referenced.

Name

Mr. DIY Indonesia

Legal name

MR D.I.Y. Group (M) Berhad

Website

https://mrdiy.com

Company type

Public

Founded year

2010

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Mr. DIY Indonesia is the Indonesian operating arm of MR D.I.Y. Group, a multi-format home improvement and general merchandise retailer. It sells approximately 17,000 affordable SKUs across hardware, household, electrical, stationery, and lifestyle categories to value-conscious mass-market consumers through Standard, Express, and Plus store formats and online channels.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

General Merchandise Retailers (455), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

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

akta.pro secondary industries

Single-Price Variety & Five-and-Dime Stores (CRAEAAAF), Craft, DIY & Value Variety Stores (CRAEAGAC)

Keywords

• Home improvement retail
• DIY products
• Household goods
• Hardware retail
• Value retail store

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

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: MR D.I.Y. generates revenue through direct retail sales of approximately 17,000 products across five main categories: hardware, household and furnishing, electrical, stationery and sports equipment, and others. Products are sold through physical retail stores under three brands: MR D.I.Y., MR.DOLLAR, and MR.TOY.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Mr. DIY Indonesia operates a network of physical retail stores selling approximately 17,000 home improvement, hardware, household and furnishing, electrical, and stationery and sports equipment products under the MR D.I.Y. brand, with the motto "Always Low Prices." The company runs multiple store formats (standard, Express, and Plus) and serves value-conscious Indonesian consumers and households seeking affordable everyday products.

Product overview

MR D.I.Y. is a multi-brand home improvement retail company operating three main brands: MR D.I.Y. (core home improvement), MR.DOLLAR (value-focused sub-brand), and MR.TOY (toys sub-brand), with over 1,500 stores across Malaysia, Brunei, and Indonesia. The company is also the master franchisee of EMTOP brand in Malaysia. Offering approximately 17,000 products across five categories (hardware, household and furnishing, electrical, stationery and sports equipment, and others), the business model centers on 'Always Low Prices' value proposition. The product portfolio includes licensed merchandise collections (FIFA 2026, Disney characters), and the company operates multiple store formats including standard MR D.I.Y., MR D.I.Y. Plus (larger format), and MR D.I.Y. Express (compact convenience format), supported by the MR.DIY Club App loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• MR.DOLLAR: Dollar store format offering affordable household and daily use products
• MR.TOY
• MR D.I.Y. Plus
• MR D.I.Y. Express
• EMTOP

Products and services

• MR D.I.Y. retail stores Core MR D.I.Y. retail brand offering approximately 17,000 products across hardware, household and furnishing, electrical, stationery and sports equipment, and other categories at "Always Low Prices" for value-conscious Indonesian consumers.
• MR D.I.Y. Express Compact MR D.I.Y. store format for gas stations and convenience locations offering a curated assortment of affordable products for quick, accessible shopping.
• MR D.I.Y. Plus Larger format MR D.I.Y. store with extended product selection offering greater choice to customers in shopping mall locations.
• MR.DOLLAR Dollar store format offering affordable household and daily use products, operating as a sub-brand within the MR D.I.Y. retail network.
• MR.TOY Dedicated toy retail brand under the MR D.I.Y. group operating as part of the three-brand retail strategy.
• EMTOP Master franchisee brand for power tools and equipment distributed through the MR D.I.Y. retail network in Malaysia.
• MR.DIY Club App Mobile loyalty application offering reward points and exclusive benefits to members, with FREE 400 Points upon sign-up, designed to drive repeat engagement across MR D.I.Y. stores.
• MR.DIY Online Shop E-commerce online storefront selling MR D.I.Y. products directly to consumers, extending the retail assortment beyond physical stores.
• FIFA 2026 Official Licensed Product collection Limited-edition official licensed FIFA World Cup 2026 merchandise collection sold at selected MR D.I.Y. outlets.
• Rent Your Shop franchise program Franchise opportunity for business partners to rent a shop and operate MR D.I.Y. retail outlets, extending the brand's physical presence.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• EMTOPcoreChannel Partner/ Reseller/ DistributorMR D.I.Y. is the master franchisee of the EMTOP brand in Malaysia, distributing EMTOP branded products through their retail network.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Informa: Indonesia-focused home furnishings and household goods retailer under Kawan Lama Group. Comparable to Mr. DIY Indonesia's household and furnishing category and shared mass-market retail customer base.
• Ace Hardware Indonesia: Leading home improvement and DIY retailer in Indonesia, operating a multi-format store network selling hardware, household, and lifestyle products. Directly comparable to Mr. DIY Indonesia as both target value-conscious Indonesian households with broad DIY/household assortments.
• Daiso: Japanese variety retailer selling broad assortments of household and lifestyle goods at single low price points. Directly comparable to Mr. DIY's MR.DOLLAR sub-brand and overall variety-store value proposition.
• Miniso: Global variety retailer offering affordable household, lifestyle, and consumer goods through owned stores. Comparable to Mr. DIY's value-focused variety assortment and rapid multi-country store rollout playbook.
• Depo Bangunan: Indonesian building materials and home improvement retailer offering hardware, tools, and household products at competitive prices. Closely comparable to Mr. DIY Indonesia in category mix and mass-market DIY positioning.
• Pepco Group: Pan-European variety value retailer (Pepco, Dealz, Poundland) selling household, DIY, and lifestyle goods at low prices. Comparable to Mr. DIY's value-positioned multi-category assortment and rapid European store rollout.

Broad incumbents

• IKEA: Global home furnishings retailer with operations in Indonesia. Comparable to Mr. DIY Indonesia as a broader incumbent in home and household goods, though focused on larger-ticket furnishings rather than small-ticket DIY.
• Kawan Lama Group: Indonesian conglomerate that owns Ace Hardware Indonesia, Informa, and other retail brands. Comparable as a broader incumbent operating across home improvement, furniture, and household retail in the same Indonesian market.
• Home Depot: World's largest home improvement specialty retailer. Comparable to Mr. DIY's parent group as a broad incumbent in DIY/home improvement retail, with a comparable multi-category, multi-format approach.

Emerging players

• Shopee: Leading Southeast Asian e-commerce marketplace. Comparable as an emerging alternative channel for DIY, household, and lifestyle product purchases that increasingly competes with Mr. DIY's physical-store-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/mrdiymy
• YouTubeyoutube.com/@mrdiyMY
• Facebookfacebook.com/mrdiyID
• Instagraminstagram.com/mrdiy2u
• TikToktiktok.com/@mrdiy.malaysia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Mr. DIY Indonesia