CMO SUPERSTORES LIMITED

What CMO SUPERSTORES LIMITED does

CMO Superstores Limited, founded in 2008 as Construction Materials Online, operates the UK's largest online-only building materials retail platform. The business is organised as a portfolio of ten specialist superstore websites covering roofing, drainage, insulation, doors, plumbing, landscaping, building (trade), bathrooms, bricks, and a general homeowner destination (Good Build), serving two primary customer segments — UK trade professionals (builders, contractors, and trade SMBs) and homeowners undertaking DIY or renovation projects. The company processes self-serve online purchases supported by an inside sales team that handles specialist enquiries via phone, email, and online chat. Following a 2017 management buyout backed by Key Capital Partners, an AIM listing in 2021, and a Q1 2025 delisting, the trade and assets of CMO Group were acquired by Lords Group Trading Plc in 2025.

The underlying technology is a bespoke multi-store e-commerce platform with proprietary IP enabling weekly development cycles, backed by 350+ manufacturer and supplier integrations and migrated to Amazon Web Services infrastructure in 2024. The product surface is delivered across ten specialist domain properties rather than a single storefront, which concentrates category-level SEO authority and merchandising, while the 65% drop-ship fulfilment model passes the inventory and last-mile burden to manufacturers.

Revenue is generated via direct online product sales on a unit-pricing, pay-as-you-go basis, with trade customers able to access all specialist stores through a single CMO Trade / Building Superstore account for cross-selling benefits. Unit economics are supported by a 60% repeat purchase rate, a 6% digital marketing cost ratio, and a negative working capital position driven by the drop-ship mix. Reported scale signals include 120 employees, 43,000+ customers rating the service as excellent, and a stated UK building materials serviceable addressable market of £18 billion.

Name

CMO SUPERSTORES LIMITED

Legal name

CMO Superstores Limited

Website

https://cmosuperstores.co.uk

Company type

Private

Founded year

2008

Operating status

Acquired

Short description

CMO Superstores Limited operates the UK's largest online-only building materials retail platform, running ten specialist superstores that serve UK trade professionals and homeowners with nationwide delivery via a 65% dropship model.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct online sales of building materials across 8 specialist e-commerce stores. Products sold directly to homeowners and trade customers with delivery direct to customer homes or building sites. Majority of products (65%) drop shipped from manufacturers, driving negative working capital model.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

CMO Superstores Limited is the UK's largest online-only retailer of building materials, operating a portfolio of specialist e-commerce SUPERSTORE websites covering roofing, drainage, insulation, doors, plumbing, bathrooms, landscaping, bricks, building supplies, and home building products. It serves both trade professionals (via CMO Trade / Building Superstore) and homeowners (via Good Build Superstore) nationwide, with 65% of orders drop-shipped directly from 350+ manufacturer suppliers.

Product overview

CMO SUPERSTORES operates as a multi-store e-commerce platform comprising 10 specialist online building materials superstores serving both homeowners and tradespeople across the UK. The portfolio includes Roofing Superstore (the UK's largest online roofing merchant), Drainage Superstore, Insulation Superstore, Door Superstore, Plumbing Superstore (UK's first online merchant for plumbing/heating/bathrooms combined), Landscaping Superstore (6,000+ products), Building Superstore (trade accounts platform), Click Basin, Good Build Superstore, and Brick Superstore. The company uses a unique digital hybrid service model combining specialist advice with online retail convenience, with 65% of orders drop shipped directly from manufacturers. A loyalty program (SUPER rewards) drives customer lifetime value. The company was acquired by Lords Group Trading Plc in 2025 after delisting from AIM.

Differentiator

Problem solved

Functional benefit

Brands

• Roofing Superstore: The UK's largest online roofing merchant, offering quality roofing products from leading manufacturers
• Drainage Superstore
• Insulation Superstore
• Door Superstore
• Plumbing Superstore
• Landscaping Superstore
• Building Superstore
• Good Build Superstore
• Click Basin from Bathroom Superstore
• Brick Superstore
• CMO Trade / Building Superstore

Products and services

• Roofing Superstore The UK's largest online roofing merchant offering a wide range of quality roofing products from leading manufacturers, delivered direct to customers across the UK.
• Drainage Superstore Above and below ground drainage online, along with associated products from manufacturers delivered directly to the customer's door.
• Insulation Superstore Large choice of loft insulation, floor insulation, acoustic insulation, wall insulation, and more specialist products allowing customers to confidently complete projects with all the tools and fixings required.
• Door Superstore Vast range of doors for internal and external installation including internal bedroom doors, folding doors, fire-rated doors, plus all hinges, locks, handles, and fixings needed for professional installation.
• Plumbing Superstore The UK's first online merchant bringing together plumbing, heating, and bathrooms in a shopping experience that caters for both homeowners and trades.
• Landscaping Superstore Over 6,000 specialist products allowing both homeowners and tradespeople to confidently complete a range of landscaping projects.
• Building Superstore / CMO Trade Designed to meet the needs of builders and professional contractors. Trade accounts can sign up to receive benefits and access all of the Group's stores through a single platform, improving shopping experience and cross-selling benefits.
• Click Basin from Bathroom Superstore Bespoke basin and sanitary ware ranges for both DIY and trade markets, featuring bathroom products integrated under the BATHROOM SUPERSTORE banner.
• Good Build Superstore Retail destination for homeowners where they can be inspired and buy everything they need for their building projects.
• Brick Superstore Specialist online store for bricks and masonry products.

Quantifiable outcome

• 60% repeat purchase rate indicating strong customer loyalty and retention
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Lords Group Trading PlccoreStrategic or Co-development Partner · 1 January 2025Lords Group Trading Plc, one of the UK's largest specialist distributors of building materials, acquired the trade and assets of CMO Group in 2025. CMO Superstores is now part of Lords Group Trading Plc, enabling access to broader distribution network and supplier relationships.
• 350+ Manufacturers and SupplierscoreOthersCMO has built trading partnerships with over 350 suppliers across construction product brands. Honest and transparent strategies work for all parties in the dropship model.
• Total TilesminorStrategic or Co-development PartnerAcquired in December 2020, Total Tiles generated revenue of £14.7 million in its financial year to 30 November 2020, extending CMO's tile and flooring offerings.
• JTM Plumbing LimitedminorStrategic or Co-development PartnerAcquired in September 2021, JTM Plumbing extended CMO's product offering into plumbing, heating and bathroom categories.
• Clickbasin.co.ukminorStrategic or Co-development PartnerAdded to the Group portfolio in 2022, Click Basin drives expansion into online plumbing, heating and bathroom categories estimated at £1.6bn market.
• Amazon Web Services (AWS)coreTechnology or IntegrationIn 2024, CMO successfully migrated its server infrastructure to AWS as part of an ambitious technology initiative. This upgrade ensures enterprise-level resilience, scalability, and capability to integrate new technologies.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Jewson: Saint-Gobain-owned UK builders merchant with nationwide branches serving trade professionals across building materials, roofing, insulation, and landscaping — a branch-led analogue to CMO's online specialist approach.
• Travis Perkins: UK's largest specialist distributor of building materials with a national branch network plus a growing online proposition through Toolstation. Closest large-scale comparator to CMO across product breadth (plumbing, roofing, timber, landscaping) and dual trade/homeowner customer mix.
• Huws Gray: One of the UK's largest independent builders merchants with an expanding branch network and growing online offering. Comparable to CMO across trade building materials range, particularly following its Buildbase acquisition.
• B&Q: Kingfisher's flagship UK DIY retailer offering a broad range of building materials, gardening, and home improvement through stores and online. Competes with CMO on homeowner-facing building materials and DIY categories.
• Homebase: UK home and garden retailer offering building materials, DIY, and home improvement products online and in stores. Comparable to CMO's Good Build Superstore proposition targeting homeowner renovation projects.
• Selco Builders Warehouse: Trade-only builders merchant with a UK branch network targeting professional tradespeople. Comparable to CMO's Building Superstore/CMO Trade proposition for trade customers across building materials.

Direct peers

• Wickes: UK home improvement retailer with both physical stores and a strong online channel, serving DIY homeowners and trade customers across building materials, kitchens, and bathrooms — directly overlapping CMO's product range and customer segments.
• Toolstation: Travis Perkins subsidiary operating a trade-focused, branch-plus-online model across tools, hardware, and building materials. Comparable to CMO in its digital-first trade acquisition strategy and category breadth.
• Screwfix: Kingfisher-owned trade and DIY retailer with industry-leading click-and-collect and online ordering. Closest comparable to CMO on online-led trade customer experience and rapid SKU expansion into building materials categories.

Emerging players

• Roofing Megastore: UK-based online specialist retailer of roofing materials and accessories — a direct sub-category competitor to CMO's Roofing Superstore with similar online-only, multi-brand dropship model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cmosuperstores

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 CMO SUPERSTORES LIMITED