Mr.bricolage Bulgaria

What Mr.bricolage Bulgaria does

Mr.Bricolage Bulgaria is the Bulgarian operating entity of the international Mr.Bricolage DIY retail franchise, legally constituted as Doverie-Brico AD ("ДОВЕРИЕ – БРИКО" АД), a public joint-stock company headquartered on Tsarigradsko Shose in Sofia. The company has operated continuously in Bulgaria since 2002 and is the country's leading dedicated DIY and home-improvement retail chain, with 807+ employees, 13+ physical stores across major Bulgarian cities, and home-delivery coverage extending to 27 cities. Its assortment spans 11 major product categories — Bathroom, Garden and Outdoor, Paints, Lighting, Heating and Cooling, Tools, Interior, Flooring, Electrical, Hardware, and Construction — anchored by featured-brand partnerships with DeWALT, Kärcher, Legrand, Schneider Electric, Vitex, Orgachim, Crown Paint, and others.

The business operates a multi-channel retail model: physical stores staffed by professional sales consultants and supplemented by in-store value-added services (wood cutting, edge banding, paint tinting, curtain sewing, locksmith/key cutting, chain sharpening, framing, light transport delivery, and 3D bathroom design), alongside an e-commerce storefront at mr-bricolage.bg with Click & Collect and home delivery. Pricing is unit-based and transparently displayed in both EUR and BGN, with seasonal promotional brochures and an email newsletter driving top-of-funnel demand.

The underlying technology stack is a standard e-commerce platform with product search, attribute-based filtering (price, brand, dimensions, origin), shopping cart, wishlist, and product comparison. No proprietary AI/ML capabilities, third-party model integrations, or data-flywheel mechanics are disclosed in the available material. Customer segments are primarily individual DIY consumers with a secondary professional craftsman/contractor segment; 43% of employees have tenures of five or more years and 71% of store managers were internally promoted from entry-level sales, cashier, or warehouse roles. The 2025 announced flagship Sofia store represents the most significant forward expansion signal.

Name

Mr.bricolage Bulgaria

Legal name

Doverie-Brico AD ("ДОВЕРИЕ – БРИКО" АД)

Website

https://mr-bricolage.bg

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mr.Bricolage Bulgaria (Doverie-Brico AD) is Bulgaria's leading DIY and home-improvement retail chain, operating 13+ physical stores and an e-commerce storefront serving 27 cities, with 807+ employees and 11 product categories under the international Mr.Bricolage brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Retail Sales: Revenue from sales of home improvement and DIY products through physical retail stores across Bulgaria. The company operates 13+ store locations in major Bulgarian cities including Sofia, Plovdiv, Varna, Burgas, and others. Stores offer a wide range of products across 11 main categories including bathroom, garden, paints, lighting, tools, interior, flooring, electrical, hardware, and construction materials.
2. E-commerce Online Sales: Revenue from online sales through the company's website mr-bricolage.bg. Customers can browse products, add to cart, and order online with home delivery or Click & Collect options.
3. Professional Services: Additional revenue streams from in-store services including wood cutting, edging/cantring, paint tinting, curtain sewing, key cutting/locksmith services, chain sharpening, framing, and light transport delivery services. These services are performed by store staff and generate supplementary revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Mr.bricolage Bulgaria is a DIY and home improvement retail chain operating 13+ physical stores across 27 cities in Bulgaria, complemented by the mr-bricolage.bg e-commerce platform. The company sells products across roughly 11–12 major categories — including tools, hardware, construction materials, plumbing, electrical supplies, garden and outdoor products, paint, and decorative items — and offers value-added in-store services such as wood cutting, edging, and paint tinting.

Product overview

Mr.Bricolage Bulgaria operates as a traditional retail home improvement store chain with e-commerce capabilities, offering a comprehensive range of DIY and home improvement products across 12 major categories: Bathroom, Garden and Outdoor, Paints, Lighting, Heating and Cooling, Tools, Interior, Flooring, Electrical, Hardware, and Construction. The company also provides value-added services including 3D bathroom design, wood cutting, edging, paint tinting, curtain sewing, locksmith services, framing, chain sharpening, light transport delivery, and warranty service. The business model combines physical retail locations with online shopping, offering brands including DeWALT, Karcher, Bosch, Gardena, Legrand, Schneider Electric, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• DIY and home improvement retail assortment Multi-category retail offering spanning roughly 11–12 major product lines — including tools, hardware, construction materials, plumbing, electrical supplies, garden and outdoor products, paint, and decorative items — sold through 13+ physical stores and the mr-bricolage.bg e-commerce platform to DIY consumers and professional craftsmen in Bulgaria. Featured brands include DeWALT, Kärcher, Legrand, and Schneider Electric.
• Wood cutting service

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered major partner and partner.

• DeWALTmajor partnerOthersFeatured brand partner displayed in the 'We Offer' section of the website. DeWALT products are prominently featured in promotional materials including their 18V cordless drill highlighted as a key product offering.
• Kärchermajor partnerOthersFeatured brand partner displayed in the 'We Offer' section. Kärcher pressure washers are featured in promotional campaigns.
• Legrandmajor partnerTechnology or IntegrationFeatured brand partner in the electrical products section. Legrand offers electrical switches, sockets, and home automation solutions.
• Schneider Electricmajor partnerTechnology or IntegrationFeatured brand partner in electrical products section, providing electrical components and solutions.
• VivaluxpartnerOthersFeatured brand partner offering lighting products.
• Vitexmajor partnerOthersFeatured brand partner offering paints and coatings products.
• OrgachimpartnerOthersFeatured brand partner in paints category.
• Crown PaintpartnerOthersFeatured brand partner in paints category.
• DixipartnerOthersFeatured brand partner offering cleaning and hygiene products.
• KaipartnerOthersFeatured brand partner offering ceramics and tiles products.
• FerropartnerOthersFeatured brand partner in bathroom and plumbing fixtures.
• HatzpartnerOthersFeatured brand partner offering outdoor and garden ceramics/tiles.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OBI: OBI operates large DIY home and garden centers in Bulgaria with a comparable assortment of tools, paints, garden, and renovation products. Targets the same DIY and professional segments.
• Hornbach: Hornbach is a European DIY and construction materials retailer with a Bulgarian presence. Overlaps with Mr. Bricolage Bulgaria on tools, building materials, garden, and trade customer focus.
• Bauhaus Bulgaria: Bauhaus is a major European DIY chain with stores in Bulgaria offering tools, construction materials, garden, and home improvement categories. Closely comparable assortment and target customer to Mr. Bricolage Bulgaria.
• Praktis: Praktis is a Bulgarian DIY and home improvement retailer with multi-store national coverage. Competes head-to-head with Mr. Bricolage Bulgaria across similar product categories and Bulgarian cities.
• Leroy Merlin Bulgaria: Leroy Merlin operates large-format DIY and home improvement stores in Bulgaria with similar product breadth (tools, construction, garden, bathroom, paints). Directly competes with Mr. Bricolage Bulgaria for the same DIY and professional customer base in overlapping Bulgarian cities.
• Brico Dépôt: Brico Dépôt is a warehouse-style DIY retailer in the same category as Mr. Bricolage. Comparable low-cost, high-SKU home improvement proposition targeting both DIY consumers and trade professionals.
• Praktiker: Praktiker is a European DIY chain with Bulgarian operations offering tools, construction, garden, and home improvement. Direct retail-format competitor to Mr. Bricolage Bulgaria.

Emerging players

• Jysk: Jysk is a Scandinavian home goods retailer operating in Bulgaria. While focused on furniture and bedding rather than full DIY, it competes for a portion of the home improvement and interior category wallet share that Mr. Bricolage serves.
• IKEA Bulgaria: IKEA operates a Bulgarian store and competes with Mr. Bricolage Bulgaria for home furnishings, lighting, and select DIY adjacent categories. Differentiated model but overlapping customer base in interior and home improvement.

Broad incumbents

• Mr.Bricolage Group (France): The international Mr.Bricolage franchisor operates and supports the wider DIY retail network that the Bulgarian entity belongs to. Comparable category and business model, but operates as a broader multi-country platform rather than a single national chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCaYkSD9GwM2bL1WTEL2HQpw
• Facebookfacebook.com/MrBricolage.Bulgaria
• LinkedInlinkedin.com/company/doverie-brico-ad---mr-bricolage-bulgaria
• TikToktiktok.com/@mr.bricolage_bg

Revenue estimate

Valuation estimate

Number of profiles

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 Mr.bricolage Bulgaria