OBI Baumarkt und Online-Shop

What OBI Baumarkt und Online-Shop does

OBI Baumarkt und Online-Shop is the Swiss arm of the German OBI Group, operating a franchise-based DIY home improvement retail business across Switzerland and Liechtenstein. The company runs 16 physical OBI market locations (Agno, Basel, Stans, Carouge, Oftringen, Nyon, Renens, Sant Antonino, Schaffhausen, Moosseedorf, St.Gallen, Thun, Volketswil, Winterthur, Steinhausen) and a full e-commerce platform at obi.ch offering more than 60,000 articles across construction materials, garden, tools, living, and bathroom/kitchen categories. Two Swiss legal entities — OBI Schweiz GmbH (online shop and home delivery contracting) and OBI Bau- und Heimwerkermärkte Systemzentrale (Schweiz) GmbH (website, online accounts, reservations) — are registered in Schaffhausen and Neuhausen am Rheinfall.

The omnichannel platform integrates real-time piece-exact inventory checking with local store selection (Stückgenauer Verfügbarkeitscheck), 2-hour Express Pickup (Abholung Express), and store-to-home delivery (Lieferservice) via logistics partner Planzer. The technology stack is assembled from third-party vendors: SEMKNOX for on-site search, Kameleoon for A/B testing, Webtrekk and Hotjar for analytics, Dynamic Yield and prudsys for personalization and recommendations, and Speed Kit (Baqend) for page-load optimization. Payments are processed through Adyen, Klarna, PayPal, and TWINT. Value-added in-store services — color mixing (over 80,000 shades), precision cutting (Zuschnitt), equipment and van/trailer rental, and Solution Partnering for heat pump, photovoltaic, and skylight installation via certified partners (expert) — extend the core retail proposition.

OBI serves two customer segments: individual DIY consumers and homeowners (primary, transactional one-time purchases) and trade/professional customers via the OBI PRO Grosskundenkarte (credit-checked, invoiced). Revenue is generated through product sales, delivery and rental service fees, and referral commissions on installation services. The heyOBI mobile app (with a 10% welcome discount) and loyalty newsletter serve as the primary retention and digital engagement channels, supported by paid search, social media presence across seven platforms, content marketing through the OBI Magazin, and sustainability marketing via the Too Good To Go surprise-bag partnership.

Name

OBI Baumarkt und Online-Shop

Legal name

OBI Bau- und Heimwerkermärkte Systemzentrale (Schweiz) GmbH

Website

https://obi.ch

Company type

Private

Founded year

1999

Operating status

Operating

Short description

OBI Baumarkt und Online-Shop is the Swiss franchise arm of the German OBI Group, operating 16 DIY home improvement retail stores and the obi.ch e-commerce platform (60,000+ articles) across Switzerland and Liechtenstein, serving individual DIY consumers and professional trade customers with integrated pickup, delivery, and installation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Schaffhausen

HQ country

Switzerland

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from the sale of hardware, building materials, tools, garden equipment, home goods, and accessories through both physical OBI market stores and the online shop (obi.ch). The product range spans over 60,000 articles across categories including building materials, machines, tools, furniture, and living accessories. Sales are primarily one-time transactions at point of purchase.
2. Service Revenue (Delivery, Rental, Cutting): Fees charged for ancillary services including delivery to home or construction site (Lieferservice), equipment and vehicle rental (transporter, trailer, machines), and material cutting services (Zuschnitt-Service). The delivery service includes both parcel and freight/specialist logistics with pricing tiers.
3. Solution Partnering / Installation Services: Commission or revenue from facilitating installation partnerships for heat pumps, solar/PV systems, and skylights. OBI acts as a referral intermediary, connecting customers with certified service partners who handle installation. The company may receive referral fees or commissions for leads generated.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

OBI operates an omnichannel home improvement retail business in Switzerland combining 16 physical OBI market stores with the obi.ch online shop. The company sells more than 60,000 articles across building materials, tools, machines, garden and outdoor products, furniture, and home accessories, and offers value-added in-store services including color mixing, custom cutting, equipment and vehicle rental, store-to-home delivery, and certified installation referrals for heat pumps, solar/PV systems, and skylights.

Product overview

OBI Baumarkt is a Swiss do-it-yourself (DIY) home improvement retailer operating 15 store locations across Switzerland. The company offers a unified omnichannel platform combining an e-commerce online shop (with over 60,000 articles) and physical retail stores. The core offering spans four main product categories: construction materials, garden and outdoor/leisure, technology/electronics, and living/home décor plus bathroom and kitchen. The digital ecosystem centers on the OBI Online-Shop integrated with store inventory systems, supplemented by the heyOBI mobile app for exclusive discounts. Key service modules include: Abholung Express (2-hour express pickup), Reservieren & Abholen (online reserve and pickup), Online-Bestellung with home delivery via Planzer, Liefer-Service for large items, Mietgeräte-Service (equipment rental), Farbmisch-Service (custom paint mixing), Zuschnitt-Service (custom cutting), Transporter/Anhänger-Vermietung (vehicle rental), and installation services for heat pumps (Wärmepumpe), solar/photovoltaic systems (Photovoltaik), and skylights (Dachfenster). The company also participates in sustainability initiatives through Too Good To Go and offers a B2B program via the OBI PRO Grosskundenkarte.

Differentiator

Problem solved

Functional benefit

Products and services

• OBI Online-Shop (obi.ch) E-commerce platform offering over 60,000 articles across construction, garden, leisure, technology, living, and bathroom/kitchen categories, integrated with physical store inventory for real-time availability.
• heyOBI App Free mobile application providing personalized discounts, coupons, and benefits including a 10% welcome discount for new registrants.
• Reservieren & Abholen (Reserve & Pickup) Online reservation service allowing customers to reserve products for pickup at local OBI stores with email notification when ready.
• Abholung Express (Express Pickup) Premium pickup service delivering online-reserved items within 2 hours at designated pickup stations in stores, available at all OBI market locations.
• Online-Bestellung mit Heimlieferung (Home Delivery) E-commerce ordering with home delivery covering the entire product range; standard parcels via Planzer Paket and larger items via Planzer Homeservice.
• Liefer-Service (Store-to-Home Delivery) Store-based delivery service for large, heavy, or bulky items including crane truck delivery for extensive construction projects.
• Mietgeräte-Service (Equipment Rental) Rental service providing reliable tools and equipment for DIY projects, reservable online for in-market pickup.
• Farbmisch-Service (Color Mixing) Custom paint mixing service offering over 80,000 color shades for lacquers, stains, wall paints, and facade colors.
• Zuschnitt-Service (Cutting) Custom cutting service for chipboard, window sills, worktops, plastic glass, and plywood to exact millimeter specifications.
• Transporter-Vermietung (Van Rental) Van rental service (0.75t including cover) for transporting large purchases safely.
• Anhänger-Vermietung (Trailer Rental) Trailer rental service providing additional cargo space for customer purchases, including 0.75t trailer with cover.
• Wärmepumpe-Montageservice (Heat Pump Installation) Heat pump planning and installation service through certified service partners, from consultation to professional installation.
• Photovoltaik-Montageservice (Solar Installation) Photovoltaic system planning and installation service through certified service partners, from consultation to professional installation.
• Dachfenster-Montageservice (Skylight Installation) Skylight planning and installation service through certified service partners, from consultation to professional installation.
• OBI PRO Grosskundenkarte (Business Customer Card) Business customer program for legal entities, sole proprietors, associations, and public institutions offering attractive discounts and benefits after credit check.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• expert (Service Partner for Solution Partnering)coreStrategic or Co-development PartnerOBI partners with expert (a home improvement service provider) as a certified installation partner within its Solution Partnering program. These service partners assist customers with planning and professional installation of heat pumps, photovoltaic/solar systems, and skylights. OBI acts as a referral intermediary, connecting customers with expert partners who handle the installation from consultation through to completion.
• Too Good To GominorGTM or Marketing PartnerOBI partners with Too Good To Go to sell surprise bags ('Überraschungspäckli') priced from CHF 4.90 containing pet food and plants that would otherwise go to waste. The partnership supports OBI's sustainability and food waste reduction goals while providing discounted products to customers. Bags are picked up directly at OBI markets.
• SEMKNOX GmbHcoreTechnology or IntegrationSEMKNOX provides the internal product search engine for obi.ch. Search queries are transmitted directly to SEMKNOX servers in Germany, including the user's IP address and session ID. The service enables product search functionality and search optimization on the website.
• Klarna Bank ABcoreTechnology or IntegrationOBI partners with Klarna to offer 'buy now, pay later' invoice payment option in the online shop. Customers can pay within 30 days of receiving their order. Klarna performs identity and credit checks and may share data with credit reference agencies. Klarna is also the point of contact for payment-related queries.
• Adyen N.V.coreTechnology or IntegrationAdyen processes credit card and TWINT payments for both online transactions and in-store card payments. OBI does not store credit card numbers directly. Adyen handles the technical payment processing, fraud prevention, and PCI-DSS compliance.
• PayPal (Europe) S.à r.l. & Cie, S.C.A.coreTechnology or IntegrationPayPal is offered as an online payment method on obi.ch. Payment is processed through PayPal's platform with authorization at order time and charging after 2 days.
• Planzer (Planzer Paket & Planzer Homeservice)coreTechnology or IntegrationPlanzer is OBI's primary logistics partner for home delivery in Switzerland. Planzer Paket handles standard parcel deliveries (auto-deposited unless declined), while Planzer Homeservice handles larger, non-parcel items via scheduled delivery appointments with the customer.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Brack.ch (Competec Group): Brack.ch is a large Swiss online retailer with a growing assortment in tools, garden, and home improvement categories. While not a full-line DIY retailer, its strong e-commerce execution and B2B trade offering make it an emerging omnichannel threat - particularly in categories where OBI's online assortment overlaps.
• Galaxus (Digitec): Galaxus is Switzerland's largest online retailer (operated by Migros/Digitec), with growing assortments in home, garden, and DIY-adjacent categories. While its core strength is electronics, its aggressive category expansion and powerful Swiss logistics make it a credible emerging omnichannel competitor for non-bulky home improvement purchases.

Direct peers

• Hellweg Die Profi-Baumarkt: Hellweg is a German DIY chain (owned by Tengelmann Group historically) operating in the DACH region. It is highly comparable to OBI in its trade/DIY dual focus, store size, and category breadth, and serves as a relevant strategic and operational benchmark even though it does not directly operate in Switzerland.
• Hagebau: Hagebau is one of Germany's largest DIY/cooperative buying groups, with member-affiliated stores in Germany and adjacent markets. It competes with OBI Group in the broader DACH DIY landscape and offers a comparable trade and DIY assortment - a relevant peer for benchmarking assortment, services, and omnichannel execution.
• Landi (Volg Group): Landi is a Swiss cooperative retail group with a substantial home and garden assortment in addition to its core agricultural business. While smaller in pure DIY breadth, Landi's deep rural reach and member loyalty make it a meaningful partial competitor for garden, tools, and basic home improvement categories.
• Jumbo (Coop): Jumbo is the largest Swiss DIY home improvement retailer, owned by Coop Group. It operates a comparable omnichannel model (physical stores plus online) targeting both DIY consumers and trade customers with similar product categories (construction, garden, living). As the Swiss market leader, Jumbo is the most directly comparable competitor to OBI Schweiz.
• Toom Baumarkt: Toom is a German DIY chain owned by the REWE Group, sharing the German DIY market with OBI's parent group. While not directly operating in Switzerland, Toom is a strategic benchmark - same category mix, same DIY/trade dual targeting, same omnichannel investments - and OBI Group's positioning relative to Toom in Germany informs Swiss competitive dynamics.
• Bauhaus (Schweiz): Bauhaus is a European DIY specialist with stores in Switzerland offering a comparable product range across building materials, tools, garden, and home living. It targets both DIY consumers and professional tradespeople, mirroring OBI's dual B2C/B2B positioning with similar specialty-store format.
• Hornbach Baumarkt: Hornbach is a major European DIY hypermarket chain with a strong Swiss presence (including stores in the greater Zurich/Bern area). It targets professional tradespeople and serious DIYers with a similarly broad assortment across construction, garden, and home improvement - a near-direct competitor on category mix and customer base.

Broad incumbents

• Do it + Garden (Migros): Migros operates the "Do it + Garden" specialty format within its broader supermarket/retail empire, offering a curated DIY and garden assortment. As Switzerland's largest retailer, Migros competes with OBI across garden, basic home improvement, and seasonal categories with strong brand reach and cross-format loyalty advantages.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/obi
• LinkedInlinkedin.com/company/obi
• Instagraminstagram.com/obi
• TikToktiktok.com/@obi

Compliance3 records

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 OBI Baumarkt und Online-Shop