What Outillage Online does

Outillage Online SARL, trading as Kobleo, is a French e-commerce retailer of tools, workshop equipment, home improvement, and garden products, founded in 2007 by Morgan Josset and headquartered in Marseille. The company sells over 32,000 SKUs across 500+ professional and industrial brands—including Makita, Bosch, DeWalt, Kärcher, Ryobi, and Stanley—through its proprietary storefront kobleo.com and through certified seller listings on five French marketplaces: Leroy Merlin (5/5 stars), Amazon (4.7/5, 89% positive feedback), Cdiscount, Darty, and Fnac. The assortment spans power tools, stationary workshop machinery, lifting and height-access equipment, personal protective equipment, heating and plumbing supplies, garden machinery, electrical and smart-home products, kitchen and bathroom fixtures, paints, hardware, and refurbished/used equipment.

The platform is built on a standard e-commerce technology stack with integrated payment processing (CB, wallet, PayPal, bank transfer, Apple Pay), a loyalty rewards engine, Klarna 3x interest-free installments, and a referral ('parrainage') program paying €5 to the referrer and €10 to the referred customer. Logistics is centered on a 1,000 m² Marseille warehouse, supplemented by direct-from-supplier drop shipping for select items, with free express delivery offered on orders above €40.

The business operates a pure transactional, one-time-purchase revenue model with no subscription, SaaS, or recurring component. It targets two parallel segments—amateur DIY hobbyists and professional tradespeople (masons, carpenters, plumbers, electricians, mechanics, painters)—through a horizontal, persona-based segmentation approach. Customer acquisition combines organic SEO, Google AdWords paid search, email, social media (Facebook, Instagram, YouTube), marketplace listings, and the referral program. The company is privately held, has no disclosed external funding, parent, or subsidiary entities, and serves the French market exclusively.

Name

Outillage Online

Legal name

Outillage Online SARL

Website

https://kobleo.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Kobleo (Outillage Online) is a French e-commerce retailer selling over 32,000 tools, workshop, home-improvement, and garden SKUs from 500+ brands via its own website and five major French marketplaces. It serves amateur DIY customers and professional tradespeople across France from a 1,000 m² Marseille warehouse.

Ownership category

akta.pro rank

Headquarters

HQ city

Marseille

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Revenue is generated through direct online sales of tools, hardware, gardening equipment, heating, plumbing, and related products to consumers and professionals via Kobleo.com. The business sells over 32,000 SKUs across 500+ professional brands, operating on a one-time transaction model for each product sold. A loyalty rewards program converts a portion of each sale into store credit for future purchases, incentivizing repeat business.
2. Marketplace Sales: Parallel revenue stream through certified marketplace sales on Amazon, Leroy Merlin, Cdiscount, Darty, and Fnac, where the company acts as an authorized reseller. These channels contribute to overall revenue with potentially different fee structures per marketplace.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Outillage Online (operating as Kobleo) runs a French e-commerce platform that sells more than 32,000 tools, workshop equipment, and home improvement products from 500+ professional brands, including Makita, Bosch, DeWalt, Kärcher, Ryobi, Stanley, and Scheppach. The company fulfills orders from its 1,000 m² warehouse in Marseille with 24h/48h express shipping, while also acting as a certified reseller on Amazon, Leroy Merlin, Cdiscount, Darty, and Fnac marketplaces. Its assortment spans power tools, hand tools, stationary machinery, PPE, lifting and height-access equipment, heating and plumbing, garden and outdoor equipment, workshop organization, electrical and smart home, kitchen and bathroom, paints and coatings, hardware, and refurbished/used tools.

Product overview

Kobleo (formerly Outillage Online) operates an e-commerce platform offering over 32,000 tools and equipment products from 500+ professional brands. The product portfolio centers on the Kobleo online retail platform complemented by marketplace presence on Amazon, Leroy Merlin, Cdiscount, Darty, and Fnac. Core offerings include power tools and stationary workshop equipment, lifting and height access equipment (with Hostrom as a specialty brand), personal protective equipment (PPE) including safety footwear and fall protection, heating and plumbing supplies featuring Sovelor climate products, outdoor and garden equipment, workshop organization and storage solutions, electrical and smart home products, kitchen and bathroom fixtures, paints and coatings, hardware and maintenance supplies, and refurbished/used equipment. The platform targets both amateur DIY enthusiasts and professional tradespeople across construction, woodworking, automotive, and maintenance sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Outillage (Tools)

Quantifiable outcome

• 100,000 customers served
• +3 more outcomes

Named customers3 records

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

Five partnerships are on record, tiered core and minor.

• Leroy MerlincoreChannel Partner/ Reseller/ DistributorKobleo operates as a certified marketplace seller on Leroy Merlin, where it has earned a 5/5 star rating. The company has been a trusted seller on the platform since 2020.
• AmazoncoreChannel Partner/ Reseller/ DistributorKobleo is a certified marketplace seller on Amazon with a 4.7/5 rating and 89% positive reviews over the past 12 months. Amazon serves as a significant additional distribution channel for the company's products.
• CdiscountminorChannel Partner/ Reseller/ DistributorKobleo is listed as a certified marketplace seller on Cdiscount, extending its reach to additional French consumer segments.
• DartyminorChannel Partner/ Reseller/ DistributorKobleo is listed as a certified marketplace seller on Darty, providing additional reach to French consumers interested in tools and home improvement products.
• FnacminorChannel Partner/ Reseller/ DistributorKobleo is listed as a certified marketplace seller on Fnac, complementing its other marketplace distribution channels.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Amazon France: Amazon France is a mass-market e-commerce platform on which Kobleo is a 4.7/5-rated marketplace seller. Overlaps with Kobleo on tools, hardware, garden and home improvement categories; Amazon's scale, Prime delivery, and price competitiveness represent the primary structural competitive threat.
• Bricomarché: Bricomarché is an established French DIY retail chain (Les Mousquetaires group) selling tools, hardware, garden and home improvement products through physical stores and online. Comparable to Kobleo on product breadth and French DIY customer base, though it operates primarily through a brick-and-mortar network.
• Mr.Bricolage: Mr.Bricolage is a long-standing French DIY retail chain serving amateur and professional customers with tools, hardware, and home improvement products. Comparable to Kobleo on product mix and customer segments; competes primarily via physical stores plus an online channel.
• Bricoman: Bricoman is a French trade-focused DIY retailer (also Les Mousquetaires group) targeting professional tradespeople with tools, hardware, and building materials. Highly comparable to Kobleo's professional segment, with similar professional-brand assortments but a store-led rather than pure-e-commerce model.
• Castorama France: Castorama is one of France's largest DIY retail chains (Kingfisher group), selling tools, hardware, garden, plumbing, and home improvement products. Comparable to Kobleo on breadth of assortment and DIY customer base, with substantially greater scale and a hybrid store/online model.
• Cdiscount: Cdiscount is a major French generalist e-commerce marketplace (where Kobleo is also a certified seller). Overlaps with Kobleo on tools and home improvement categories; competes on price and selection across a much broader non-specialized catalog.
• Leroy Merlin France: Leroy Merlin is France's leading home improvement and DIY retailer, operating large stores plus a marketplace where Kobleo is a 5/5-rated seller. Overlaps with Kobleo on nearly every product category and target customer; significantly larger scale and broader assortment.
• Würth France: Würth is a global leader in professional-grade tools, fasteners, hardware, and consumables for trade and industry, with a French operation serving professional tradespeople. Comparable to Kobleo's professional segment on product categories (tools, fasteners, PPE, consumables) and B2B/Pro customer focus, though Würth operates a dedicated sales-rep rather than marketplace model.

Direct peers

• Bricozor: Bricozor is a French online retailer specializing in tools, hardware, and DIY supplies for both individuals and professionals. Closely comparable to Kobleo in catalog focus (tools, hardware, garden), B2C/B2B customer mix, and pure-play e-commerce go-to-market.
• ManoMano: ManoMano is the leading pure-play DIY, home improvement and tool e-commerce platform in France (and Europe), serving both amateur and professional customers. Directly comparable to Kobleo on target customer (DIYers + pros), product categories (tools, hardware, garden, plumbing), and online distribution model.

Market position

Strengths2 records

Weaknesses2 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZU25gq0HW1btdB8ZwMMiwg
• Facebookfacebook.com/Kobleo-109477941735254
• Instagraminstagram.com/kobleo_france
• LinkedInlinkedin.com/company/outillage-online

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Outillage Online