It’s complicated

The Belgian DIY market is a paradox, both fragmented and diverse, yet undeniably dynamic and inspiring. This unique combination makes it one of the most complex retail landscapes in Europe.

The market’s fragmentation is the result of historical developments spanning the  past five decades, while its diversity stems from a blend of retail formats catering to both diversity stems from a mix of store concepts catering to both B2B and B2C customers across the DIY and professional sectors.

Given the intricate structure, obtaining reliable market data remains a significant challenge for analysts such as GfK and other research firms. Consequently, stakeholders must rely on the exchange of insights between major players and their suppliers. Hower, rapid advancements in technology, particularly in CRM systems and artificial intelligence, are poised to revolutionize data collection and analysis in the near future.

 One of the most defining aspects of the Belgian DIY sector is the undisputable dominance of Brico (153 stores) and Hubo (160 stores), especially in the post-Covid era. These two retail giants collectively command nearly 75 per cent of the market, positioning themselves far ahead of competitors such as Gamma (83 stores), Mr. Bricolage (45 stores), purchasing groups and more than 250 independent retailers.

A clear example of this dominance is Hubo’s has relentless expansion strategy in recent years, acquiring and transforming numerous independent stores, while the number of Gamma outlets has remained unchanged.

The Belgian retail industry demands a highly specialized operational strategy due to its geopolitical and socio-economic complexity, with three regions, three governments, and three languages and strict regulations. This complexity has deterred foreign DIY retailers from establishing a lasting presence in Belgium, despite ambitious attempts by Leroy Merlin, Castorama, and Bricomarché in the past.  Even Hornbach and Bauhaus, after extensive market research, have consistently reached the same conclusion: the Belgian DIY sector carries multiple risks.

The presence of the Mr. Bricolage banner in southern Belgium and operated by Prova, is the result of a…