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Malaysian home improvement retail powerhouse Mr. DIY continues to look for European opportunities and is set to open in two eastern European countries after announcing its planned Polish entry. DIY International learned that the company, which established its presence in Turkey and Spain three years ago, is planning to enter Romania and Bulgaria.
Based on data from Termene.ro, a database of Romanian companies, Mr. DIY Romania SRL was established on 28 August 2023 and is headquartered in Calea Grivitei 84-98 in Bucharest. It lists “retail trade in non-specialised stores” as its main activity. Meanwhile, data from commercial register search engine papagal.bg indicate that Mister DIY Bulgaria EOOD (transliterated as Mr. DIY Bulgaria) was registered on 6 December 2023. It is a sole proprietorship with limited liability and is headquartered in the Sredets district of Sofia, the capital city. The company is set to engage in the “retail sale in non-specialised stores of various goods”. It lists Mr. DIY Malaysia’s vice president for Group Strategy Sathis Manoharen as the manager.
In his primary role, the Mr. DIY executive is responsible for the expansion of Mr. DIY in Europe. His Linkedin profile also indicates that he is a director and board member for Mr. DIY Bulgaria and Mr. DIY Romania, and holds the same position in Mr. DIY’s corporate entities in Turkey, Poland, India and Vietnam.
The move into the Balkans is in line with the company’s earlier-disclosed strategy of bringing the Mr. DIY brand to the whole of Eastern Europe. But it also comes as the company appears to be reining in its activities in the continent. According to the figures on the website of the Mr. DIY group, only Mr. DIY Turkey - which straddles Asia and Europe - continues to rapidly expand in the market, with 78 outlets currently from 30 as of end-2022. Spain, which closed 2022 with 15 branches, grew its store network more slowly - it now has 24 outlets.
As for Poland, Mr. DIY Malaysia Chief Operating Officer Leo Gan, who was then senior vice president for business development, retail and warehouse operations, announced in October last year that the company is scouting the country as a potential market.
Jennee Grace U Rubrico
