Purchases of home and garden goods continue to grow, fueled in part by investments in new housing. However, the customers of DIY chains in Bulgaria are becoming increasingly discerning and well-informed about the features and prices of products. Interest is rising in energy-saving, smart, eco-friendly and recycled products. The range is vast - from lighting and thermostat controls to voice commands and AI assistants. Demand for renovation, refurbishment and finishing products for both homes and outdoor spaces is also increasing, retailers report.
In 2023, the combined revenue of the top 10 DIY chains rose by 10%, surpassing 1.343 billion levs (671.5 million euro). Only one company - Angro Trade - reported a single-digit decline in sales in 2023; all others recorded growth rates between 0.84% and 22.74%.
Praktiker leads again
Sales of over 411.3 million levs in 2023 secured Praktiker Retail more than 18% growth and the top spot in the sector's top 10. The chain originated in Germany and entered Bulgaria in 2004, opening nine stores over a decade. In 2014 Bulgarian company Videolux Holding, owned by Bozhidar Kolev and Todor Belchev, acquired the German company's Bulgarian business and now operates 17 Praktiker hypermarkets nationwide.
"Over the past 10 years, we've carried out major projects related to rebranding, reorganization and modernization. We invested in new technologies and employee training. In the past two years alone we tripled Praktiker's warehouse capacity, now spanning 30,000 sq.m. We also implemented a Warehouse Management System (WMS), which allowed for optimized item management, real-time tracking, and improved order accuracy," Andrian Penkov, head of sales at Praktiker, told the Capital Weekly.
Mr. Bricolage to open new store in 2025
With a 16.5% rise in revenue to over 176.9 million levs in 2023 Doverie Brico ranks second. The company manages Mr. Bricolage stores under an agreement with the French chain. It also wholesales to Brico Macedonia, having sold its franchise rights for North Macedonia in May 2017. Majority owner is Doverie Capital (72%), the remainder is held by Kresta Consulting.
Mr. Bricolage has 13 hypermarkets in 10 Bulgarian cities, along with an online store. Although online sales are still low in the DIY sector, they make up about 4% of Doverie Brico's 2024 revenue, said CEO and board member Trayan Haladzhov.
In 2024 the company began construction of a new facility in Sofia, covering an area of 8,000 sq.m of retail space, which will be part of the XO Park Sofia retail park. "The opening is planned for October 2025, and this will be the largest and most innovative store in the chain," Haladzhov said.
"We ended 2024 with over 11% sales growth and more than 7.5% growth in customer numbers, exceeding our targets. Unlike the previous two years, in 2024 we didn't see inflation in retail prices in our sector, allowing customers to add more items to their shopping baskets," Haladzhov added.
Home Max: moving up the ranks
Baumax Bulgaria, the company behind the Home Max chain, climbed to the third place with over 131.7 million levs in revenue. Its majority owner is Hedus, which bought the Baumax business in 2014 from its Austrian parent. Hedus is owned by Rodna Zemya Holding, part of the Chimimport group.
Today Baumax Bulgaria operates eight Home Max hypermarkets in seven cities, with a total sales area exceeding 105,000 sq.m, selling construction and home goods.
Angro Trade with plans for a power tool superstore
Angro Trade ranks fourth with over 127.6 million levs in revenue. Founded in 1991 by Lyudmil Petrov Hristov and Petar Lyudmilov Petrov, the company stocks over 20,000 products across various categories.
"2024 was extremely successful for Angro, marked by major investments in expanding our retail network. We acquired a 1-hectare commercial property to build a 3,000 sq.m specialty power tool store, plus modern warehouses. The grand opening is scheduled for mid-2025," Petar Petrov told the Capital Weekly.
He also noted a growing trend in large online orders with multiple items, which was previously rare. Though still representing a small share of total revenue, online sales have grown significantly compared to 2023. The company expects to book an increase in revenue for 2024.
Gstroy: Gospodinovi Stroymarket's new brand
Gospodinovi Stroymarket, ranked 5th, reported over 116 million levs in sales. Owned by the Gospodinov brothers Diyan and Galin, the company started over 30 years ago as a wholesaler of construction and furniture materials.
Previously branded as GS Stroymarket, the company rebranded to Gstroy last year. It now operates six stores in the cities of Sofia, Shumen, Varna, Dobrich, Kavarna and Plovdiv, all serviced by a logistics center in Dobrich.
Manager Diyan Gospodinov reported rising numbers of end customers in 2024, with the company expecting 5 to 6% revenue growth compared to 2023.
More stores, more customers
The other companies in the sector's top 10 also saw sales growth. Boshnakov, which operates the Masterhaus hypermarkets, ranks 6th with over 104.5 million levs in retail revenue. Owned by Pavel Boshnakov, the company also runs wholesale warehouses and stores in the cities of Burgas, Nessebar, Primorsko, Aytos and Kazanlak and an online shop since 2014.
Megadom, owner of the Praktis stores, ranks 7th with nearly 9.8% sales growth to 97.6 million levs in 2023. Co-owned by Lyuben Milchev and Daniela Milcheva, the company operates seven Praktis hypermarkets in seven cities and a shopping center in the city of Stara Zagora, plus an online store.
Varna-based Temax Bulgaria takes the 8th place with a 22.7% increase in revenue, surpassing 66.1 million levs. Owned by the Seychelles-registered Avros, though effectively controlled by local businessmen, Temax opened its first store in Dobrich in 2007. It now operates 17 stores across Bulgaria as well as two warehouses in the cities of Dobrich and Targovishte and has offered franchises since 2018.
Bauhaus Bulgaria, in the 9th place, reported nearly 4% revenue growth from retail. Owned by Austria's Bauhaus Depot, it has one store in Sofia (opened in 2012) and has been selling online since mid-2016.
Pazardzhik-based Krez Bulgaria ranks 10th with over 50.4 million levs in sales. Founded in 2002 by Kostadin Toshev, it runs two hypermarkets, two logistics centers and launched an online store in 2023.
Purchases of home and garden goods continue to grow, fueled in part by investments in new housing. However, the customers of DIY chains in Bulgaria are becoming increasingly discerning and well-informed about the features and prices of products. Interest is rising in energy-saving, smart, eco-friendly and recycled products. The range is vast - from lighting and thermostat controls to voice commands and AI assistants. Demand for renovation, refurbishment and finishing products for both homes and outdoor spaces is also increasing, retailers report.
In 2023, the combined revenue of the top 10 DIY chains rose by 10%, surpassing 1.343 billion levs (671.5 million euro). Only one company - Angro Trade - reported a single-digit decline in sales in 2023; all others recorded growth rates between 0.84% and 22.74%.
