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Overview
Brico is one of Belgium's leading DIY and home improvement chains, and BricoPlanit is its larger-format sister brand. Both belong to Maxeda DIY Group, which also runs Praxis in the Netherlands. Since 2023, Brico.be and Praxis.nl have shared an online marketplace where selected third-party sellers sell DIY, garden and pet products. For a brand in these categories, Brico is a route to Belgian and Luxembourg shoppers through the Benelux's largest DIY retailer.
Who is behind Brico and BricoPlanit
Maxeda DIY Group is the market leader in DIY in the Benelux. It runs three formats: Praxis in the Netherlands, Brico in Belgium and Luxembourg, and BricoPlanit in Belgium. Together they have 339 stores and welcome more than one and a half million customers a week. Maxeda has also renewed its own brands at Praxis and Brico as one brand family.
The Brico and Praxis marketplace
Maxeda launched the first online DIY marketplace in the Benelux in 2023, built on Mirakl and integrated into Brico.be and Praxis.nl. At launch it added more than 10,000 products from vetted sellers to the 90,000 products already sold online, with the goal of eventually offering more than a million products. Maxeda describes the marketplace as the fastest-growing part of its business, with strong growth in DIY, garden and pets.
How selling on the marketplace works
- Belgium and the Netherlands together. Sellers list on both Brico and Praxis, reaching Belgian, Luxembourg and Dutch shoppers.
- Selected sellers. Maxeda vets the sellers it accepts.
- Fees. Integration partners report a monthly fee of EUR 66 excluding VAT covering both Brico and Praxis, plus a commission of 7% to 17% per product sold.
- Seller responsibility. The seller handles order fulfilment, customer service and product information.
- Languages. Brico.be serves both Dutch- and French-speaking Belgium, so content is needed in both languages.
- Integration. Sellers connect through Mirakl, directly or with a multichannel tool.
A brand considering the marketplace should also be ready with fulfilment and returns to Belgium and the Netherlands, complete product data with EANs, and product compliance for categories such as electrical tools, chemicals and garden products.
Why Brico matters for brands
Brico and BricoPlanit are well-known DIY names in Belgium, and the shared marketplace lets brands reach shoppers in three countries through one channel, with fewer competing sellers than on the largest general marketplaces.
How eBrands looks at Brico
eBrands works with brands on marketplaces across Europe and North America. If you want to see how the Brico and Praxis marketplace could sit alongside the channels you already use, we are happy to talk it through.
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