Overview
Maxeda DIY Group is the largest home improvement retailer in the Benelux. It runs Praxis in the Netherlands, Brico in Belgium and Luxembourg, and BricoPlanit in Belgium, with 339 stores and more than one and a half million customers a week. Its shared online marketplace on Praxis.nl and Brico.be lets selected third-party sellers reach DIY, garden and pet shoppers in three countries. For a home improvement brand, Maxeda is the key DIY partner in the Benelux.
Who is behind Maxeda
Maxeda DIY Group is headquartered in the Netherlands and is the market leader in DIY in the Benelux. It has renewed the own brands of Praxis and Brico as one brand family, and invests in its stores and online channels.
The Maxeda marketplace
In 2023 Maxeda launched the first online DIY marketplace in the Benelux, built on Mirakl and integrated into Praxis.nl and Brico.be. 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 with Maxeda works
- One marketplace, three countries. Sellers reach shoppers in the Netherlands, Belgium and Luxembourg.
- Selected sellers. Maxeda vets the sellers it accepts.
- Fees. Integration partners report a monthly fee of EUR 66 excluding VAT for both Praxis and Brico, plus a commission of 7% to 17% per product.
- Dutch and French content.
- The seller fulfils orders and handles customer service.
For more details, see our Praxis and Brico / BricoPlanit pages.
Why Maxeda matters for brands
Maxeda's stores and marketplace give home improvement brands strong reach across the Benelux through one group.
How eBrands looks at Maxeda
eBrands works with brands on marketplaces across Europe and North America. If you have a DIY, garden or pet brand and want to see how Maxeda's marketplace could sit alongside the channels you already use, we are happy to talk it through.
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