Overview
OBI is Germany's largest DIY and home improvement chain, with around 350 stores in Germany and more than 660 stores in ten European countries. It sells tools, building materials, garden, home and DIY products in its stores and online at obi.de, where it also runs a marketplace for third-party sellers. For a DIY, garden or home brand, OBI is one of the most important channels in Germany.
Who is behind OBI
OBI was founded in 1970, inspired by large DIY stores in the United States, and is part of the German family-owned Tengelmann Group. It is headquartered in Wermelskirchen and has around 40,000 employees. In 2024 its total sales were more than EUR 8.2 billion. Besides Germany, OBI operates in Austria, Switzerland, Italy, Poland, the Czech Republic, Slovakia, Slovenia, Hungary and Bosnia and Herzegovina.
Stores, online and heyOBI
OBI combines its store network with digital services. Its heyOBI app offers free online advice from OBI staff and helps customers find products in the store. OBI has set up dedicated digital units to build a cross-channel DIY business and has said it wants to grow through partnerships.
The OBI marketplace
On obi.de, third-party sellers can offer products next to OBI's own range. The marketplace runs on Mirakl for offers and orders, with a separate partner portal for reports and settings. A brand considering the OBI marketplace should know the following:
- Product data in OBI's format. Products are imported with OBI's attribute codes and must sit in the most specific category.
- EANs and complete attributes for every product.
- Commission per sale, plus onboarding terms set out in the seller agreement.
- Fulfilment and returns to German customers by the seller.
- Advertising and rich content. Sellers can advertise on obi.de and add product videos.
- German-language content and compliance, for example for electrical tools, chemicals or garden products.
Why OBI matters for brands
OBI is the best-known DIY name in Germany, with shoppers who come specifically for home and garden projects. Its marketplace lets brands reach those shoppers online without a full store listing.
How eBrands looks at OBI
eBrands sells on the OBI marketplace and works with brands on marketplaces across Europe and North America. If you have a DIY, garden or home brand and want to see how OBI could sit alongside the channels you already use, we are happy to talk it through.
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