The DIY Market in Italy: Size, Key Players and Trends

Bricolage, commonly known as “do‑it‑yourself”, is a sector that is constantly growing in Italy. It has gained importance not only among DIY enthusiasts but also as a relevant segment of the Italian economy. This article examines the importance of the sector, its main players, and the financial data that define its economic weight.

The Weight of the Bricolage Sector in Italy
In 2022, the Italian bricolage market reached a total value of around 16.6 billion euros, marking growth of 6% compared to the previous year. The market is split between the DIY store segment, with a turnover of 5.3 billion euros, and hardware stores, which generate 11.3 billion euros.

At European level, the Italian bricolage market ranks 8th. The growing demand for home, gardening and maintenance products has led to an expansion in sales, particularly driven by the surge of interest during the pandemic.

The Main Players in the Market
The Italian bricolage landscape is dominated by several international and domestic chains that offer a wide range of DIY and gardening products. Among the main players we find:
Leroy Merlin: with over 50 stores in Italy, Leroy Merlin is one of the best‑known and most established chains in the sector.
Brico Io and Brico Ok: two highly successful Italian chains. Brico Ok is currently the leading banner in terms of number of outlets, with 111 stores.
Bricoman: another major player in the market, with large display areas and an offer aimed at both professionals and hobbyists.

These chains represent the core of the sector, but the market is also supported by small local hardware stores that continue to play a crucial role, especially in less well‑served areas.

Sales Performance and Future Outlook
Since 2019, hardware store turnover has recorded significant growth, increasing by 22%, from 12.58 billion euros to 15.35 billion euros in 2021. This trend was accelerated by the pandemic, which prompted many Italians to invest in the maintenance of their homes. In 2022, more than 20 million Italians engaged in bricolage activities, an increase of 26% compared to 2019. Products such as paints, home accessories, spray cans, tools and building materials have all seen strong growth.

Geographical Distribution
The distribution of bricolage stores reflects population density and the economic characteristics of each region. The cities with the highest concentration of outlets are Milan, Turin and Rome, while Northern Italy holds the record for the number of sales areas. The South, although less densely served, is showing solid growth in sales, with Naples and Bari among the cities with the strongest expansion.

Growth Drivers and Future Challenges
Among the main growth drivers of the bricolage market are:
Energy efficiency: policies supporting energy‑efficiency renovation are boosting sales of materials for energy saving.
Sustainability: consumers are increasingly oriented towards eco‑sustainable products, a trend that is shaping the market’s offering.
Digitalisation: the rise of online shopping and the growth of marketplaces have transformed the bricolage sector into an industry that is increasingly connected and digital.

However, the sector must also face several challenges, such as rising raw material costs and logistical difficulties. These factors could negatively affect profit margins in the near future.

Conclusion
The bricolage sector in Italy continues to grow, supported by strong consumer interest and favourable policies. Major players such as Leroy Merlin, Brico Io and Bricoman are steadily expanding their presence across the country, while local hardware stores play a key role in less well‑served regions. With growing attention to sustainability and energy efficiency, the future of bricolage looks promising, despite the economic challenges that may arise.