OBI | Competitive Intelligence Profile
OBI is a leading DIY retail company in Germany and Europe, offering a wide range of products and services for home improvement, construction,...
OBI is a leading DIY retail company in Germany and Europe, offering a wide range of products and services for home improvement, construction, and gardening. With over 640 markets across Europe, OBI empowers customers to creatively design their homes through both physical stores and digital platforms like heyOBI. The company is part of the Tengelmann Group and operates in ten European countries, providing inspiration, guides, and assistance for DIY projects.
🛍️ OBI Product and Pricing Intelligence →
📅 OBI Event Participations →
⚖️ OBI Regulatory Intelligence →
👔 OBI Management and Leadership Team →
⚔️ OBI Alternatives and Competitors →
💼 OBI Hiring and Layoffs →
🤝 OBI Partnerships, Clients and Vendors →
📈 OBI Financial Performance, Fundraising, M&A →
🛍️ OBI Product and Pricing Intelligence
Leverage product insights to define key product development milestones, guide go-to-market planning, build a robust product-market fit matrix, and perform in-depth SWOT analyses.
Harness pricing intelligence to support strategic pricing decisions, conduct competitive pricing analysis, and craft effective differential pricing strategies.
- OBI has updated its window construction service prices, now offering windows from approximately €2,500 including installation and reducing the price for balcony or sliding doors to around €4,700 including installation.
- OBI plans to introduce kitchen and bathroom design services in every store and focuses on expanding online sales and new revenue sources.
- OBI launched the OBI BASIC BOX, a 56-piece tool set with strong branding and an attractive price, now available on obi.de.
📅 OBI Event Participations
Stay updated on where your competitors are showing up—industry conferences, webinars, podcasts, and speaking engagements—to gauge their messaging, target audiences, and strategic focus. Discover how they’re positioning themselves in the market, what narratives they’re pushing, and which partnerships they’re cultivating. Use this intelligence to refine your own positioning, identify missed opportunities, and stay top-of-mind in your industry.
- OBI hosts soccer challenge events in Leipzig August 15-16, Erfurt August 22-23, Giessen August 29-30, Limburg September 5-6, Düsseldorf September 12-13, and Köln September 19-20.
- Benjamin Schulz-Adamos, Head of Media & Digital Marketing at OBI, will discuss the use of programmatic advertising in retail media at the IAB Programmatic Day 2025 in Vienna on August 22.
- OBI's Gießen-South store featured an 'Azubi-Market' event where apprentices and dual students independently managed the store for two weeks, gaining practical experience.
⚖️ OBI Regulatory Intelligence
Monitor critical regulatory events—such as issued or revoked licenses, lawsuits, investigations, and court rulings—to understand the compliance posture and legal exposure of your rivals. Spot early warning signs of operational risk, delays, or reputational damage, and use these insights to fine-tune your market strategy, mitigate your own risk, or capitalize on competitor setbacks.
👔 OBI Management and Leadership Team
Understand who’s steering your competitors by tracking changes in their management and leadership teams. Gain insights into strategic direction, leadership style, and organizational priorities based on executive backgrounds and hiring trends. Use this knowledge to anticipate competitive moves, tailor your sales or partnership approach, and benchmark against industry leaders.
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CIO
[email protected] -
CEO[email protected]
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Chief Executive Officer[email protected]
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Principal CFO Projects & Development[email protected]
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Manging Director
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Corporate Finance Trainee[email protected]
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Managing Director
⚔️ OBI Alternatives and Competitors
Identify the competitors of your competitors to uncover indirect threats, emerging disruptors, and untapped opportunities. Understand the broader competitive ecosystem, spot white space in the market, and gain strategic context that helps you position more effectively. These insights sharpen your market intelligence and reveal angles others often overlook.
- hornbach.de |
- bauhaus.info |
- hagebau.de |
- hellweg.de |
- Knoll |
- BEGA |
- Miliboo |
- Ace Hardware Corporation |
- B&Q plc |
- Crompton Greaves Consumer Electricals Limited
💼 OBI Hiring and Layoffs
Track key workforce changes—new hires, leadership shifts, and layoffs—to spot strategic organizational moves. Identify rising competitors, uncover shifts in company direction, and seize opportunities to attract top talent or engage new decision-makers. Use these insights to refine your recruitment strategy and build stronger business relationships.
- Dr. Joanna Kowalska, previously Extended Board Member at OBI in Germany, has left to become Chief Financial Officer and Member of the Management Board at HORNBACH Baumarkt AG.
- OBI's CEO Sebastian Gundel implements new strategies to overtake Bauhaus as the market leader.
- Jan Michael Schulte, Vice President Pricing at OBI, announced on August 22 that the company is expanding its international pricing team in Schaffhausen, Switzerland.
🤝 OBI Partnerships, Clients and Vendors
Monitor new partnerships, client wins, and vendor relationships to understand where your competitors are gaining traction. Spot emerging alliances, evaluate ecosystem shifts, and identify potential partners or prospects early. These insights help you refine your sales strategy, anticipate market movements, and stay one step ahead in a dynamic competitive landscape.
- OBI partners with ubiMaster to offer free digital tutoring for employees' school-aged children and apprentices, enhancing work-family balance.
- OBI's CIO Tim Engler says the company has started investing in technology and is moving to a new ERP system.
- OBI enables suppliers to automate EDI processes like orders and invoices with GS1 compliance, reducing integration time from months to hours.
📈 OBI Financial Performance, Fundraising, M&A
Track competitors’ financial performance, fundraising rounds, and M&A activity to assess their growth trajectory and strategic focus. Uncover signals of expansion, market entry, or consolidation, and benchmark your position accordingly. Use these insights to inform investor conversations, identify acquisition opportunities, and fine-tune your competitive strategy.
- OBI released its 2024 interim sustainability report highlighting progress in eco-friendly product development, climate protection, circular economy initiatives, and employee well-being.
- OBI's ownership shifted to company 'Hermes', linked to Alexey Mordashov's structures, which now holds 90% of OBI's legal entities.
- OBI's international sales grew by 0.4% in 2024, according to the DIY Store + Garden Statistics DACH 2025 report.
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