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Company:  Warenhandelsgesellschaft KG

Brand value: US$759 million

Headquarter city: Wermelskirchen

Category: Retail

Year formed: 1970


OBI is an international chain of DIY stores, with its distinctive “orange box” outlets offering an assortment of around 40,000-60,000 items aimed at families, do-it-yourselfers and semi-professionals making home improvements. The range covers building materials, gardening goods, tools, sanitary ware and decorating products. Stores also offer machinery rental, renovation services and consulting. The first OBI store opened in Hamburg in 1970, and the brand has been expanding internationally since 1993. Today, it has more than 350 stores in Germany and a total of 650 around the world, with Austria, Poland, the Czech Republic and Russia among its biggest international markets. The group employs more than 46,000 people. OBI’s online store, launched in 2010, now covers most of its range, and the brand has declared its intention to become the leading online retailer of home improvement and gardening products. New store openings and the brand’s enduring popularity have led to strong value growth in recent years. Its slogan is “OBI genial”, which means “OBI ingenious”. The brand is a strong user of online media, advertising on Facebook, YouTube, Instagram and Pinterest. Loyalty programmes, special promotions and product comparisons are available on the website and the OBI app. OBI’s parent company is privately held.