By Iñaki Maillard
The European DIY and home improvement industry is at a turning point—and many of us are dangerously slow to react.
For decades, home improvement retailers have thrived on quality, service, and trust. Customers turned to Leroy Merlin, B&Q, Bauhaus, and OBI because they valued expertise and reliability. Price was important, but it wasn’t the only factor. That balance is now shifting—fast.
Temu and SHEIN have entered the DIY market, and they are not playing by the traditional rules. They offer home improvement supplies at unbeatable prices, shipping directly from factories in China to European consumers. Their model eliminates middlemen, physical stores, and bulk distribution costs. The result? DIY products at prices that established retailers simply cannot match.
It’s tempting to dismiss them as a “cheap and unreliable fad.” But that would be a dangerous mistake. The reality is that millions of Europeans are already shopping with them. In just two years, Temu and SHEIN have captured a significant slice of the DIY market, forcing legacy retailers to reconsider their strategies.
This is a wake-up call. Competing with Temu and SHEIN on price alone is a losing battle. Instead, European DIY retailers must double down on their strengths:
- Quality and durability: Customers need to understand that long-term value beats short-term savings.
- Expert service: Temu and SHEIN can sell cheap tools, but they can’t offer in-store guidance, workshops, or project advice.
- Sustainability: European consumers care about responsibly sourced, durable products—not disposable, mass-produced imports.
The DIY industry is at a crossroads. If we embrace innovation and reinforce our unique advantages, we can thrive in this new landscape. But if we fail to act, we risk losing an entire generation of customers to a platform that sees DIY as just another category in a sea of disposable products.
The time to respond is now—before it’s too late.