Observed Signal · Jul 21, 2026 · Market Research Study · Source: Horizont · Sentiment: Neutral
Germans' Perceptions of Major DIY Chains
A Batten & Company study conducted with Trend Research examined how German consumers perceive the five largest DIY/home-improvement chains (Bauhaus, Hagebau, Hornbach, Obi, Toom). HORIZONT published an article summarizing the research findings on July 21, 2026. The piece introduces the survey's focus on brand awareness, perceived brand attributes, and popularity among Germans, noting that these five chains are widely known nationally.
A consumer-brand perception study about major retail chains is relevant to marketers and brand planners but is not industry-shifting for AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.
- Batten & Company conducted the study together with Trend Research.
- HORIZONT published the article reporting the study results on 2026-07-21.
- The research investigated brand presence in consumers' minds, brand attributes, and which provider is most liked by Germans.
Connected Companies & Entities
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.”
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.”
“The five major German DIY chains named are Bauhaus, Hagebau, Hornbach, Obi and Toom.”
“HORIZONT published the article reporting the study results on 2026-07-21.”
“Image credit shown as IMAGO / Revierfoto.”
“The page footer includes © dfv Mediengruppe.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DIY Retailers See Slight First-Half Uptick
German DIY (building and garden) stores recorded a very small sales increase in the first half of 2026, driven largely by a late-period surge. On a like-for-like (area-adjusted) basis, revenues rose by 0.3%. However, some product categories such as tiles, garden furniture and hardware recently generated lower earnings. The piece was published by Lebensmittelzeitung (DFV Mediengruppe) on 2026-08-13 and authored by Boris Dunkel.
dm Tops YouGov 'Best Family Brands' Ranking
YouGov's 'Best Family Brands' ranking places the German drugstore chain dm first overall and shows it leading in three additional categories. According to the report cited by HORIZONT, dm ranks highest in family perception and records a reported sympathy score of 56.6%. The article was written by Bettina Sonnenschein and published on June 25, 2026 on HORIZONT.net. The story highlights YouGov's consumer-ranking results for brands among young families in Germany.
German Cartel Office Approves Bauhaus Acquisition of Eight Hellweg Stores
Germany's Federal Cartel Office (Bundeskartellamt) has approved the acquisition of eight Hellweg and BayWa garden center locations by Bauhaus. The stores are located in Backnang, Beckum, Berlin-Köpenick, Dahlwitz-Hoppegarten, Dortmund-Hacheney, Essen-Rellinghausen, Iserlohn and Potsdam. The approval follows a review that found sufficient competition remains in each regional market. The Cartel Office examined actual shopping routes and customer behavior rather than fixed radii, using loyalty card data and surveys. Hellweg, which filed for insolvency in June 2026, is restructuring and selling lease agreements for these locations. Bauhaus, which operates around 290 stores in Germany and abroad, will expand its network with these additional sites.
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