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Selling on Brico

Interested in selling via Brico? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why Brico?

Brico, a DIY store, opened its first location in Schoten in 1973. The name Brico originates from the French word “bricoler,” meaning to do DIY. During the 80s, the company created two of its own brands, Stop and Bricobi, which are now referred to as Central Park and Sencys. Brico was part of the GIB Group until 2002 when it was sold to Dutch company Maxeda, which also owns hardware store chains Praxis and Formido.

Praxis in combination with Brico is a great combination suited for selling DIY products in the Benelux.

Advantages of selling on Brico via e-tailize

  • Good way to target DIY audience niche
  • More than 130 million website visitors a year
  • One set-up fee for Praxis and Brico
  • Advertising opportunities to reach Dutch and Belgium audiences

Fully integrate Brico with your systems

Do you want to manage Brico and any future or current marketplace in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 100 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily post products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How to sell through Brico?
Step 1
Register Chamber of Commerce

Register with the Chamber of Commerce in your area before making an account with Brico. This is a smart move in general, as registering with your Chamber of Commerce ensures the legitimacy of your business.

Step 2
Request an account

To apply to Brico, please fill out Maxeda’s application form, and they will assess your suitability for the Praxis/Brico marketplace. If unsure about your product’s suitability for Praxis/Brico, contact e-tailize for help.

Step 3
Centralize with e-tailize

Connect e-tailize to your account and start uploading your products to Brico. After uploading, e-tailize will immediately track your stock and send orders to your order system, if required.

Step 4
Optimize your content

Use our data analysis tools to optimize your content and increase your sales.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on Brico. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take on the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have Brico under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to Brico. Even better; immediately your order management and stock synchronization are arranged.

What categories do you have through Brico

The main categories in which you can sell through Brico:

  • Lighting & electricity
  • Paint & wallpaper
  • Building materials & supplies
  • Garden
  • Plumbing
  • Floors & tiles
  • Windows, doors & stairs
  • Decorating & cleaning
  • Tools
  • Hardware
  • Heating & ventilation
  • Pet supplies
The buying block
The buying block
When several partners offer the same product, one of the partners is featured in the buying block. That's because this partner has the best offer in terms of price, delivery time, and service. Most sales are made through the buy block. So it is essential to get ahold of your specific buy block to get the most exposure to the market. Setting up your own brand or distinctive EANs is a frequent strategy to always win the buying block. If you are the exclusive supplier of a good, you will always have the upper hand in negotiations. In order to stand out in your buy block, it may be helpful to review your unique offer and consider how you may offer the most unique product.

Performance Score
Performance Score
Your performance rating will significantly impact how prospective customers perceive your service. Your ability to adhere to the service requirements of Brico will determine your performance score.

The costs & conditions

Once you become a vendor partner, you will be responsible for creating and submitting your products to Brico, and for meeting their requirements regarding product quality, packaging, and labeling. You will also need to be able to fulfill orders in a timely and efficient manner. As far as costs go, there is a monthly fee plus a commission per sale based on the category in which the product is listed. These prices and commission rates change frequently, so we do not have specific information.

The monthly fee of Brico will also allow you to sell on Praxis, which is the same platform but for the Netherlands – e-tailize also has an integration with Praxis.

How to learn to sell through Brico

To learn how to sell on Brico you can check the knowledge bank. This section of the website contains a wealth of information on topics such as creating and optimizing product listings, managing inventory, and advertising your products. If you still have any question, you can contact e-tailize customer service for additional assistance.


In combination with Praxis it is a good option to target audiences Benelux (Belgium, Netherlands, Luxembourg), furthermore it is a platform suitable for selling general goods, DIY products and more.

Need more information?

Contact me!

Ricardo Rubino
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