Altex to Invest EUR 50 Million in Brico Dépôt Rebranding in Romania
Romania: Altex, which acquired the Brico Dépôt DIY retail chain from the UK-based Kingfisher Group in 2025, plans to rebrand the business as Brico and invest EUR 50 million (USD 58.5 million) over the next three years. The investment will cover store development, product ranges, services, technology, e-commerce and artificial intelligence. Altex operates in Romania's electrical goods, household appliances and IT retail markets.
The rebranding will be accompanied by the introduction of the slogan "Do it together". According to Altex Romania CEO Dan Ostahie, the company aims to simplify the customer experience, covering product selection, financing, delivery and the completion of projects, including installation through specialist partners. The planned changes are intended to expand the services available to customers across Brico's retail and online operations.
Source: DIY International
