DIY Channel for Bathroom Products in Malaysia

DIY

The perception and adoption of DIY (Do-It-Yourself) practices differ significantly between Asian and Western countries, largely due to cultural, economic, and structural factors. In Europe for example, DIY is deeply rooted in a culture of self-sufficiency and home improvement, where consumers are motivated by creativity, cost-saving, and a strong tradition of hands-on maintenance. Retail infrastructure in Western markets also supports this behaviour through extensive DIY store networks and accessible training or tutorials. In contrast, DIY remains a relatively small channel in most Asian countries, because home repairs and renovations are typically outsourced to professional contractors or skilled labourers. This preference stems from lower labour costs, limited space for personal workshops, and the cultural association of home improvement as a professional rather than personal task. Additionally, many Asian consumers prioritise convenience and time efficiency, which further reinforces the dominance of the “Do-It-for-Me” (DIFM) segment over DIY activities.

Unlike Western countries where DIY is often seen as a cost-saving and empowering activity, Malaysian consumers tend to prefer hiring professionals for home improvement tasks. Labor costs are relatively affordable, and there's a cultural preference for outsourcing technical work like plumbing and tiling. Many Malaysians, especially in urban areas, live in high-rise apartments with strict renovation guidelines. This limits the scope for DIY projects, especially those involving plumbing or structural changes. In contrast, Western homeowners often have more autonomy over their property modifications. The Malaysian market is still dominated by traditional distribution channels like speciality stores and supermarkets. While e-commerce is growing, it’s mostly focused on consumables rather than hardware. Direct-to-consumer models, which are key to DIY success in the West, are only beginning to gain traction. That said, the DIY culture in Malaysia is evolving. The rise of e-commerce, increased interest in home wellness, and exposure to Western trends are nudging consumers toward more hands-on home improvement. Retailers are beginning to offer more accessible products and online tutorials, and younger consumers are showing greater interest in DIY projects.

DIY channels for bathroom products have gained traction as homeowners seek cost-effective and stylish solutions to upgrade their bathrooms. At the same time, increasing material and labor costs are pushing people towards installing few bathroom products such as bathroom accessories, bathroom furniture such as mirrors, cabinets, etc. The demand for these bathroom products have surged, reflecting changing consumer preferences and advancements in product design.  The availability of online tutorials, social media inspiration (Instagram, YouTube), and affordable tools is making it easier for homeowners to attempt renovations with greater confidence. Moreover, homeowners are spending more on interior renovations generally: bathroom upgrades are among the more common projects when people renovate their homes. All of this means DIY bathroom renovation is on an upswing, not just as occasional projects but as a routine part of home‐upkeep and enhancement in Malaysia.

Affordable access to tools, fittings, and renovation materials through retail giants such as MR.DIY has further accelerated this trend. MR.DIY, a homegrown Malaysian brand, has become one of Asia’s largest low-cost DIY chains, operating more than 1,300 stores nationwide and expanding across regional markets including Thailand, Indonesia, and the Philippines. The brand’s success reflects Malaysia’s growing culture of hands-on home enhancement, where homeowners are taking on small-scale renovations, such as upgrading bathroom fixtures, tiles, and storage, rather than relying solely on professional contractors. As urban households seek cost-effective and creative ways to modernize interiors, the DIY bathroom renovation trend continues to gain momentum across the Malaysian market.

In Malaysia, major DIY and home improvement retailers offer a wide selection of bathroom products catering to different consumer preferences and budgets. MR DIY, one of the country’s largest chains, primarily sells Chinese brand Jomoo, which offers products such as shower accessories, toilet seats, and taps. In addition, MR DIY also markets its own-brand for bathroom accessories and taps, positioned as affordable and practical options for budget-conscious consumers. IKEA focuses on stylish and functional bathroom solutions from its own brand, including bathroom accessories, vanities, mirrors, and standalone storage cabinets. ACE Hardware also offers a range of own-brand faucets and bathroom accessories, appealing to customers seeking quality hardware and fittings for home improvement projects. Overall, these retailers combine imported brands with private-label offerings to cover a wide spectrum of design, price, and quality segments in Malaysia’s bathroom product market.

Malaysian DIY stores typically do not sell sanitary ware such as toilets, bidets, or large ceramic fixtures, unlike many DIY retailers in Western markets, mainly due to differences in consumer behaviour, housing structures, and retail formats. Moreover, local DIY stores like MR DIY and ACE Hardware operate in smaller retail formats within malls or neighbourhood areas, which limits space for bulky items like toilets and basins. Instead, these outlets focus on fast-moving, easy-to-install products such as bathroom accessories, taps, and fittings. In contrast, Western DIY stores such as B&Q or Home Depot cater to a strong culture of home renovation and self-installation, supported by larger store spaces and a consumer base accustomed to purchasing and installing sanitary ware independently.

 Find out more in our latest edition of Malaysian Bathrooms and Kitchen report.

Source: Anam Khan, BRG Research

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