This market entry study on the DIY and garden market in Italy gives foreign suppliers a compact, fact-based guide to one of Europe's four largest home improvement markets, worth around €17 billion. It explains where demand is growing, who the decisive buyers are and what it takes to get listed, as a brand or as a private-label supplier.
Who this study is for
The study is written for manufacturers, brand owners and exporters of DIY, tools, garden, outdoor living and household products from the EU, non-EU Europe and overseas who want to enter or expand in Italy. It is also useful for export consultants, chambers of commerce and sales agents preparing market entry projects.
What the directory contains
The directory lists 33 Italian retailers, buying centres, importers, wholesalers and online platforms, each with website, address, switchboard (where published), general e-mail (where published), supplier portal or contact route, and a recommended first contact. Each company is classified as a generalist, specialist or own-label player:
DIY store chains and DIY buying centres: 8 Garden centre chains: 2 Hardware and garden wholesalers, buying groups and importers: 6 Outdoor furniture, garden living and seasonal importers: 2 Supermarket and discount buying centres: 9 Non-food discount and household chains: 3 Online marketplaces and specialist online retailers: 3
For data protection reasons, no personal names or personal e-mail addresses are included; each entry states whether such contacts are published on the company website.
Market access requirements covered
The study explains the rules for suppliers from EU member states, non-EU European countries (United Kingdom, Switzerland, Norway, Turkey) and non-European countries: CE marking, the General Product Safety Regulation, the new Machinery Regulation, batteries, WEEE and packaging registration in Italy, Italian-language labelling, customs duties and anti-dumping, CBAM for steel and aluminium, and the EU Deforestation Regulation for wood products.
Chapters
1. Executive Summary
2. Market Size and Development
2.1 Total market
2.2 Recent development by category
2.3 Consumer behaviour
3. Market Structure and Major Players
3.1 Distribution channels
3.2 Leading DIY and garden retailers
4. Opportunities for Foreign Suppliers
4.1 Branded products
4.2 Private label and no-name
4.3 Typical terms and expectations
5. Product Groups with Strong Sales Prospects
6. Market Access Requirements
6.1 Requirements for all suppliers (product and market rules)
6.2 Suppliers from EU member states
6.3 Suppliers from non-EU European countries
6.4 Suppliers from outside Europe
6.5 Summary of access requirements
7. Trade Fairs, Associations and Support Institutions
8. Approaching Italian Buyers: Practical Guidance
9. Directory of Importers and Distribution Partners (33 entries)
Important Legal Notice on the Use of Contact Data
10. Sources and Methodology
Frequently asked questions
How large is the Italian DIY and garden market? The total home improvement market is estimated at around €17 billion, of which about €6.3 billion is sold through DIY superstores. Garden is the fastest-growing department, up 8% in the first half of 2026.
Which product groups have the best prospects? Garden structures and pools, irrigation and water saving, cordless garden machinery and tools, plant care, outdoor furniture and living, small appliances, cooling products and smart security.
Is the contact directory an opt-in marketing list? No. The contact data are publicly available company data for information and market research purposes. Buyers must observe the anti-spam and data protection laws of the target country before any promotional contact.
Eenmalige aankoop, geen abonnement. De studie blijft beschikbaar onder Mijn aankopen.
Bekijk de markt, de sectoren en de herzieningsdatum voordat u koopt.
English