The new name and visual identity is part of a broader transformation process, the company has announced.
The rebranding will become increasingly visible over the next six months, alongside the retailer’s ongoing modernization and development program.
Altex plans to invest EUR50 million over the next three years in modernizing and developing the Brico network, as part of its strategy to strengthen the business and improve customer experience.
“Brico is a new chapter in a story that began in Romania in 2002, with Bricostore, and continued with Brico Depot. We are keeping the experience built over more than two decades, but changing the way we relate to customers and their projects,” said Dan Ostahie, owner of Altex.
The new Brico identity is intended to build on the retailer’s established presence in the Romanian DIY market while reflecting the company’s plans for the next stage of its development.
The transformation will include the gradual implementation of the new brand identity across the network, in parallel with investments aimed at modernizing stores and developing the business over the coming years.
At the end of 2024, Brico Dépôt Romania announced that it will transition to new ownership under Altex Romania.
BRICO has been part of Altex Romania since May 2025, alongside Altex and Media Galaxy. The retailer has 28 stores in Romania, the online store www.bricostore.ro and a mobile application, being acquired by Altex Romania from UK’s Kingfisher group.
In 2025, Altex Romania had a turnover of over RON8.2 billion, up nearly 7% versus 2024, and 77% more employees, up to 7,102.