Bunnings is expanding its push into the automotive category, nearly doubling its in-store range and launching a digital catalogue of more than 30,000 car products as the Wesfarmers-owned retailer targets a larger share of Australia’s $1.5 billion auto parts and tools market.

The hardware giant will increase its physical automotive range to more than 1,200 products across stores during a rollout through March and April, up from around 700 items previously.

At the same time, its online marketplace will host tens of thousands of additional automotive products, giving customers access to specialist parts that would traditionally only be available through dedicated retailers.

The move puts Bunnings in more direct competition with specialist chains such as Supercheap Auto, owned by Super Retail Group, as well as Autobarn and Burson, which are operated by Bapcor.

The expansion will also overlap with retailers focused on niche categories such as ARB in the four-wheel-drive accessories market.

Automotive has emerged as a strong growth category for Bunnings since the company re-entered the segment last year, focusing initially on oils, lubricants, cleaners and tools.

Bunnings CEO Mike Schneider said the company identified strong demand for garage-related products and saw an opportunity to create a new in-store destination category.

Schneider (pictured below) said the company had previously exited the automotive sector decades ago when specialist retailers dominated the market.

The retailer is also moving into what it calls “automotive-adjacent” categories, including cycling accessories, towing gear, marine maintenance products and car technology – products typically stored in household garages.

The strategy forms part of a broader push by Bunnings to expand its addressable market beyond traditional hardware.

According to the company, its potential market has grown from $43 billion in 2014 to around $110 billion today as it moves into categories such as pets, home cleaning and assisted living products.

However, Bunnings’ growing reach has also attracted scrutiny. Earlier this month, rival Mitre 10 lodged a complaint with the Australian Competition and Consumer Commission (ACCC), alleging Bunnings used its scale to secure an exclusive hardware partnership with Uber Eats that halted Mitre 10’s own expansion on the delivery platform.