What Maxaro does

Maxaro B.V. is a privately held Dutch specialty retailer of bathroom and tile products, founded in 2004 and headquartered in the Netherlands (registered office in Breda, operational showroom and warehouse in Roosendaal). The company sells a curated assortment spanning complete bathrooms, bathroom furniture, showers, radiators, baths, whirlpool baths, steam cabins, toilets and toilet sets, washbasins, faucets, mirrors, accessories, and tiles — including proprietary Maxaro-branded concealed cisterns (Flush, Flush Pro, Flush Slim Pro) alongside third-party brands such as Geberit and Villeroy en Boch.

The underlying technology stack centers on a direct-to-consumer e-commerce platform (maxaro.nl, available in Dutch, English, and German) with integrated online configurators for toilets, bathroom furniture, and faucets, plus a showroom management system supporting a 9-location physical footprint across the Netherlands (Roosendaal, Utrecht, Rotterdam, Hoofddorp, Eindhoven, Leeuwarden, Heerlen, and an upcoming Nijmegen location) and Belgium (Antwerpen/Mortsel). The platform is paired with a centralized Roosendaal warehouse offering next-day delivery for orders placed before 13:00, customer pickup six days per week, and free storage for up to two years; 98% of the assortment is reported as in-stock.

Maxaro's revenue model is one-time product sales through both online and showroom channels at fixed unit prices (toiletsets €374-€1,022; concealed cisterns €99-€349; wall-hung toilets €159-€309; urinals €255-€1,167), with payment via iDEAL, Bancontact, PayPal, credit card, and installment options through Riverty or in3. Go-to-market combines digital inspiration content (thousands of moodboards, tile selection tools, color samples) with sales-led showroom appointments and a lowest-price guarantee. The customer base is exclusively Dutch and Belgian homeowners undertaking bathroom or toilet renovations — from DIY single-fixture replacements to complete-room overhauls — with no disclosed B2B or enterprise accounts and a reported customer rating of 4.5/5.

Name

Maxaro

Legal name

Maxaro B.V.

Website

https://maxaro.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Maxaro is a Dutch specialty retailer founded in 2004 that sells bathroom, toilet, and tile products to homeowners in the Netherlands and Belgium through a hybrid model of e-commerce (maxaro.nl) and 9 physical showrooms, supported by a centralized Roosendaal warehouse and online product configurators.

Ownership category

akta.pro rank

Product category

Bathroom and Tile Retail

NAICS

General Merchandise Retailers (455), Floor Covering Retailers (449121)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industries

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD), Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB), Bathroom Organization Retail (Shower Caddies, Over-toilet, Vanity organizers) (CRAIAJAM)

Keywords

• Bathroom fixtures
• Sanitary ware
• Bathroom furniture
• Tile retailing
• Shower products

Headquarters

HQ city

Roosendaal

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Maxaro generates revenue primarily through direct sales of bathroom products including complete bathrooms, toilets, tiles, furniture, showers, bathtubs, and accessories. Products are sold at fixed retail prices through both online and physical showroom channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Maxaro sells bathroom and tile products directly to consumers through its e-commerce platform (maxaro.nl) and nine physical showrooms across the Netherlands and Belgium. The assortment covers complete bathrooms, showers, baths, whirlpool baths, steam cabins, toilets, washbasins, faucets, mirrors, radiators, bathroom furniture, accessories, and tiles, including the proprietary Maxaro Flush concealed cistern line. Customers can purchase online with next-day delivery from the 98% in-stock assortment or visit showrooms for inspiration and personalised advice.

Product overview

Maxaro is a specialized bathroom and tile retailer operating both e-commerce and physical showroom locations across the Benelux. The company offers a comprehensive product portfolio centered on three core categories: bathrooms (badkamers), tiles (tegels), and toilets (toiletten). The product assortment spans complete bathroom packages (Complete Badkamers), bathroom furniture (Badkamermeubels), showers (Douches), radiators (Radiatoren), baths (Baden), whirlpool baths (Whirlpool Baden), steam cabins (Stoomcabines), toilet sets (Toiletsets), wall-hung toilets (Hangende Toiletten), concealed cisterns (Inbouwreservoirs), control panels (Bedieningspanelen), urinals (Urinoirs), washbasins (Wastafels), faucets (Kranen), mirrors (Spiegels), accessories (Badkameraccessoires), and tiles (Tegels). Maxaro sells its own proprietary Maxaro Flush concealed cistern brand alongside third-party brands including Geberit and Villeroy en Boch. The company differentiates through online configurators for toilets, bathroom furniture, and faucets, allowing customers to customize products to their specifications. Showrooms are available in Roosendaal, Utrecht, Rotterdam, Hoofddorp, Eindhoven, Leeuwarden, and Antwerpen with an upcoming location in Nijmegen.

Differentiator

Problem solved

Functional benefit

Products and services

• Complete Badkamers (Complete Bathrooms) Pre-configured complete bathroom packages that bundle essential fixtures and fittings into a single room solution for homeowners undertaking a full bathroom renovation.
• Badkamermeubels (Bathroom Furniture) Bathroom vanities, sink vanities, bowl vanities, bathroom cabinets, toilet cabinets, and sink countertops for storage and surface needs in the bathroom.
• Douches (Showers) Complete shower solutions including walk-in showers, shower walls, shower cabins, shower doors, shower trays, shower drains, rain showers, shower sets, shower faucets, wall panels, and steam showers for full shower installations.
• Radiatoren (Radiators) Heating solutions for bathroom spaces including designer radiators, towel radiators, electric radiators, electric underfloor heating, and infrared heating.
• Baden (Baths) Bath products covering built-in baths, freestanding baths, semi-freestanding baths, drop-in baths, corner baths, shower baths, and complete bath packages.
• Whirlpool Baden (Whirlpool Baths) Whirlpool bath solutions offered in single-person and two-person configurations, including steam cabins combined with whirlpool systems.
• Stoomcabines (Steam Cabins) Steam cabin solutions offered in single-person and two-person configurations, including steam cabins with an integrated bath.
• Toiletsets (Toilet Sets) Complete toilet packages bundling a wall-hung toilet bowl with a concealed cistern and flush control panel, available in standard or compact depths, with or without rim, in glossy or matte white or matte black finishes.
• Hangende Toiletten (Wall-Hung Toilets) Wall-mounted ceramic toilets with full glazing, available in standard or compact depths, with or without rimless technology, in white or black and glossy or matte finishes across multiple product series.
• Inbouwreservoirs (Concealed Cisterns) including Maxaro Flush proprietary line Concealed in-wall cisterns for wall-hung toilets, including Maxaro's own Flush, Flush Pro, and Flush Slim Pro models with sound insulation and height adjustability, plus Geberit Sigma and Duofix Sigma cisterns in standard and space-saving variants.
• Bedieningspanelen (Flush Control Panels) Flush control panels for concealed cisterns from the Maxaro Flush series and Geberit Sigma series, available in chrome, glossy white, matte white, matte black, and brushed stainless steel finishes.
• Urinoirs (Urinals) Wall-mounted urinals from Geberit and Villeroy en Boch, available with rear inlet or top inlet water connections.
• Wastafels (Washbasins) Washbasin solutions covering basin bowls, floating sinks, countertop basins, sink vanities, and small hand-basin sets.
• Kranen (Faucets and Taps) Tap and faucet products including basin taps, shower taps, bath taps, freestanding bath taps, bidet taps, and small basin taps, with an online custom faucet configuration tool.
• Spiegels (Bathroom Mirrors) Bathroom mirrors including mirrors with or without lighting, mirror cabinets, toilet mirrors, and make-up mirrors.
• Badkameraccessoires (Bathroom Accessories) Bathroom accessory sets and individual items including towel rails, towel hooks, toilet roll holders, toilet brushes, pedal bins, soap dishes, soap dispensers, toothbrush holders, shelves, squeegees, and shower seats.
• Tegels (Bathroom Tiles) Tile assortment covering floor tiles, wall tiles, brick slips, marble-look, concrete-look, natural stone-look, solid colour, ceramic parquet, decorative, Portuguese, mosaic, and herringbone tiles across multiple standard sizes.

Quantifiable outcome

• 98% of assortment directly available from stock
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• GeberitcoreTechnology or IntegrationMaxaro stocks and sells Geberit products, primarily inbouwreservoirs (in-wall cisterns) and related toilet components. Geberit is a leading Swiss manufacturer of sanitary technology. The partnership provides Maxaro with premium installation reservoir products that complement their toilet assortment.
• Villeroy en BochcoreTechnology or IntegrationMaxaro offers Villeroy en Boch urinoirs and related sanitary products. Villeroy en Boch is a premium German manufacturer of bathroom ceramics and fixtures.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Badkamerwinkel.nl: Dutch online bathroom specialist retailer offering a similar multi-channel proposition targeting Dutch homeowners undertaking bathroom renovations. Direct competitor in the same product category and customer segment.
• Plieger: Dutch sanitary and plumbing products retailer with showroom locations. Directly comparable as a specialist in bathroom and sanitary products serving Dutch renovation customers.
• Sawiday: European bathroom specialist retailer operating in the Netherlands, Belgium, and Germany. Directly comparable product category, multi-channel approach, and target customer segment.
• X2O Badkamers: Belgian bathroom specialist retailer operating showrooms in Belgium and the Netherlands. Directly comparable in product breadth (sanitary, tiles, complete bathrooms) and target customer (homeowners undertaking renovations).
• Sanitair.nl: Dutch online bathroom retailer offering sanitary products, tiles, and heating solutions. Comparable business model combining e-commerce with showrooms and serving similar Dutch homeowner customer base.

Broad incumbents

• Gamma: Dutch home improvement chain with bathroom showroom sections. Broader incumbent operating across multiple home categories rather than specializing in bathrooms alone.
• Karwei: Dutch home improvement and DIY chain carrying bathroom products alongside broader home categories. Competes for DIY-adjacent bathroom renovation customers but as part of wider portfolio.
• Leen Bakker: Dutch home furnishings retailer carrying bathroom furniture and accessories. Adjacent incumbent serving homeowners with broader home interior needs including bathroom category overlap.
• Hornbach: Large European home improvement retailer with extensive bathroom and tile departments in the Netherlands. Offers overlapping capabilities as part of broader home improvement assortment, but not specialized in bathroom-only.

Regional players

• Brico: Belgian home improvement chain serving the Belgian market with bathroom products. Comparable category focus but operates primarily in Belgium rather than the Dutch core market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/maxaro_nl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maxaro