PROINCO
PROINCO is a Spain-based, family-era multi-brand distributor (founded 1974) of plumbing, HVAC, bathroom, renewable energy, and pool products, serving trade professionals and consumers via e-commerce and physical stores.
- Company typePrivate
- Founded1974
- HeadquartersMálaga, Spain
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What PROINCO does
PROINCO is a Spanish multi-brand wholesale and retail distributor of building installation materials, founded in 1974 and headquartered in Málaga, Spain. The company sells plumbing supplies, bathroom fixtures and furniture, heating and hot water systems (boilers, radiators, heat pumps, underfloor heating), air conditioning and refrigeration equipment, kitchens, fire protection systems, renewable energy products (solar thermal, photovoltaic, aerothermal, biomass), pools and spa equipment, water treatment systems, irrigation, and tools/workwear. It is an official distributor for approximately 100 suppliers, including premium European brands such as ROCA, GROHE, HANSGROHE, DAIKIN, MITSUBISHI, BAXI, VIESSMANN, JUNKERS, SAUNIER DUVAL, and GEBERIT.
The company's go-to-market is dual-channel: a Spain-wide network of physical retail stores (Tiendas) and an e-commerce storefront at proinco.es with separate login portals and pricing for "Profesionales" (installers, contractors, building professionals — the primary segment) and "Particulares" (individual consumers, homeowners, DIY). Supporting features include in-store pickup, express home delivery, dedicated B2B account-based pricing, WhatsApp Business contact, phone support, an Outlet channel offering products at up to 50% discount, and a content/blog presence at blog.proinco.es. Marketing relies on SEO-optimized category pages, newsletters, and conversational commerce rather than paid advertising infrastructure.
PROINCO makes money through one-time transactional product sales at retail and trade margins across its catalog. Pricing is tiered between professional and consumer buyers, with pay-as-you-go billing on each transaction and no disclosed subscription, recurring, or SaaS revenue stream. The underlying technology is a standard e-commerce platform — catalog, cart, customer accounts, order tracking, and cookie-based analytics — with no proprietary AI/ML components, no mobile app, no public API, and no disclosed data assets. The company is privately held with no institutional investors, funding rounds, or M&A activity disclosed, and operates exclusively within Spain.
PROINCO firmographics
Firmographics- Name
- PROINCO
- Legal name
- PROINCO
- Website
- https://proinco.es
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PROINCO is a Spain-based, family-era multi-brand distributor (founded 1974) of plumbing, HVAC, bathroom, renewable energy, and pool products, serving trade professionals and consumers via e-commerce and physical stores.
- Ownership category
- akta.pro rank
Where PROINCO is headquartered
LocationHeadquarters
- HQ city
- Málaga
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
PROINCO business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (E-commerce and Retail): PROINCO generates revenue through direct sales of plumbing, heating, air conditioning, and bathroom fixtures via their online store and physical retail locations. They offer products across multiple categories including their own branded items as well as distributed third-party brands (ROCA, GROHE, DAIKIN, etc.).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Professional clients with dedicated B2B pricing and account access |
| Transaction based/ take rate | Pay-as-you-go | Individual consumers purchasing through e-commerce or stores |
| Transaction based/ take rate | Pay-as-you-go | Outlet/clearance section with discounted products up to 50% off |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
PROINCO product offering
Product offeringCore offering
PROINCO is a Spanish multi-brand distributor that sells plumbing, bathroom, heating, air conditioning, water treatment, renewable energy, pool, irrigation, and fire-protection products through its own e-commerce platform (proinco.es) and a network of physical retail stores. It operates as an official distributor for leading brands including ROCA, GROHE, HANSGROHE, DAIKIN, MITSUBISHI, BAXI, VIESSMANN, GEBERIT, UPONOR, and AIRZONE, serving both trade professionals (installers, plumbers, contractors) via a dedicated B2B portal and individual consumers (homeowners, DIY renovators) via a separate consumer account, with differentiated pricing for each segment.
Product overview
PROINCO is a Spanish wholesale and retail distributor of building materials, plumbing, HVAC, and pool equipment operating both physical stores and an e-commerce platform. The company serves both professional contractors and individual consumers. Its product portfolio encompasses air conditioning/refrigeration, complete bathroom solutions (sanitary ware, faucets, furniture, accessories), heating systems (boilers, radiators, heat pumps, underfloor heating), kitchen products, fire protection equipment, renewable energy systems (solar thermal, photovoltaic, aerothermal, biomass), comprehensive plumbing supplies (pipes, valves, pumps), pool and spa equipment, water treatment solutions, tools, and workwear. The company also operates an outlet channel offering discounted products. Major brands distributed include ROCA, GROHE, HANSGROHE, DAIKIN, MITSUBISHI, BAXI, VIESSMANN, and many other European manufacturers of building and installation equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- Aire Acondicionado / Refrigeración (Air Conditioning and Refrigeration)
Companies that use PROINCO
Customer profileSegments2 records
Ideal customer profiles2 records
PROINCO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PROINCO partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- ROCAcorePROINCO is an official distributor (Distribuidor Oficial) of ROCA products, one of the leading bathroom fixtures and sanitaryware manufacturers. PROINCO features extensive ROCA product catalog including toilets, bidets, faucets, shower systems, and bathroom furniture.
- GROHEcorePROINCO distributes GROHE bathroom and kitchen faucets, shower systems, and accessories. GROHE is a premium German manufacturer known for bathroom fixtures and water products.
- HANSGROHEcorePROINCO distributes HANSGROHE bathroom and kitchen products including faucets, shower heads, and accessories. HANSGROHE is a premium German bathroom fixtures manufacturer.
- DAIKINcorePROINCO distributes DAIKIN air conditioning and HVAC equipment including splits, multi-splits, cassettes, and ducted systems.
- MITSUBISHIcorePROINCO distributes MITSUBISHI air conditioning products including splits, multi-splits, cassettes, and ducted units for residential and commercial applications.
- BAXIcorePROINCO distributes BAXI heating products including wall-mounted gas boilers and heating accessories.
- VIESSMANNcorePROINCO distributes VIESSMANN heating and hot water systems including boilers and related equipment.
- JUNKERScorePROINCO distributes JUNKERS (Bosch subsidiary) heating products including boilers, water heaters, and solar thermal accessories.
- SAUNIER DUVALcorePROINCO distributes SAUNIER DUVAL heating and hot water products including wall-mounted gas boilers.
- GEBERITcorePROINCO distributes GEBERIT bathroom fixtures including concealed cisterns, actuation plates, and sanitary systems.
- UPONORminorPROINCO distributes UPONOR plumbing and heating solutions including PEX piping systems, Q&E fittings, and manifolds for radiant floor heating.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
PROINCO competitors and assessment
Company assessmentBroad incumbents
- Leroy Merlin Spain: Leroy Merlin Spain (Adeo Group) is a large-format home improvement retailer selling bathroom, HVAC, plumbing, and renovation products to both DIY consumers and trade professionals. It is comparable to PROINCO as a competing national distribution channel for installation materials in Spain, though with a much broader DIY assortment.
- Bricomart (BRICO DEPÔT Spain): Bricomart / Brico Depot is a Spanish warehouse-format home improvement retailer targeting trade professionals and serious DIYers with bulk-format plumbing, HVAC, and construction materials. It directly competes with PROINCO's professional and prosumer customer base in Spain, especially on price and stock availability for trade buyers.
- Bauhaus Spain: Bauhaus operates large home improvement centers in Spain selling plumbing, bathroom, HVAC, tools, and renovation products to both consumers and trade customers. It is comparable to PROINCO as a multi-category national distributor/retailer for installation materials in Spain.
- Amazon Spain (home improvement category): Amazon Spain competes with PROINCO's e-commerce offering in plumbing fixtures, bathroom accessories, HVAC equipment, and tools, with aggressive pricing and fast delivery. It is a broad incumbent rather than a specialist, lacking PROINCO's trade professional support and physical pickup infrastructure.
Direct peers
- AKI Bricolaje (Saint-Gobain): AKI is a Spanish specialty home improvement retailer (part of Saint-Gobain Distribution) selling plumbing, bathroom, heating, and renovation materials to both consumers and professionals. It is directly comparable to PROINCO in assortment depth, dual B2B/B2C positioning, and Spanish national footprint.
- Salvador Escoda: Salvador Escoda is a long-established Spanish distributor specializing in HVAC, plumbing, and renewable energy equipment, serving both installers and end customers nationally. It is a direct peer to PROINCO in terms of product categories (climate, plumbing, renewables) and dual-channel B2B/B2C distribution model in Spain.
Regional players
- Cevik Group: Cevik is a Spanish distributor of construction tools, plumbing, and installation supplies with regional/national distribution in Spain. It is comparable to PROINCO in serving trade installers with technical products and tools, though with a stronger weighting toward tools and consumables than finished bathroom/HVAC equipment.
Emerging players
- ManoMano: ManoMano is a European online marketplace specialized in home improvement, DIY, and garden products, with a strong Spanish presence. It directly competes with PROINCO's e-commerce offering in plumbing, bathroom, and HVAC categories, particularly with DIY consumers, though it lacks a meaningful physical store footprint in Spain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key highlights6 records
Customer concentration
PROINCO social profiles
Digital presencePROINCO financial estimates
Financial estimateRevenue estimate
Valuation estimate
PROINCO leadership team
Management profileNumber of profiles
PROINCO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PROINCO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PROINCO
What does PROINCO do?
PROINCO is a Spanish multi-brand distributor that sells plumbing, bathroom, heating, air conditioning, water treatment, renewable energy, pool, irrigation, and fire-protection products through its own e-commerce platform (proinco.es) and a network of physical retail stores. It operates as an official distributor for leading brands including ROCA, GROHE, HANSGROHE, DAIKIN, MITSUBISHI, BAXI, VIESSMANN, GEBERIT, UPONOR, and AIRZONE, serving both trade professionals (installers, plumbers, contractors) via a dedicated B2B portal and individual consumers (homeowners, DIY renovators) via a separate consumer account, with differentiated pricing for each segment.
Is PROINCO a public or private company?
PROINCO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PROINCO founded?
PROINCO was founded in 1974. It employs 51 to 100 people.
Where is PROINCO based?
PROINCO is headquartered in Málaga, Spain, in the Europe region.
How does PROINCO make money?
One revenue line is on record: product Sales (E-commerce and Retail).
Who are PROINCO's main competitors?
Broad incumbents on record are Leroy Merlin Spain, Bricomart (BRICO DEPÔT Spain), Bauhaus Spain and Amazon Spain (home improvement category). Direct peers are AKI Bricolaje (Saint-Gobain) and Salvador Escoda. Cevik Group is listed as a regional player. ManoMano is listed as an emerging player.
Does PROINCO have an API?
No public API is recorded for PROINCO.