AFIS

What AFIS does

A.F.I.S. - G. Clerici S.p.A. (AFIS) is an Italian distributor of bathroom furniture and hydro-thermo-sanitary materials, founded in 1960 and headquartered operationally in Brescia with registered office in Trento. The company is a wholly-owned subsidiary of the Clerici Group (G. Clerici), a diversified Italian conglomerate that provides group-level purchasing, logistics, marketing, and IT coordination. AFIS operates 21 retail showrooms across Northern Italy and Liguria, with documented expansion into Central Italy and Sardinia, supported by a dedicated trade-counter (banco) channel serving professional installers and a registered-customer online catalog area for B2B pricing and account management.

The product portfolio is organized around six core categories: Arredo Bagno (bathroom furniture and accessories), Idraulica (plumbing and hydraulic components), Riscaldamento (heating systems including boilers and radiators), Climatizzazione (air conditioning and heat pumps), Rivestimenti e Pavimenti (flooring and wall coverings), and Fotovoltaico (photovoltaic modules, inverters, energy storage, and EV charging). AFIS is an authorized reseller of the STORM (Idrotrade) brand. Technology adoption includes AI-driven 3D bathroom rendering, design recommendation engines, AI chatbots for customer service, and lighting simulation, layered on top of the company's primary physical showroom and trade-counter channels.

The business model is one-time retail and wholesale sale of multi-category building products, priced through showroom consultation and registered-customer accounts; pricing is not publicly disclosed. Customer segments are residential homeowners (B2C, renovation-driven) and professional installers/plumbers plus construction companies (B2B, recurring trade purchases). The company is ISO 9001:2015, ISO 14001:2015, and ISO 45001:2023 certified, received a Sustainalytics ESG Risk Rating in August 2022, and participates in Clerici.lab, the largest training program in Italy for thermohydraulic sector professionals.

Name

AFIS

Legal name

A.F.I.S. - G. Clerici S.p.A.

Website

https://afis.it

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

A.F.I.S. - G. Clerici S.p.A. is a 60-year-old Italian distributor of bathroom furniture and hydrothermosanitary materials, serving residential homeowners and professional installers through 21 showrooms across Northern Italy and Liguria as part of the Clerici Group.

Ownership category

akta.pro rank

Product category

Bathroom fixtures and hydrothermosanitary supplies

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom furniture
• Plumbing supplies
• Heating systems
• Air conditioning
• Floor wall tiles

Headquarters

HQ city

Brescia

HQ country

Italy

HQ region

Europe

Offices21 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail and Wholesale Sales: AFIS generates revenue through the sale of bathroom furniture, plumbing materials, heating/cooling systems, tiles, and related products via their network of showrooms and wholesale counters to both consumers and professional installers.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

AFIS manufactures bathroom furniture and distributes hydrothermosanitary materials (plumbing supplies, heating and cooling systems, tiles, and photovoltaic systems) through a network of 21 showrooms across Northern Italy, Liguria, Central Italy, and Sardinia. The company serves both end consumers (homeowners renovating bathrooms) and professional trade customers (plumbers, installers, and construction companies) via dedicated counter service and a registered online catalog.

Product overview

AFIS operates as a multi-category building materials distributor specializing in bathroom furnishings, plumbing/hydraulic supplies, heating, air conditioning, flooring/wall coverings, and photovoltaic solutions. The company serves Northern Italy and Liguria through a network of retail locations and showrooms. As an authorized STORM brand reseller, they offer hydro-thermal-sanitary products. Their product portfolio is organized around core categories: bathroom furniture and accessories, hydraulic supplies, heating systems, air conditioning, flooring/rivestimenti, and solar energy solutions. Showrooms allow customers to experience products physically, while their online presence provides catalog browsing and account services.

Differentiator

Problem solved

Functional benefit

Brands

• AFIS: Primary commercial brand for bathroom furnishings and hydro-thermo-sanitary materials retail

Products and services

• Arredo Bagno (Bathroom Furniture)
• Idraulica (Plumbing and Hydraulic Supplies)
• Riscaldamento (Heating Systems)
• Climatizzazione (Air Conditioning and Climate Control)
• Rivestimenti e Pavimenti (Flooring and Wall Coverings)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• STORM (Idrotrade)minorChannel Partner/ Reseller/ DistributorAFIS is an authorized dealer of STORM brand products for hydrothermosanitary equipment, air conditioning and bathroom furniture. They direct customers to the official STORM website for the complete catalog.
• SustainalyticsminorOthersESG risk rating assessment provider that evaluated the company's environmental, social and governance practices, positioning the company above sector average.
• Clerici GroupcoreStrategic or Co-development PartnerAFIS is part of the Clerici Group (G. Clerici S.p.A.), a major player in the Italian hydrothermosanitary distribution sector. The group operates with a coordination center managing purchasing, marketing and IT, and a logistics network covering from Friuli to Marche. Clerici.lab is the largest training project in Italy for thermohydraulic sector professionals.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Leroy Merlin Italy: Major French-origin home improvement retail chain with substantial Italian presence. Overlaps with AFIS in bathroom furniture, plumbing, heating, tiles, and increasingly photovoltaic, but operates at much larger scale and broader assortment including DIY categories AFIS does not focus on.
• IKEA Italy: Swedish-origin home furnishings retailer with Italian operations including bathroom furniture and accessories. Comparable to AFIS's bathroom furniture and storage categories, though IKEA competes primarily on standardized, low-cost design rather than the bespoke hydro-thermosanitary focus.
• Bricoman Italy: Italian construction materials and home improvement retailer serving both trade professionals and consumers. Competes with AFIS for trade-counter and DIY renovation spend in plumbing, heating, and tiles, with broader construction product breadth.

Others

• Caleffi: Italian manufacturer of hydronic components, valves, and heating system parts. Caleffi sits upstream of AFIS as a key supplier; ecosystem participant whose product strategy and direct-channel moves directly shape AFIS's distributor economics.
• Villeroy & Boch: Premium European bathroom ceramics, faucets, and furniture manufacturer. Products are distributed through Italian showroom retailers like AFIS; an upstream brand whose push toward direct sales and brand stores could pressure distributor margins.
• Ideal Standard Italy: Multinational bathroom and sanitary ware manufacturer with strong Italian market presence. Comparable to AFIS's showroom assortment in ceramics and sanitaryware; as an upstream supplier, it shapes category selection and margin structure.
• Geberit Italy: Swiss sanitary systems and concealed cistern manufacturer with Italian sales operations. Geberit products are sold through AFIS's showrooms; as an upstream brand it shapes AFIS's assortment and is increasingly relevant if it pursues direct-to-contractor channels.
• Grohe Italy: German premium faucet and shower systems manufacturer with Italian presence. Grohe faucets and shower products are core showroom items for AFIS; Grohe's direct-to-tradesperson and brand-direct strategies influence AFIS's competitiveness.
• Roca Italy: Spanish-origin global sanitary ware and bathroom furniture manufacturer with established Italian operations. Roca products feature in AFIS-style showrooms; as an upstream brand it shapes assortment and pricing power in the Italian market.

Direct peers

• Mepa Group: Italian hydro-thermosanitary and plumbing materials distributor operating across multiple Italian regions. Directly comparable to AFIS in core product categories (bathroom furniture, plumbing, heating) and target customer base (professional installers plus consumers), with showrooms and counter service model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance3 records

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 AFIS