Starline
- Company typePrivate
- Founded1973
- HeadquartersValkenswaard, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Starline firmographics
Firmographics- Name
- Starline
- Legal name
- Starline Group B.V.
- Website
- https://starlinepool.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where Starline is headquartered
LocationHeadquarters
- HQ city
- Valkenswaard
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Starline business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Swimming Pool Sales: Sale of Monoblock® composite swimming pools as the primary revenue stream. Pools are produced to order in Belgium and sold exclusively through authorized dealers. Prices vary by model, size, color, and options chosen.
- Pool Installation Services: Dealers provide complete installation services including excavation, foundation, plumbing connections, and technical installation setup. Installation is handled by certified Starline dealers.
- Pool Options and Accessories: Add-on products including LED lighting, swim turbines, jet streams, waterfalls, built-in parts, and water treatment systems. Roldeck® pool covers with various slat options.
- Roldeck® Pool Covers: Automatic slatted pool covers produced by Starline subsidiary Roldeck®, available in various colors and styles including solar slats for free heating.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom pool quotation system |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Starline product offering
Product offeringCore offering
Starline designs, manufactures, and distributes one-piece Monoblock® fibre-reinforced composite swimming pools, manufactured to order in Belgium across nine product lines ranging from compact plunge pools to large family and infinity designs. The portfolio is sold exclusively through an authorized dealer network across Europe and complemented by Roldeck® automated pool covers, Poolmanager smart control systems, water treatment packages, and a range of accessories (LED lighting, jet streams, waterfalls, Pure Water disinfection).
Product overview
Starline is a luxury Monoblock® swimming pool manufacturer offering a portfolio of composite swimming pools produced in Belgium with Dutch Design aesthetics. The core offering consists of seven Monoblock® pool lines (Nova Line, Infinity Line, Urban Active, City Line, Essential Line, Dynamic Line, Classic Line) plus a custom Starline Signature line, all featuring the proprietary one-piece composite construction with seven-layer insulation. Related products include Roldeck® automatic pool covers (integrated as standard), Poolmanager smart control system, and comprehensive water treatment packages (Essential through Pure Remote Comfort). The portfolio is complemented by optional enhancements such as Endless Swimming countercurrent systems, LED lighting, jet streams, Pure Water membrane electrolysis disinfection, waterfalls, and built-in parts. Walk-in stair configurations and four signature pool colours allow personalisation. Starline also offers VirtualPools VR application for dealer use.
Differentiator
Problem solved
Functional benefit
Brands
- Nova Line: Minimalist design pool with high waterline and various lengths and walk-in steps possible.
- Infinity Line
- Urban Active
- City Line
- Essential Line
- Dynamic Line
- Classic Line
- Starline Signature
- Starline Endless Swimming
- Starline Jet Stream
- Pure Water
- Roldeck
- Sterck
Products and services
- Monoblock® Swimming Pools One-piece fibre-reinforced composite swimming pools produced to order across nine product lines (Nova Line, Infinity Line, Urban Active, City Line, Essential Line, Dynamic Line, Classic Line, Signature, and Sterck polypropylene line), for affluent residential customers and pool professionals across Europe.
- Roldeck® Automatic Pool Cover Automatic slatted swimming pool cover produced by Starline subsidiary Roldeck® in Pelt, Belgium, integrated into Monoblock® pools as standard, available in multiple slat colours and styles including solar slats, and reduces heat loss by up to 70%.
- Water Treatment Systems (Essential, Comfort, Remote Comfort, Pure Remote Comfort) Complete water treatment packages ranging from manual Essential to fully automated Remote Comfort with remote control, including filtration, disinfection, heat pumps, and Pool Manager integration, for residential pool owners seeking clear, safe swimming water.
- Poolmanager Smart Pool Control All-in-one pool management system controlling water temperature, cover, filter pumps, and lighting via 7-inch touchscreen and smartphone app (Smartpool), for residential pool owners.
- Starline Endless Swimming Counter-Current System Turbine-based counter-current swimming system creating a powerful water current for continuous swimming in compact pools, with optional LED lighting and app-controlled training programmes, for residential pools.
- Pure Water Membrane Electrolysis Disinfection System Membrane electrolysis water disinfection system using pure salt to produce chlorine on-demand without residual chemicals, delivering crystal-clear chlorine-free swimming water for residential pools.
- VirtualPools VR Application iPad Pro VR application enabling real-time visualisation of pool models, sizes, steps, colours, covers, and terrace design with time-of-day rendering, designed for authorized dealers and customer consultations.
- Sterck Polypropylene Pools Polypropylene swimming pools with flexible sizing made from high-quality Polystone PP_C PG, durable and 100% recyclable, for residential customers seeking custom-shaped pool installations.
Quantifiable outcome
- Heat loss reduction of up to 70% with Roldeck® pool covers
- +2 more outcomes
Companies that use Starline
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Starline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Starline partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Sterck BrandminorIn 2021, Starline introduced the Sterck brand, a new line of polypropylene pools with flexible sizing, representing a new product category extension.
- Poly ProductscoreAcquisition in 2019 strengthened Starline's position in fibre-reinforced products in the Benelux, expanding manufacturing capabilities and product range.
- Ocea Belgium and Ocea UKcoreAcquisition in 2014 strengthened Starline's position in pool covers and led to increased presence in the European market. Ocea brought additional expertise in pool cover technology.
- Sundance WhirlpoolsminorIn 1993, Starline imported Sundance whirlpools from America and sold them under the Starline name, expanding into wellness products including saunas, infrared cabins, and whirlpools.
- Van Der Most Polyester FactorycoreAcquired in 1992, the Van der Most polyester factory in Twello provided Starline access to polyester technology and total control over the production process. Continued under the name Starline Industries.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Starline competitors and assessment
Company assessmentDirect peers
- Compass Pools: Manufacturer of ceramic-core composite swimming pools distributed via dealer networks across Europe and beyond. Closely comparable to Starline on one-piece pool technology, custom manufacturing and premium residential targeting.
- Niveko: Czech-based manufacturer of premium one-piece polypropylene and composite swimming pools sold across Europe. Comparable to Starline in production model (made-to-order pools), product positioning (premium residential) and dealer-led distribution.
- Desjoyaux Pools: French manufacturer of one-piece composite in-ground swimming pools sold through an extensive international dealer network. Direct competitor to Starline's Monoblock® offering, with similar positioning in the European premium residential pool segment.
- RivieraPool: German manufacturer of prefabricated one-piece swimming pools (polyester and stainless steel) for residential and commercial markets. Competes with Starline on European premium-pool customers and similar one-piece installation model.
Broad incumbents
- Pentair: Global water treatment and pool equipment manufacturer providing pumps, filters, heaters and automation systems. Comparable through Starline's water-treatment and Poolmanager smart-control systems, though Pentair operates at much larger scale across many segments.
- SCP Pool Corporation: Largest wholesale distributor of pool and irrigation products in North America (and increasingly in Europe). Not a manufacturer, but the dominant channel through which pool builders source equipment; comparable to Starline via its dealer-driven distribution model and overlapping product categories (covers, automation, equipment).
- Myrtha Pools: Italian manufacturer of stainless-steel modular pools for commercial, competition and high-end residential applications. Adjacent competitor for premium and architectural projects, with overlapping engineering-driven differentiation though focused on the commercial and competition market.
- Hayward Holdings: North American-headquartered pool equipment manufacturer offering pumps, filters, heaters, automation and lighting. Comparable to Starline's equipment and accessories range (LED, jet streams, automation) but serves the pool equipment market broadly rather than manufacturing pools.
- Fluidra: Global pool and wellness equipment company whose product range (pumps, filters, automation, covers) overlaps with Starline's Poolmanager, Pure Water and Roldeck® offerings. A broader incumbent serving the same end customers but as part of a diversified portfolio rather than a single-brand pool specialist.
Regional players
- Leisure Pools: Australian manufacturer of composite fibreglass swimming pools distributed via dealer networks in Australia, North America and Europe. Comparable on composite pool technology and dealer-led go-to-market, but operating primarily outside Starline's European core.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Starline social profiles
Digital presenceStarline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Starline leadership team
Management profileNumber of profiles
Profiles9 records
Starline subsidiaries and ownership
Company hierarchySubsidiaries2 records
Starline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Starline 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 Starline
What does Starline do?
Starline designs, manufactures, and distributes one-piece Monoblock® fibre-reinforced composite swimming pools, manufactured to order in Belgium across nine product lines ranging from compact plunge pools to large family and infinity designs. The portfolio is sold exclusively through an authorized dealer network across Europe and complemented by Roldeck® automated pool covers, Poolmanager smart control systems, water treatment packages, and a range of accessories (LED lighting, jet streams, waterfalls, Pure Water disinfection).
Is Starline a public or private company?
Starline is a private company. It is classified as corporate owned and is currently operating.
When was Starline founded?
Starline was founded in 1973. It employs 51 to 100 people.
Where is Starline based?
Starline is headquartered in Valkenswaard, Netherlands, in the Europe region.
How does Starline make money?
Four revenue lines are on record. Swimming Pool Sales are the primary driver. The others are pool Installation Services, pool Options and Accessories and roldeck® Pool Covers.
Who are Starline's main competitors?
Direct peers on record are Compass Pools, Niveko, Desjoyaux Pools and RivieraPool. Broad incumbents are Pentair, SCP Pool Corporation, Myrtha Pools, Hayward Holdings and Fluidra. Leisure Pools is listed as a regional player.
Does Starline have an API?
No public API is recorded for Starline.