Starline

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

Headquarters

HQ city

Valkenswaard

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Pool Installation Services: Dealers provide complete installation services including excavation, foundation, plumbing connections, and technical installation setup. Installation is handled by certified Starline dealers.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Sterck BrandminorStrategic or Co-development Partner · 1 January 2021In 2021, Starline introduced the Sterck brand, a new line of polypropylene pools with flexible sizing, representing a new product category extension.
• Poly ProductscoreStrategic or Co-development Partner · 1 January 2019Acquisition in 2019 strengthened Starline's position in fibre-reinforced products in the Benelux, expanding manufacturing capabilities and product range.
• Ocea Belgium and Ocea UKcoreStrategic or Co-development Partner · 1 January 2014Acquisition 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 WhirlpoolsminorChannel Partner/ Reseller/ Distributor · 1 January 1993In 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 FactorycoreStrategic or Co-development Partner · 1 January 1992Acquired 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

Direct 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

• Xx.com/starlinepools
• Facebookfacebook.com/StarlineValkenswaard

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

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 Starline