Servicolor

What Servicolor does

Servicolor Ondara S.L. is a Spanish private limited company operating as a multi-category paint and decorating supplies retailer, established in 1860 and headquartered in Ondara, Alicante. The company operates 14 physical retail stores across the provinces of Alicante and Valencia, alongside an e-commerce platform (servicolor.com) that serves mainland Spain and the Balearic Islands with home delivery and click-and-collect options. Its product portfolio spans interior and exterior wall paints, wood treatments, metal and floor paints, pool and nautical paints, ecological coatings, spray paints, painting tools (manual and electric), crafts and fine arts supplies, and decorative moldings and 3D panels. Key supplier partnerships include major paint manufacturers Isaval, Bruguer (AkzoNobel), Pyma, Farrow and Ball, and Giorgio Graesan, plus tool brands Festool and Kärcher.

The business model is straightforward direct-to-consumer retail: one-time transactional sales with no subscription component. Pricing is per-unit, ranging from approximately €1 for basic cleaning products to over €1,400 for specialized equipment such as professional paint sprayers. Free shipping is offered on mainland Spain orders of €50 or more (up to 20 kg), with tiered shipping fees for heavier orders. Servicolor serves three primary customer segments: DIY enthusiasts and homeowners, professional painters and contractors, and (to a lesser extent) artists and crafters. The distribution model combines 14 physical retail storefronts with a domestic e-commerce site, all supported by email newsletter marketing and content marketing through a blog section.

The company employs 11-50 people and is privately held with no disclosed parent, investors, or public shareholders. The technology stack is a standard e-commerce retail platform with no proprietary features, AI/ML components, APIs, or third-party integrations disclosed. Operating geographies are restricted to Spain (with Canarias, Ceuta, and Melilla excluded from shipping), reflecting a focused regional strategy in the Valencian Community and broader domestic market.

Name

Servicolor

Legal name

Servicolor Ondara S.L.

Website

https://servicolor.com

Company type

Private

Founded year

1860

Operating status

Operating

Headcount range

11–50 employees

Short description

Servicolor is a Spanish paint and decorating supplies retailer, founded in 1860, operating 14 physical stores across Alicante and Valencia provinces alongside an e-commerce platform serving mainland Spain, selling paints, coatings, tools, and craft supplies to DIY consumers, professional painters, and contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Pedreguer

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail e-commerce sales: Servicolor generates revenue through direct retail sales of paints, coatings, wood treatments, tools, and related products via its e-commerce platform and physical retail stores. Products are sold as one-time transactions with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Servicolor is an online and physical retailer of paints, coatings, wood treatments, painting tools, cleaning products, decorative moldings, and crafts and fine arts supplies, serving both DIY consumers and professional painters. It operates 14 stores across Alicante and Valencia provinces alongside the e-commerce site servicolor.com, stocking major brands such as Isaval, Bruguer, Pyma, Montana Colors, Farrow and Ball, Giorgio Graesan, Orac Decor, Kärcher, and Festool.

Product overview

Servicolor is an online paint and hardware retailer operating since 1860 with 14 physical stores in Alicante and Valencia provinces. The offering is a multi-category e-commerce platform encompassing core paint products (wall, wood, metal, floor, pool, ecological, spray, and nautical paints), wood treatment systems (oils, varnishes, lasures, primers, cleaners), professional painting tools (sprayers, sanders, brushes, rollers), hand tools, crafts and fine arts supplies, and decorative moldings/3D panels. The portfolio features prominent brands including Isaval, Bruguer, Xyladecor, Cedria, Sikkens, Titan, Hammerite, Pyma, Montana Colors, Farrow and Ball, Giorgio Graesan, Orac Decor, Noël & Marquet, La Pajarita, Monestir, Beissier, Kärcher, and Festool.

Differentiator

Problem solved

Functional benefit

Products and services

• Wall Paints (Pintura para paredes)
• Wood Paints (Pintura para madera)
• Metal Paints (Pintura para metal)
• Floor Paints (Pintura para suelos)
• Pool Paints (Pintura para piscinas)
• Spray Paints (Pintura spray)
• Ecological Paints (Pintura ecológica)
• Nautical Paints (Pintura náutica)
• Wood Treatment Products (Tratamiento madera)
• Power Tools (Herramientas eléctricas)
• Hand Tools (Herramientas manuales)
• Crafts and Fine Arts Supplies (Manualidades y bellas artes)
• Decorative Moldings and 3D Panels (Molduras y paneles 3D)
• Cleaning and Drugstore Products (Droguería y limpieza)
• Waterproofing and Water-Repellent Products (Impermeabilizantes e hidrofugantes)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• IsavalcoreChannel Partner/ Reseller/ DistributorIsaval is a major Spanish paint manufacturer whose products are distributed through Servicolor. Products include wall paints, pool paints, wood treatments, and industrial coatings.
• BruguercoreChannel Partner/ Reseller/ DistributorBruguer is a paint brand under AkzoNobel, with products including Ecosense ecological paints and chalk finishes distributed through Servicolor.
• PymacoreChannel Partner/ Reseller/ DistributorSpanish paint manufacturer Pyma produces pool paints, enamels, and cleaning products sold through Servicolor.
• Montana ColorsminorChannel Partner/ Reseller/ DistributorMontana Colors is a spray paint manufacturer whose products including MTN WEPRO line are sold through Servicolor.
• KärcherminorChannel Partner/ Reseller/ DistributorGerman cleaning equipment manufacturer whose pressure washers, steam cleaners, and accessories are distributed through Servicolor.
• FestoolminorChannel Partner/ Reseller/ DistributorProfessional power tool manufacturer whose Sanders and vacuums are sold through Servicolor.
• Farrow and BallminorChannel Partner/ Reseller/ DistributorBritish premium paint brand with delivery times potentially exceeding 9 days for out-of-stock items.
• Giorgio GraesanminorChannel Partner/ Reseller/ DistributorItalian decorative paint manufacturer whose premium products including Gioia, La Via Lattea, and Fili di Seta are distributed through Servicolor.
• Orac DecorminorChannel Partner/ Reseller/ DistributorDecorative moulding and panel manufacturer whose products including panels, cornices, and skirting boards are sold through Servicolor.
• HGminorChannel Partner/ Reseller/ DistributorDutch cleaning product manufacturer specializing in bathroom, kitchen, and household cleaning products distributed through Servicolor.
• MonestirminorChannel Partner/ Reseller/ DistributorSpanish cleaning and maintenance product manufacturer whose degreasers, graffiti removers, and floor protectors are sold through Servicolor.
• BeissierminorChannel Partner/ Reseller/ DistributorFrench manufacturer of fillers, putties, and waterproofing products including Aguaplast line distributed through Servicolor.
• La PajaritaminorChannel Partner/ Reseller/ DistributorSpanish craft paint manufacturer whose products include finger paints, chalk paints, fabric paints, and craft supplies distributed through Servicolor.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pinturas Procolor: Procolor is a Spanish paint brand with an associated network of branded paint stores across Spain. Its model of branded specialty paint retail closely mirrors Servicolor's positioning and customer approach.
• Colorín: Colorín is a Spanish paint manufacturer with a strong retail and distribution presence. It competes with Servicolor in the same paint, coating, and decorating product category, serving both consumer and trade customers in Spain.
• Pinturas Montó: Pinturas Montó is a Spanish paint manufacturer that also operates its own retail network. As a vertical paint brand with branded stores, it is one of the closest direct comparables to Servicolor's combination of paint manufacturing/supply and retail presence.

Broad incumbents

• Leroy Merlin: Leroy Merlin is Spain's largest home improvement chain, selling paints, coatings, tools, and decorating supplies alongside thousands of other SKUs. It competes with Servicolor across both DIY consumers and professional contractors, with significantly greater scale and pricing power.
• AKI Bricolaje: AKI is a Spanish home improvement chain selling paints, tools, and renovation products to both consumers and trade. It competes with Servicolor on assortment breadth and is a national-scale alternative for the same DIY and professional buyer.
• Bricomart (Obramart): Bricomart is a Spanish cash-and-carry style DIY chain focused on construction and renovation materials, including paints and tools. It overlaps directly with Servicolor's professional contractor and trade customer segment at competitive price points.
• Bricodepot: Bricodepot is a Spanish warehouse-format DIY chain part of the Kingfisher group, selling paints, coatings, and decorating supplies. It is a direct competitor to Servicolor in serving professional painters and renovation contractors.
• Bauhaus: Bauhaus operates specialist DIY and home improvement centers in Spain, including paint, tool, and decorating categories. It overlaps with Servicolor in serving both consumer and professional trade customers across major Spanish regions.

Others

• Bruguer (AkzoNobel): Bruguer is the leading Spanish decorative paint brand owned by AkzoNobel, distributed through Servicolor. As both a supplier partner and a vertically integrated paint brand with its own retail reach, it is a relevant ecosystem peer.
• Pinturas Isaval: Isaval is a major Spanish paint manufacturer whose products (wall, pool, ecological, industrial coatings) are distributed through Servicolor. As a core supplier partner and a vertically integrated paint brand, Isaval is an adjacent comparator and ecosystem participant.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/servicolorideas
• Facebookfacebook.com/servicolorondara
• LinkedInlinkedin.com/company/servicolor

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 Servicolor