Vistapaint

What Vistapaint does

Vistapaint B.V. is a Netherlands-based, privately-held specialty distributor of professional paint, coating, filler, and plaster products, operating continuously since 1953 from its headquarters in Nootdorp. The company does not manufacture products but curates and distributes a multi-brand portfolio spanning its own Vista label alongside European specialty brands including Südwest, Jaeger, Jansen, Aguaplast, Red Devil, Beissier, NCoat, OriginalFix, BAGAR, and Reynst. The assortment covers adhesion primers, isolating coatings, 2-component polyurethane and epoxy systems, biobased lacquers, road marking paints, swimming pool coatings, wall fillers, and facade repair compounds, organized into Schilder (painter) and Stukadoor (plasterer) verticals.

Vistapaint's go-to-market is exclusively indirect: products flow through specialized paint wholesalers (verfgroothandel) to professional painters and plasterers, with no consumer or direct e-commerce channel. The company differentiates through guaranteed 24-hour delivery, in-house technical advisory staffed by domain specialists, a specification (bestekservice) offering, a knowledge bank of technical and safety data sheets, and an Academy that delivers training and workshops. Marketing is primarily digital via its Dutch-language websites, with localized storefronts for Belgium (vistapaint.be) and France (vistapaint.fr) extending reach across the Benelux and adjacent markets.

The revenue model is one-time product sales through wholesale distribution; no subscription, SaaS, or recurring revenue streams exist. Pricing is not publicly disclosed and is set by wholesale partners on a pay-as-you-go basis. The company holds an EPD certification on its Aguaplast Universal Pro filler and maintains a CO2 Prestatieladder sustainability program. Ownership is independent and undisclosed, with no parent company, private equity backing, or institutional investment referenced in available data. Headcount is reported in the 11–50 range, consistent with a focused specialty distributor.

Name

Vistapaint

Legal name

Vistapaint B.V.

Website

https://vistapaint.nl

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

Vistapaint B.V. is a Netherlands-based, privately-held specialty distributor of professional paint, coatings, fillers, and plasters, serving professional painters and plasterers across the Benelux since 1953 through wholesale distribution.

Ownership category

akta.pro rank

Product category

Professional Paint and Coatings Distribution

NAICS

Paint and Wallpaper Retailers (444120), Paint and Coating Manufacturing (325510), Painting and Wall Covering Contractors (23832)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Painting, Decorating & Wallcoverings (IMAFANAI)

akta.pro secondary industries

Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA), Interior Painting (Walls, Ceilings, Trim) (HSAPAHAA), Plaster Installation & Restoration (Traditional & Veneer) (HSAPAHAE)

Keywords

• Professional paint supplies
• Specialty coatings distribution
• Industrial fillers plasters
• Wholesale paint Benelux
• Contractor paint distribution

Headquarters

HQ city

Nootdorp

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Revenue generated from the sale of professional-grade paints, coatings, fillers, plasters, and related specialty products. Sales occur through wholesale distribution channels to professional painters and plasterers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Vistapaint is a specialty distributor of professional paints, coatings, fillers, plasters, and related preparation products for the professional painting and plastering trades. The company curates and distributes a multi-brand portfolio including Vista, Südwest, Aguaplast, Red Devil, Jaeger, Jansen, BAGAR, NCoat, Beissier, OriginalFix, and Reynst. Products are sold exclusively through specialized paint wholesalers (verfgroothandel) to professional painters and plasterers, supported by guaranteed 24-hour delivery and in-house technical advisory services.

Product overview

Vistapaint is a Dutch professional paint and coating specialty supplier serving painters, plasterers, and renovation professionals since 1953. The company operates a multi-brand portfolio strategy, distributing products under owned brands (Vista, Vista Project) and partner brands (Südwest, Aguaplast, Red Devil, Jaeger, Jansen, BAGAR, NCoat, Beissier, OriginalFix, Reynst). The product portfolio is organized into two main segments: Schilder (Painter) covering paints, primers, fillers, coatings for floors, swimming pools, and road markings; and Stukadoor (Plasterer) covering wall/ceiling finishes, restoration/repair products, and facade treatments. Core product lines include isolating primers (Boscalit Aqua Isoleergrond), biobased furniture lacquers (Vista Project Meubellak Biobased), universal primers (Südwest All-Grund), 2K polyurethane coatings (Aqua 2K PU Clear/Finish), epoxy floor coatings (Vistapox 4000), multi-surface coatings (UniCoat 3IN1), lightweight fillers (Red Devil ONETIME), powder fillers (Aguaplast Universal Pro, Aguaplast All 4 in), concrete repair products (Aguaplast Beton Repair, Aguaplast Super Repair), and specialized products for swimming pools, roads, and facades. The company emphasizes technical advice, 24-hour delivery, and professional training through its Academy.

Differentiator

Problem solved

Functional benefit

Brands

• Vista: Core brand for paint and coating products including pool paints, floor coatings, wood finishes, and isolation coatings
• Aguaplast
• Südwest
• Red Devil
• Jansen
• Jaeger
• BAGAR
• NCoat
• Beissier
• Reynst
• OriginalFix
• Grip

Products and services

• Vista Boscalit Aqua Isoleergrond

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wijzonol: Dutch professional paint manufacturer focused on coatings for the professional painter and construction trade. Highly comparable to Vistapaint given shared Dutch market focus, professional-channel emphasis, and overlapping product categories (paints, primers, wood finishes).
• SPS Schildergerief: Dutch specialty distributor of paint and accessories targeting professional painters and decorators. Comparable in assortment breadth, channel (verfgroothandel-adjacent), and professional-only customer strategy.
• Verfmengerij Vliegenthart: Dutch paint-mixing specialist and distributor serving the professional trade. Comparable in product mix (architectural paints, color-mixing services) and pro-channel go-to-market.
• Rietveld Coatings: Dutch specialty coatings distributor supplying professional painters with architectural and industrial paints. Comparable on business model (specialty B2B distribution to pros) and channel (paint wholesalers).
• BOSS paints: Belgian paint manufacturer serving professional painters and the construction trade across Benelux. Comparable on geographic footprint and pro-channel focus; overlaps in architectural paints, primers, and specialty coatings distributed via wholesalers.
• ProGold: Dutch paint brand built specifically for the professional painter, distributed through the same verfgroothandel channel. Directly comparable on customer base (vakschilders) and product positioning to Vistapaint's Vista and partner-brand portfolio.

Broad incumbents

• Hempel: Danish global coatings manufacturer with strong decorative and protective paint lines sold via professional distribution in Europe. Overlaps with Vistapaint in primers, specialty coatings, and pro-channel positioning across Benelux-adjacent markets.
• AkzoNobel: Dutch-headquartered global paint and coatings major (Sikkens, International) with strong Benelux professional distribution. Competes with Vistapaint across paints, primers, and specialty coatings and has the scale to pressure independent specialty distributors.
• DAW (Caparol): German coatings group (parent of brands like Caparol and Südwest-related lines) active across Europe in architectural paints, primers, and plasters. Directly comparable given Vistapaint's distribution of Südwest façade/primer products.
• Sigma Coatings (PPG): Architectural paint brand from PPG serving professional painters and decorators across the Benelux. Overlaps with Vistapaint in primers, lacquers, and façade coatings for the professional trade, but as part of a global manufacturer's much broader portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vistapaintnl
• Facebookfacebook.com/vistapaintnl
• LinkedInlinkedin.com/company/vistapaint

Compliance1 record

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 Vistapaint