Peinture de Paris

What Peinture de Paris does

Peintures de Paris (legal entity PPG Ile-de-France SAS) is a regional specialty paint and building-materials distributor headquartered in Rueil-Malmaison, France, and operating since October 1950. The company runs 32 retail stores and 10 dedicated showrooms across Ile-de-France and the Oise department, supported by a 2,000 m² logistics platform in Morangis and a fleet of 10 delivery trucks. Its portfolio spans professional paints (interior, facade, lacquers, wood, metals, floor systems), Thermal Exterior Insulation (ITE) systems under CSTB certification, wall and floor coverings, and painting tools and supplies, distributed under owned heritage brands Guittet (since 1864), Seigneurie, Gauthier (since 1867), ProGold, and Studio, alongside PPG's protective coatings range.

The company's core technology is the proprietary Chromatic System® — a professional paint-tinting platform using 32 colorants to produce over 2 million color formulas with high-definition accuracy, reproducibility across stores, and outdoor durability — complemented by a 1,170-shade interior palette, 250-shade facade palette, and 60-shade wood palette. Service offerings include technical assistance from in-house engineers, a prescription service for architects and large accounts, training days (Journées Techniques), the Club Espace+ loyalty program with interest-free financing (Locam), and a free REKUPO paint-waste collection service operated with EcoDDS. A digital color visualizer (Simulateur Déco) supports top-of-funnel engagement.

Revenue is generated through unit-pricing on paint and supplies (with a 10% Happy Hours online discount for orders ≥€100 HT), Club Espace+ subscription benefits, professional services for large accounts, and public-procurement contracts (Marchés publics) supported by CHORUS invoicing and purchase-card workflows. The go-to-market combines 30 traveling commercial representatives and 140 in-store sellers for B2B professional accounts with an e-commerce platform offering 5,000+ SKUs, 2-hour Click & Collect, and delivery for B2C and SMB buyers. Peintures de Paris has been a wholly-owned subsidiary of PPG Industries (NYSE: PPG) since 2010, and in 2025 merged its network with Seigneurie IDF to consolidate PPG's Ile-de-France distribution under unified management.

Name

Peinture de Paris

Legal name

PPG Ile de France

Website

https://peinturesdeparis.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Peintures de Paris is a regional French specialty paint and building-materials distributor, operating 32 retail stores and 10 showrooms across Ile-de-France and Oise. A wholly-owned PPG Industries subsidiary since 2010, it serves professional painters, contractors, architects, public-procurement buyers, and consumers through retail, field sales, and e-commerce channels under the Guittet, Seigneurie, and Gauthier brands.

Ownership category

akta.pro rank

Product category

Architectural Coatings Distribution

NAICS

Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industry

Adhesives, Sealants, Caulks & Tapes Retail (CRAIADAL)

Keywords

• Professional paint distribution
• Architectural coatings
• Building materials supply
• Color tinting systems
• Wall and floor coverings

Headquarters

HQ city

Rueil-malmaison

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Product Sales: Primary revenue stream from sale of professional-grade paints, coatings, lacquers, wood treatments, facade systems, and ITE (Thermal Exterior Insulation) products. Products span interior paints (mates, velours, satinees), exterior facade paints, wood finishes, metal coatings, and floor paints. Own brands include Guittet (since 1864), Seigneurie, and Gauthier (since 1867).
2. Tools, Equipment and Supplies Sales: Sale of painting equipment and supplies including Progold-branded brushes, rollers, protective coverings, and accessories. Broad catalog of over 5,000 SKUs available online, with 3,500 articles per store.
3. Wall and Floor Covering Sales: Sale of wall and floor coverings including wallpapers, paintable wall coverings, glass fiber textiles, PVC/vinyl/LVT flooring, parquet/wood, and textile floors.
4. Professional Services (Technical Support and Prescription): Technical assistance, color prescription services for large accounts and architects, technical training days, and public procurement support services for building professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Peintures de Paris distributes professional paints, coatings, lacquers, wood finishes, facade systems, ITE thermal insulation, wall and floor coverings, and painting tools and equipment through a network of 32 retail stores, 10 showrooms, and an e-commerce platform. The company sells own brands (Guittet, Seigneurie, Gauthier, ProGold, Studio) alongside complementary PPG protective coatings, supported by proprietary Chromatic System® color tinting technology and value-added services including technical prescription, technical assistance, training days, Click & Collect, delivery, and REKUPO waste collection.

Product overview

Peintures de Paris is a B2B/B2C professional paint retailer and distributor serving the Ile-de-France construction market, operating 32 store locations and an e-commerce platform. The company distributes a comprehensive portfolio of paint and building material products organized into two main divisions: (1) Paints covering Interior Paints (impressions/primers, matte, velvet, satin finishes, decorative effects), Facades (waterproofing, thin films D2, semi-thick coatings, flexible renders I1-I4, ITE systems), Lacquers (matte, satin, gloss), Wood (primers, lacquers, microporous paints, lasures, saturators, varnishes, vitrifiers), Metals (primers, finishes, high-performance systems), and Floor Protection/Decoration; and (2) Equipment & Supplies under the ProGold brand (brushes, rollers, extension poles, protective sheets, tapes, drop cloths). The company also operates ITE insulation systems (expanded polystyrene, mineral wool, wood fiber, resol foam) and a wall/floor coverings division. Core technology offerings include the Chromatic® color system (1,170+ shades) and Chromatic System® tinting technology (32 colorants, 2M+ formulas). Complementary services include technical prescription, technical assistance, training days, showrooms, delivery, Click & Collect, and the REKUPO paint waste collection program. Brands include Guittet, Seigneurie, Gauthier, ProGold, and Studio.

Differentiator

Problem solved

Functional benefit

Brands

• Guittet: French manufacturer of paints since 1864, offering products for building professionals combining authenticity and high-end decoration.
• Seigneurie
• Gauthier
• ProGold
• Studio
• Chromatic
• Chromatic System

Products and services

• Interior Paints (Peintures Intérieures) Interior paint category offering impressions (primers), matte paints, velvet paints, satin paints, and decorative effects for interior wall applications, sold to professional painters and individual consumers.
• Facade Paints (Façades) Exterior facade paint range including preparation products, primers, hydrophobic treatments, thin films (D2), semi-thick coatings (RSE/RPE), and flexible waterproof renders (I1-I4) for building professionals.
• Thermal Exterior Insulation (ITE) Thermal exterior insulation paint systems including primers, thick paint coatings (D3), base coats, rendering, and adhesives for ITE building applications.
• Lacquers (Laques) Lacquer paints available in matte, satin, and gloss finishes for professional finishing applications on wood, metal, and interior surfaces.
• Wood Treatments and Finishes (Bois) Wood treatment and finishing products including primers, lacquers, microporous paints, lasures (wood stains), saturators, varnishes, and floor vitrifiers for professional wood finishing.
• Floor Protection and Decoration (Sols) Floor paint products and treatments including repair, priming, levelling, floor paints, specialty floor paints, and complementary products for professional flooring applications.
• Metal Coatings (Métaux) Metal surface treatment products including primers, finishes, complementary products, simple-use solutions, and high-performance coating systems for professional metal protection.
• Floor Coverings & Accessories (Revêtements de Sol) Floor covering products and accessories including PVC/vinyl/LVT, parquet/wood flooring, textile floors/carpet, laminates, and related accessories and underlays under the Studio brand.
• Wall Coverings & Accessories (Revêtements Muraux) Wall covering products and accessories including wallpaper, paintable wall coverings, glass fabrics, and decorative accessories for residential and building markets.
• CALISTA MAT-VELOURS 100% acrylic matte-velvet finish interior paint featuring Smooth Layer Technology for a homogeneous finish without roller marks; low odor, washable, eligible for HQE and BREEAM certified projects, with A+ indoor air emissions rating.
• PANCRYTEX TT All-weather acrylic copolymer facade paint with recycled resins, Fast Drying Technology (dries in as little as 20 minutes at 20°C), and All Seasons Technology enabling application and same-day recoating in hot, cold, or humid conditions.
• HORUS+ MAT Matte acrylic polyurethane lacquer paint with reduced carbon footprint (9% reduction per ISO 14025:2006 vs. previous HORUS MAT), offering excellent leveling, high dirt and handprint resistance, scratch and shock resistance, wet abrasion resistance, and rapid drying with no odor.
• EUROPAN MAT Microporeous primer and finish for wood with matte appearance, excellent weather resistance and breathability, high build for edge wrapping, usable as a single-product impression/finish system.
• Chromatic System® Color Tinting Technology Proprietary high-definition paint tinting technology with 32 colorants, ensuring maximum opacity, color accuracy, perfect reproducibility, exterior durability, and infinite color range. Connects to a Color Response Center with over 2 million immediately available formulas.
• Chromatic® Color Palette Reference color system for building and decoration professionals, offering 1,170 shades across interior, facade, and wood color ranges. Includes Chromatic® Façade (250 exclusive exterior shades) and Chromatic® Bois (50 transparent and 10 opaque wood shades).
• Simulateur Déco (Digital Color Simulator) Online color simulation tool allowing users to apply colors to uploaded room photos to create color harmonies and identify the closest matching Chromatic® color from a shade spotted in a photo.
• ITE Insulation Systems Exterior thermal insulation systems including expanded polystyrene, mineral wool, wood fiber, and resol foam systems, all CSTB-certified, covering render finishes and insulated panel solutions for building renovation.
• REKUPO Paint Waste Collection Service Free waste collection and recovery service for paint products, collecting acrylic and solvent-based waste including paints, varnishes, strippers, fillers, adhesives, and sealants through dedicated REKUPO collection points and bins at all Peintures de Paris locations.
• Technical Prescription Service Technical prescription service for key accounts, accompanying architects and design offices from project study through works execution to final compliance verification with personalized product recommendations.
• Technical Assistance Service Technical support service with specialized engineers providing permanent technical assistance and accompanying applicators with application guidance and implementation advice.
• Journées Techniques (Technical Training Days) Technical training days organized in stores, presenting new products, technological evolutions, demonstrations by technical advisors, and training on regulations, methods, techniques, and appropriate tools.

Quantifiable outcome

• Carbon footprint reduction of 9% for HORUS+ MAT paint vs. previous formula (ISO 14025:2006)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• PPG Industries (PPG AC France / PPG Ile-de-France)coreOthers · 1 January 2010Peintures de Paris operates as a wholly-owned subsidiary of PPG Industries (PPG AC France / PPG Ile-de-France). The company was acquired by PPG in 2010 and continues to operate under its own brand identity. In 2025, Peintures de Paris and Seigneurie IDF networks were combined, integrating two leading brands (Guittet and Seigneurie) under unified management within the PPG group.
• REKUPO / EcoDDScoreOthersREKUPO is a free waste collection and recycling service for paint, coating, and related chemical products (acrylic and solvent-based paints, coatings, sealants, adhesives, strippers). Available at all Peintures de Paris locations. Managed in partnership with EcoDDS (eco-organisme for chemical waste), it allows both professional and individual customers to responsibly dispose of paint waste free of charge.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• V33: French paint and wood-treatment manufacturer/distributor with strong retail presence in home improvement channels. Comparable to Peintures de Paris in wood coatings, decorative paints, and DIY/professional crossover products, though with stronger consumer brand recognition.
• Tollens: Major French paint manufacturer and distributor owned by Cromology (formerly PPG's predecessor AkzoNobel decorative business). Competes directly with Peintures de Paris in professional paint distribution through its own branch network across France, offering comparable architectural and facade coatings.
• Zolpan: French professional paint distributor with a network of retail stores across France. Direct competitor to Peintures de Paris in serving professional painters with coatings, lacquers, and facade systems through a similar branch-based distribution model, though focused more on eastern/southern France.

Others

• PPG Industries: Global paints and coatings conglomerate and parent company of Peintures de Paris. Provides upstream product supply, brand portfolio (Guittet, Seigneurie, Gauthier), and corporate backing. Not a direct competitor but the strategic anchor and source of competitive products in the French market.

Broad incumbents

• Mr. Bricolage: French DIY home improvement chain with franchise and corporate stores. Overlaps with Peintures de Paris in retail paint distribution for DIY consumers and small contractors, though with smaller footprint than Leroy Merlin or Castorama.
• Leroy Merlin: France's largest home improvement retailer with extensive paint departments and own-brand products. Competes with Peintures de Paris primarily in the DIY consumer segment via price scale, broad assortment, and national footprint.
• Bricomarché: Les Mousquetaires Group-owned French home improvement chain. Competes with Peintures de Paris in DIY paint retail and complementary painting supplies, though with a more limited urban Paris presence.
• Seigneurie: French market-leading building paints and coatings brand, distributed through PPG's Seigneurie IDF network that merged with Peintures de Paris in 2025. Sister brand under PPG that previously competed for the same Parisian professional painter customers.
• Cromology: European decorative paint manufacturer (formerly part of AkzoNobel) that owns Tollens and other French distribution brands. Parent-level peer to Peintures de Paris as a competing PPG-rival paint manufacturing/distribution group with multi-brand French coverage.
• Castorama: Kingfisher-owned French home improvement big-box retailer. Competes with Peintures de Paris in the consumer paint segment and increasingly in small-contractor supplies, leveraging national scale and own-label paint brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/peintures2paris

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Peinture de Paris