What Chevalier does

Chevalier is a French independent distributor of interior decoration products, founded in 1930 in Lille and headquartered since 1975 in Lesquin. The company operates 15 retail points of sale across the Nord and Est of France and a 20,000 m² logistics center that supports 24-hour delivery on flooring products. It sells floor coverings (PVC including LIBERTY modular tiles and planks, heterogeneous acoustic and compact, homogeneous and residential ranges; wood laminates and parquet under LAMIDECOR and UDIWOOD; textiles including carpet tiles, carpets, artificial grass and natural fibers), decorative paints across seven sub-categories (environment-friendly, decorative, standard work, wood, metal, facade, floor), wall coverings, and complementary installation products (surface preparation, adhesives, painter tools, underlays). The product portfolio combines proprietary brands (LIBERTY, UDIREV, ST LUC, LEVIS) with third-party labels such as QUICK STEP, TARKETT, FORBO, IVC, INTERFACE, GERFLOR and DICKSON.

Chevalier runs a hybrid go-to-market: 50 technico-commerciaux conduct field sales and provide on-site technical advice to professional buyers, while 15 owned stores and the Espace Pro B2B portal serve both trade professionals and individual consumers. Pricing is unit-based and B2B prices are published exclusive of VAT, with personalized discounts applied through professional accounts. Revenue streams are one-time product sales across the five categories; no subscription or recurring revenue is disclosed. The business is entirely family-owned across four generations, led by Jean Francis Chevalier and Ingrid Chevalier, with no external investors, parent company, or public listing.

The company emphasizes environmental positioning through partnerships with WeForest (reforestation in Ethiopia, 5,747 trees planted since 2021), TARKETT RE START (flooring offcut recycling), and REKUPO (paint-can collection at 13 locations). An 86/100 professional equality index is reported. No AI, software, or technology platform capabilities are disclosed; the competitive position rests on regional distribution density, multi-brand assortment, technical sales expertise, and 95 years of brand heritage.

Name

Chevalier

Legal name

Chevalier

Website

https://chevalier.fr

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

51–100 employees

Short description

Chevalier is a family-owned French distributor, founded in 1930, that sells floor coverings, decorative paints, and wall coverings through 15 retail locations, a field sales force of 50 technical representatives, and a B2B portal across Northern and Eastern France.

Ownership category

akta.pro rank

Product category

Floor Coverings & Decorative Paints Distribution

NAICS

Paint and Wallpaper Retailers (444120)

SIC

Wholesale-Lumber & Other Construction Materials (5030), Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Painting, Decorating & Wallcoverings (IMAFANAI)

Keywords

• Floor covering distribution
• Decorative paints distribution
• Wall coverings wholesale
• PVC flooring products
• Wood flooring distribution

Headquarters

HQ city

Lesquin

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Floor Covering Sales: Chevalier generates revenue primarily through the sale of floor covering products including PVC (modular planks and tiles), wood (laminates, parquet), textiles (carpet tiles, artificial grass), and complementary installation products. Products are sold through 15 retail locations and a professional account system.
2. Decorative Paint Sales: Sale of decorative paints and coatings including Saint Luc, Levis, and Corona brands covering interior, exterior, wood, metal, and facade applications.
3. Wall Covering Sales: Sale of wall coverings including glass fiber textiles, vinyl wallpapers, and paintable structures.
4. Complementary Products: Sale of complementary products including surface preparation materials, adhesives, painter tools, flooring installer tools, underlays, and substrates.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Chevalier is a French family-owned wholesale distributor of interior finishing products, supplying PVC, wood and textile floor coverings, decorative paints, and wall coverings to building professionals (artisans, painters, floor layers, architects, contractors) and individual consumers through 15 retail locations across Northern and Eastern France and a 20,000 m² logistics platform. The company carries multiple third-party brands as well as its own brands (LIBERTY for flooring, UDIREV/ST LUC, and LEVIS for paints) and operates a dedicated B2B portal (Espace Pro) serving professional accounts.

Product overview

Chevalier is a French independent distributor specializing in floor coverings and decorative paints, operating 15 points of sale across Northern and Eastern France. The company offers a comprehensive portfolio organized into five main product categories: PVC flooring (including LIBERTY modular tiles and planks, heterogeneous acoustic and compact, homogeneous, and residential ranges); Wood flooring (laminates under LAMIDECOR and parquet under UDIWOOD); Textiles (carpet tiles, carpets, artificial grass, natural fibers, and custom rugs); Paints (environment-friendly, decorative, standard work, wood-specific, metal, facade, and floor paints under own brands ST LUC and LEVIS plus various ranges); and Complementary products (surface preparation, adhesives, painter equipment, underlays, and wall coverings). Chevalier distributes numerous third-party brands including QUICK STEP, TARKETT, FORBO, IVC, INTERFACE, DICKSON, GERFLOR, and others, while also developing proprietary brands LIBERTY, UDIREV, ST LUC, and LEVIS. The company operates a B2B professional portal for contractors, architects, and traders with 24-hour delivery and 20,000 m² of warehouse stock.

Differentiator

Problem solved

Functional benefit

Products and services

• PVC Flooring Range

Quantifiable outcome

• 15 retail locations providing local coverage across Northern and Eastern France
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• WeForestcoreStrategic or Co-development Partner · 1 January 2021Chevalier and the LIBERTY brand partner with WeForest NGO to restore forest landscapes. The initiative aims to reverse land degradation and poverty through reforestation. Chevalier commits to donating a portion of revenue to the project, with the formula: 150 m² of Liberty flooring installed = 1 m² of forest restored. Since 2021, 5,747 trees have been planted in the forest of Desa'a in Ethiopia.
• TARKETTcoreStrategic or Co-development PartnerChevalier participates in TARKETT's RE START program for waste recovery and recycling. At the end of construction projects, customers return their clean flooring offcuts to Chevalier, which are then collected and sent to a specialized sorting center for recycling into new flooring products.
• REKUPOminorStrategic or Co-development PartnerChevalier offers free collection service for empty paint cans through REKUPO. The service is available in the afternoon at agency locations including LESQUIN, WASQUEHAL, REIMS, ARRAS, ST MARTIN, ST JOSSE, VALENCIENNES, DUNKERQUE, AMIENS, COLMAR, WITTENHEIM, NANCY, and STRASBOURG. The service covers both acrylic and solvent-based paint containers.
• KITO DE PAVANTminorOthersChevalier sponsors sailor Kito de Pavant, chosen for shared values of team spirit and environmental commitment, particularly forest restoration. This is Chevalier's first foray into sports sponsorship,选择了帆船运动。

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Leroy Merlin: France's largest DIY retailer with 140+ stores selling flooring, paint, and wall coverings among broader home improvement categories. Competes with Chevalier across all product segments with vastly superior scale and pricing power, though focuses more on consumer than professional buyers.
• Point P: Major French building materials distributor with 800+ locations under the Saint-Gobain group. Comparable in serving professional contractors with broad product range, but operates at significantly larger scale and includes structural materials outside Chevalier's decoration focus.
• Castorama: Major French DIY chain (Kingfisher Group) operating 100+ stores selling flooring, paint, and decoration products. Directly competitive with Chevalier's consumer segment but at national scale and with broader category coverage.
• Mr. Bricolage: French franchise-based DIY retail network with 300+ stores nationwide. Comparable to Chevalier as a multi-location decoration retailer, though franchise model and broader DIY focus distinguish it from Chevalier's integrated family operation.

Direct peers

• Tollens: French distributor of decorative paints and coatings serving professional painters through a network of agency locations. Closely comparable to Chevalier's paint distribution arm and shares the multi-brand professional distribution model.
• Zolpan: French paint and facade coatings distributor with 170+ agency locations nationwide serving professional painters. Directly comparable to Chevalier in paint and facade coatings distribution with similar B2B professional focus.
• Saint Maclou: French specialist floor coverings and decoration retailer with showrooms nationwide. Directly comparable to Chevalier in floor coverings distribution, though Saint Maclou operates at greater national scale and brand recognition in the consumer segment.
• Cedeo: French wholesale distributor of plumbing, heating, and sanitary products serving professional installers. Comparable as a French professional-focused multi-branch distributor with showrooms and technical advisory services.
• BigMat: European cooperative of independent building materials distributors with 90+ outlets in France. Comparable as a professional-focused distribution network where independent members share brand and procurement, serving similar contractor customer base.

Regional players

• Maison Déco: French regional decoration retailer specializing in floor coverings, paint, and wall coverings. Comparable product mix to Chevalier but typically operates in different French regions with similar specialty-retailer positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/chevalierdistribution
• Instagraminstagram.com/chevalier_decoration?igsh=MTl2eGdwNWIycTUwNw==

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 Chevalier