Valeor
Groupe Valeor is a French multi-brand specialty retailer operating 63 stores across France, selling and installing wood/pellet heating, kitchens, bathrooms, and tiling for residential homeowners via brands Äsgard, Iceberg, Schmidt, Cuisinella, and Porcelanosa.
- Company typePrivate
- Founded2008
- HeadquartersMelesse, France
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Valeor does
Groupe Valeor is a French specialty retail group operating 63 stores across France under five consumer brand concepts: Äsgard and Iceberg for wood and pellet heating (46 stores), and Schmidt, Cuisinella, and Porcelanosa for kitchens, bathrooms, and tiling (15 stores). Founded in 2008 and headquartered in Melesse, Bretagne, the group generates over €100 million in annual revenue with 600+ employees spanning store operations, sales, technical installation, and centralized support functions (HR, marketing, finance).
The group's product offering spans design consultation, product sale, professional installation, and after-sales maintenance for residential home-improvement projects — specifically heating systems, fitted kitchens, bathrooms, and floor/wall tiling. Revenue is generated transactionally through physical retail, with each installation positioned as a long-life-cycle, high-touch purchase. Pricing is quote-based for custom installations and is not publicly disclosed; there is no subscription, SaaS, or recurring digital revenue stream.
Valeor runs a sales-led go-to-market anchored in a national physical-store footprint. Acquisition occurs primarily through in-store consultation by store directors, sales representatives, and technical installers, with supporting brand presence via LinkedIn and recruitment via the Teamtailor careers platform. There are no disclosed digital channels, e-commerce platforms, or technology products; the business is operationally a traditional multi-brand specialty retailer with a workforce-development overlay (Valeor Academy, Midgard career path). Ownership is independent and management-led, with no parent company or institutional investor disclosed.
Valeor firmographics
Firmographics- Name
- Valeor
- Legal name
- Groupe Valeor
- Website
- https://valeor.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Groupe Valeor is a French multi-brand specialty retailer operating 63 stores across France, selling and installing wood/pellet heating, kitchens, bathrooms, and tiling for residential homeowners via brands Äsgard, Iceberg, Schmidt, Cuisinella, and Porcelanosa.
- Ownership category
- akta.pro rank
Valeor industry classification
Industry- Product category
- Home Improvement Retail
- NAICS
- Furniture Merchant Wholesalers (42321), Household and Institutional Furniture Manufacturing (33712)
- SIC
- Household Furniture (2510)
- akta.pro primary industry
- Furniture (Residential & Commercial) Wholesale Distribution (CRAOAFAA)
Keywords
Where Valeor is headquartered
LocationHeadquarters
- HQ city
- Melesse
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Valeor business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Retail product sales and installation: Revenue generated through the sale and installation of home improvement products including wood stoves, pellet heaters, kitchens, bathrooms, and tiling. Products are sold through company-operated and franchised specialized stores under multiple brand names.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Valeor product offering
Product offeringCore offering
Valeor is a French specialized retail group that designs, sells, installs, and maintains home improvement solutions including wood and pellet stoves, kitchens, bathrooms, and tiles through a network of branded stores across France. The group operates five retail brand concepts (Aäsgard, Iceberg, Schmidt, Cuisinella, Porcelanosa) covering heating, kitchen, bathroom, and tiling categories, and bundles products with professional installation, design consultation, and after-sales service.
Product overview
Valeor is a unified retail and services platform comprising five specialized brands — Aäsgard, Iceberg, Schmidt, Cuisinella, and Porcelanosa — that collectively cover home improvement needs including heating (wood and pellet stoves), kitchens, bathrooms, and tiles. The group operates 63 stores in France (46 heating stores and 15 kitchen/tile stores), providing end-to-end services from design and sale through installation and maintenance, achieving over 100 million euros in annual revenue with 600+ employees.
Differentiator
Problem solved
Functional benefit
Brands
- Aäsgard: Retail brand specializing in wood and pellet stoves, part of Valeor's heating solutions division.
- Iceberg
- Schmidt
- Cuisinella
- Porcelanosa
Products and services
- Wood and pellet stoves (heating solutions) Retail sale and professional installation of wood-burning stoves and pellet heaters for residential customers, delivered through Valeor's Aäsgard and Iceberg branded stores across France.
- Kitchen design, sale, and installation Custom kitchen design, product selection, sale, and professional installation of kitchens (cabinetry, countertops, full kitchen remodeling) for residential homeowners, delivered through Valeor's Schmidt and Cuisinella branded stores across France.
- Bathroom and tiling solutions Retail sale and professional installation of tiles, flooring, and bathroom products for residential customers, delivered through Valeor's Porcelanosa branded stores across France.
- Home improvement design consultation, installation, and after-sales maintenance services Bundled service offering covering in-store design consultation, professional installation by technician-installers, and after-sales maintenance for kitchens, bathrooms, heating systems, and tiling purchased through Valeor stores.
Companies that use Valeor
Customer profileSegments1 record
Ideal customer profiles1 record
Valeor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Valeor partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights4 records
Valeor competitors and assessment
Company assessmentDirect peers
- SoCoo'c: French kitchen franchise and retail network offering design, sale, and installation services. Operates a directly comparable specialist kitchen retail model to Valeor's Schmidt and Cuisinella stores.
- Ixina: French kitchen franchise retailer with a network of stores providing design-led kitchen sales and installation. Competes head-to-head with Valeor's Cuisinella and Schmidt formats in the same mid-market kitchen segment.
- Mobalpa: French kitchen manufacturer-retailer with a national store network offering customized kitchen design and installation. Directly comparable to Valeor's kitchen brand portfolio in customer proposition and delivery model.
- Lapeyre: French specialty retailer of kitchens, bathrooms, and home renovation products with its own installation network. Closest direct peer to Valeor's kitchen and bathroom business model, competing for the same residential renovation customers in France.
Others
- Schmidt Groupe: French kitchen manufacturer that owns the Schmidt brand franchised through Valeor stores. Brand partner and ecosystem participant rather than direct competitor, but strategically important to Valeor's kitchen revenue.
Broad incumbents
- Brico Dépôt: Kingfisher-owned French home improvement discounter with nationwide store coverage. Competes on adjacent kitchen, bathroom, and renovation categories to Valeor but with a lower-service, lower-price model.
- Mr. Bricolage: French home improvement and DIY retailer with hundreds of affiliated stores across France. Broader portfolio than Valeor (DIY plus home improvement), but overlaps in kitchens, bathrooms, and heating-adjacent categories.
- Leroy Merlin: Largest French home improvement retailer (part of ADEO Group), offering kitchens, bathrooms, heating, and renovation products across an extensive national store network. A well-capitalized incumbent competing for the same residential homeowner customer.
- Saint-Gobain Distribution Bâtiment: Distribution arm of Saint-Gobain distributing building products and home improvement solutions to professional and consumer channels across France. A broad incumbent with materially larger scale than Valeor operating in adjacent distribution categories.
- Castorama: Major French home improvement retailer (Kingfisher group) with broad DIY and renovation offerings including kitchens and bathrooms. Operates a much larger and broader store portfolio than Valeor but competes in overlapping product categories.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Valeor social profiles
Digital presenceValeor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Valeor leadership team
Management profileNumber of profiles
Profiles3 records
Valeor subsidiaries and ownership
Company hierarchySubsidiaries5 records
Valeor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Valeor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Valeor
What does Valeor do?
Valeor is a French specialized retail group that designs, sells, installs, and maintains home improvement solutions including wood and pellet stoves, kitchens, bathrooms, and tiles through a network of branded stores across France. The group operates five retail brand concepts (Aäsgard, Iceberg, Schmidt, Cuisinella, Porcelanosa) covering heating, kitchen, bathroom, and tiling categories, and bundles products with professional installation, design consultation, and after-sales service.
Is Valeor a public or private company?
Valeor is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Valeor founded?
Valeor was founded in 2008. It employs 101 to 250 people.
Where is Valeor based?
Valeor is headquartered in Melesse, France, in the Europe region.
How does Valeor make money?
One revenue line is on record: retail product sales and installation.
Who are Valeor's main competitors?
Direct peers on record are SoCoo'c, Ixina, Mobalpa and Lapeyre. Schmidt Groupe is listed as an others. Broad incumbents are Brico Dépôt, Mr. Bricolage, Leroy Merlin, Saint-Gobain Distribution Bâtiment and Castorama.
Does Valeor have an API?
No public API is recorded for Valeor.
What industry is Valeor in?
Valeor's product category is Home Improvement Retail. Its primary akta.pro industry code is CRAOAFAA, Furniture (Residential & Commercial) Wholesale Distribution. Its NAICS code is 42321 and its SIC code is 2510.