What PASO does

Alfombras Paso (PASO) is a privately held Spanish e-commerce retailer founded in 2001 and headquartered in Oviedo, Spain. The company sells personalized and pre-designed doormats (felpudos), indoor rugs (alfombrillas), and mats directly to Spanish consumers through its own website, alfombraspaso.com, with a secondary B2B motion for corporate-branded doormats. Its product catalog is organized into thematic sub-brands covering pets, sports, regional pride (Basque and Catalan motifs), best-sellers, and clearance, in addition to a fully customizable line where customers upload images and text and approve a digital mockup before production.

The company's core technical differentiator is its proprietary 'Chomojet' printing system, which it claims enables durable, wash-fast color reproduction on polyamide, polypropylene, PVC, rubber, and nitrile-backed substrates. Products are priced at €23.99–€28.99 with free shipping and up to 16 standard colors included at no incremental cost. Fulfillment is domestic to Spain, with standard orders delivered within approximately 48 hours and custom orders within 72–96 hours of confirmation.

Revenue mechanics are entirely transactional (one-time unit purchases) with no subscription or recurring component. Customer acquisition is driven primarily by SEO on the Spanish-language storefront, Instagram presence (keedec_), and content marketing around doormat care and hygiene. The company has no disclosed app, no API integrations, no external funding, no M&A activity, no leadership changes on record, and operates with a headcount in the 11–50 range.

Name

PASO

Legal name

Alfombras Paso

Website

https://alfombraspaso.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Alfombras Paso is a Spanish DTC e-commerce retailer that designs, personalizes, and sells custom and themed doormats and indoor rugs to Spanish consumers and SMBs via its own website, using proprietary Chomojet printing technology.

Ownership category

akta.pro rank

Headquarters

HQ city

Oviedo

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Doormat and Rug Sales: Direct retail sales of customized and pre-designed doormats (felpudos) and rugs (alfombrillas) to consumers and businesses through the company's e-commerce platform. One-time purchase model with no subscription component. Free shipping offered to customers. Products available in standard sizes and custom measurements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

PASO (Alfombras Paso) designs, customizes, and sells personalized and themed doormats, rugs, and indoor mats directly to Spanish consumers and businesses through its e-commerce storefront. Products are manufactured and printed using the proprietary Chomojet printing system, allowing customers to select sizes, colors (up to 16 standard colors at no extra charge), and submit their own designs, with digital mockup approval prior to production. Offerings span original humorous designs, pet-themed, sports-themed, regional Spanish-themed (Basque, Catalan), and corporate-branded doormats, with standard unit pricing of 23.99€-28.99€ and free shipping within Spain.

Product overview

Alfombras Paso is a Spanish e-commerce company offering a portfolio of personalized and themed doormats/rugs. The core offerings consist of Felpudos Personalizados (fully custom doormats with customer-provided images and text, using Chomojet printing technology) and Felpudos Originales (pre-designed original doormats). The company also operates specialized sub-brands including Felpudos de Mascotas (pet-themed), Felpudos de Deportes (sports-themed), Felpudos Regionales (regional pride designs featuring Basque, Catalan motifs), Felpudos para Empresas (corporate branding doormats), and Felpudos más vendidos (best-sellers). Additionally, the company sells Alfombrillas casa (indoor rugs) and maintains a Liquidación clearance category. Products are available in multiple colors and sizes, with materials including poliamida (nylon), polipropileno (polypropylene), PVC, caucho (rubber), and nitrilo (nitrile rubber) backing options. The company serves both B2C retail and B2B corporate customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Felpudos Personalizados (Personalized Doormats) Fully customizable doormats where customers select size, color (up to 16 standard colors at no extra cost), and submit their own images and text; production begins only after the customer approves a digital mockup design. Target customers are Spanish households and businesses seeking bespoke entrance mats.
• Felpudos Originales (Original Doormats) Pre-designed original doormats featuring fun, humorous, and creative designs for home entryways, including welcome messages, pet themes, and regional motifs, available in multiple colors and sizes. Sold to Spanish consumers via the company's e-commerce storefront.
• Felpudos para Empresas (Business Doormats) Corporate doormats designed for businesses, allowing customization with company branding, logos, and professional messaging for commercial entryways. Targeted at Spanish businesses needing branded or promotional mats.
• Felpudos Regionales (Regional Doormats) Regional pride doormats featuring designs celebrating local Spanish cultures and languages, including Basque (Euskera) and Catalan motifs. Sold to Spanish consumers who want to express regional identity at their home entrance.
• Felpudos de Mascotas (Pet-themed Doormats) Pet-themed doormats featuring humorous phrases and designs related to cats and dogs, such as 'Si mi gato te molesta' and 'Soy la reina de la casa'. Sold to Spanish pet owners.
• Felpudos de Deportes (Sports-themed Doormats) Sports-themed doormats featuring designs related to various sports activities and athletic events. Sold to Spanish consumers with sports interests.
• Alfombrillas casa (Indoor Rugs) Indoor rugs and mats for home use that add style and comfort while trapping dirt and moisture, providing non-slip surfaces for interior spaces. Sold to Spanish households.
• Liquidación de felpudos (Doormat Clearance) Discounted doormats available at reduced prices for customers seeking affordable options, featuring various materials, colors, and styles. Sold to Spanish budget-conscious consumers.

Named customers2 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

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Etsy (custom doormat sellers): Etsy hosts a large marketplace of independent sellers offering personalized doormats and rugs with custom text/images. Comparable to Paso as a competing channel for customized mat purchases, particularly relevant in Spanish-speaking markets where Etsy has growing reach.
• IKEA (textile/MAT range): IKEA sells a broad range of doormats and rugs across European markets including Spain. Comparable as a mass-market competitor for standard doormats, though IKEA does not offer Paso's level of personalization or Spanish regional themed designs.
• Westwing Home & Living: Westwing is a European home and living DTC retailer with strong presence in Spain, selling rugs and decorative home textiles. Comparable as a competitor for design-led home decor consumers, though broader catalog and flash-sale model differ from Paso's customization focus.
• ManoMano: ManoMano is a major European marketplace for home, garden, and DIY products with a Spanish site. Comparable as a channel where competing doormat sellers reach Spanish consumers and as a potential distribution or competitive threat to Paso's direct site.
• Leroy Merlin (Spain): Leroy Merlin is one of Spain's largest home improvement retailers, offering doormats, rugs, and customizable home goods. Comparable as a mass-market competitor with strong Spanish brand recognition, in-store and online presence, and broad home textile assortment.

Direct peers

• Ruggable: Ruggable is a DTC brand selling machine-washable, customizable rugs and doormats with proprietary printing technology. Directly comparable to Paso in the washable, design-forward mat/rug category and the underlying emphasis on durable digital printing.
• PrettyLittleMat / custom doormat niche sellers: PrettyLittleMat-style brands offer personalized, photo-based doormats via online configurators targeting English-speaking markets. Comparable to Paso as direct peers in customized doormats with online design tools, though operating in different geographies.

Emerging players

• Tuft the World: Tuft the World sells handmade, customizable rugs and tufted home textiles through a small-batch DTC model. Comparable to Paso on personalized floor textiles and small-team operations, though focused on the tufted artisan niche.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/keedec_
• Xx.com/alfombraspasoo
• Facebookfacebook.com/alfombraspasoo

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 PASO