What Storch does

STORCH Malerwerkzeuge & Profigeräte GmbH is a German B2B manufacturer and distributor of professional painting tools, equipment, and consumables, founded in 1895 and headquartered in Wuppertal. The company sells exclusively to commercial end users — primarily professional painters and plasterers, with a secondary segment of wholesalers and building material dealers — across seven European countries: Germany, Austria, Switzerland, Belgium, Luxembourg, the Netherlands, and Italy, with wholly-owned subsidiaries STORCH (Schweiz) AG (Zofingen) and STORCH ITALIA SRL serving Switzerland and Italy respectively. Sales to private consumers are explicitly excluded.

The company's product portfolio is organized into five core categories: masking and covering (CoverSTAR, CoverQuick, PowerSTAR, MaskUp tapes and floor fleeces); surface preparation (grinding, pressure washing, puttying, drywall tools); wallpaper and flooring tools; paint application (DuraSTAR rollers, premium brushes, Airless and HVLP spraying technologies, LEOS application system); and work aids (measuring devices, vacuum cleaners, dehumidifiers, scaffolding, and now an expanding line of professional respirator masks). Proprietary technical systems include Airless spraying, the LEOS application system, the CoverQuick 2-in-1 masking system, the ColorFree wastewater separation system for paint cleaning, and the Tapetomat electric wallpaper pasting machine. Recent launches in 2025 added FFP1/FFP2/FFP3 comfort respirator masks, an A2P2 double-filter mask, and the Spachtelset Vario.

The business model combines a direct field sales force (Außendienst) — providing on-site demonstrations, technical consultation, and staff training — with a 24/7 B2B e-commerce shop (shop.storch.de) offering individualized volume-based pricing, next-day delivery, and free shipping thresholds. STORCH Academy supplements the model with seminars and workshops. Revenue is generated through hardware and consumable sales plus ancillary professional services. Pricing follows B2B unit pricing with country-specific logistics terms (e.g., free shipping at €149 net in Germany/Austria, CHF 500 net in Switzerland) and standard payment terms of 2% discount within 10 days or net 30. The company is a wholly-owned subsidiary of the Storch-Ciret Group, a diversified conglomerate, and is led by Managing Director Steffen Siebert.

Name

Storch

Legal name

STORCH Malerwerkzeuge & Profigeräte GmbH

Website

https://storch.de

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Professional Painting Tools & Equipment

NAICS

Saw Blade and Handtool Manufacturing (332216)

SIC

Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Painting, Coatings & Wallcoverings (EDAOAAAF)

akta.pro secondary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Professional painting tools
• Surface preparation equipment
• Paint spraying technology
• Masking and covering systems
• Wallpaper installation tools

Headquarters

HQ city

Wuppertal

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware and Tool Sales: STORCH generates revenue through the sale of professional painting tools, equipment, and accessories. Products include brushes, rollers, masking tapes, covering materials, spray equipment, surface preparation tools, wallpaper tools, and work aids. Sales are B2B only, targeting professional painters and plasterers through direct sales, field representatives, and e-commerce.
2. Professional Services: The company provides technical consultation, on-site equipment demonstrations, and staff training through field sales representatives. STORCH Academy offers seminars, workshops, and training programs for professional users.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

STORCH Malerwerkzeuge & Profigeräte GmbH manufactures and supplies professional painting tools, machines, and consumables for commercial painters, plasterers, and related trades. The product range covers the entire workflow — masking and covering, surface preparation, wallpaper and flooring work, paint application, and work aids — and is sold exclusively to business customers through a dedicated field sales force and a B2B online shop across Central Europe.

Product overview

STORCH Malerwerkzeuge & Profigeräte GmbH is a 130-year-old German manufacturer and supplier of professional painting tools and equipment. The company operates as part of the Storch-Ciret Group and offers a comprehensive portfolio organized into five main product categories: (1) Masking & Covering products including EASY, SUNNY, SOFT, and POWER tape lines plus CoverQuick combined systems and FloorCover fleeces; (2) Surface Preparation equipment encompassing grinding machines, pressure washers, puttying/plastering tools, and drywall tools; (3) Wallpaper & Flooring tools for removal, installation, and floor laying; (4) Paint Application including premium brushes, rollers, and machine-based solutions using Airless and HVLP technologies; and (5) Work Aids such as measuring devices, vacuum cleaners, dehumidifiers, protective equipment, and scaffolding. The company also offers the STORCH Academy for professional training and operates a B2B online shop for 24/7 ordering. Key branded products include CoverSTAR vacuum fleece, DuraSTAR rollers, MaskUp tapes, PowerSTAR fabric tapes, ColorFree wastewater separators, and the Tapetomat E pasting machine.

Differentiator

Problem solved

Functional benefit

Products and services

• STORCH Saugvlies CoverSTAR Typ 220 Protective covering fleece for floor and surface protection during painting and renovation work, designed for professional painters and plasterers.
• STORCH Washi-Klebeband MaskUp SunnyTOP Allround Washi masking tape with SunnyTOP coating for clean paint lines and professional masking results.
• STORCH Gewebeband PowerSTAR strong Heavy-duty fabric tape for concrete and masonry applications, part of the PowerSTAR product line.
• STORCH Klebeband mit Abdeckfolie CoverQuick SunnyTOP Combined masking tape and covering film system for efficient surface protection during painting.
• STORCH Großflächenwalze DuraSTAR 21 Large-area paint roller with 21cm width and 60mm core diameter for professional painting applications.
• Set Power LED FlexLight PRO 200 W ColorChange Professional LED work light with 200W output and adjustable color temperature for jobsite illumination.
• Flexogrip AluSTAR Set 8-piece aluminum grip tool set in carrying case for professional use.
• Abwasser-Spaltanlage ColorFree top Professional wastewater separation system for separating paint waste from water during spray equipment cleaning.
• Tapetomat E Electric wallpaper pasting machine for efficient professional wallpaper installation.
• Airless paint spraying equipment line Airless paint spraying technology product line for efficient large-area paint application in professional settings.
• HVLP paint spraying equipment line High Volume Low Pressure paint spraying technology product line for controlled, fine-finish paint application.
• FFP1 Comfort-Atemschutzmaske FFP1 rated respirator mask in the Comfort series, personal protective equipment for professional painters.
• FFP2 Comfort-Atemschutzmaske FFP2 rated respirator mask in the Comfort series, personal protective equipment for professional painters.
• FFP3 Comfort-Atemschutzmaske FFP3 rated respirator mask in the Comfort series, personal protective equipment for professional painters.
• Doppelfilter-Atemschutzmaske A2P2 Double-filter respirator mask rated A2P2, providing enhanced protection for professional painters and spray-application work.
• Spachtelset Vario Variable putty/scraper set for professional surface preparation work in painting and plastering.
• STORCH Academy Professional training seminars, workshops, and continuing education programs for painters, plasterers, and decorators.
• STORCH Online Shop (shop.storch.de) B2B e-commerce platform for ordering professional painting tools, equipment, and supplies 24/7 with individualized pricing and next-day delivery for registered trade customers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Storch-Ciret GroupcoreOthersSTORCH is a member of the Storch-Ciret Group, an international group of companies that develops optimal tools, machines, and aids for every practical application in painting, lacquering, plastering, insulation, and wall/floor coverings. The group combines expertise across multiple brands serving the professional trades.
• Antony Couleurs Sarl.minorChannel Partner/ Reseller/ DistributorCommercial partner in Luxembourg located at 26, rue des Vignes, 6765 Grevenmacher. Serves as local sales point for STORCH products.
• Bati C AGminorChannel Partner/ Reseller/ DistributorCommercial partner in Luxembourg located at 12, Z.A. Jauschwies, 7759 Roost. Serves as local sales point for STORCH products.
• Socoma S.A.minorChannel Partner/ Reseller/ DistributorCommercial partner in Luxembourg with locations at 7 Rue de l'Industrie, 3895 Foetz and 1A Route de Grevenmacher, 6912 Roodt-sur-Syre. Serves as local sales point for STORCH products.
• Glaesener-Betz s.a.minorChannel Partner/ Reseller/ DistributorCommercial partner in Luxembourg with multiple locations: 3 rue Edmond Reuter, 5326 Contern; 30 Rue de l'Industrie, 8069 Strassen; and 61 An der Fraesbich, 8510 Redange sur Attert. Serves as local sales point for STORCH products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Festool: High-end professional power tool specialist serving painters, joiners, and other finishing trades in Europe. Overlaps with STORCH in surface preparation, sanding, and mid-to-high-end professional painting equipment, with similar premium B2B distribution model.
• Wagner (Graco): Specialist manufacturer of paint spraying systems (Airless, HVLP) and surface preparation equipment for professional painters. Directly competes with STORCH's Airless and paint application product lines through pro-trade channels.
• Nespoli Group: European manufacturer of professional painting tools and accessories including rollers, brushes, and specialty supplies. Competes directly with STORCH in the B2B professional painting trade channel across multiple European markets.
• Wooster Brush Company: US-based manufacturer of professional paint applicators, brushes, rollers, and surface preparation tools. Comparable in product mix (premium brushes, rollers, specialty tools) and professional trade customer focus, though primarily serving the North American market.
• Purdy: Professional painting tools brand offering brushes, rollers, frames, and surface preparation accessories. Owned by Sherwin-Williams but operates as a dedicated pro-trade brand with comparable product positioning to STORCH's premium brush and roller lines.
• Ciret: Sister brand under Storch-Ciret Group producing professional painting tools, rollers, brushes, and masking materials for painters and plasterers across Europe. Direct cohort selling overlapping product categories to the same professional trade customer base.
• Marburger Tapetenfabrik: German wallpaper manufacturer and supplier of professional wallpaper tools and accessories. Directly overlaps with STORCH's Wallpaper & Flooring category, particularly the Tapetomat product line, serving the same German-speaking professional decorator base.
• Milwaukee Tool: Professional power tool specialist with growing presence in surface preparation, dust extraction, and lighting products for painters and contractors. Increasingly competes with STORCH's Work Aids category and surface preparation equipment.

Broad incumbents

• Bosch Professional (Power Tools): Global power tool manufacturer with a dedicated professional blue-line series targeting painters, drywall installers, and construction trades. Competes with STORCH in surface preparation equipment and supply consumables, but as part of a much broader portfolio.

Emerging players

• Tesa (Beiersdorf): Manufacturer of professional masking tapes and adhesive solutions for painters and industrial use. Adjacent competitor in masking and covering products, complementing rather than directly replacing STORCH's broader painting tool portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLTq_LmshZ5WSmTxDu7jmDe6IMIBF9gg3V
• Facebookfacebook.com/storchdeutschland
• Instagraminstagram.com/storchdeutschland

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Storch