Decora

What Decora does

Decora S.A. is a Środa Wielkopolska-headquartered European manufacturer of SPC vinyl flooring, mineral wall panels, flooring underlays, skirting boards, and floor profiles, operating two modern production plants in Poland and serving customers in over 50 countries through four distinct sub-brands — Arbiton (premium), Afirmax (DIY mass-market), Ewifoam (German technical underlays), and Modee (mineral walls). The company is the only European producer of flooring underlays across all three core technologies (PUM, XPS, PEHD) and one of only two manufacturers globally of premium polyurethane-mineral underlays, with proprietary systems including HD Mineral Core®, the Aculay acoustic layer (certified up to 21dB noise reduction), 5G/5GCross click installation, and the MODEE LOCK press-fit wall panel system.

Decora's business model combines own-brand product sales (sold through European DIY retail chains, home improvement stores, and professional distributors) with OEM/private-label manufacturing for leading DIY retailers in 20+ European countries and industrial component supply to other flooring manufacturers. The company is publicly listed on the Warsaw Stock Exchange since 2005 under ticker PLDECOR00013 and reported FY2025 revenue of PLN 658.7 million (~12% YoY growth) with net profit of PLN 79.9 million, backed by a diversified shareholder base including two family foundations and Polish pension funds.

The company serves four primary customer segments — DIY consumers (via retail channels), professional installers (via distribution), DIY retail chains as OEM partners, and commercial/institutional buyers (hotels, offices) — and has announced the largest investment in its history: a PLN 170 million capacity expansion at the Środa Wielkopolska plant beginning in 2026. Decora has won six international design awards in 2024 and additional iF Design, Red Dot, Dobry Wzór 2025, and German Design Awards in 2025, and reports in accordance with European Sustainability Reporting Standards (ESRS) as part of its dECOra Way ESG strategy.

Name

Decora

Legal name

Decora S.A.

Website

https://decora.pl

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Decora S.A. is a Polish manufacturer of SPC vinyl flooring, flooring underlays, mineral wall panels, and skirting boards, operating four sub-brands (Arbiton, Afirmax, Ewifoam, Modee) and serving DIY consumers, professional installers, and OEM retail-chain partners across 50+ countries from two plants in Środa Wielkopolska.

Ownership category

akta.pro rank

Product category

Vinyl Flooring and Interior Finishing Products

akta.pro primary industry

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)

akta.pro secondary industries

Floor Covering Backing & Primary Substrate Manufacturing (IMAOAJAK), Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Carpet Cushion & Underlay Manufacturing (IMAOAJAJ)

Keywords

• Vinyl flooring products
• Flooring underlays
• Mineral wall panels
• Skirting boards
• OEM flooring manufacturing

Headquarters

HQ city

Sroda Wielkopolska

HQ country

Poland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own Brand Product Sales: Manufacturing and sale of flooring products under proprietary brands (Arbiton premium, Afirmax for DIY, Ewifoam professional underlays, Modee mineral walls) through distribution networks across 50+ countries.
2. OEM/Private Label Manufacturing: Contract manufacturing services for DIY retail chains, home improvement stores, and distributors in over 20 European countries. Services include product development, branding, packaging, logistics, and compliance support.
3. Industrial Components: Sale of flooring underlays and components to other flooring manufacturers as industrial inputs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Decora S.A. manufactures and sells SPC vinyl flooring, flooring underlays (in PUM, XPS, and PEHD technologies), mineral wall panels, waterproof skirting boards, and floor profiles under four sub-brands (Arbiton, Afirmax, Ewifoam, MODEE). The company also provides full-service OEM/private-label manufacturing for DIY retail chains and distributors across more than 20 European countries, operating two production plants in Środa Wielkopolska, Poland.

Product overview

Decora S.A. is a European manufacturer of flooring and interior finishing solutions operating a multi-brand portfolio with four sub-brands: Arbiton (premium), Afirmax (DIY mass-market), Ewifoam (German technical underlays), and MODEE (mineral wall decorations). Its core product portfolio spans SPC vinyl flooring with mineral core technology, flooring underlays produced in three distinct technologies (PUM, XPS, PEHD — the only European manufacturer across all three), mineral wall panels using SPC HD Mineral Core, waterproof skirting boards, and floor profiles. The company also offers OEM production services for private-label and retail chain partners across over 20 European countries. Products are manufactured at two modern plants in Środa Wielkopolska, Poland, and sold in over 50 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Arbiton: Flagship brand for demanding customers seeking premium solutions. Offers complete flooring systems - SPC vinyl flooring with mineral core, professional underlays, skirting boards and aluminum profiles. Features innovative technology including HD Mineral Core® and Aculay Acoustic Layer.
• Afirmax
• Ewifoam
• MODEE

Products and services

• SPC Vinyl Flooring SPC (Stone Plastic Composite) vinyl flooring built on Decora's proprietary HD Mineral Core, offered in plank, herringbone, and chevron formats with realistic deep textures. Features the Aculay acoustic insulation layer and 5G/5GCross click-lock installation; compatible with underfloor heating. Sold under the Arbiton premium brand and the Afirmax value/DIY brand to professional installers and DIY consumers via retail and distribution across 50+ countries.
• Flooring Underlays Flooring underlays manufactured in three distinct technologies — PUM (polyurethane-mineral), XPS (extruded polystyrene), and PEHD (high-density polyethylene) — providing acoustic insulation, thermal resistance, moisture protection, and floor leveling for laminate, vinyl, and wooden floors. Decora is Europe's only producer across all three technologies and one of only two global PUM producers; full EN 16354 compliance with EPD and Blue Angel certifications. Sold under the Ewifoam (German specialist) and Arbiton (Multiprotec) brands to professional installers, retailers, and flooring manufacturers as industrial inputs.
• MODEE Mineral Wall Panels Mineral wall panels based on the same HD Mineral Core / SPC technology used in Decora's flooring. Available in two large formats — slab (1175 x 2800 mm) and tile (1200 x 600 mm) — with realistic concrete, stone, and wood textures, offering water-resistant, impact-resistant, low-maintenance surfaces. Installed with the proprietary MODEE LOCK press-together system, requiring no adhesive or grout. Sold under the MODEE brand for residential and commercial interiors including hotels, offices, and public buildings.
• Skirting Boards Waterproof skirting boards in HDPS (high-density polystyrene) and PVC technologies, color-matched to flooring collections. The STIQ XL line is PVC-free, eco-friendly, and made from 80% recycled material. Available in white, solid colors, and hundreds of wood decors in heights from 55 to 120 mm. Sold under the Arbiton brand as part of the complete floor-to-wall system.
• Floor Profiles Comprehensive system of floor profiles including expansion joints, leveling profiles, edge profiles, and stair profiles. Sold through two lines: Color System (sizes and colors covering over 90% of typical applications) and PRO System (specialized, high-precision profiles for demanding projects), compatible with vinyl, laminate, wood, and ceramic floors. Sold under the Arbiton brand to professional installers and retailers.
• OEM / Private Label Manufacturing Contract manufacturing service for leading DIY retail chains, private-label brands, and distributors in more than 20 European countries. Covers full OEM capabilities including product development (shapes, formats, designs), in-house technology production, branding and packaging, just-in-time logistics across Europe, and compliance with EN 16354, EPD, and Blue Angel standards.

Quantifiable outcome

• Noise reduction of up to 21dB with Aculay Acoustic Layer, certified by European independent laboratory (TFI)
• +3 more outcomes

Named customers5 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

Seven partnerships are on record, tiered minor and core.

• MiastoProjekty (Design Studio)minorStrategic or Co-development Partner · 1 January 2025Local design studio partnership for interior design work on CSR renovation projects. Miłosz Matelski's studio prepared interior designs for 'Poranek' renovation project.
• Mabit (Commercial Space Company)minorStrategic or Co-development Partner · 1 January 2025Local commercial space company from Poznań partnering on CSR projects to carry out furniture installation during community renovation initiatives.
• KAS-BUD (Building Materials Warehouse)minorOthers · 1 January 2025Building materials supplier from Środa Wielkopolska providing painting materials for CSR renovation projects.
• European Union (Fundusze Europejskie)coreOthers · 1 January 2024Energy efficiency improvement project co-financed by EU funds under European Funds for Modern Economy program. Project value PLN 25.35 million with PLN 9.15 million subsidy for building thermomodernization, production process modernization, and renewable energy investments.
• Association 'Na Tak'minorOthers · 1 January 2024Corporate social responsibility partnership supporting 'Poranek' Short-Stay Home for adults with disabilities in Poznań. Decora employees volunteer for renovation projects using company products (mineral walls) to improve facilities.
• DIY Retail Chains (OEM/Private Label)coreChannel Partner/ Reseller/ DistributorLong-term OEM partnerships with leading DIY retail chains and home improvement stores across over 20 European countries. Decora manufactures products under retailer private labels, providing complete OEM services from product development and branding to logistics and EU compliance certification.
• European DIY Associations (MMFA, EPLF)coreStrategic or Co-development PartnerActive member of MMFA (Modular Multilayer Flooring Association) and EPLF (European Producers of Laminate Flooring) - industry associations co-creating quality standards in European flooring industry and ensuring compliance with EN 16354 and other technical standards.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8-VBQatahMpmPOm2eiTd0g
• Facebookfacebook.com/officedecorasa
• LinkedInlinkedin.com/company/decorasa

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Decora