Idrosanitaria

What Idrosanitaria does

Idrosanitaria is a Piedmont, Italy-based private limited company (s.r.l.) founded approximately 60 years ago by Piervanni Mortarotti and Tullia Lamieri, operating as a multi-brand retailer of hydro-thermo-sanitary products. The company distributes products from more than 50 premium manufacturers covering plumbing, heating, air conditioning, irrigation, tiling, and kitchen categories, with authorizations spanning Ariston, Geberit, Jacuzzi, Daikin, Marazzi, Hansgrohe, Ideal Standard, and others. It runs two physical locations: a roughly 2,000 sqm showroom at the Chivasso headquarters and a branch in Turin, both serving as spec-in, design, and pickup points rather than transactional e-commerce sites.

The business operates a dual B2B/B2C go-to-market. The B2B side targets professional installers, architects, and vocational trainees via technical seminars on mechanical ventilation, renewables, and heat pumps, plus training partnerships such as the CNOS-FAP apprenticeship program and supplier-led events at Tenuta Roletto. The B2C side targets end consumers purchasing sanitary, heating, and kitchen projects, supported by showroom-based 3D design and rendering services and a FIDITALIA consumer financing partnership that enables installment purchases on higher-ticket items. Customer concentration is structurally low as the company serves a fragmented mix of individual homeowners, independent installers, and design professionals rather than concentrated enterprise accounts.

The business model is therefore a combination of authorized-brand retail markup, showroom-anchored specification influence, and financing-supported consumer sales, with marketing increasingly executed through co-branded supplier events such as OktoberFest Torino 2025 and category-specific product launches with partners including Armony Cucine. There is no disclosed revenue, headcount, or digital platform investment, and no indication of e-commerce, app, or AI-driven tooling beyond standard 3D design rendering.

Name

Idrosanitaria

Legal name

Idrosanitaria srl

Website

https://idrosanitaria.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Idrosanitaria is a Piedmont-based multi-brand retailer of hydro-thermo-sanitary, heating, air conditioning, tiling, and kitchen products, founded ~60 years ago. It serves end consumers, professional installers, and architects through a Chivasso showroom and a Turin branch, supported by 3D design services and FIDITALIA consumer financing.

Ownership category

akta.pro rank

Product category

Bathroom & HVAC Retail Showroom

akta.pro primary industry

Kitchen & Bath Installation & Project Services (Retail + Install) (CRAIAFAH)

akta.pro secondary industries

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB), Commercial/Builder Kitchen & Bath Showrooms (Trade-Focused) (CRAIAFAK), Kitchen Permitting, Design & Project Management (HSAPAAAK)

Keywords

• Bathroom fixtures retail
• Heating systems supply
• Flooring wall tiles
• Air conditioning distribution
• Bathroom showroom design

Headquarters

HQ city

Chivasso

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Technical Materials Wholesale: Sale of technical hydro-thermo-sanitary materials including plumbing fixtures, valves, water heaters, boilers, air conditioners, and irrigation systems primarily to professional installers and companies
2. Aesthetic Materials Retail: Sale of finished products including ceramic and wood flooring, wall tiles, wallpaper, sanitary ware, faucets, bathtubs, shower enclosures, and bathroom furniture to end customers
3. Financing Services: Partnership with FIDITALIA to offer installment financing options for customer purchases, enabling higher-value transactions

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Idrosanitaria is an Italian retailer and showroom operator selling hydro-thermo-sanitary materials and home finishing products. It serves professional installers through a warehouse trade counter for technical materials (plumbing fittings, valves, boilers, water heaters, air conditioners, irrigation systems) and end consumers through a 2000 sqm showroom offering aesthetic products (bathroom suites, ceramic and wood flooring, wall tiles, sanitary ware, faucets, bathtubs, shower enclosures, bathroom furniture). The company also offers in-house 3D design/rendering services and FIDITALIA installment financing to support renovation projects.

Product overview

Idrosanitaria is a 60-year-old Italian hydro-sanitary products retailer and showroom serving the Turin area. The company operates as a unified retail platform offering a comprehensive range of bathroom products (sanitaries, bathtubs, showers, faucets, accessories), flooring and wall tiles (porcelain stoneware, ceramic, wood, laminate), bathroom furniture, heating systems (boilers, water heaters, stoves, fireplaces, heat pumps), air conditioning (split units, central systems, VMC), irrigation systems, and kitchen furniture (Armony brand). The portfolio also includes complementary services: 3D design/rendering for project visualization, and financing through FIDITALIA partnership. The company targets both professional installers (for technical materials like fittings, water heaters, boilers, air conditioners, irrigation) and end consumers (for aesthetic materials like tiles, sanitary ware, faucets, bathtubs, and complete bathroom compositions). They carry over 50 major brands including Ariston, Geberit, Daikin, Marazzi, Jacuzzi, Hansgrohe, and Vaillant.

Differentiator

Problem solved

Functional benefit

Products and services

• Bagno (Bathroom)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• AristoncoreTechnology or IntegrationPremium boiler and heating brand supplier. Collaborated on Panissa promotional event and included in OktoberFest 2025 promotion. Products include Cares, Clas, Genus boiler lines.
• GeberitcoreGTM or Marketing PartnerMajor bathroom technology brand. Co-organizes community events including Coppa dei Campioni del Calcetto football tournament and technical training sessions at venues like Tenuta Roletto. Key topics include FlowFit plumbing systems and design products.
• ElettroCalorOneminorGTM or Marketing PartnerHVAC equipment distributor collaborated with Idrosanitaria and Ariston on Panissa promotional event in Chivasso.
• PaulanerminorGTM or Marketing PartnerGerman beer brand organizing OktoberFest Torino 2025 event. Idrosanitaria offers complimentary dinner tickets to customers purchasing from partner brands.
• Fondazione CNOS-FAP ETSminorOthersSalesian professional training foundation. Idrosanitaria participated as partner company in student competition, supporting youth professional development in the hydro-thermo-sanitary sector.
• Tenuta RolettominorOthersEvent venue hosting Geberit training events and product launches for professionals.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• BigMat: European builder's merchant cooperative/network distributing building materials including plumbing, heating, and sanitaryware to installers and contractors. Comparable to Idrosanitaria's professional trade counter offering, but with much broader geographic coverage and multi-category breadth.
• Leroy Merlin Italia: Italian arm of the large European DIY/home-improvement big-box retailer with broad bathroom, kitchen, heating, and tiling assortments across many locations. Comparable to Idrosanitaria as a competing showroom channel for both pro installers and end consumers, but operating at national scale and across many categories.
• Bricofer: Italian DIY/home improvement chain with broad assortments in bathrooms, heating, tiling, and tools. Comparable to Idrosanitaria as an Italian retail showroom serving both consumers and small trade buyers, but operating a store-network model rather than a single regional flagship-plus-branch setup.
• Bricoman Italia: Italian/European pro-and-consumer building materials retailer with showrooms, technical counters, and product breadth overlapping Idrosanitaria's hydro-thermo-sanitary and HVAC assortments. Directly relevant as a hybrid B2B/B2C showroom competitor, though larger and multi-regional.
• Point P (Saint-Gobain Distribution): Saint-Gobain's European building materials distribution brand serving professionals with plumbing, heating, and sanitary products. Comparable to Idrosanitaria's B2B installer counter business, but at multi-country scale and as part of a much larger industrial group.

Others

• Caleffi: Italian manufacturer of valves, fittings, and hydro-thermo-sanitary components that Idrosanitaria distributes through its trade counter. Listed as a supplier partner rather than a direct competitor; included as an adjacent ecosystem participant whose product line Idrosanitaria carries.
• Hansgrohe: Premium German manufacturer of bathroom faucets, showers, and accessories that Idrosanitaria showcases in its Chivasso showroom. Not a competitor but a key brand partner whose product depth reinforces Idrosanitaria's premium positioning versus generic bathroom retailers.

Regional players

• Brico io: Italian affiliated DIY/home-improvement banner focused on small-format neighborhood stores with assortments in bathroom, heating, and tiling. Comparable to Idrosanitaria's local-store consumer offering, but primarily competing in local/proximity catchment areas in Italy rather than as a regional specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@idrosanitariasrl8690
• Facebookfacebook.com/idrosanitariasrl
• Instagraminstagram.com/idrosanitariasrl
• LinkedInlinkedin.com/company/idrosanitaria

Compliance1 record

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 Idrosanitaria