What Thiry Paints does

Thiry Paints is a Belgian specialty retailer of paint, coatings, wallpapers, floor coverings, and window treatments, organized as a privately held group of at least ten corporate entities (including Boca Paint NV, Novelta NV, Thiry Paints NV, Thiry Paints Limburg NV, Thiry Paints Mechelen-Vilvoorde NV, Thiry Paints Ternat BVBA, Duopaint BV, Kromoxi Prof NV, Fire Coatings NV, and Willems & Co BVBA) operating under the Thiry Paints trade name. Its headquarters is registered in Herent, with the parent Boca Paint NV's registered office in Tielt and additional locations in Kontich, Vilvoorde, and Ternat. The company serves two primary segments: retail consumers / DIY homeowners undertaking decoration and renovation projects, and professional painters and decorators purchasing premium and professional-grade coatings, alongside related tools and accessories.

The product portfolio spans five core categories — paint (including primers, lacquers, metal paints, spray cans, garden products, and fire-retardant coatings), varnish and oil, tools, floor coverings, and wallpaper — extended into moldings (Orac), window decorations (Luxaflex, Diaz, Artelux, Bmfabrics, De Ploeg, Vadain, Your Edition, Kendix, Loft 79, Camengo, Eosol, Somfy), and decorative techniques (Stoopen & Meeûs, Stone Age, Mortex). The assortment is anchored on premium paint brands including Sikkens, Levis, Levis Atelier, Trimetal, Herbol, Nova, and Ralston, alongside Xyladecor for wood care and Hammerite, Motip, Montana, Polyfilla, Hempel, Nullifire, Sika, Ciranova, and Trae-Lyx in adjacent lines.

The business operates a hybrid direct-to-consumer go-to-market combining physical showrooms across Belgium with an own e-commerce storefront at thirypaints.be that supports browsing, account creation, wishlists, and ordering for Belgium, the Netherlands, and other countries. Revenue is generated through one-time retail unit sales of branded SKUs at VAT-inclusive consumer prices (e.g., €60.98–€120.15 per liter/can as publicly listed), with no subscription, licensing, or contract revenue disclosed. Value-added services include color advisory (Kleuradvies) and in-store workshops, which serve as mid-funnel conversion mechanisms. No AI/ML technology, mobile app, or proprietary platform layer is disclosed; the technology stack is limited to the e-commerce site and standard social channels (Facebook, Instagram).

Name

Thiry Paints

Legal name

Thiry Paints NV

Website

https://thirypaints.be

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Thiry Paints is a privately held Belgian specialty retailer that sells paint, coatings, varnish, wallpaper, flooring, moldings, and window treatments to DIY consumers and professional painters through a multi-location physical network and the thirypaints.be e-commerce site.

Ownership category

akta.pro rank

Product category

Paint and Home Improvement Retail

NAICS

Paint and Wallpaper Retailers (444120), Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

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

Keywords

• Paint retail
• Wallpaper products
• Floor covering
• Window treatments
• Home decoration supplies

Headquarters

HQ city

Herent

HQ country

Belgium

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Paint and Coating Products: Thiry Paints generates revenue primarily through retail sales of paint, varnish, lacquer, primer, wallpaper, flooring, tools, and related home improvement products. Sales are conducted through physical retail locations across Belgium and an e-commerce website. The company carries multiple premium and professional-grade paint brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Thiry Paints is a Belgian specialty retailer that sells paint, varnish, lacquer, primers, wallpaper, floor coverings, window decorations, decorative moldings, and related tools and accessories. The company operates multiple physical retail locations across Belgium and an e-commerce storefront, serving both DIY consumers and professional painters with branded products from suppliers such as Sikkens, Levis, Trimetal, Herbol, Xyladecor, Quick-Step, Luxaflex, and Arte.

Product overview

Thiry Paints is a Belgian paint and home improvement retailer offering a comprehensive product portfolio organized around five core categories: paints and coatings (Verf), tools (Gereedschap), floor coverings (Vloerbekleding), wallpaper (Behang), and window decorations (Raamdecoratie). The company sells through multiple physical store locations across Belgium. Their varnish and oil range (Vernis & Olie) includes branded products like Levis Expert Lak Binnen Protector for interior wood protection, Herbol Offenporig Pro-Decor for versatile wood finishing with UV protection, and Xyladecor products for exterior wood care including their popular Ontgrijzer (degreaser), Krachtreiniger (power cleaner), and Parket Vernis Extra Protect (parquet varnish). The assortment also features decorative moldings (Sierlijsten) and decorative techniques services. Products are available for both interior and exterior applications, with options for water-based and solvent-based formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Verf (Paint) Complete range of paints for interior and exterior use, including wall paint, primers, lacquers, metal paints, spray cans, garden products, and fire-retardant paints. Carries brands such as Sikkens, Levis, Trimetal, Herbol, Nova, Ralston, Hammerite, and Xyladecor. Aimed at DIY consumers and professional painters and decorators.
• Vernis & Olie (Varnish & Oil) Varnishes and oils for interior and exterior wood finishing, available in water-based and solvent-based formulations and in mat, satin, and high-gloss finishes. Carries brands such as Ciranova, Levis, Sikkens, Trae-Lyx, and Trimetal. For DIY consumers and professional finishing of doors, parquet, stairs, and furniture.
• Gereedschap (Tools) Painting and decorating tools and equipment including brushes, rollers, tapes, paint buckets, ladders, sanding materials, fillers, adhesives, sealants, cleaning products, workwear, lighting, and electric tools. Includes Altrex ladders and other professional-grade supplies for paint application.
• Vloerbekleding (Floor Covering) Floor covering products including laminate, vinyl, parquet, underfloor, skirtings, joint sealants, and carpet. Carries brands such as Quick-Step, Tarkett, Desso, Forbo, Moduleo, and Modulyss for residential and commercial flooring projects.
• Behang (Wallpaper) Wallpaper and wall coverings including wallpaper adhesive and paintable wall coverings. Carries premium brands such as Arte, Casadeco, Caselio, Casamance, Eijffinger, Hooked On Walls, Masureel, and Rasch for interior decoration projects.
• Raamdecoratie (Window Decoration) Window decoration products including blinds, shades, and curtains. Carries Luxaflex (Silhouette Shades, Duette Shades), Diaz (Illusion), Artelux, Bmfabrics, De Ploeg, Vadain, Your Edition, Kendix, Loft 79, Camengo, Eosol, and Somfy motorized systems for residential window treatments.
• Sierlijsten (Decorative Moldings) Decorative moldings including skirtings, wall moldings, decorative elements, and related adhesives and tools. Brand: Orac. Used by homeowners and decorators for interior finishing.
• Decoratieve Technieken (Decorative Techniques) Decorative finishing services and specialty coating systems including Stoopen & Meeûs, Stone Age, and Mortex techniques for unique interior wall and surface treatments.
• Kleuradvies en Workshops (Color Advisory and Workshops) In-store color consultation services and DIY/painting workshops for customers undertaking home decoration projects. Provided at physical retail locations to assist with product selection and application techniques.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor.

• SikkensminorOthersSikkens is a premium paint brand carried by Thiry Paints, included in the varnish & oil, lacquer, primer, and wall paint product categories. Thiry Paints serves as a retail distributor for Sikkens products.
• LevisminorOthersLevis is a paint brand (including Levis Atelier sub-brand) carried across primers, wall paints, lacquers, varnishes, and metal paints. Thiry Paints distributes Levis products through its retail and e-commerce channels.
• TrimetalminorOthersTrimetal is a professional-grade paint brand featured in primers, wall paints, lacquers, varnishes, and metal paints sold through Thiry Paints.
• HerbolminorOthersHerbol is a paint brand carried in primers, wall paints, and varnish/oil products at Thiry Paints locations and on the website.
• XyladecorminorOthersXyladecor is a wood care and outdoor wood treatment brand (including products like Xyladecor Parket Vernis, Xyladecor Krachtreiniger, Xyladecor Ontgrijzer) sold by Thiry Paints.
• Quick-StepminorOthersQuick-Step is a laminate and flooring brand offered in the floor (Vloer) product category at Thiry Paints.
• LuxaflexminorOthersLuxaflex is a window treatment (raamdecoratie) brand offered at Thiry Paints, including Silhouette Shades® and Duette® Shades product lines.
• ArteminorOthersArte is a premium wallpaper brand listed under the behang (wallpaper) assortment at Thiry Paints.
• TarkettminorOthersTarkett is a flooring brand offered in the floor (Vloer) category at Thiry Paints.
• OracminorOthersOrac is a decorative molding (sierlijsten) brand offered at Thiry Paints.
• AltrexminorOthersAltrex is a ladder brand offered in the ladders (Ladders) category under tools (Gereedschap) at Thiry Paints.
• Stoopen & MeeûsminorOthersStoopen & Meeûs is a decorative technique (Decoratieve Technieken) brand offered at Thiry Paints.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Brico: Brico is a leading Belgian DIY home improvement chain with a broad assortment of paint, varnish, tools, wallpaper, flooring and decoration products across 100+ stores. It directly competes with Thiry Paints in paint and home decoration retail for both DIY consumers and professional trade customers.
• Hubo: Hubo is a Belgian DIY chain with strong coverage in paint, coatings, tools, and home finishing products, serving both DIY consumers and small contractors. It is a direct competitor to Thiry Paints in Belgian specialty paint and home decoration retail.
• Gamma Belgium: Gamma is a Dutch-origin DIY chain with a substantial Belgian store network offering paint, wallpaper, flooring, and tools. Like Thiry Paints, it serves both DIY enthusiasts and professional painters, making it a directly comparable multi-category home improvement peer.
• Praxis Belgium: Praxis is a Belgian DIY chain (part of the Maxeda group) offering paint, tools, wallpaper, flooring and home finishing products to DIY and trade customers. It is a direct multi-category competitor to Thiry Paints in the Belgian specialty paint and home decoration market.
• Dedeyco / Decor: Dedeyco (Decor) is a Belgian specialty retailer focused on paints, varnishes, wallpapers and home decoration products. As a single-category paint/decoration specialist with comparable product depth, it overlaps directly with Thiry Paints on premium paint, wallpaper, and color advisory services.

Regional players

• Karwei: Karwei is a Dutch DIY chain (sister brand to Gamma under Intergamma) offering paint, wallpaper, flooring, and decoration. Thiry Paints also accepts Dutch orders online, so Karwei serves a comparable customer segment primarily from the Netherlands side, creating indirect cross-border competition.

Broad incumbents

• Leroy Merlin Belgium: Leroy Merlin is a global big-box home improvement retailer with a Belgian presence offering paint, wallpaper, flooring, and tools at scale. As a broad incumbent, it competes across most of Thiry Paints' assortment via larger stores, broader supply, and stronger pricing power.

Emerging players

• Verfwebwinkel.nl: Verfwebwinkel.nl is a Dutch online pure-play paint and coatings retailer offering premium brands with home delivery across the Benelux. It directly competes with Thiry Paints' e-commerce channel, especially for Dutch customers ordering cross-border via thirypaints.be.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thirypaints
• Instagraminstagram.com/thiry.paints
• LinkedInlinkedin.com/company/thiry-paints-nv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 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 Thiry Paints