KREUL
KREUL is a family-owned German paint manufacturer, founded in 1838 and based in Hallerndorf, Bavaria, producing liquid artist, creative, and children's paints sold exclusively through B2B wholesale to toy retailers, drugstores, creative specialty stores, artist supply shops, and distributors across Europe.
- Company typePrivate
- Founded1838
- HeadquartersHallerndorf, Germany
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What KREUL does
KREUL (legal entity C.Kreul GmbH & Co. KG) is a privately held, family-owned paint manufacturer founded in 1838 in Hallerndorf, Bavaria, and positioned as Germany's first artist paint factory. The company develops and produces liquid paints across three primary product categories — Künstlerfarben (artist paints), Kreativprodukte (creative/hobby paints), and Spielideen für Kinder (children's play ideas) — plus a sustainability-focused sub-brand, KREUL Nature, formulated with naturally sourced raw materials. All manufacturing is consolidated at the single Hallerndorf site, with formulation know-how accumulated over 185+ years serving as the core technical asset.
The business operates exclusively as a B2B wholesale manufacturer, selling only to resellers and distribution partners (Vertriebspartner) across five channel types: toy retailers, drugstores, creative specialty stores, artist supply shops, and wholesale distributors. There is no direct-to-consumer sales channel; instead, the company maintains a dedicated trader portal (Händlerportal) for distribution partners and supports demand generation through social media cooperation with artists, creatives, and influencers, plus content marketing via a brand magazine, color blog, and e-learning tutorials. Pricing is wholesale-only, with a €250 minimum order value for free domestic shipping, €500 minimum and prepayment for first orders from unknown partners, and standard terms of 30 days net or 3% Skonto within 10 days.
KREUL is ISO 9001 and ISO 14001 certified, REACH compliant, and adheres to FSC and toy safety standards. The company is led by Managing Partners Dr. Florian Hawranek (Chairman) and Gertraud Hawranek, with general partner Dr. Julius Schmidt GmbH. The entity has 51-100 employees, has remained family-controlled since founding, and shows no evidence of external PE/VC ownership, public listing, or material M&A activity.
KREUL firmographics
Firmographics- Name
- KREUL
- Legal name
- C.Kreul GmbH & Co. KG
- Website
- https://c-kreul.de
- Company type
- Private
- Founded year
- 1838
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- KREUL is a family-owned German paint manufacturer, founded in 1838 and based in Hallerndorf, Bavaria, producing liquid artist, creative, and children's paints sold exclusively through B2B wholesale to toy retailers, drugstores, creative specialty stores, artist supply shops, and distributors across Europe.
- Ownership category
- akta.pro rank
Where KREUL is headquartered
LocationHeadquarters
- HQ city
- Hallerndorf
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
KREUL business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Paint and Color Product Sales: KREUL generates revenue through the manufacture and wholesale distribution of liquid paints and colors. The company sells exclusively to resellers and distribution partners (Vertriebspartner) including toy retailers, drugstores, creative specialty stores, artist supply shops, and wholesale distributors. Products are sold at wholesale pricing with minimum order values, freight charges, and handling fees as specified in their general terms and conditions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B Wholesale Pricing - No public consumer pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
KREUL product offering
Product offeringCore offering
KREUL manufactures and wholesale-distributes liquid paints for artists, children, and creative hobbyists from a single facility in Hallerndorf, Bavaria. The product portfolio comprises three lines — Künstlerfarben (artist paints), Kreativprodukte (creative/hobby paints), and Spielideen für Kinder (children's play ideas) — with the KREUL Nature sub-brand offering sustainable formulations using naturally sourced raw materials. The company sells exclusively through B2B distribution partners including toy retailers, drugstores, creative specialty stores, artist supply shops, and wholesale distributors.
Product overview
KREUL is Germany's first artist paint factory (Künstlerfarbenfabrik), producing liquid paints for over 185 years. The company operates as a single-location manufacturer in Hallerndorf, Bavaria. KREUL's product portfolio consists of three main categories: Künstlerfarben (artist paints) for professional and amateur artists, Kreativprodukte (creative/hobby paints) for craft enthusiasts, and Spielideen für Kinder (children's paints and play products). Key sub-brands include KREUL Nature, a sustainable line featuring naturally sourced raw materials. All products are developed and produced in Germany with a focus on responsible formulation and production processes.
Differentiator
Problem solved
Functional benefit
Brands
- KREUL Nature: Sustainable paint line with natural origin raw materials and selected material properties.
Products and services
- Künstlerfarben (Artist Paints) High-quality liquid paints for professional and amateur artists, sold B2B through distribution partners.
- Kreativprodukte (Creative Products) Craft and hobby paints for creative enthusiasts pursuing DIY and hobby painting projects, sold B2B through distribution partners.
- Spielideen für Kinder (Children's Play Ideas) Paints and creative products designed specifically for children, sold B2B through toy retailers and distribution partners.
- KREUL Nature Sustainable paint line with formulations using naturally sourced raw materials and selected material properties, positioned as the company's spearhead in sustainability.
- Verzier- und Effektfarben (Decorative and Effect Paints) Decorative paints with special effects for creative hobby applications, sold B2B through distribution partners.
Companies that use KREUL
Customer profileSegments4 records
Ideal customer profiles1 record
KREUL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
KREUL partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
KREUL competitors and assessment
Company assessmentDirect peers
- Reeves: Artist paint brand owned by Colart, positioned for students and hobbyists. Direct peer for KREUL's hobby and children's lines in the lower-priced art-supply segment.
- Marabu: German manufacturer of creative and hobby paints headquartered near Stuttgart. Closest like-for-like peer in product mix (creative/hobby paints, children's craft products) and B2B wholesale go-to-market.
- Royal Talens: Dutch artist paint and creative materials manufacturer (Rembrandt, Van Gogh, Amsterdam, Talens brands). One of Europe's largest specialty paint makers, competing directly with KREUL across artist and hobby paint categories.
- Winsor & Newton: Iconic British artist paint brand (now part of Colart). Competes with KREUL in professional and amateur artist paints globally; relevant peer given overlapping artist-supply channel exposure.
- Pébéo: French manufacturer of fine art and creative paints. Comparable peer in the decorative/effect paint segment where KREUL competes with Verzier- und Effektfarben and KREUL Nature.
- Schmincke: German artist paint manufacturer founded in 1881, headquartered in Hempel, near Düsseldorf. Direct competitor to KREUL in artist-grade watercolors, oils, and acrylics with overlapping distribution into art-supply specialty retail across Europe.
- Daler-Rowney: UK-based manufacturer of artist paints, brushes and papers (part of the FILA group). Competes with KREUL in artist-grade acrylics, oils, and watercolors across European distribution.
- Liquitex: Specialist acrylic paint brand owned by Colart, with strong professional and student artist positioning. Comparable peer for KREUL's artist acrylic line and hobbyist crossover SKUs.
- Golden Artist Colors: US-based artist paint manufacturer focused on professional acrylics, oils, and watercolors. Comparable peer as a specialty, formulation-driven paint maker selling through art-supply retail.
Broad incumbents
- Faber-Castell: German global art-supplies and writing instruments conglomerate. Broader incumbent with overlapping artist and children's product lines; competes with KREUL in toy retail and creative specialty channels at scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
KREUL social profiles
Digital presenceKREUL compliance and trust
Trust signalCompliance3 records
KREUL financial estimates
Financial estimateRevenue estimate
Valuation estimate
KREUL leadership team
Management profileNumber of profiles
Profiles2 records
KREUL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KREUL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KREUL
What does KREUL do?
KREUL manufactures and wholesale-distributes liquid paints for artists, children, and creative hobbyists from a single facility in Hallerndorf, Bavaria. The product portfolio comprises three lines — Künstlerfarben (artist paints), Kreativprodukte (creative/hobby paints), and Spielideen für Kinder (children's play ideas) — with the KREUL Nature sub-brand offering sustainable formulations using naturally sourced raw materials. The company sells exclusively through B2B distribution partners including toy retailers, drugstores, creative specialty stores, artist supply shops, and wholesale distributors.
Is KREUL a public or private company?
KREUL is a private company. It is classified as family owned and is currently operating.
When was KREUL founded?
KREUL was founded in 1838. It employs 51 to 100 people.
Where is KREUL based?
KREUL is headquartered in Hallerndorf, Germany, in the Europe region.
How does KREUL make money?
One revenue line is on record: paint and Color Product Sales.
Who are KREUL's main competitors?
Direct peers on record are Reeves, Marabu, Royal Talens, Winsor & Newton, Pébéo, Schmincke, Daler-Rowney, Liquitex and Golden Artist Colors. Faber-Castell is listed as a broad incumbent.
Does KREUL have an API?
No public API is recorded for KREUL.