Natural Wood

What Natural Wood does

Natural Wood (legal entity NATURAL & WOOD) is a France-headquartered B2B distributor of wood-based surface materials founded in 2000 and operating as a subsidiary of LMC Group. The company sells engineered and solid wood parquets, decorative wall panels, and exterior decking in multiple exotic species (Ipé, Teck, Padouk, Merbau, Cumaru, Frêne, Tatajuba, Doussié), composite boards (Skydeck), bamboo, and rigid vinyl (Happy Floor), supported by a full accessories catalog including adhesives, underlays, and proprietary galvanized steel foundation screws for terrace installation. It serves professional installers, tradespeople (carpenters, kitchen and bathroom fitters, custom furniture makers), and a secondary tier of distributors/resellers primarily in France and Belgium, with delivery to warehouses or job sites including crane-truck options.

The business operates a hybrid go-to-market combining a dedicated field sales force with assigned single-advisor account management and a 24/7 B2B e-commerce portal at natural-wood.fr that supports online project configuration, real-time personalized pricing, and stock visibility. Pricing is account-based and personalized, with accessories displaying public unit pricing. The company holds FSC chain-of-custody certification since 2007 and runs MODULE training and innovation centers in Décines (Lyon) and Beervelde (Gand, Belgium) jointly with parent LMC Group, providing physical showrooms, training, and project validation services. Notable reference projects include the Brussels Parliament Cinquantenaire rooftop terraces. The company has no public listing, no disclosed funding rounds, and operates as a private subsidiary within the LMC Group conglomerate.

Name

Natural Wood

Legal name

NATURAL & WOOD

Website

https://natural-wood.fr

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Natural Wood is a France-based B2B distributor, founded in 2000 and part of LMC Group, supplying FSC-certified engineered and solid wood parquets, wall panels, exotic decking, composite and vinyl flooring to professional installers and resellers across France and Belgium.

Ownership category

akta.pro rank

Product category

Wood Flooring and Decking Distribution

NAICS

Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (42331)

SIC

Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro primary industry

Wood Flooring & Wood Veneer Products (IMADADAI)

akta.pro secondary industries

Engineered Wood Products Distribution (LVL, I-joists, Glulam, CLT) (IMAMAIAD), Veneer & Specialty Wood Products Trading (IMAMAIAL), Engineered Wood Siding, Trim & Mouldings (IMAMACAI)

Keywords

• Engineered wood parquet
• Exterior wood decking
• Decorative wall panels
• FSC certified hardwood
• Vinyl flooring distribution

Headquarters

HQ city

Roncq

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wood Flooring and Paneling Sales: Natural Wood generates revenue primarily through the sale of wood-based surface products including engineered parquet flooring (parquets contrecollés and massifs), wall panels (panneaux muraux), and decorative battens (tasseaux décoratifs). Products are sold to professionals who then install or resell them. Pricing is account-based and personalized, accessible after login on the B2B e-commerce platform.
2. Exterior Decking Sales: Sale of exterior wood decking materials including exotic hardwood species (Ipé, Teck, Padouk, Merbau, Cumaru, Frêne, Tatajuba, Doussié), composite Skydeck boards, and bamboo decking. Sold alongside complementary accessories including galvanized steel foundation screws, adjustable pedestals, joists, fasteners, clips, and maintenance products (oils, adhesives, underlays).
3. Rigid Vinyl Flooring (Happy Floor): Sale of rigid vinyl/HDF flooring products under the Happy Floor brand, including standard vinyl planks and premium lines, as well as accessories. This non-wood category extends Natural Wood's interior offering to meet broader surfacing needs of its professional customer base.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Natural Wood is a B2B distributor that sells FSC®-certified wood-based surfacing products to professionals — engineered and solid oak parquets (rustic, classic and patterned collections), decorative wood wall panels, and exterior terrace decking in exotic hardwoods (Ipé, Teck, Padouk, Merbau, Cumaru, Frêne, Tatajuba) plus composite (Skydeck), bamboo and rigid vinyl (Happy Floor) lines. The offering is completed by installation accessories (foundation screws, joists, pedestals, fasteners, adhesives, underlays, oils) and supported by an account-based pricing portal and dedicated field-sales advisors.

Product overview

Natural Wood offers a comprehensive portfolio of wood-based flooring, wall paneling, and terrace solutions for professionals. The core offerings are organized into three main categories: (1) Parquets - engineered and solid oak flooring including rustic collections (Fermette, Brocante, Cottage, Alpage, Factory), classic designs (Rivoli, Saint-Germain, Versailles), and patterned parquets (Point de Hungary, Bâton Rompu, Bastide); (2) Wall Panels - decorative wood wall solutions including Fjord, Ondule, Kerala, Wooden Wall, Taïga, Natural Concrete, and Boat Deck collections; and (3) Terraces - exotic wood deckings (Ipé, Teck, Padouk, Merbau, Frêne, Cumaru, Tatajuba) and composite Skydeck. Supporting products include Happy Floor rigid vinyl flooring, decorative slats, and comprehensive installation accessories (adhesives, underlays, screws, foundation systems, maintenance products). The company emphasizes FSC-certified sourcing and engineered wood technology combining solid oak wear layers with stable multi-ply cores for enhanced durability and underfloor heating compatibility.

Differentiator

Problem solved

Functional benefit

Products and services

• Parquet Fermette (Engineered Oak Rustic Parquet) Aged rustic oak engineered parquet with open knots and cracks, offering an authentic vintage appearance; 3mm solid oak wear layer on 3-ply construction, available in 4 colors, for professional installers fitting interior floors.
• Parquet Brocante (Aged Oak Industrial Parquet) Aged oak engineered parquet inspired by industrial workshop floors, with brushed planks and irregular relief, available in 5 colors, for interior flooring installations by professionals.
• Parquet Cottage (Country Rustic Oak Parquet) Country-style rustic oak engineered parquet with knots up to 70mm, 3-ply construction with solid oak wear layer, available in 4 colors and compatible with underfloor heating, for professional interior floor installation.
• Parquet Alpage (Traditional Rustic Oak Parquet) Traditional rustic oak engineered parquet with intentional roughness, chipped edges and aging marks, 3mm solid oak wear layer, available in 4 shades, for interior fittings by professionals.
• Parquet Factory (Industrial-Aged Oak Parquet) Industrial-style aged oak engineered parquet with 100% raw appearance, open knots and cracks, hand-applied aging treatments; for professionals installing loft-style or industrial-theme interiors.
• Parquet Scandinave (Scandinavian-Design Oak Parquet) Scandinavian-design oak engineered parquet with brushed and sawed texture, soft natural tones, 3mm solid oak wear layer; available in 4 colors for professional interior floor installation.
• Parquet Saint-Germain (Classic Light Oak Parquet) Classic elegant light natural oak parquet with sealed knots, 14mm thickness and 190mm wide planks, underfloor-heating compatible; for interior floors installed by professionals.
• Parquet Rivoli (Classic Vitrified Oak Parquet) Classic natural light oak engineered parquet with vitrified finish, reinforcing interior brightness, 3mm solid oak wear layer, compatible with underfloor heating.
• Parquet Versailles (Versailles-Pattern Engineered Oak Parquet) Traditional Versailles-pattern engineered oak parquet in 800x800mm panels with multi-ply construction and 4mm solid oak wear layer, suitable for traditional and contemporary interiors.
• Parquet Point de Hongrie (Chevron-Pattern Oak Parquet) Classic chevron-pattern engineered oak parquet with 90mm wide planks cut at 45 degrees, varnished finish, underfloor-heating compatible; for Haussmannian and contemporary interior installations.
• Parquet Bâton Rompu (Broken-Stick Pattern Oak Parquet) Classic broken-stick pattern engineered oak parquet with uniform 125mm wide planks positioned perpendicularly, available in Brut, Verni and Verni Vieilli finishes.
• Parquet Bastide (Retro Rustic Oak Parquet) Retro-style engineered oak parquet combining rustic appearance with open knots, varnished finish for scratch/stain resistance, 190mm wide planks with 3mm solid oak wear layer.
• Parquets Teck (Teak Parquet Flooring) Teak parquet flooring line sold by Natural Wood, extending its parquet offering beyond oak to a premium tropical hardwood species; for professional interior installation.
• Happy Floor Vinyle (Rigid Vinyl Flooring) Rigid vinyl (SPC/LVT) flooring combining robustness, comfort and ease of installation, in decorative oak planks and concrete-effect tiles, water- and scratch-resistant, for professional interior flooring projects.
• Happy Floor Premium (Premium Rigid Vinyl Flooring) Premium rigid vinyl flooring line with enhanced durability and aesthetic options, sold alongside Happy Floor Vinyle to professional installers seeking higher-spec interior floors.
• Panneaux Fjord (Fjord Decorative Wall Panels) Decorative wall panels with slats coated in decorative film, available in 5 colors and paintable to custom shades, for interior feature walls installed by professionals.
• Panneaux Ondulé (Flexible Corrugated Wall Panels) Flexible corrugated wall panels with a wavy design aesthetic, for interior wall decoration installed by professionals.
• Panneaux Kerala (Kerala Decorative Wall Panels) Decorative wall panels from the Kerala collection for interior wall applications, sold to professional installers and resellers.
• Wooden Wall Panels Wooden wall panel collection for interior decorative applications, sold to professional installers of interior fit-outs.
• Panneaux Taïga (Taïga Vegetated Wall Panels) Vegetated wall panels from the Taïga collection with plant-based decorative elements, for interior feature walls installed by professionals.
• Panneaux Béton Naturel (Natural Concrete Wall Panels) Natural concrete-effect wall panels combining industrial aesthetic with natural materials, for interior decorative applications by professionals.
• Panneaux Pont de Bateau (Boat-Deck Wall Panels) Ship-deck-style wall panels for nautical-inspired interior decoration, sold to professional installers of interior fit-outs.
• Tasseaux Fjord (Fjord Decorative Slats) Decorative slats from the Fjord collection used for interior wall accent installations by professionals.
• Terrasses Ipé Bouveté (Precision-Machined Ipé Terrace Boards) Precision-machined Brazilian Ipé terrace boards with tongue-and-groove joints and progressive 'pose à l'avancement' installation, kiln-dried for dimensional stability, sold to professional terrace builders.
• Terrasses Padouk (Padouk Terrace Boards with Trapezoidal Profile) Central-African Padouk terrace boards with proprietary trapezoidal profile that hides fixings and gaps for an invisible fastening finish, sold to professional terrace builders.
• Terrasses Teck (Plantation Teak Terrace Boards) Premium plantation teak terrace boards (Tectona grandis) with excellent stability and naturally anti-slip surface, sold to professional terrace builders.
• Terrasses Frêne (French Ash Terrace Boards) 100% French ash terrace boards, providing a local and sustainable alternative to exotic hardwoods, for professional terrace builders.
• Terrasses Merbau (Merbau Terrace Boards) Imperishable Merbau tropical hardwood terrace boards with exceptional dimensional stability, suited to temperate climates, for professional terrace installations.
• Terrasses Ipé (Standard Ipé Terrace Boards) Standard Ipé tropical hardwood terrace boards ideal for intensive-use exterior applications, sold to professional terrace builders.
• Terrasses Cumaru Jaune (Yellow Cumaru Terrace Boards) Yellow Cumaru tropical hardwood terrace boards with warm luminous tones, for professional exterior terrace installations.
• Terrasses Skydeck Composite (Skydeck Composite Terrace Boards) Skydeck composite terrace boards offering a low-maintenance alternative to natural hardwoods, for professional exterior terrace installation.
• Terrasses Tatajuba (Tatajuba Hardwood Terrace Boards) Tatajuba tropical hardwood terrace boards for exterior applications, sold to professional terrace builders.
• Vis de Fondation (Foundation Screws for Terrace Installation) Galvanized steel foundation screws (DIN EN ISO 1461) that replace concrete slabs and adjustable pedestals for terrace construction; available in standard, wide-helix, and reinforced-tip versions for different soil classes. Sold to professional terrace builders to accelerate installations and reduce site works.
• Terrace Installation Accessories Range Complete range of terrace installation accessories (adjustable pedestals, joists, stainless steel TORX screws, geotextile, clips, hybrid glue and maintenance oils) sold alongside decking to professional terrace builders.
• Parquet Installation Accessories Range of parquet installation accessories including hybrid and PU adhesives, acoustic underlay (cork + rubber, 18dB, 2mm), parquet maintenance oils and finish supplements for professional interior floor fitters.

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MODULE (by LMC Group)coreStrategic or Co-development PartnerMODULE is an innovation and training center created by LMC Group, Natural Wood's parent or affiliated company. It serves as a professional discovery, consultation, and training space. Natural Wood products are showcased at MODULE centers in Lyon (France) and Gand (Belgium). The center provides professionals with expert consultations, product demonstrations, training sessions, and opportunities to exchange ideas and validate projects. Natural Wood directs customers to MODULE as part of its core customer support and value proposition.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tarkett: Large France-headquartered flooring manufacturer offering wood, vinyl, linoleum and laminate across all channels. Overlaps with Natural Wood's parquet and Happy Floor rigid-vinyl categories but at significantly broader scale and with consumer-brand reach.
• Quick-Step (Unilin/Mohawk): Belgian-based laminate and engineered wood flooring brand within Unilin/Mohawk, with deep French and Benelux distribution. Competes with Natural Wood on engineered flooring and benefits from stronger consumer brand awareness.
• Lapeyre: Major French building materials retailer/distributor covering interior fittings, doors, windows and flooring. Operates at much larger scale than Natural Wood but competes for some of the same professional installer and renovation spending in France.
• Kahrs (Kährs): Swedish wood flooring manufacturer with a long-standing engineered parquet range distributed across Europe. Comparable to Natural Wood on multi-ply engineered wood construction, FSC-style sustainability positioning, and pattern collections (Herringbone, etc.).
• Leroy Merlin: France's largest home-improvement and DIY retailer with deep parquet, decking and panel assortments. Not a direct B2B distributor, but competes for end-customer demand pull-through and for trade-pro account spend in the French market Natural Wood primarily serves.
• Pergo: Established European laminate and rigid vinyl flooring brand distributed across multiple countries including France. Overlaps with Natural Wood's Happy Floor rigid-vinyl category and competes for installer specification on durable, water-resistant floors.

Direct peers

• BerryAlloc: Engineered wood flooring and laminate manufacturer with strong French and Benelux distribution, offering similar parquet, wall panels and laminate categories. A directly comparable product/portfolio peer serving the same European installer channel.
• Design Parquet: French manufacturer of engineered wood parquet with a similar product taxonomy (engineered multi-ply oak parquets, aged/hand-finished treatments, FSC-style premium positioning). Competes head-on with Natural Wood's parquet range for French installer specification.
• Panaget: French oak parquet specialist manufacturing engineered and solid wood parquet with comparable aged-rustic and classic pattern ranges (Versailles, Bâton Rompu, Point de Hongrie). Directly comparable to Natural Wood's parquet category and customer base of French flooring installers.

Regional players

• Saint Maclou: French specialty flooring retailer offering parquet, vinyl, laminate and LVT across a national store network. A different go-to-market (retail vs B2B) but adjacent in product and end-customer overlap, with national scale Natural Wood does not match.

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/natural-wood

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Natural Wood