Schellaert Paint Shop and Decoration

What Schellaert Paint Shop and Decoration does

Schellaert Paint Shop and Decoration (legal entity: Schellaert NV) is a privately held, fourth-generation Belgian family business founded in 1934 in Oost-Vlaanderen, operating as a paint and decoration specialty wholesaler and retailer. The company runs five physical showroom branches across Belgium — Aalst (headquarters), Beveren-Waas, Gent/Sint-Denijs-Westrem, Grimbergen, and Meerbeke/Ninove — totalling roughly 3,000 m² of showroom footprint described as a "one-stop-shop" for paint, wallpaper, flooring, and window treatments. Its range spans interior and exterior paints, industrial and protective coatings, kalei and façade systems, wood finishes, vinyl flooring (Floorify), window decoration (Luxaflex, Diaz), wallcoverings (Arte, Tissage Mahieu), tools and accessories (Festool, Graco), and hygiene coatings (Nylo). The Pinto house brand — with premium (Orion), economy (Basic), and wall-specialised (Muro, PU Power) lines — sits alongside third-party brands and is the company's proprietary revenue lever.

The business serves three primary segments: professional painters and decorators, the construction and industrial coatings market (woodworking, metal, facility maintenance, public institutions), and private consumers undertaking renovation projects. Distribution is multi-channel: physical showrooms with tactile colour and product consultations, a VAT-only B2B online ordering portal with live stock visibility, daily direct delivery to construction sites via own-driver logistics, and a Paintbox 24/7 after-hours self-service pickup system for registered trade customers. Distribution rights include an exclusive Belgian master-dealership for Jotun Protective Coatings, a 15-year-plus Premium Partner status with Festool, and a long-standing partnership with BENELUX distributor Copagro (founded 1945; 6,000 daily-article deliveries from its Temse warehouse).

The revenue model is one-time transactional sales of paint, decoration, flooring, window treatments, tools, equipment, and accessories to trade and consumer customers across the Belgian branches; pricing is not publicly disclosed, with occasional promotional campaigns such as the GRACO Quick Shot 20B476 unit promotion at €1,190 incl. VAT. Marketing relies on content (blog/news), Instagram (@schellaertverfdecoratie), email newsletter, and branch-level events (materiaaldagen, ontbijtsessies, workshops, and demo sessions). As of the latest disclosed organisational data, the company employs between 11 and 50 staff and reports no parent company, external investor, funding rounds, or acquired subsidiaries.

Name

Schellaert Paint Shop and Decoration

Legal name

Schellaert NV

Website

https://schellaert.be

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Schellaert Paint Shop and Decoration is a fourth-generation Belgian family-owned paint and decoration wholesaler and retailer, operating five showroom branches across Flanders and serving professional painters, construction/industrial clients, and private consumers with paint, flooring, window treatments, wallcoverings, tools, and its own Pinto house brand.

Ownership category

akta.pro rank

Headquarters

HQ city

Aalst

HQ country

Belgium

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wholesale and retail paint & decoration sales: Schellaert generates revenue through the sale of paints, wall coverings, floor coverings, window treatments, tools, and accessories to both trade professionals (painters, builders, industrial clients) and private consumers. Products are sold through 5 physical branches and an online ordering portal for registered trade customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Schellaert is a Belgian paint and decoration wholesaler and retailer operating five branch showrooms across Belgium. The company sells its own Pinto house brand of paints (Pinto Orion premium, Pinto Basic, Pinto Muro) alongside a curated portfolio of third-party paint brands, vinyl flooring, window treatments, wall coverings, spray equipment, and power tools. It also offers trade services including daily job-site delivery, a Paintbox 24/7 self-service pickup, technical advice, and colour consultation from fourth-generation colour specialists.

Product overview

Schellaert Paint Shop and Decoration is a Belgian paint and decoration wholesale/retail company serving both professionals (painters, builders, industry) and private customers. The company operates as a one-stop-shop with five branch locations across Belgium (Aalst, Beveren, Gent, Grimbergen, Ninove) offering a comprehensive range of paint, decoration, and building materials. Their product portfolio centers on their own Pinto house brand (including Pinto Orion premium line, Pinto Basic, and Pinto Muro sub-brands) alongside diverse third-party paint brands (Sigma, Jotun, Rewah, Nylo), vinyl flooring (Floorify), window decoration (Luxaflex, Diaz), wall coverings (Arte, Tissage Mahieu), equipment (Graco spray equipment, Festool power tools), and wood protection products (Ciranova). They provide specialized services including color advice, technical consulting, and 24/7 Paintbox pickup for professionals. As a 4th generation family business established in 1934, they position themselves as the absolute expert for painters and decoration professionals in East Flanders.

Differentiator

Problem solved

Functional benefit

Brands

• Pinto By Schellaert: House brand of Schellaert including primers, wall paints, facade paints, and kalei paints. Includes Pinto Orion premium line, Pinto Basic series, and Pinto Muro series.

Products and services

• Pinto by Schellaert (House Brand Paint Line) Schellaert's proprietary house brand of paint products covering primers, wall paints, façade paints, and kalei/coating systems. Includes Pinto Orion (premium line), Pinto Basic (economy line), and Pinto Muro series, sold to professional painters and private consumers.
• Pinto Orion Color Collection Premium paint line within the Pinto brand featuring 55 carefully selected shades inspired by the universe and Greek mythology. Includes Orion Soft, Orion Mat, Orion Plafond, Orion Primer, Orion Fixatie, Orion Exterior Mat, and Orion Exterior Satin variants.
• Industrial & Protective Coatings Industrial coatings category including anti-corrosion paints, fire-retardant coatings, food-grade finishes, and protective coatings for industrial applications, metal structures, and the maritime/shipping sector. Schellaert is the exclusive master dealer for Jotun Protective Coatings in Belgium.
• Floorify Rigid Vinyl Flooring Rigid vinyl flooring products offering water-resistant floors with click installation system, suitable for both DIY and professional installation, sold through all Schellaert branches.
• Luxaflex Window Decoration Made-to-measure window decoration brand offering roller blinds, venetian blinds, shutters, curtains, and lamella products in natural materials or custom designs, available at all Schellaert branches.
• Arte 3D Wall Covering High-end wall covering brand offering 3D wall coverings using thermoforming technology that creates tactile three-dimensional relief in textiles, with diverse styles and textures.
• Arte Spring Collections 2026 (Corium & Zephyr) Two new wall covering collections from Arte: Corium (inspired by Early Renaissance, featuring goat leather aesthetics) and Zephyr (inspired by Zephyros, Greek god of the west wind, featuring flowing organic designs).
• Arte Textura Ignis Wallpaper Collection Autumn 2025 wallpaper collection by Arte featuring luxurious interpretations of silk, wool, and bouclé, as well as sturdy structures like plaster and rope, executed in high-quality vinyl with realistic rendering.
• Deltec Masking Tape Gold MAX Latest generation Gold masking tape with the same trusted benefits as Deltec Original Gold but stronger; specially developed for the latest generation lacquers with 100% no-tear guarantee.
• Color Advice Service (Kleuradvies) Personalised colour consultation service provided by Schellaert's 12 trained advisors, fourth-generation colour specialists. Customers can book appointments for bespoke colour advice on interior and exterior painting projects.
• Technical Advice Service (Technisch Advies) Technical consulting service for professional painters, builders, and industry clients, addressing project requirements such as fire certification, food-grade coatings, anti-corrosion protection, and façade renovation systems.
• Paintbox 24/7 Self-Service Pickup After-hours self-service pickup locker system allowing trade professionals to collect ordered paint products outside regular opening hours using an access code provided by their sales representative.

Quantifiable outcome

• 3000m2 one-stop-shop experience
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Jotun Protective CoatingscoreChannel Partner/ Reseller/ DistributorSchellaert NV is the exclusive master dealer for Jotun Protective Coatings in Belgium. They provide advice, follow-up, and distribution of all Jotun Protective Coatings for protection and decoration of surfaces in the industrial market and maritime/shipping sector.
• FestoolflagshipStrategic or Co-development PartnerSchellaert is an official Premium Partner of Festool for more than 15 years. The partnership is built on shared values of quality without compromise, craftsmanship, long-term professional relationships, and top-level service and advice. As Premium Partner, they provide expert guidance, demonstrations, service, and support on Festool tools.
• CopagrocoreChannel Partner/ Reseller/ DistributorSchellaert is a proud partner of Copagro, the established value in paint and decoration distribution since 1945 and market leader in the BENELUX. Copagro distributes major brands (Classidur, Graco, Quick Step, Erfurt, Toupret, Ardex, Anza, Goudhaantje, Wienese) and operates a central warehouse in Temse, delivering 6,000 articles daily to Schellaert branches.
• Pinto By Schellaert (house brand)flagshipOthersPinto is the house/private label brand of Schellaert, a long-standing favourite among professionals. The Pinto Paint Line includes primers, wall paints, facade paints, and kalei products, sold under proprietary colour charts Dolomiti and Orion.
• FloorifycoreChannel Partner/ Reseller/ DistributorFloorify rigid vinyl flooring products are sold through Schellaert branches. Floorify offers water-resistant, rigid vinyl floors with stylish designs suitable for both DIY and professional installation.
• LuxaflexcoreChannel Partner/ Reseller/ DistributorLuxaflex window treatments (roller blinds, venetian blinds, shutters, curtains, lamellae) sold at Schellaert Aalst, Ninove, Gent, Beveren and Grimbergen. Products are made to measure in natural materials or with custom designs.
• Diaz SunprotectionminorChannel Partner/ Reseller/ DistributorDiaz Sunprotection window decoration products sold at Schellaert branches in Aalst, Beveren, Grimbergen, Gent, and Ninove. Products are manufactured with passion in Belgium.
• Jotun (residential)coreChannel Partner/ Reseller/ DistributorJotun paints from Norway, known for very high quality for painting wooden houses, garden houses, wooden floors, concrete floors, etc. Jotun Demidekk Ultimate and Jotun Demidekk Infinity Details are bestsellers. Products sold at all Schellaert branches.
• Sigma CoatingscoreChannel Partner/ Reseller/ DistributorSigma Coatings products sold at Schellaert branches in Gent, Beveren, Aalst, Ninove, and Grimbergen. Sigma offers interior and exterior wall paints, wood finishing, primers, lacquers, and floor paints.
• GracocoreChannel Partner/ Reseller/ DistributorGraco spray equipment (high-quality, internally manufactured spray apparatus with low total cost of ownership) sold at Schellaert branches in Beveren, Gent, Grimbergen, Ninove, and Aalst.
• CiranovacoreChannel Partner/ Reseller/ DistributorCiranova products sold at Schellaert branches in Aalst, Beveren, Gent, Ninove, and Grimbergen. Ciranova offers a complete range for cleaning, protecting, and colouring exterior wood.
• RewahcoreChannel Partner/ Reseller/ DistributorRewah products sold at Schellaert branches in Aalst, Gent, Grimbergen, Beveren, and Ninove. Rewah offers interior and exterior paints including Demossal, Tensiocoat TQ Fix and Tensiocoat TQ systems.
• Nylo CoatingsminorChannel Partner/ Reseller/ DistributorNylo hygiene coatings are problem-solvers for finishes that must meet the highest requirements. Used by healthcare industry, agricultural sector, governments, food industry, swimming pools, and other businesses. Available at Schellaert Aalst, Beveren, Grimbergen, Ninove, and Gent.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Brico: Brico is Belgium's largest DIY chain, offering paint alongside broader home improvement categories. While Schellaert specializes in trade and decorative paint, Brico competes for price-sensitive Belgian consumers with broader assortment and convenience.
• Karwei: Karwei is a Dutch DIY chain offering paint within a broader home improvement assortment. Karwei competes with Schellaert for the price-sensitive consumer paint segment in the cross-border Dutch-Belgian market.
• Leroy Merlin: Leroy Merlin is a French-headquartered DIY and home improvement chain with Belgian operations. As a broad incumbent with extensive paint assortment, it competes with Schellaert for consumer paint purchases while offering wider category breadth.
• Gamma: Gamma is a Dutch-headquartered DIY chain with Belgian operations, offering paint within a broader home improvement assortment. Gamma competes with Schellaert on price and convenience in the consumer paint segment across both countries.
• Hubo: Hubo is a Belgian DIY chain operating across Belgium with paint as one of multiple home improvement categories. Hubo competes with Schellaert in the consumer paint segment on price and convenience rather than trade specialization.
• BigMat: BigMat is a European cooperative of independent building materials merchants with Belgian members. While BigMat primarily focuses on heavy building materials, member merchants overlap with Schellaert in serving professional painters and contractors with paint and finishing products.

Direct peers

• Brewers: Brewers is a UK specialty paint and decorating retailer operating a network of trade-focused branches serving professional decorators and consumers. Like Schellaert, Brewers runs a trade-focused showroom model with curated brand portfolios, color advisory services, and delivery support aimed at professional painters.
• Crown Decorator Centres: Crown Decorator Centres (PPG) is a UK specialty paint retailer network focused on professional decorators and serious DIY consumers. Like Schellaert, it operates a dedicated trade format with showrooms, exclusive brand assortments, and a focus on high-quality paint brands and accessories for professional users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/schellaertverfdecoratie
• Facebookfacebook.com/schellaertverfdecoratie
• LinkedInlinkedin.com/company/schellaert

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Schellaert Paint Shop and Decoration