Montael

What Montael does

Montael, S.A. is a Portuguese building materials and home improvement retailer founded in 1974, headquartered in Antanhol, Coimbra. The company sells construction materials, bathroom, kitchen, electrical, lighting, flooring, garden, painting, water management, and heating products through a hybrid model that pairs a physical showroom with the montael.com e-commerce platform. It distributes products from over 50 brand partners — including Grohe, Geberit, Sanitana, Sanindusa, Valadares, Revigres, Love Tiles, Unibath, Mebra, and Vissen — offering both individual SKUs and bundled solution packs such as complete bathroom sets.

The core technology is a WordPress-based multi-category e-commerce catalog with VAT-inclusive product pricing and a quote-request workflow ("Pedir orçamento") for higher-value items. Pricing spans entry-level accessories under €10 to premium freestanding bathtubs priced above €3,777, with billing on a transactional, pay-as-you-go basis across three tiers (budget, mid-range, premium) plus a quote-based tier for specialized items. Distribution is purely domestic at present, although the company has stated an intent to grow export markets.

On April 1, 2022, Montael was acquired by an undisclosed new economic group that refreshed the brand identity, values, vision, and mission, positioning the company to scale into both private and public construction projects. The customer base is split between individual DIY/homeowners (primary segment) and construction professionals (contractors, builders, tradespeople), with no disclosed named enterprise customers, no venture or private equity backing documented, and no publicly disclosed revenue figures. The company operates within the 11–50 employee range and markets through organic social channels (Instagram, Facebook, LinkedIn) in addition to the website.

Name

Montael

Legal name

Montael, S.A.

Website

https://montael.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Montael, S.A. is a Portuguese multi-category home improvement and construction retailer founded in 1974, selling bathroom, construction, kitchen, electrical, lighting, flooring, garden, and DIY products through the montael.com e-commerce platform and a showroom in Antanhol, Coimbra, serving individual consumers and construction professionals across Portugal.

Ownership category

akta.pro rank

Product category

Building Materials Retail

NAICS

Building Material and Supplies Dealers (4441), Other Building Material Dealers (44418)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Concrete, Cement & Aggregates Retail (Bagged Mix, Sand, Gravel) (CRAIAEAG)

akta.pro secondary industries

Tile & Stone Specialty Retail (CRAIAGAA), Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

Keywords

• Building materials retail
• Bathroom fixtures
• Home improvement supplies
• Construction products
• Tiles and flooring

Headquarters

HQ city

Antanhol

HQ country

Portugal

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Montael generates revenue through direct product sales of construction materials, bathroom fixtures, kitchen equipment, flooring, tiles, tools, garden products, and other DIY items. Products are sold at fixed prices displayed on the website with VAT included, and customers can request quotes for specific products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Montael is a multi-category retailer and distributor of construction, decoration, DIY, and garden products operating an e-commerce platform (montael.com) and a physical showroom in Antanhol, Coimbra, Portugal. The company sells branded products across ten main categories — bathroom, construction, heating, water management, kitchen, tools, garden, flooring and tiles, electrical and lighting, and painting — sourced from over 50 brand partners including Grohe, Geberit, Sanitana, Valadares, Revigres, and Love Tiles, serving both individual consumers and construction professionals.

Product overview

Montael is a Portuguese building materials and home improvement retailer (Construção Decoração Bricolage Jardim) founded in 1974, acquired in April 2022. The company operates as a multi-category e-commerce platform and showroom offering construction materials, bathroom solutions, kitchen products, tools, garden supplies, flooring and tiles, electrical products, and painting materials. The product portfolio spans ten main categories: Aquecimento (heating), Gestão de Águas (water management), Casa de Banho (bathroom), Construção (construction), Cozinha (kitchen), Ferramentas (tools), Jardim (garden), Pavimentos e Revestimentos (flooring and tiles), Eletricidade e Iluminação (electrical and lighting), and Pintura (painting). Montael distributes products from over 60 brand partners including Revigres, Love Tiles, Sanitana, Vissen, Unibath, Mebra, Sanindusa, Grohe, and Geberit, offering both individual products and complete bathroom solution packs.

Differentiator

Problem solved

Functional benefit

Brands

• Nooni: Theme/brand name used for the website design and products - appears on the logo and product pages

Products and services

• Casa de Banho (Bathroom Products) Complete bathroom solutions including sanitary ware (toilets, bidets), bathtubs (freestanding models from €791 to €3,777), shower bases, faucets and mixers, mirrors (including smart mirrors with LED, touch, and anti-fog), bathroom furniture, and accessories, sold as both individual items and complete bathroom packs from brands such as Grohe, Geberit, Sanitana, Sanindusa, Valadares, and Unibath.
• Construção (Construction Materials) Construction materials including cement, mortar, waterproofing products, insulation, drywall systems, and personal protective equipment for building and renovation projects.
• Aquecimento (Heating Products) Heating products including wood-burning stoves (salamandras a lenha) and heat recovery units for residential heating.
• Gestão de Águas (Water Management) Water piping and drainage systems including multilayer PEX pipes, brass fittings (elbows, tees, couplings, reducers), and pressing accessories from brands such as Vissen and Mebra.
• Cozinha (Kitchen Products) Kitchen products including kitchen faucets and related kitchen fixtures.
• Ferramentas (Tools) Tools including power tools, hand tools, tile installation tools, leveling systems, and cleaning equipment for construction and DIY use.
• Jardim (Garden Products) Garden products including artificial grass and vertical gardens for residential outdoor spaces.
• Pavimentos e Revestimentos (Flooring and Wall Tiles) Ceramic tiles, vinyl SPC flooring, natural stone, and wall coverings in various styles including wood, marble, cement, and metal effects, sourced from brands such as Revigres and Love Tiles.
• Eletricidade e Iluminação (Electrical and Lighting) Electrical products including cables, extensions, wires, LED lighting, and projectors for residential and construction applications.
• Pintura (Painting Products) Painting products including primers and paints for interior and exterior residential use.

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

Ten partnerships are on record, tiered core, major and minor.

• GrohecoreOthersMajor bathroom fixtures brand including taps, shower systems, and accessories. Grohe products are featured prominently on the Montael website including mixer taps, shower columns, and bathroom fixtures.
• GeberitcoreOthersSwiss manufacturer of bathroom fixtures and plumbing systems including concealed cisterns, flush plates, and bathroom furniture. Featured in Montael's bathroom category.
• SanitanacoreOthersPortuguese bathroom fixtures manufacturer specializing in toilets, bidets, and bathroom furniture. Montael offers 65+ Sanitana products including sanitary ware, toilet seats, and bathroom packs.
• SanindusacoreOthersPortuguese sanitary ware manufacturer producing toilets, bidets, and bathroom fixtures. Multiple product lines available including Cetus, Urb.y, Look, Winner, and Sanibold series.
• ValadarescoreOthersPortuguese bathroom fixtures manufacturer. Products include compact toilets, bathroom furniture, and accessories.
• RevigresmajorOthersPortuguese tile and ceramic manufacturer. Montael offers 71+ Revigres products including ceramic floors, wall tiles, and stone tiles.
• Love TilesmajorOthersTile manufacturer offering various collections. Montael features Love Tiles products including marble-effect and wood-effect tiles.
• VissenminorOthersWater management systems brand specializing in multilayer piping and fittings. Products include PEX multilayer tubes and compression fittings.
• UnibathminorOthersBathroom accessories and fixtures brand. Montael offers Unibath mirrors with LED lighting, touch sensors, and anti-fog features.
• MebraminorOthersBrass fittings and accessories manufacturer. Products include elbows, tees, couplings, and double reduction couplings for water systems.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maxmat: Maxmat is a Portuguese DIY and construction materials chain offering building supplies, tools, bathroom, and home improvement products — overlapping Montael's category mix and target customer base.
• AKI (Portugal): AKI is a Portuguese DIY and home improvement chain selling construction materials, tools, bathroom, garden, and decoration products to consumers and professionals — directly comparable in customer segments and product breadth.
• Obramat: Obramat is a Portuguese building materials specialist retailer serving both consumers and trade professionals with construction supplies, tools, bathroom, and renovation products — a focused comparable to Montael's core building materials business.
• Würth Portugal: Würth Portugal is a specialist trade supplier of tools, fasteners, plumbing, and construction consumables serving professional contractors — comparable to Montael's professional/contractor customer segment and tool/fixings categories.
• Bricomarché Portugal: Bricomarché operates a national chain of home improvement and DIY stores across Portugal under the Les Mousquetaires group, offering construction materials, bathroom, garden, tools, and decoration — closely comparable to Montael's broad multi-category assortment.
• Leroy Merlin Portugal: Leroy Merlin is the largest multi-category home improvement and DIY retailer in Portugal, with dozens of stores selling construction materials, bathroom, kitchen, tools, flooring, lighting, and garden products — directly overlapping Montael's ten-category offering to both consumers and trade professionals.

Emerging players

• ManoMano: ManoMano is an online-only European home improvement marketplace with a dedicated Portuguese storefront selling DIY, construction, bathroom, garden, and tools products directly to consumers — competing for the same online DIY buyer that Montael targets via montael.com.

Broad incumbents

• IKEA Portugal: IKEA Portugal is a large home furnishings retailer with adjacent kitchen and bathroom offerings; while its core assortment is furniture, it competes for renovation-stage consumer spend that overlaps with Montael's kitchen and bathroom categories.
• Amazon Portugal (Home & DIY): Amazon's Portuguese marketplace hosts a wide range of construction, tool, bathroom, lighting, and garden SKUs from third-party sellers — competing for online DIY and home improvement spend with greater scale and logistics reach than Montael's single-shipment e-commerce operation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/montael
• LinkedInlinkedin.com/company/montael-s-a-/about
• Instagraminstagram.com/montael_s.a

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 Montael