MEG

What MEG does

MEG Maler Einkauf Gruppe eG is a registered cooperative (eingetragene Genossenschaft), headquartered in Wiesbaden and operating as the largest specialist wholesale supplier for the painting and decorating trade in western Germany. Following the merger of MEG West and MEG Süd-West, it runs 65 branches across five German federal states and serves approximately 3,000 craft-business members (Maler- und Lackiererhandwerk) plus non-member customers. The consolidated group includes five wholly-owned regional subsidiaries (MEG Baden-Württemberg/Binkele, MEG Bergisches Land/Südwestfalen, MEG Süd-West, MEG Paderborn/Ostwestfalen, MEG West) and five acquired regional paint brands (Peters Farben, Farben Arndt, Farben Bock, Klos Farben, Farben Traudt), each retained as a trade-facing identity. Approximately 900 employees support wholesale merchandising, branch consulting, delivery, training, and digital services.

The offering spans a full trade assortment — paints, coatings, stains, wallpapers, floor coverings, building materials, tools, and the CONPART exclusive private label (a joint label of five painter purchasing cooperatives aggregating volume to negotiate with industrial suppliers). Specialized categories include WDVS (thermal insulation composite systems) stocked at regional Profi-Depots and MEG Mietmaschinen rental equipment. The technology layer is workflow-oriented rather than differentiated: ZUGFeRD-compliant digital invoicing replacing postal delivery, a Fördermittelrechner online subsidy calculator for energy-efficient renovation funding (BEG, KfW, tax benefits), and Wohnwelt.digital, a virtual room-and-floor visualization tool generating consultation codes for in-branch appointments. Marketing relies on CleverReach newsletters, Google Analytics/Maps, the TikTok channel @megtastisch, and the print FORUM trade magazine.

MEG's revenue model is wholesale merchandise sales at branch points-of-sale and the shop.meg.de e-commerce channel, priced net EUR plus VAT with 30-day payment terms, early-payment Skonto discounts, and higher rebate tiers for direct debit. Members acquire cooperative shares (one-time) granting immediate purchase discounts and accruing Miles & More miles through a strategic loyalty partnership. Ancillary revenue comes from paid training seminars, expert consultations, and equipment rental. With group revenue around EUR 200 million, MEG is a member-owned, capital-light cooperative with no external equity, no parent company, governance by Vorstand (Chairman: Frank Möller) and Aufsichtsrat (Chairman: Thomas Heymann), and audited by Genoverband e.V.

Name

MEG

Legal name

MEG Maler Einkauf Gruppe eG

Website

https://meg.de

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MEG Maler Einkauf Gruppe eG is a German cooperative wholesaler serving roughly 3,000 painting and decorating craft businesses across western Germany through 65 branches, distributing paints, coatings, floor and wall coverings, building materials, tools, and the CONPART private label.

Ownership category

akta.pro rank

Headquarters

HQ city

Wiesbaden

HQ country

Germany

HQ region

Europe

Offices57 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale merchandise sales: MEG operates as a cooperative wholesale and service company for the painting and decorating trade. Revenue is generated through the sale of paints, wallpapers, floor coverings, building materials, tools, and related products to members (craft businesses) and non-member customers at 65+ locations. Members receive immediate discounts on purchases and accumulate rewards through the Miles & More program.
2. Membership fees and cooperative shares: Craft businesses become members (Genossenschaftsmitglieder) by acquiring cooperative shares. Members receive benefits including immediate purchase discounts, Miles & More reward points, and shareholder rights in the profitable company.
3. Professional services and training: MEG offers seminars, training programs, and professional advice services. The company provides consultation through branch experts and industry professionals, including on-site training sessions and product demonstrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

MEG is a member-owned cooperative wholesaler that distributes paints, coatings, wallpapers, floor coverings, building materials, and tools to painting and decorating trade businesses across western Germany. It operates a 65-location branch network serving approximately 3,000 craft business members, complemented by the CONPART private-label brand, the MEG Mietmaschinen equipment-rental service, and digital tools (Wohnwelt.digital, Fördermittelrechner, digital invoice delivery) that support member operations.

Product overview

MEG Maler Einkauf Gruppe eG operates as a wholesale cooperative for the painting and decorating trade, providing a comprehensive product range through multiple channels. The core offering consists of paints, coatings, wallpapers, floor coverings, building materials, and tools from established brands, complemented by the private-label CONPART brand. Digital services include Wohnwelt.digital (virtual room planning tool), a Fördermittelrechner (subsidy calculator for building energy efficiency), and digital invoice delivery in ZUGFeRD format. The WDVS (thermal insulation composite systems) product category addresses energy-efficient renovation needs. Services include equipment rental (MEG Mietmaschinen), professional depot locations, expert consultations, training programs, and the FORUM trade magazine. The company operates 65 locations across five German states serving approximately 3,000 craft businesses.

Differentiator

Problem solved

Functional benefit

Brands

• CONPART: High-quality private label brand offering materials at fair prices, including paints, lacquers, stains, building materials, floor coverings, wall coverings, tools/machines, and workwear. An exclusive brand of the painter purchasing cooperatives.
• Wohnwelt.digital
• MEG Mietmaschinen

Products and services

• Paints and coatings
• Wallpapers
• Floor coverings
• Building materials
• Tools and accessories
• CONPART private-label products
• MEG Mietmaschinen equipment rental

Quantifiable outcome

• 65 locations serving customers across 5 German federal states
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Plant my TreeminorStrategic or Co-development Partner · 1 January 2024MEG partners with Plant my Tree as a climate protection partner (Klimaschutzpartner). For every tenth customer who switches to electronic invoice delivery, MEG plants a tree in the region. Plant my Tree has been implementing reforestation projects in Germany since 2007, focusing on CO2 compensation through sustainable tree planting with a planned runtime of at least 99 years without deforestation, certified by TÜV Rheinland.
• Genoverband e.V.coreOthersGenoverband e.V. is the designated audit association (Prüfungsverband) according to § 54 GenG for MEG as a registered cooperative (Genossenschaft). Located in Neu-Isenburg, they are responsible for statutory auditing of the cooperative.
• Miles & MorecoreGTM or Marketing PartnerMEG participates in the Miles & More loyalty program, allowing members to collect miles with their purchases. This partnership provides additional incentive for craft businesses to choose MEG for their supply needs.
• CONPART (Five Painter Cooperatives)coreStrategic or Co-development PartnerCONPART is a joint brand of five painter purchasing cooperatives (Maler-Einkaufs-Genossenschaften). Combined purchasing volume enables negotiation of competitive prices and exclusive product deals with industry suppliers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• PPG Industries: Global coatings manufacturer with a substantial architectural coatings and trade painter business in Europe. Sells through both direct and distributor channels, overlapping with MEG's painter-facing product portfolio.
• Sherwin-Williams: Global paint manufacturer with an extensive decorator center/distributor network across Europe. Comparable to MEG in serving professional painters through a mix of branded products and specialty trade services.
• Sto SE & Co. KGaA: German manufacturer of facade systems and specialty coatings, particularly strong in WDVS thermal insulation. Competes with MEG in the ETICS/professional coatings category through a direct sales model supplemented by wholesale partners.
• Hempel A/S: Danish-headquartered global coatings manufacturer with decorative and protective paint lines. Operates with a regional distributor network, comparable to MEG's role as a multi-brand specialty wholesaler to trades.
• Axalta Coating Systems: Global coatings company with refinish and industrial paint lines plus a growing architectural presence. Competes indirectly with MEG's painter wholesale operations through specialty brands and selective direct distribution.
• AKZO Nobel N.V. Global paints and coatings manufacturer (Dulux, Sikkens, Herbol) with direct-to-painter sales channels across Europe. Operates as an upstream brand supplier and partial competitor to MEG's wholesale distribution of premium branded paints.

Regional players

• Récapé: French cooperative purchasing group for painting and decorating professionals, directly analogous to MEG's cooperative structure. Serves as a useful benchmark for how cooperative wholesale models operate in adjacent European markets.
• Coloris (France): French cooperative network for independent paint retailers and decorators, structurally similar to MEG's Genossenschaft model. Operates primarily in France and does not directly compete in MEG's German territory but is the closest analog peer for the cooperative wholesale model.

Direct peers

• DAW SE (CAPAROL, Alligator, Alpina): Major German paint manufacturer operating direct distribution to painters and tradespeople via CAPAROL and related brands. Directly competes with MEG's wholesale offering on key painter-facing categories including interior paints and ETICS.
• Brillux GmbH & Co. KG: German family-owned paint and coatings manufacturer with a direct distribution network serving painters and decorators nationwide. Competes with MEG for the same professional painter customer base, though Brillux leads with its own manufactured brands rather than multi-brand wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/malereinkauf.de
• LinkedInlinkedin.com/company/meg-maler-einkauf-gruppe-eg

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 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 MEG