What Decorum does

Decorum, operated by SALMI Ecomob Production SRL, is a Romanian B2B/B2C supplier of wood-based decorative panels, kitchen countertops, edge banding and furniture hardware, combined with in-house panel processing services. The company is headquartered in Pitești, Argeș County, and operates five physical locations (one HQ plus four warehouses/work sites) across Pitești and Bucharest, serving the South Muntenia region with own-delivery and courier options.

The product portfolio spans PAL melaminat, MDF (including melamine-coated, raw and CNC-routed variants), HDF, HPL compact and thin HPL, kitchen countertops and back panels sourced from international manufacturers (FALCO, Kronospan, Pfleiderer, Fundermax, EGGER, ALVIC, Leeuwenburgh Lignapal). Accessories include ABS, veneer and HPL edge banding plus BLUM and HAFELE hardware (hinges, drawer slides, metal drawer systems). Value-added processing — performed exclusively on materials from the company's own portfolio — covers custom cutting (Debitare), edge banding application (Aplicare Cant) using polyurethane adhesive, HPL pressing, CNC milling and drilling, panel doubling (Dublaj) and formatizing, all executed on HOMAG and SCM equipment with documented dimension tolerances.

Revenue is generated through one-time sales of materials and accessories, fee-for-service processing (priced per meter or per operation), and e-commerce transactions through decorum.ro, where prices are listed in RON inclusive of VAT and installment plans of up to 12 interest-free rates are offered. The customer base is a horizontal mix of professional furniture manufacturers, carpenters and individual buyers; marketing channels combine the owned e-commerce site, phone-based sales consultation, physical showrooms and email newsletters. The site is powered by the Teamshare platform, with EuPlătesc handling online card payments under ISO/IEC 27001, ISO/IEC 27701 and ISO 9001 certifications.

Name

Decorum

Legal name

SALMI Ecomob Production SRL

Website

https://decorum.ro

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Decorum is a Romanian B2B/B2C supplier (SALMI Ecomob Production SRL) selling decorative panels, edge banding and furniture hardware alongside in-house cutting, edge-banding, CNC and HPL pressing services to furniture manufacturers and individual buyers across South Muntenia.

Ownership category

akta.pro rank

Product category

Furniture Materials Supply

NAICS

Veneer, Plywood, and Engineered Wood Product Manufacturing (3212), Wood Product Manufacturing (321)

SIC

Lumber & Wood Products (No Furniture) (2400), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro primary industry

Hardwood Plywood & Decorative Panels Manufacturing (IMAMACAB)

akta.pro secondary industry

Engineered Wood Product Finishing, Coating & Overlay (Film-faced, HPL/LPL) (IMAMACAN)

Keywords

• Furniture materials supply
• Decorative panels
• Edge banding services
• CNC panel processing
• Furniture hardware

Headquarters

HQ city

Pitesti

HQ country

Romania

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Sale of wood-based decorative panels (PAL Melaminat, MDF, HDF, HPL Compact, HPL Thin), kitchen countertops, edge banding materials (ABS, veneer, HPL), and furniture hardware (hinges, drawer slides, handles) from brands including FALCO, FUNDERMAX, PFLEIDERER, Kronospan, EGGER, BLUM, HAFELE, REHAU, LEEUWENBURGH, and ALVIC brands.
2. Processing Services: Value-added processing services including custom cutting/debiting, edge banding application, HPL pressing, CNC milling/drilling, formatizing, and panel doubling (dublaj). Services are applied only to products from the company's portfolio.
3. E-commerce: Online sales through decorum.ro with various payment options including card payments via EuPlătesc processor, and installment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Decorum supplies wood-based decorative panels (PAL melaminat, MDF, MDF Furniruit, HDF, HPL compact), furniture hardware from brands such as BLUM and HAFELE, and edge banding. In addition to material distribution, the company offers processing services including CNC cutting, edge banding application, HPL pressing, and custom plate formatting performed on HOMAG and SCM machinery.

Product overview

Decorum is a furniture materials and services supplier operating under SALMI Ecomob Production SRL, serving furniture manufacturers in Romania. The company offers a comprehensive portfolio of decorative panel materials (PAL Melaminat, MDF, MDF Furniruit, HDF, HPL Compact, HPL Subțire) alongside complementary accessories (ABS/veneer/HPL edge banding, BLUM and HAFELE hardware including hinges and drawer systems) and value-added manufacturing services. The service portfolio includes panel cutting (Debitare), edge banding (Aplicare Cant), HPL pressing (Presare HPL), and CNC machining (straight/curved cutting, drilling, canal routing, table joining). Products are sourced from international brands including Falco, Kronospan, Pfleiderer, Fundermax, EGGER, REHAU, BLUM, HAFELE, and Lignapal by Leeuwenburgh for premium veneered MDF. The company operates physical locations in Bucharest and Pitești and provides online sales through the decorum.ro e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Decorative Panels (PAL melaminat, MDF, MDF Furniruit, HDF, HPL compact) Laminated and finished wood-based panels used as raw material for furniture manufacturing, supplied to professional carpenters and DIY buyers.
• Edge Banding Edge banding material for finishing exposed panel edges in furniture construction, available for separate purchase.
• Furniture Hardware (BLUM, HAFELE) Branded furniture hardware including hinges and drawer systems from manufacturers BLUM and HAFELE, supplied for assembly into finished furniture.
• CNC Cutting and Panel Formatting Service Custom cutting of supplied panels to specified dimensions using HOMAG and SCM industrial CNC machinery, intended for workshops that lack in-house CNC capability.
• Edge Banding Application Service Application of edge banding to cut panel edges as a finishing service, delivered alongside the panel formatting service.
• HPL Pressing Service Pressing and lamination of HPL (high-pressure laminate) onto substrate panels as a finishing service.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• EuPlătesc (EuroPayment Services)coreTechnology or IntegrationPayment processing service provider for online card payments. EuPlătesc is certified with ISO/IEC 27001:2018 for Information Security Management, ISO/IEC 27701:2019 for Privacy Information Management, and ISO 9001:2015 for Quality Management. This partnership enables secure online transactions on the decorum.ro e-commerce platform.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Dedeman: Romania's largest DIY and home-improvement retailer. Comparable as a competitor for B2C and small-SMB panel and hardware sales in the same cities Decorum serves.
• PFLEIDERER: European engineered wood and decorative surfaces manufacturer. Comparable because PFLEIDERER supplies Decorum and competes for the same furniture-manufacturer accounts.
• Hornbach Romania: DIY and building materials hypermarket with Romanian operations in Bucharest and beyond. Comparable as a competing channel for small-order decorative panels and edge-banded products.
• EGGER: Major European manufacturer of decorative panels, MDF, and laminates. Comparable because EGGER is both a Decorum supplier and a competitor for direct OEM panel sales.
• Kronospan: Global particleboard, MDF, and decorative panel manufacturer. Comparable because it is one of Decorum's primary product suppliers and competes for direct-purchase relationships with large furniture OEMs.
• Leroy Merlin Romania: French home-improvement chain with a Romanian store network. Comparable as a competing channel for consumer and small-trade panel purchases.
• Fundermax: Austrian manufacturer of HPL compact and decorative panels. Comparable because Fundermax is a Decorum HPL supplier and competes in the same HPL panel category.

Regional players

• Arabesque: Romanian construction materials and building products distributor with national coverage. Comparable as a regional competitor in construction-grade panels and engineered wood, though with a broader building-products focus.

Direct peers

• JAF Group: Austrian-headquartered pan-European wood-based panel and timber distributor with a broad product portfolio and processing services. Highly comparable as a direct peer in the value-added panel distribution model.
• HolzLand: German cooperative of wood and panel specialist retailers offering materials plus processing services. Comparable as a peer combining panel distribution with value-added processing for trade customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance4 records

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 Decorum