Genny

What Genny does

Genny Srl is a privately held Italian B2B distributor founded in 1984 by the Liberi family, headquartered in Monteprandone (AP) and operating across the Abruzzo and Marche regions. The company is organized into three commercial divisions: Divisione Industria (industrial supplies including tools, compressors, pneumatics, hydraulic hoses, bearings, fasteners, safety equipment, lubricants, and industrial furniture), Divisione Vernici (wood and industrial paints, coatings, abrasives, adhesives, parquet products, and wood machinery), and Divisione Siderurgia (wrought iron, stainless steel fittings, welding products, fasteners, gate accessories, technical gases, and abrasives) added in 2019. A dedicated Genny Meccanica business unit, established in 2012, complements the paints operation as the industrial-supply arm.

The core technical asset is the internal Centro Colori, equipped with a spectrophotometer and a latest-generation tintometric system capable of formulating both water-based and solvent-based products, stains, impregnating agents, and special effects on demand. The physical infrastructure comprises a 3,000 sqm warehouse on a 5,000 sqm plot, supported by 4 delivery vehicles, and a team of 14-15 people including 4 field sales representatives, a counter desk, warehouse, paint technician, driver, and administration functions. The company holds ISO 9001:2015 certification (2025) through SQS/IQNET and maintains distribution relationships with premium industrial brands including Bosch, Makita, Milwaukee, Festool, Vermeister, PPG, Esab, Loctite, Fischer, 3M, and Mirka.

The business model is straightforward B2B distribution: products are sourced from brand partners and resold to local SMB customers (manufacturers, woodworkers, metal fabricators, parquet installers, gate builders) at markup, with revenue recognized on each one-time transaction. Go-to-market is sales-led and field-driven, combining a walk-in counter at headquarters with named sales reps covering the territory, supported by quote-based ordering through phone and email. Customer training (parquet technical sessions with Festool/Vermeister in October 2024, REACH diisocyanate certification with Futura Europe and Istituto Giordano in 2023) and a WhatsApp Business channel supplement the direct-sales motion. As of 2020 the company reported 1,148 active clients and 8,000 deliveries; no revenue, funding, or external-investor data is disclosed, and ownership remains entirely with the Liberi family.

Name

Genny

Legal name

Genny Srl

Website

https://gennysrl.it

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Genny Srl is a family-owned Italian B2B distributor, founded in 1984, supplying industrial tools, paints and coatings, and steel/welding products to SMB manufacturers, woodworkers, and metal fabricators across the Abruzzo and Marche regions through three divisions from its Monteprandone headquarters.

Ownership category

akta.pro rank

Product category

Industrial supplies distribution

NAICS

Metal Service Centers and Other Metal Merchant Wholesalers (423510), Paint and Coating Manufacturing (325510), Cutlery and Handtool Manufacturing (3322)

SIC

Miscellaneous Chemical Products (2890), Wholesale-Metals Service Centers & Offices (5051), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Industrial & Facility Maintenance (MRO) Cleaning Supplies Distribution (CRAOAGAJ)

akta.pro secondary industry

Colors & Color Systems (Natural/Artificial, Caramel Colors) (CRADAOAG)

Keywords

• Industrial supplies distribution
• Paints and coatings
• Color matching services
• Steel and metallurgy supplies
• Professional power tools

Headquarters

HQ city

Monteprandone

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Industrial supplies distribution: Distribution of industrial supplies including hand tools, power tools, compressors, pneumatic products, hydraulic hoses, belts, bearings, fasteners, fittings for oil/air, safety/signage products, oils, greases, industrial furniture, and consumables. Revenue generated through product markup on branded supplies.
2. Paints and coatings distribution: Distribution of wood and industrial paints, thinners, abrasives, adhesives, parquet products, wood machinery, and furniture joints. Revenue from paint products sold directly to customers, with color formulation services using internal color center.
3. Steel/metallurgy supplies distribution: Distribution of wrought iron, iron and stainless steel fittings, welding products, fasteners, threaded bars, rivets, locks, gate accessories, industrial wheels, technical gases, abrasives, structural adhesives and metal fixings.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Genny Srl distributes industrial supplies, paints and coatings, and steel/metallurgy products through three commercial divisions (Industria, Vernici, Siderurgia) to businesses and artisans in Italy's Abruzzo and Marche regions. The company complements its product distribution with an in-house color center offering rapid spectrophotometer-based color formulation, a constantly stocked warehouse, direct delivery, and pre/post-sale technical assistance.

Product overview

Genny srl is an Italian industrial supplies company operating three commercial divisions: (1) Divisione Industria for industrial supplies including tools, compressors, pneumatics, bearings, and safety equipment; (2) Divisione Vernici for paints, coatings, and color matching services including an internal color center with spectrophotometer and tintometric system; and (3) Divisione Siderurgia for steel products, welding supplies, and hardware. The company also includes Genny Meccanica, established in 2012, as a dedicated industrial supplies business unit. Founded in 1984 as a paint and adhesive agency, the company expanded over decades and currently serves the Abruzzo and Marche regions of Italy.

Differentiator

Problem solved

Functional benefit

Brands

• Genny Meccanica: Industrial supplies business unit established in 2012, dedicated to supplying tools, compressors, bearings, and other industrial products.

Products and services

• Divisione Industria (Industrial Supplies Division) Distribution of industrial supplies including hand tools, power tools, compressors, pneumatic products, hydraulic hoses, belts, bearings, fasteners, fittings for oil/air, safety and signage products, oils, greases, industrial furniture, and consumables. Targeted at manufacturing and industrial businesses in Abruzzo and Marche.
• Divisione Vernici (Paints and Coatings Division) Distribution of wood paints, industrial paints, thinners, abrasives, adhesives, parquet products, wood machinery, and furniture joints, complemented by an internal Color Center with spectrophotometer and tintometric system for rapid custom color formulation. Targeted at furniture manufacturers, woodworkers, and parquet professionals.
• Divisione Siderurgia (Steel and Metallurgy Division) Distribution of wrought iron, iron and stainless steel fittings, welding products, fasteners, threaded bars, rivets, locks, gate accessories, industrial wheels, technical gases, abrasives, structural adhesives, and metal fixings. Targeted at steel fabricators, welders, gate and fencing installers, and metalworking businesses.
• Centro Colori (Internal Color Center) Internal color matching laboratory equipped with spectrophotometer and tintometric system of latest generation, enabling rapid and precise formulation of water-based and solvent-based products, colors, stains, impregnating agents, and special effects. Serves customers of the Vernici (paints) division.

Quantifiable outcome

• 8,000 deliveries completed
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• BoschcoreOthersBosch is a key brand partner in the Industry division, supplying power tools and related products. Genny promotes Bosch products through promotional campaigns (Bosch Promo 2024 valid through 2026).
• MakitacoreOthersMakita is a major brand partner supplying power tools for the industrial division.
• MilwaukeecoreOthersMilwaukee is a brand partner supplying professional power tools for the industrial sector.
• StanleyminorOthersStanley brand tools are part of the industrial supply portfolio.
• LoctitecoreOthersLoctite (Henkel) supplies industrial adhesives and sealants, featured prominently in the industrial division.
• 3MminorOthers3M supplies abrasives, safety products, and other industrial consumables.
• FestoolcoreStrategic or Co-development PartnerFestool is a key brand partner for the paints/wood division, supplying professional wood working machinery and tools. Genny co-organized a 2024 training event with Festool for parquet professionals.
• VermeistercoreStrategic or Co-development PartnerVermeister is a key partner for wood floor care and treatment products. Genny co-organized a 2024 training event with Vermeister for parquet professionals, featuring product demonstrations and innovative processing cycles.
• PPGcoreOthersPPG is a major paint and coatings brand partner supplying industrial and wood coatings products.
• MirkaminorOthersMirka supplies abrasives for the wood and industrial sector.
• FischercoreOthersFischer is a brand partner supplying fixing systems and anchors for the steel/siderurgy division.
• EsabcoreOthersEsab supplies welding equipment and products for the siderurgy division.
• CisaminorOthersCisa supplies locks and security products for the steel/gate accessories category.
• ComunellominorOthersComunello supplies gate and closure accessories for the siderurgy division.
• Futura EuropeminorImplementation/ SI/ Consulting PartnerFutura Europe conducted diisocyanate certification training courses at Genny's premises in 2023, in collaboration with Istituto Giordano, as required by REACH regulation EU 2020/1149.
• Istituto GiordanominorImplementation/ SI/ Consulting PartnerIstituto Giordano co-conducted diisocyanate certification training with Futura Europe, providing professional training services for Genny's customer base.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Fastenal: Fastenal is a global industrial supplies and fasteners distributor with a strong branch-based model. It is comparable to Genny in product categories (fasteners, tools, MRO supplies) but at vastly greater scale and geographic reach.
• MSC Industrial Direct: MSC Industrial is a large North American MRO distributor of metalworking and industrial supplies. It shares Genny's model of multi-line industrial distribution with field sales, but operates at vastly larger scale and broader geography.
• Mapei: Mapei is a large Italian multinational manufacturer of adhesives, sealants, and chemical products for construction and industry. While much larger, it operates in adjacent chemical/distribution categories that overlap with Genny's adhesives, abrasives, and industrial consumables portfolio.
• Grainger: W.W. Grainger is a global industrial supplies distributor (MRO) with broad product range. While much larger and US-centric, it represents the same end-to-end industrial distribution business model that Genny operates at a regional Italian scale.

Direct peers

• Würth: Würth is the global leader in industrial supplies and fasteners distribution, with a large Italian operation. It directly competes with Genny's Industrial division across tools, fasteners, and MRO supplies serving industrial and trades customers.
• Sayerlack: Sayerlack, part of RPM International, is a major Italian wood coatings brand distributed through industrial channels. It is comparable to Genny's distribution of PPG/Vermeister wood finishes for furniture and parquet professionals.
• ICA Group: ICA Group is an Italian manufacturer of wood coatings and finishes with a strong distribution footprint in furniture and parquet. It overlaps with Genny's wood-coatings offering and competes for the same furniture and parquet customers in Italy.
• Colorificio San Marco: Colorificio San Marco is an Italian paint and coatings manufacturer with a distribution network serving wood, construction, and industrial customers. It is directly comparable to Genny's Paints division and its in-house color center capability.
• Ilpa Adesivi: Ilpa Adesivi is an Italian manufacturer and distributor of adhesives and specialty products for wood, packaging, and industrial applications. It directly overlaps with Genny's industrial adhesives portfolio and serves comparable Italian wood and industrial customers.

Regional players

• Rexel: Rexel is a global electrical distribution specialist with Italian operations. It shares the multi-line B2B distribution model and field-sales approach with Genny but focuses on electrical products rather than tools, paints, and steel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/genny-srl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Genny