What Parkett Hinterseer does

Parkett Hinterseer GmbH is a family-owned, German specialty flooring retailer founded in 1904 and headquartered in Brehna, Saxony-Anhalt. The company sells solid and engineered parquet, laminate, vinyl/LVT, WPC and wood terrace decking, cork, carpet tiles, skirting boards, care products and installation accessories through five proprietary sub-brands (PARAT Parkett, Floor-Art Parkett, Eterna Laminat, Eterna Vinyl, Eterna Textil) and third-party lines such as NATURinFORM WPC. Its distribution combines a full e-commerce storefront at hinterseer.com with 27 physical showrooms across 18 German cities, one showroom in Prague (Czech Republic), self-collection at 28 locations, and direct shipping within Germany (2–4 day delivery, free above €1,000) and to Austria, Czech Republic, Luxembourg, Netherlands, Belgium and Liechtenstein. Differentiated technologies include the eternaloc and megaloc click-lock laminate systems, WPC profiles composed of up to 70% wood fiber, and the proprietary Online-Raumdesigner visualization tool at raumdesigner.hinterseer.com.

The business model is a hybrid retail and DTC specialty retailer with a primarily transactional revenue stream: one-time product sales priced per square meter (laminate €13.30–€18.00, vinyl €14.63–€14.80) or per running meter (WPC decking €12.42–€28.86), supplemented by an affiliate-style Handwerkervermittlung (craftsman referral) service and a usage-based Maschinenverleih (machine rental) program. The customer base is dominated by individual homeowners, with secondary segments in trade professionals (flooring installers) and architects, all served through a long-tail, distributed channel mix with no large enterprise anchors. Marketing is conducted via the company website, content/catalogs, the room designer tool, Instagram, phone support and in-showroom consultation. The company has received European Regional Development Fund (EFRE) support via Investitionsbank Sachsen-Anhalt, indicating public-sector engagement with its regional development role, and operates as a private, family-controlled GmbH with no disclosed parent, subsidiaries, M&A history, or external institutional investment.

Name

Parkett Hinterseer

Legal name

Parkett Hinterseer GmbH

Website

https://hinterseer.com

Company type

Private

Founded year

1904

Operating status

Operating

Headcount range

101–250 employees

Short description

Parkett Hinterseer GmbH is a 120-year-old German family-owned specialty flooring retailer selling parquet, laminate, vinyl, WPC decking and accessories through 27 German showrooms, one Prague showroom, and the hinterseer.com e-commerce platform, serving primarily individual homeowners plus trade and architect segments.

Ownership category

akta.pro rank

Headquarters

HQ city

Putzbrunn

HQ country

Germany

HQ region

Europe

Offices26 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Floor Coverings: One-time sale of floor covering products (parquet, laminate, vinyl, WPC decking, cork, accessories) at unit prices per square meter or running meter. Customers order online or in-showroom and pay per transaction. No recurring revenue component.
2. Handwerkervermittlung (Craftsman Referral): Referral service connecting customers with floor fitting craftsmen/tradesmen. The company facilitates connections between buyers and installers, potentially generating referral fees or service revenue.
3. Maschinenverleih (Machine Rental): Rental of installation machines and tools for DIY customers, providing supplemental revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Parkett Hinterseer is a German specialty flooring retailer selling parquet, laminate, vinyl, cork, carpet tiles, and WPC/wood terrace decking through its own e-commerce shop and 27 physical showrooms. The company also provides installation accessories, care products, an online Room Designer visualization tool, a craftsman referral service (Handwerkervermittlung), and machine rental for DIY customers. Sales are unit-priced per square meter or running meter, with delivery or self-collection at warehouse locations.

Product overview

Parkett Hinterseer is a German specialty flooring retailer offering a comprehensive portfolio of flooring solutions. The company operates 27 showrooms across Germany plus locations in Prague, serving both B2B and B2C customers. The product portfolio includes solid and prefinished parquet (PARAT Parkett, Floor-Art Parkett), laminate flooring (Eterna Laminat with Loc 7/Loc 8 systems), vinyl flooring (Eterna Vinyl in click and adhesive formats), cork flooring, carpet tiles, terrace/decking (WPC and wood), and comprehensive accessories (skirting boards, care products, installation materials, tools, machines). The company also provides digital tools including an online Room Designer for visualization. The business model combines e-commerce with physical showroom experiences, offering services like machine rental and craftsperson referral.

Differentiator

Problem solved

Functional benefit

Brands

• PARAT Parkett: Two- and three-layer prefinished parquet flooring collection.
• Floor-Art Parkett
• Eterna Laminat
• Eterna Vinyl
• Eterna Textil

Products and services

• Massivparkett (Solid Parquet)
• Fertigparkett (Prefinished Parquet) Prefinished multi-layer parquet flooring including Landhausdielen (country planks), Fischgrät (herringbone), Zweischichtparkett (two-layer), Langdielen (long planks), and Schiffsböden (ship's floor). Sold under the PARAT Parkett and Floor-Art Parkett collections.
• Laminat (Laminate Flooring) Laminate flooring available in Landhausdiele, Schiffsboden, Fischgrät, and tile styles, featuring click-lock systems for easy installation. Sold under the Eterna Laminat brand.
• Vinylböden (Vinyl Flooring) Vinyl flooring available as click-lock (Vinyl zum Klicken) and adhesive (Vinyl zum Kleben) options, including Designböden. Sold under the Eterna Vinyl brand.
• Terrassen / Decking Exterior decking solutions including WPC (Wood Plastic Composite) decks, Holz-Decks (wood decks), terrace care products, accessories, canopies/pergolas, and a Klicksystem (click system).
• Leisten (Skirting Boards) Skirting boards and moldings including solid wood, decor, real wood veneer, white, and core skirting options.
• Pflegeprodukte (Care Products) Floor care products including lacquers, oils, wood protection, and specialized cleaners for various floor types.
• Zubehör (Accessories) Installation accessories including profiles, underlays/insulation, sealants, polishing/sanding materials, tools, machines, adhesives, primers, and floor levelers.
• Treppen (Stairs) Stair solutions including parquet stairs, vinyl stairs, and stair profiles.
• Online-Raumdesigner (Room Designer) Interactive online tool that allows customers to visualize which flooring best suits their style and rooms, accessible at raumdesigner.hinterseer.com.
• WPC Terrassendielen (WPC Decking Boards) Wood-plastic composite terrace boards from NATURinFORM brand, available in honeycomb and solid profiles with various colors including anthracite, brown, and grey. Composed of up to 70% wood fibers.
• Kork Laminat (Cork Laminate) Cork-based laminate flooring with click-lock system, featuring sustainability benefits, foot warmth, sound reduction, and allergy-friendly properties.
• Teppichfliesen (Carpet Tiles) Carpet tiles from the Eterna Textil Kollektion, available in various colors and styles including Vigo, Gol, Feme, and Soler collections.
• Bodenschutzbelag (Floor Protection) Protective flooring solutions for commercial and industrial applications.
• Handwerkervermittlung (Craftsman Referral Service) Referral service that connects customers with verified flooring installation craftsmen/tradesmen for professional fitting services, generating referral fees for the company.
• Maschinenverleih (Machine Rental) Rental of installation machines and tools (sanders, cutters, etc.) for DIY customers who prefer to install flooring themselves.

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

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• OBI: Leading European DIY retailer with hundreds of stores across Germany and adjacent markets, selling flooring alongside tools, garden, and building materials. Represents a scaled competitor for budget-conscious flooring customers.
• Toom Baumarkt: German DIY chain owned by the REWE Group with nationwide store coverage, including flooring and installation services. Competes for the same mid-market homeowner and small contractor segments as Hinterseer.
• Hagebau: German building materials trading cooperative with hundreds of retail locations serving both DIY homeowners and professional trades. Sells parquet, laminate, and vinyl as part of a broader building materials assortment.
• Bauhaus: One of Europe's largest specialist retail chains for home improvement, workshops, and garden, with a meaningful parquet/laminate/vinyl flooring assortment. Competes for the same DIY and trade customers as Hinterseer but with a broader assortment and stronger procurement scale.
• Hornbach Baumarkt: Major German DIY home improvement chain operating hyperstores across Europe with a substantial flooring category alongside broader building materials. Directly competes for the same homeowners and small-trade customers considering flooring purchases, but as part of a much larger assortment rather than a flooring specialty.

Others

• Weitzer Parkett: Austrian premium parquet manufacturer with DACH distribution via specialty flooring retailers. Comparable as a premium wood flooring brand that competes for the same discerning homeowner customers and is often stocked alongside Hinterseer's Floor-Art range.
• HARO (Hamberger Flooring): German family-owned manufacturer of parquet, laminate, and cork flooring sold via specialty retailers across Europe. Highly comparable product portfolio to Hinterseer's own brands (PARAT, Eterna) and represents both a competitor brand on the shelf and a potential supplier/category benchmark.
• JAF Group: Austrian-headquartered wholesale group specializing in timber, panels, parquet, and flooring products across Central Europe. Comparable as a wholesale and distribution counterpart that also operates retail showrooms in some markets; relevant as both an upstream supplier and channel competitor.
• Tarkett: Global flooring manufacturer with strong European presence across vinyl, laminate, parquet, and commercial segments. Comparable as a major upstream supplier/competitor brand whose products are often retailed through channels like Hinterseer; relevant as a benchmark for category economics.

Regional players

• Leroy Merlin: French-headquartered home improvement retailer with a growing footprint in Germany, offering parquet, laminate, and vinyl flooring alongside broader home categories. A scaled cross-border competitor targeting the same German DIY customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/parketthinterseer?igsh=Y2liY3k2dGEybTlm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Parkett Hinterseer