colora

What colora does

Colora is a Belgian specialty retail chain focused on paint, wallpaper, vinyl flooring, window decoration, and decorative home finishing products, operating 56 physical stores across Belgium and the Netherlands as a franchise network under parent BOSS paints NV. The company sells BOSS paints manufactured interior and exterior wall paint, primers, wood oils and varnishes, non-woven and decorative wallpaper, vinyl flooring from brands Floorify and Moduleo, custom window treatments via partner Inside Blinds, and decorative moldings and wall panels via NOËL & MARQUET. Its proprietary technology footprint is limited to the inkleurtool, an online visualization tool that lets customers upload interior photos and virtually apply colora paint colors, and the curated We are colour color collection system backed by physical color sample cards.

Colora serves two primary customer segments: DIY homeowners undertaking residential painting and decoration projects, and professional painters and decorators purchasing supplies and seeking technical advice. Distribution combines a physical retail network of company-owned and franchise stores, a colora.be and colora.nl e-commerce webstore with home delivery and in-store pickup, an at-home color consultation service, and a 'Schilder zoeken' (Find a Painter) referral channel. Pricing is not publicly disclosed online; customers are directed to stores for quotes, and transactions are one-time purchase with no subscription or contractual model. Marketing emphasizes content (annual colora magazine, color tips library, workshops) and personal advisory service rather than digital advertising scale. Revenue, headcount detail, and financial performance are not publicly disclosed; the broader BOSS paints group employs 291 people.

Name

colora

Legal name

BOSS paints NV

Website

https://colora.be

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Colora is a Belgian franchise retail chain operating 56 stores across Belgium and the Netherlands, selling paint, wallpaper, vinyl flooring, window decoration, and decorative elements to DIY homeowners and professional painters under parent BOSS paints NV.

Ownership category

akta.pro rank

Product category

Paint and Home Decoration Retail

NAICS

Paint and Wallpaper Retailers (444120), Paint and Wallpaper Retailers (44412)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro industry

PRIMARYHSAGADAA

Interior Painting (Walls, Ceilings, Trim)

Home & Personal Services/Home Repair, Maintenance & Handyman/Painting, Caulking & Sealing

Keywords

• Paint retail stores
• Wallpaper products
• Vinyl flooring retail
• Window decoration
• Color consultation services

Headquarters

HQ city

Waregem

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Paint Sales (including color mixing/matching): Core revenue stream from sale of BOSS paints quality paints and related products. Stores offer color mixing and matching services to custom colors. Paint product categories include interior wall paint, facade/exterior paint, wood products (oils and varnishes), primers, and paint accessories.
2. Wallpaper and Wallcovering Products: Sale of decorative wallpaper, vliesbehang (non-woven wallpaper), and wallpaper accessories.
3. Vinyl Flooring Sales: Sale of vinyl flooring products from brands Floorify and Moduleo, available in-store with advice.
4. Window Decoration Sales: Sale of custom-made window treatments including curtains, roller blinds, wooden blinds, Roman blinds, and panel blinds. Measurement and installation services offered through partner Inside Blinds.
5. Decorative Elements (Sierlijsten, Skirting Boards, 3D Wall Panels): Sale of ceiling moldings, wall moldings, skirtings, 3D wall panels, and profiles for indirect lighting from partner brand NOËL & MARQUET.
6. Gift Vouchers (Cadeaubonnen): Sale of gift vouchers redeemable across the full colora assortment in any colora store. Valid for 1 year in the selected store.
7. Color Advice Services: Paid or free color consultation services offered in-store and at customers' homes, providing personalized color and paint advice for interior and exterior projects.

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Colora is a Belgian retail chain operating 56 stores that sells paint, wallpaper, vinyl flooring, window decoration, and decorative moldings to consumers and professional painters, paired with personalized in-store and at-home color advice, custom color mixing, an online color visualization tool (Inkleurtool), and hands-on workshops. The paint assortment is anchored by its parent BOSS paints' own-brand Belgian-quality paint and supplemented by partner brands Floorify, Moduleo, Inside Blinds, and NOËL & MARQUET.

Product overview

Colora is a Belgian paint and decoration retail chain operated by BOSS paints, operating 56 stores. The product portfolio centers on Belgian-quality paint products (interior wall paint, exterior/facade paint, primers, wood oils and varnishes) supplemented by complementary home finishing categories: decorative and non-woven wallpaper, vinyl flooring (Floorify and Moduleo brands), window decoration solutions (curtains, roller blinds, wooden blinds, roman shades, panel curtains via Inside Blinds), and decorative moldings/skirtings/wall panels (via NOËL & MARQUET). Services include in-store and at-home color consultation, an online color visualization tool (inkleurtool), workshops, and a printed inspirational magazine. Products are available for purchase both in physical stores and through the colora.be e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Interior Wall Paint (Binnenmuurverf) Paint products for interior walls and ceilings, available in various finishes and color options, sold to homeowners and professional painters through colora stores and webstore.
• Facade and Exterior Wall Paint (Gevel- en Buitenmuurverf) Paint products designed for exterior walls and facades with outdoor weather resistance, sold through colora stores and webstore.
• Primers (Grondlagen) Priming products for surface preparation before applying paint, sold through colora stores and webstore.
• Wood Products (Houtproducten) Oil and varnish products for wood surfaces, sold through colora stores and webstore.
• Colour Tester (Kleurtester) Half-matte dispersion paint for interior walls used to test chosen colors in the actual space under various lighting conditions; dries dust-dry in 1-3 hours and overcoatable in 5-8 hours.
• Colour Card (Kleurkaartje) Physical color sample card from the proprietary "We are colour" collection featuring various color palettes compiled by colora's color experts.
• Non-Woven Wallpaper (Vliesbehang) Non-woven wallpaper products with associated wallpaper supplies, sold through colora stores and webstore.
• Decorative Wallpaper (Decoratief Behang) Decorative wallpaper designs for interior styling, sold through colora stores and webstore.
• Vinyl Flooring (Vinylvloer) Vinyl plank and tile flooring products in wood-look and tile/stone-look designs, including partner brands Floorify and Moduleo, available in-store with advice.
• Window Decoration (Raamdecoratie) Custom-made window treatments including curtains, roller blinds, wooden blinds, Roman blinds, panel curtains, and Squid textile film, sourced from partner Inside Blinds with measurement and installation services.
• Moldings, Skirtings and Wall Panels (Sierlijsten, Plinten & Wandpanelen) Decorative ceiling moldings, wall moldings, skirting boards, 3D wall panels, and profiles for indirect lighting, sourced from partner NOËL & MARQUET.
• Gift Voucher (Cadeaubon) Gift voucher valid for one year in the selected colora store, redeemable across the full product assortment including paint, painting supplies, and wallpaper.
• Color Advice at Home (Kleuradvies aan Huis) In-home color consultation service where colora advisors visit customers to provide personalized color advice based on lighting conditions, furniture, and specific project requirements.
• Workshops Hands-on workshops led by experts where participants learn painting techniques and DIY skills such as painting techniques, color advice, wallpaper application, and decorative finishing; no prior experience required.

Quantifiable outcome

• 56 physical stores providing localized service across Belgium and the Netherlands
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• NOËL & MARQUETcoreStrategic or Co-development PartnerNOËL & MARQUET is a Belgian family business with more than 50 years of experience in decorative profiles and wall solutions. They design and produce ceiling moldings, skirtings, 3D wall panels, and other stylish details in Belgium. The partnership provides colora stores with a curated selection of decorative elements for finishing interiors.
• Inside BlindscoreStrategic or Co-development PartnerInside Blinds is a Belgian manufacturer developing exclusive custom window treatment solutions for over 30 years from their workshop in Roeselare. Products include curtains, roller blinds, wooden blinds, and panel blinds. They handle measurement and professional installation services for colora customers.
• FloorifysupportingChannel Partner/ Reseller/ DistributorFloorify vinyl flooring brand is offered in colora stores as part of the vinyl flooring assortment. Floorify vinyl floors are presented as a key brand alongside Moduleo in colora's vinyl flooring section.
• Moduleo Design FloorssupportingChannel Partner/ Reseller/ DistributorModuleo Design Floors vinyl flooring brand is offered in colora stores as part of the vinyl flooring assortment. Moduleo products are presented alongside Floorify in colora's vinyl flooring collection.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gamma: Gamma is one of the largest Dutch/Belgian DIY home improvement chains, with a strong paint and wallpaper assortment and dedicated color advice services. It competes directly with colora across both Belgium and the Netherlands on paint retail and home decoration.
• Brico: Brico is the largest Belgian DIY chain, offering paint, wallpaper, flooring, and decoration under one roof. It is the closest head-to-head competitor to colora in Belgium across both paint retail and adjacent home finishing categories.
• Hubo: Hubo is a Belgian DIY chain with paint departments and broad home improvement assortment. It competes with colora on convenience, store count, and one-stop DIY positioning across Belgian regional markets.
• Karwei: Karwei is a Dutch DIY retail chain carrying paint, wallpaper, flooring, and home decoration categories with an in-store advisory model. It overlaps with colora's product mix and operates in the Netherlands, directly contesting colora's Dutch stores.
• Praxis: Praxis is a Dutch DIY chain owned by Maxeda, with paint, wallpaper, flooring, and decoration categories. It directly competes with colora in the Netherlands across comparable product lines and store formats.

Broad incumbents

• Leroy Merlin: Leroy Merlin is a pan-European big-box DIY retailer operating in Belgium and the Netherlands with large-format stores carrying paint, wallpaper, flooring, window treatments, and decoration. It competes with colora on assortment breadth and price, but is less specialized in paint color advisory.
• Mr. Bricolage: Mr. Bricolage is a French-headquartered DIY chain with Belgian operations offering paint and home improvement categories. It competes with colora in Belgium on broad DIY positioning rather than specialized color advisory.
• Hornbach: Hornbach is a European DIY megastore chain with stores in the Netherlands carrying paint, wallpaper, flooring, and home decoration. It is a broad-line competitor with deeper assortments and project-focused services than colora's specialty format.
• Bauhaus: Bauhaus is a European DIY specialist retailer with stores in the Benelux carrying paint, flooring, and home finishing products. Its specialist big-box format overlaps with colora's assortment while operating at significantly larger store scale.

Emerging players

• Verfwinkel.nl: Verfwinkel.nl is a Dutch online-first paint specialty retailer offering branded and own-label paints with home delivery. It is an emerging pure-play competitor that pressures colora's specialty paint positioning through lower-cost digital distribution in the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/talentindeverf
• Instagraminstagram.com/talent_in_de_verf

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 colora