Binkele

What Binkele does

Binkele is a German B2B wholesale distributor founded in 1949 by Otto Binkele and headquartered in Gemmingen, Baden-Württemberg. The company distributes paints, wallpapers, floor coverings, curtains and sun protection, professional tools, building materials, drywall construction materials, and thermal insulation composite systems (WDVS) to approximately 2,500 B2B customers, primarily painting and decorating trade businesses (Maler- und Lackiererhandwerk) with a secondary industrial customer segment. Operations span three physical branches (Gemmingen, Karlsruhe, Edingen-Neckarhausen) supported by 33 retail staff and a 6-person field sales force, supplemented by daily delivery service across the regional catchment area.

The business is operated within the MEG Maler Einkauf Gruppe eG cooperative (a parent group with approximately 900 employees) and distributes the cooperative's proprietary CONPART professional brand, including the CONPART Designböden 5.0 design flooring line. Binkele also maintains industrial supply partnerships with Südwest Lacke + Farben, Festool, WOLFF, and Opel for promotions, vehicle programs, and product training events. The company has no proprietary technology platform and is not positioned as a technology business; its competitive proposition rests on regional proximity, daily delivery, expert consultation from long-tenured staff, and cooperative membership benefits including immediate discounts (Sofortarabatt) and Miles & More rewards accumulation.

Revenue mechanics are B2B wholesale transactions on a net-price-plus-VAT basis; pricing is not publicly disclosed and individual quotes are issued to customers. Marketing channels include a newsletter, the FORUM trade magazine, events and seminars, the corporate website, and a TikTok presence for the parent MEG group. Leadership comprises authorized managing directors Frank Möller (also CEO of MEG) and Thomas Eßer (also MEG board member for sales), with a part-time board member and supervisory board chair at the parent level. Binkele is registered in Aachen as part of the cooperative structure and is a privately held company with no disclosed funding rounds, private-equity involvement, or acquisition activity.

Name

Binkele

Legal name

Binkele

Website

https://binkele.net

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

11–50 employees

Short description

Binkele is a German B2B wholesale distributor serving approximately 2,500 painting, decorating, and industrial customers across three Baden-Württemberg branches, distributing paints, wallpapers, floor coverings, tools, building materials, and drywall products as a member of the MEG Maler Einkauf Gruppe eG cooperative.

Ownership category

akta.pro rank

Headquarters

HQ city

Gemmingen

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Trade Revenue: Binkele generates revenue as a wholesale distributor serving the painting and decorating trade (Maler- und Lackiererhandwerk) and industry. The company operates under a cooperative model (MEG Maler Einkauf Gruppe eG) where members receive immediate discounts on purchases and can accumulate rewards through the Miles & More program. Revenue is generated through product sales across categories including colors, wallpapers, floor coverings, curtains, tools, building materials, and dry construction.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Binkele is a regional B2B wholesale distributor serving the painting, decorating, and finishing trade as well as industrial customers in Baden-Württemberg. It supplies paints, wallpapers, floor coverings, curtains and sun protection, professional tools, building materials, drywall construction products, and thermal insulation composite systems (WDVS), supported by three branches, a daily delivery service, and a six-person field sales team.

Product overview

Binkele is a B2B wholesale distributor serving the painting and finishing trade (Maler- und Lackiererhandwerk), operating as part of the MEG Maler Einkauf Gruppe eG cooperative. The company offers a unified distribution platform centered on paints (Farben), wallpapers (Tapeten), floor coverings (Bodenbeläge), curtains and sun protection (Gardinen und Sonnenschutz), tools (Werkzeuge), building materials (Baustoffe), and drywall construction (Trockenbau). The product portfolio also includes the sub-brand CONPART Designböden 5.0 for design flooring solutions and WDVS (thermal insulation composite systems). As a handcraft-owned cooperative enterprise, Binkele acts as the link between trade and industry, providing products and services primarily to approximately 2,500 B2B customers.

Differentiator

Problem solved

Functional benefit

Brands

• CONPART: Professional brand for craft trades offering high-quality materials, fair prices, and diverse product groups including design floors
• MEG

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Südwest Lacke + Farben GmbH & Co. KGcoreStrategic or Co-development PartnerSüdwest is a key industrial partner supplying paints and coatings. Binkele collaborates with Südwest for product promotions and customer events, including DTM racing sponsorship activities.
• WOLFFminorStrategic or Co-development PartnerWOLFF is an industrial partner offering construction equipment and tools featured in MEG promotional campaigns.
• FestoolcoreStrategic or Co-development PartnerFestool is a premium power tools and system solutions manufacturer. MEG participates in Festool Bonusweeks promotions offering tools to customers at promotional pricing.
• OpelminorStrategic or Co-development PartnerOpel commercial vehicles (Combo, Movano Electric, Vivaro Electric) are offered through MEG vehicle promotion programs for trade customers.
• MEG Maler Einkauf Gruppe eGcoreStrategic or Co-development PartnerBinkele is a member company of MEG Maler Einkauf Gruppe eG, a cooperative wholesale and service company for the painting trade. The cooperative provides shared services, collective purchasing power, and a unified brand platform.
• Miles & MoreminorGTM or Marketing PartnerMiles & More is a frequent flyer and rewards program partner. MEG cooperative members can collect miles when making purchases.
• CONPARTcoreStrategic or Co-development PartnerCONPART is the professional brand of MEG combining high-quality materials, fair prices, and diverse product groups. Binkele distributes CONPART products as part of their offering.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Eurobaustoff: European buying and marketing cooperative for the building-materials trade with extensive member network in Germany. Comparable operating model to MEG (cooperative wholesale for trade), but serving a broader building-materials scope than the painting-trade specialist niche.
• BayWa Baustoffe: Building-materials division of the BayWa group, distributing construction products to professional trades across southern Germany. Comparable geographic and customer overlap (southern Germany professional trade), but operates as part of a much larger agricultural and energy trading conglomerate.
• Stark Deutschland (Raab Karcher): One of Germany's largest construction-materials wholesalers with a broad portfolio spanning timber, drywall, tools, and surface products. Comparable as a national incumbent serving professional trades, but operates at much larger scale and across all construction categories.
• BAUKING: Major German building-materials retailer and wholesaler with locations across multiple regions. Comparable as a multi-branch professional-trade supplier, though broader in assortment and operating from a for-profit retail/wholesale hybrid model.
• Hagebau: German cooperative trading group for building materials and DIY with hundreds of locations. Comparable as a cooperative buying group serving trade customers, though Hagebau's portfolio extends well beyond paints into full building materials and DIY.

Regional players

• Kemmler: South-German building-materials specialist with branches concentrated in Baden-Württemberg and neighboring states. Comparable as a regional Mittelstand trade-supplier with overlapping customer base in southern Germany, though broader in assortment.

Others

• Festool: Premium power-tools manufacturer and Binkele partner featured in cooperative Bonusweeks promotions. Comparable as an upstream supplier and co-marketing participant rather than a competing distributor.
• MEG Maler Einkauf Gruppe eG: Parent cooperative of which Binkele is a member. Operates the shared wholesale and service platform, brand (CONPART), and cooperative purchasing across its regional subsidiaries — directly comparable in mission and model, hence a structural ecosystem peer rather than a competitor.
• Südwest Lacke + Farben: Industrial manufacturer of paints and coatings and a core Binkele partner. Comparable through the paint-trade distribution value chain (supplier side of Binkele's offering) rather than as a competing wholesaler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/binkele-gmbh

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 Binkele