What Wineo does

Wineo is a German manufacturer of elastic floor coverings operating as a brand of Windmöller GmbH, an owner-managed family company. Its product portfolio spans three core categories: PURLINE Bioboden, a proprietary polyurethane-based sustainable floor covering made from natural ingredients (castor oil and chalk) with Cradle2Cradle certification and tiered product lines (wineo 1000/1200/1500) for residential to heavy commercial use; Designboden (wineo 400/600/800), design-oriented elastic flooring for residential and commercial applications; and Vinylboden covering Klick Vinyl and Rigid-Vinylboden options. Supporting products include Trittschalldämmung (sound insulation underlays such as silentCOMFORT, silentRIGID, soundPROTECT, singleGLUE, doubleGLUE) and accessories such as skirting boards and profiles.

The company serves two principal customer bases: private residential end-customers, who purchase via specialist dealers for bedrooms, kitchens, bathrooms, and living areas, and a commercial "Objektbereich" channel addressing healthcare, education, retail, hospitality, corporate offices, public buildings, and maritime applications. Wineo is structured to serve multiple professional personas including architects and planners (via BIM data and technical documentation), professional installers (via technical support hotline and installation videos), and wholesale/retail partners (via the B2B Partner Portal and Partner Program). Documented reference installations span over 300 Telekom retail stores, Universitätsklinikum Münster, Nicklaus Children's Hospital, IKEA Deutschland, Gerry Weber, the HYPERION Hotel Salzburg, the Deutsches Museum, and T-Mobile's Vienna flagship store, among others.

Wineo distributes exclusively through an indirect channel model of specialist dealers and wholesale partners across Germany and over 70 countries, complemented by a direct field sales force (Außendienst) for enterprise accounts. Pricing is not publicly disclosed and is negotiated through dealer/partner relationships, with project-specific quotes obtained via the B2B portal or sales representatives. Revenue is generated primarily through hardware sales of floor coverings and accessories, with the company headcount in the 101-250 range. The business is privately held with no disclosed external investors, no public listing, and no quantified revenue figures. The Wineo brand has been developed under Windmöller GmbH, which was founded in 1966 and is headquartered in Detmold, North Rhine-Westphalia.

Name

Wineo

Legal name

Windmöller GmbH

Website

https://wineo.de

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Short description

Wineo, a brand of Windmöller GmbH, is a German manufacturer of elastic floor coverings producing PURLINE Bioboden, Designboden, and Vinylboden products. The company serves private residential customers and commercial segments including healthcare, retail, hospitality, education, and offices through a specialist dealer network across 70+ countries.

Ownership category

akta.pro rank

Product category

Resilient Flooring Manufacturing

NAICS

Custom Compounding of Purchased Resins (325991)

SIC

Plastic Material, Synth Resin/Rubber, Cellulos (No Glass) (2820), Unsupported Plastics Film & Sheet (3081)

akta.pro primary industry

Resilient Flooring (Vinyl/LVT/LVP, Linoleum, Rubber) (IMADAJAA)

akta.pro secondary industries

Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL), Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete) (IMAIAKAG)

Keywords

• Elastic floor coverings
• Polyurethane flooring
• Resilient flooring
• Design flooring
• Vinyl flooring

Headquarters

HQ city

Augustdorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Floor Covering Sales: Wineo generates revenue through the sale of elastic floor coverings including PURLINE Bioboden, design floors, vinyl floors, and related products. Products are sold through an extensive dealer network, direct B2B ordering via partner portal, and through retail partners.
2. Accessories and Underlays: Sale of complementary products including underlays/sound insulation (Trittschalldämmung), skirting boards (Fußleisten), accessories, and installation materials.
3. B2B Services: Digital services for commercial partners including B2B online shop access, sample ordering, and marketing material services through the wineo Partner Portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels13 records

Core offering

Wineo manufactures elastic floor coverings — including the PURLINE Bioboden sustainable polyurethane line made from castor oil and chalk, Designboden design flooring, and Vinylboden (click vinyl and rigid vinyl) — along with sound insulation underlays and finishing accessories. Products are sold through specialist flooring dealers, a B2B partner portal, and direct field sales, serving private residential customers and commercial sectors (healthcare, retail, education, hospitality, offices, public buildings, maritime) in over 70 countries.

Product overview

Wineo is a manufacturer of elastic floor coverings under the Windmöller GmbH family company. The product portfolio consists of three main categories: PURLINE Bioboden (sustainable polyurethane biofloors with wineo 1000/1200/1500 lines for residential to commercial use), Designboden (design-oriented elastic flooring with wineo 400/600/800 lines), and Vinylboden (click vinyl and rigid vinyl options). Supporting products include Unterlagsmatten/Trittschalldämmung (underlayments for sound insulation in various materials like PU, PE, XPS/EPS, and wood fiber) and Zubehör (accessories like baseboards and profiles). The company serves both private residential and commercial/object markets including healthcare, education, retail, hospitality, and public buildings.

Differentiator

Problem solved

Functional benefit

Brands

• PURLINE: Sustainable polyurethane (PU) bio-flooring product line marketed under the PURLINE brand, made from natural ingredients such as castor oil and chalk.
• wineo Designboden
• wineo Vinylboden

Products and services

• PURLINE Bioboden Sustainable polyurethane-based biofloor collection made from natural ingredients like castor oil and chalk with Cradle2Cradle certification. Offered across three collections (wineo 1000 residential, wineo 1200 residential/light commercial, wineo 1500 commercial) with herringbone pattern option. Designed for private and commercial customers seeking healthy and sustainable floor coverings.
• Designboden (wineo Design Flooring) Design flooring collection combining aesthetic design with high functionality. Offered across three tiers: wineo 400 (residential), wineo 600 (residential and commercial), and wineo 800 (commercial object areas). Targets customers needing design-oriented elastic floor coverings.
• Klick Vinyl Click vinyl flooring with easy installation click system for do-it-yourself and professional installation use. Targets residential and light commercial applications requiring straightforward installation.
• Rigid-Vinylboden Rigid vinyl flooring with enhanced stability, suitable for various residential and commercial applications where dimensional stability is required.
• Unterlagsmatten / Trittschalldämmung (Sound Insulation Underlays) Underlays and impact sound insulation mats including silentCOMFORT (elastic click floors), silentRIGID (rigid coverings, high compressive strength), soundPROTECT (laminate/parquet), and singleGLUE/doubleGLUE (self-adhesive dry adhesive underlays for renovation). Wineo claims market leadership in PU insulation underlays in Germany. Used as a system with wineo floor coverings and also supplied for other floor types.
• Zubehör (Flooring Accessories) Accessories including baseboards and skirting boards (Fußleisten/Sockelleisten), reducers, profiles, melting wires (Schmelzdrähte), and Hochzüge (upstands for external and internal corners) for finishing wineo floor installations.

Quantifiable outcome

• Installed in over 300 Telekom Shops
• +1 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Gerflor: French manufacturer specializing in resilient vinyl and PVC floor coverings for healthcare, education, sports, and commercial buildings — directly comparable product mix and customer base to Wineo's Designboden and Vinylboden lines.
• Interface: Global modular and resilient flooring manufacturer focused on commercial segments (offices, retail, healthcare) with sustainability positioning including carbon-negative commitments — comparable in commercial specification sales and ESG-led differentiation.
• MeisterWerke: German family-owned flooring manufacturer producing design flooring, LVT, and laminate — directly competitive with Wineo in the German and European designboden/resilient segments with similar channel and customer overlap.
• Tarkett: Global French-headquartered manufacturer of resilient vinyl flooring, LVT, and commercial floor coverings with a comparable product portfolio across healthcare, education, retail, and hospitality — Wineo's most direct large-scale competitor in Europe.
• Forbo Flooring Systems: Swiss flooring manufacturer offering resilient vinyl, LVT, and entrance flooring products alongside adhesives and installation systems, serving similar commercial verticals with a comparable European-centric distribution model.

Broad incumbents

• Mohawk Industries: World's largest flooring conglomerate with broad resilient, LVT, carpet, and laminate portfolios — competes in many of the same commercial specification battles as Wineo but at materially greater scale.
• Shaw Industries: Major US flooring manufacturer (subsidiary of Berkshire Hathaway) with broad resilient and commercial flooring offerings — overlaps with Wineo in North American commercial specification but at much larger scale.
• Kährs Group: Swedish-based flooring manufacturer with wood and resilient LVT portfolios serving residential and commercial segments in Europe — comparable designboden-adjacent product positioning and European distribution model.
• Armstrong Flooring: Large US-headquartered flooring manufacturer offering resilient LVT and commercial flooring portfolios across healthcare, education, and retail — broader geographic and product reach than Wineo but overlapping commercial specification segments.

Emerging players

• CFL Flooring: European LVT and rigid-core flooring manufacturer focused on commercial and residential segments — competes with Wineo in the rigid-vinyl and click-vinyl category with similar customer overlap in mid-market commercial projects.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCqAlyAsY2nwqDhU4I0agtvw
• Facebookfacebook.com/wineoThatsFlooring
• LinkedInlinkedin.com/company/wineo
• Instagraminstagram.com/wineothatsflooring
• Pinterestpinterest.de/wineo_de

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 Wineo