Bruynzeel Home Products

Name

Bruynzeel Home Products

Legal name

Bruynzeel Home Products B.V.

Website

https://bruynzeelhomeproducts.nl

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Home Improvement Products (Insect Screens and Flooring)

NAICS

Floor Covering Retailers (449121)

akta.pro primary industry

Screens, Storm Doors/Windows & Insect Protection Systems (IMADAIAK)

akta.pro secondary industries

Laminate Flooring Retail (CRAIAGAC), Luxury Vinyl (LVP/LVT) Flooring Retail (CRAIAGAD)

Keywords

• Insect screen manufacturing
• Laminate flooring
• PVC flooring
• Custom-made window screens
• DIY home improvement

Headquarters

HQ city

Nieuwegein

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail product sales (insect screens): Bruynzeel generates revenue primarily through one-time sales of insect screens (horren) to end consumers via third-party retail channel partners. Products range from standard DIY sizes to fully custom-made screens. Revenue is transaction-based, not recurring.
2. Retail product sales (flooring): Revenue from one-time sales of PVC and laminate flooring products sold through building material retailers. Products are sold as physical goods with one-time purchase price; warranties (25 years for laminate, 25 years for PVC) are included but do not represent a recurring revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels5 records

Core offering

Bruynzeel Home Products manufactures and supplies residential insect screens (horren) and flooring products (PVC and laminate). The screen range includes standard window and door screens in multiple variants (pleated, roller, insert, slat, sliding, magnetic) plus fully custom-made screens fabricated in-house to exact customer dimensions with over 100 color options and specialized mesh types. The flooring range covers laminate and PVC floors with realistic wood or stone textures, water resistance, underfloor heating compatibility, and 25-year warranties. All products are sold to end consumers through third-party retail channel partners.

Product overview

Bruynzeel Home Products offers two core product lines: screens (horren) and floors (vloeren). The screen product line includes window screens and door screens available in multiple types: insert screens (inzethorren), roller screens (rolhorren), pleated screens (plisséhorren), duo pleated/roller screens, magnetic screens, fixed screens, and slat screens (lamellenhorren), plus custom-made screens manufactured in their own factory. The floor product line includes laminate flooring (Origineel 7mm, Origineel Plus 8mm, Waterbestendig, Extra breed waterbestendig) and PVC flooring (Visgraat herringbone, Extra grote tegel, Extra brede plank, Vierkante tegel). Both product lines are distributed through over 300 retail partners including GAMMA and Karwei, with custom screens also available through specialty retailers. The company has over 125 years of history since founding in 1897.

Differentiator

Problem solved

Functional benefit

Products and services

• Insect Screens (Horren) Window and door insect screens for residential use, available in multiple variants (roller/rolhorren, pleated/plissé, insert/inzethorren, slat/lamellenhorren, sliding/schuifhorren, magnetic, and fixed). Designed to keep mosquitoes, flies, and other insects out while allowing fresh air ventilation in homes. Sold to homeowners via DIY retail chains and specialist screen retailers.
• Custom-Made Insect Screens (Horren op Maat) Custom-manufactured insect screens made to exact customer-specified dimensions in Bruynzeel's own factory, delivered fully assembled and ready to install with no on-site cutting required. Available in over 100 frame colors and with mesh variants for standard, pollen-repellent, pet-resistant, and sun-blocking needs. Offered to homeowners with non-standard window/door sizes or specific aesthetic and functional requirements.
• Laminate Flooring (Laminaat Vloeren) Laminate flooring with realistic wood or concrete textures, offered in Origineel (7mm), Origineel Plus (8mm), Waterbestendig (water-resistant), and Extra breed waterbestendig series. Features click installation system, high wear resistance, suitability for underfloor heating, and a 25-year warranty. Sold to homeowners for living rooms, bedrooms, hallways, kitchens, and bathrooms via building material retailers.
• PVC Flooring (PVC Vloeren) PVC flooring available in Visgraat (herringbone, 4mm), Extra grote tegel (extra large tile 100x100cm or 60x60cm), Extra brede plank (extra wide plank 244mm), and Vierkante tegel (square tile) variants. Water-resistant, suitable for underfloor heating, ultra-quiet, with realistic wood and concrete looks and a 25-year warranty. Targets homeowners renovating kitchens, bathrooms, and living spaces.

Quantifiable outcome

• 25-year warranty on all laminate flooring products
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GAMMAcoreChannel Partner/ Reseller/ DistributorGAMMA is the primary retail partner for Bruynzeel products in the Netherlands. The chain carries the full Bruynzeel range including PVC floors, laminate floors, window screens, and door screens, available both in-store and online through gamma.nl.
• KarweicoreChannel Partner/ Reseller/ DistributorKarwei is a key retail partner for Bruynzeel screens, offering window screens and door screens both in-store and online. Bruynzeel horren are listed as newly available at Karwei alongside GAMMA.
• HorrenwinkelminorChannel Partner/ Reseller/ DistributorHorrenwinkel is a specialist screen retailer partner offering window screens and door screens from Bruynzeel, available online through horrenwinkel.nl.
• Horren GigantminorChannel Partner/ Reseller/ DistributorSpecialist screen retailer partner offering window and door screens from Bruynzeel through horrengigant.nl.
• Koopje HorrenminorChannel Partner/ Reseller/ DistributorOnline and physical discount screen retailer offering standard-sized Bruynzeel window and door screens.
• Qniq HorrenminorChannel Partner/ Reseller/ DistributorScreen specialist retailer offering Bruynzeel window and door screens through qniq.nl.
• Tims OutletminorChannel Partner/ Reseller/ DistributorDiscount/outlet retailer offering Bruynzeel window and door screens through timsoutlet.nl.
• Deli Home Holding B.V.coreOthersBruynzeel Home Products B.V. is a subsidiary of Deli Home Holding B.V. Deli Home offers various home products under brands including Agnes, Bruynzeel, CanDo, Fikszo, Hamstra, Lundia, Raffito, Skantrae, Jewe, and StoreMax. The privacy policy covers Deli Home and its group companies including Bruynzeel Home Products B.V., Bruynzeel Home Products Nederland B.V., and Bruynzeel Home Products Belgium B.V.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tarkett: Major global flooring conglomerate (vinyl, laminate, wood, sports surfaces). Broader and larger than Bruynzeel but overlaps directly on PVC/LVT and laminate flooring sold through European retail and DIY chains.

Direct peers

• Berry Alloc: Belgian/Norwegian manufacturer of laminate, vinyl (LVT) and parquet flooring for residential markets. Closely comparable to Bruynzeel's flooring lines with overlapping retail distribution in Benelux.
• Gerflor: French manufacturer specializing in vinyl and resilient flooring (PVC, LVT). Comparable to Bruynzeel's PVC vloeren line in product, residential DIY customer and European retail channels.
• Swiss Krono: Large European laminate flooring manufacturer (Krono Group) competing in the same residential DIY segment as Bruynzeel, supplying DIY chains and flooring retailers across Europe.
• Renson: Belgian specialist in ventilation, sun protection (screens) and outdoor living products. Direct comparable to Bruynzeel's insect screen business in terms of product category, geography (Benelux) and residential end market.
• Pergo: Original laminate flooring pioneer, now under Mohawk, producing laminate and PVC flooring sold through DIY and home improvement retailers in Europe — directly comparable product portfolio and channel strategy.
• Kronotex: German laminate flooring brand (part of Swiss Krono / Krono Group). Comparable residential laminate offering and similar mass-market DIY distribution model.
• Quick-Step: Belgian laminate and vinyl flooring brand owned by Mohawk/Unilin. Most direct comparable to Bruynzeel's laminate and PVC flooring lines, serving similar residential DIY customers through European retailer channels.

Others

• Skantrae: Sister brand under Deli Home Holding B.V. focused on interior doors. Comparable as a sibling entity with shared distribution through Dutch retailers and adjacent home improvement product category.
• Hamstra: Sister brand under Deli Home Holding B.V. for interior doors and home storage. Relevant as a corporate sibling with shared sales footprint in Netherlands retail, though a distinct product category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Bruynzeel Home Products