Winckelmans
Winckelmans is a family-owned French manufacturer founded in 1894, producing fully vitrified unglazed porcelain stoneware tiles. Operating from Lomme with showrooms in Lille and Paris, the company serves architects, merchants, and end customers globally via B2B distribution channels.
- Company typePrivate
- Founded1894
- HeadquartersLomme, France
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Winckelmans does
Winckelmans is a family-owned French manufacturer of unglazed, fully vitrified porcelain stoneware tiles, founded in 1894 by Théophile Winckelmans in Lomme, Northern France, and now in its fifth generation of family control. Its core technology is the dry-pressing of small-format tiles (squares from 1.2cm to 20cm, rectangles, hexagons, triangles, rounds, diamonds, and octagons with dots) that are then fired at approximately 1,200°C to produce a near-zero-porosity body with water absorption under 0.5%. Colours and patterns are through-body rather than surface-applied, which the company markets as delivering a service life of "several centuries." The product range extends beyond plain tiles to include 50+ colours, Special Designs (Checker, Gradient, Couture), 20 named Border/Frise styles (Annandale, Brighton, Chelsea, Glasgow, etc.), pre-assembled Mosaic Combinations (Basket Weave, Honeycomb, Tetrix, Textile), Decorated Tiles for bespoke projects, and Antislip/Accessory tiles.
The company's revenue model is based on one-time sales of physical tile product, with pricing handled on a quote basis across all categories — no public list pricing is disclosed. Go-to-market combines a direct-to-consumer channel (Lille and Paris showrooms with on-site advisors, plus an owned e-commerce storefront with downloadable catalogs) with a B2B channel targeting architects, construction engineers, merchants, wholesalers, and importers in international markets. Customer segments span residential/private individuals, commercial hospitality (restaurants, hotels, cafés), public/institutional buildings (schools, train stations), and a secondary layer of specifiers and distributors. The company is certified Entreprise du Patrimoine Vivant (EPV) by the French Ministry of Economy, has approximately 120 employees at the Lomme factory, acquired Decize Ceramiques in 2007, and has gradually internationalised since the 1990s, with named projects in France, Poland, the Netherlands, Norway, and Ireland.
Winckelmans firmographics
Firmographics- Name
- Winckelmans
- Legal name
- WINCKELMANS S.A.
- Website
- https://winckelmans.com
- Company type
- Private
- Founded year
- 1894
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Winckelmans is a family-owned French manufacturer founded in 1894, producing fully vitrified unglazed porcelain stoneware tiles. Operating from Lomme with showrooms in Lille and Paris, the company serves architects, merchants, and end customers globally via B2B distribution channels.
- Ownership category
- akta.pro rank
Winckelmans industry classification
Industry- Product category
- Porcelain Stoneware Floor and Wall Tiles
- NAICS
- Clay Building Material and Refractories Manufacturing (327120)
- SIC
- Structural Clay Products (3250), Pottery & Related Products (3260)
- akta.pro primary industry
- Ceramic, Porcelain & Natural Stone Tile Flooring (IMADAJAE)
Keywords
Where Winckelmans is headquartered
LocationHeadquarters
- HQ city
- Lomme
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
Winckelmans business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Tile product sales: Direct sales of ceramic tiles through showrooms and website. One-time purchase model for end customers (private individuals, commercial projects). B2B sales to architects, merchants, wholesalers, and importers with quote-based pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for all product categories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Winckelmans product offering
Product offeringCore offering
Winckelmans manufactures unglazed fully vitrified porcelain stoneware tiles fired at approximately 1,200°C with near-zero porosity (under 0.5% water absorption). The product range includes small-format geometric tiles in squares, rectangles, hexagons, triangles, rounds, diamonds, and octagons with cabochons, complemented by mosaic combinations, decorative borders, custom decorated tiles, and antislip variants for both residential and commercial projects.
Product overview
Winckelmans is a family-owned French manufacturer of unglazed fully vitrified porcelain stoneware tiles since 1894, operating from Lomme, France. The product portfolio centers on the core tile offering: small-format geometric tiles available in multiple shapes including Squares (8 sizes), Rectangles/briquettes (5 sizes), Hexagons (4 sizes), Triangles (right-angled and isosceles), Rounds, Diamonds, and Octagons with Dots. All tiles feature through-body colours with near-zero porosity (under 0.5% water absorption), fired at approximately 1,200°C for exceptional durability. The offering extends through design collections and add-ons: Special Design patterns (Checker, Gradient, Grid, Couture, Random Mix), 20 decorative Border/Frieze styles, Mosaic Combinations (Basket Weave, Church, Eclipse, Honeycomb, Reef Knot, Tetrix, Textile), 28 Decorated Tile options, and Accessories/Antislip tiles. The company employs approximately 120 people and maintains showrooms in Lille and Paris.
Differentiator
Problem solved
Functional benefit
Products and services
- Squares (Plain colour) Unglazed fully vitrified porcelain stoneware square tiles available in multiple sizes from 1.2x1.2cm to 20x20cm, with thicknesses from 3.8mm to 9mm, featuring through-body colours for lasting durability. Sold to residential, commercial, and architectural customers.
- Rectangles Unglazed fully vitrified porcelain stoneware rectangular tiles including brick shapes (2.35x5cm) and standard rectangles (2.5x15cm, 5x10cm, 5x15cm, 10x20cm) with thicknesses from 5mm to 18mm, available in straight, brickbond, checker, gradient, and special designs.
- Hexagons Hexagonal unglazed fully vitrified porcelain stoneware tiles in plain colours and special designs including Flower, Lantern, Net, Diamond, Snowflake, and Soccer Ball patterns. Sizes range from 2.5cm to 15cm with thicknesses of 3.8mm to 9mm.
- Triangles Unglazed fully vitrified porcelain stoneware triangular tiles in right-angled (3.5x3.5x5cm to 10x10x14cm) and isosceles (8.8x8.8x14.6cm) formats, available as plain colours or combined with hexagons, 9mm thick.
- Rounds Round unglazed fully vitrified porcelain stoneware tiles in 1.8cm diameter format with thicknesses of 3.8mm or 9mm, available in plain colours and decorative designs (Design 1, Design 2).
- Diamonds Diamond-shaped (lozenge) unglazed fully vitrified porcelain stoneware tiles part of Winckelmans' geometric collection for decorative floor patterns.
- Octagons and Dots Classic octagonal tiles combined with dot-shaped cabochon inserts in 10cm octagons with 3.5cm dots, or 15cm octagons with 5cm dots, both 9mm thick. Combinable with Nottingham, Cavendish, Chelsea, Glasgow borders and Tottenham multicolor dots.
- Mosaic Combinations Pre-assembled mosaic tile compositions combining multiple shapes for distinctive patterns including Basket Weave, Church, Diamonds and Hexagons, Eclipse 1 and 2, Honeycomb, Reef Knot, Tetrix, and Textile designs, supplied assembled on sheets for easy installation.
- Squares Special Designs Pre-designed geometric patterns using square tiles including Checker 10x10, Checker 2, Couture Design, Gradients, Grid Design, Squares and Dots, and Random Mix combinations.
- Borders (Frises) Decorative border and frieze designs for tile installations in 20 styles including Annandale, Brighton, Bristol, Chelsea, Chicago, Detroit, Glasgow, Houston, Liverpool, Newcastle, Nottingham, Petersham, Phoenix, San Francisco, Sheffield, Swansea, Washington, Windsor, and simple variants. Each combines squares, rectangles, and triangles in specific colour combinations.
- Decorated Tiles Custom-decorated unglazed fully vitrified porcelain stoneware tiles with unique patterns and designs for bespoke projects. Winckelmans offers custom rendering and sample services for decorated tiles.
- Accessories and Antislip Tiles Specialized tiles with antislip properties for wet areas and safety applications, along with accessory tiles for completing installations.
Quantifiable outcome
- Service life of several centuries due to through-body colours and patterns
- +2 more outcomes
Companies that use Winckelmans
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Winckelmans technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Winckelmans partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Winckelmans competitors and assessment
Company assessmentBroad incumbents
- Porcelanosa: Large Spanish premium porcelain tile and bathroom manufacturer. Comparable as a European premium tile brand selling via showrooms and B2B channels, though at significantly greater scale and broader product breadth than Winckelmans.
- Marazzi Group: Major Italian ceramic tile manufacturer (Mohawk Industries subsidiary). Comparable as a European porcelain tile producer targeting residential and commercial projects, but operating at much larger scale across broad-format offerings.
- Florim: Large Italian porcelain tile manufacturer with multiple brands. Comparable as a vitrified porcelain tile producer serving international residential and commercial markets, though at broader scale and format range than Winckelmans.
- Villeroy & Boch: Long-established German ceramics and tile brand with deep heritage. Comparable as a centuries-old European manufacturer with premium positioning and B2B/B2C channels, though Villeroy & Boch spans plumbing fixtures and tableware in addition to tiles.
Direct peers
- Apavisa: Spanish premium porcelain tile manufacturer. Comparable to Winckelmans as a European design-focused porcelain tile maker selling through distributor and project-specification channels.
- Panaria Ceramiche: Italian porcelain stoneware tile brand focused on premium design tiles. Comparable to Winckelmans in the design-led, vitrified porcelain tile segment serving architectural and high-end residential demand in Europe.
- Original Style: UK-based manufacturer of decorative and porcelain tiles with a strong heritage and design-led product range. Comparable to Winckelmans in specialising in smaller-format, design-rich tiles for high-end residential and commercial projects.
- Iris Ceramica: Italian premium porcelain stoneware tile manufacturer. Comparable as a vitrified porcelain tile producer focused on design-led flooring for residential, commercial and architectural projects across Europe.
- Casalgrande Padana: Italian manufacturer of full-body porcelain stoneware tiles. Comparable to Winckelmans in offering vitrified porcelain tiles with through-body technical characteristics for high-traffic and architectural applications.
- Equipe Ceramicas: Spanish small-format ceramic tile specialist. Comparable to Winckelmans in its emphasis on smaller-format, design-rich tiles (including geometric and patterned formats) targeted at residential and commercial projects.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Winckelmans social profiles
Digital presenceWinckelmans compliance and trust
Trust signalCompliance1 record
Winckelmans financial estimates
Financial estimateRevenue estimate
Valuation estimate
Winckelmans leadership team
Management profileNumber of profiles
Profiles1 record
Winckelmans funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Winckelmans M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Winckelmans
What does Winckelmans do?
Winckelmans manufactures unglazed fully vitrified porcelain stoneware tiles fired at approximately 1,200°C with near-zero porosity (under 0.5% water absorption). The product range includes small-format geometric tiles in squares, rectangles, hexagons, triangles, rounds, diamonds, and octagons with cabochons, complemented by mosaic combinations, decorative borders, custom decorated tiles, and antislip variants for both residential and commercial projects.
Is Winckelmans a public or private company?
Winckelmans is a private company. It is classified as family owned and is currently operating.
When was Winckelmans founded?
Winckelmans was founded in 1894. It employs 51 to 100 people.
Where is Winckelmans based?
Winckelmans is headquartered in Lomme, France, in the Europe region.
How does Winckelmans make money?
One revenue line is on record: tile product sales.
Who are Winckelmans's main competitors?
Broad incumbents on record are Porcelanosa, Marazzi Group, Florim and Villeroy & Boch. Direct peers are Apavisa, Panaria Ceramiche, Original Style, Iris Ceramica, Casalgrande Padana and Equipe Ceramicas.
Does Winckelmans have an API?
No public API is recorded for Winckelmans.
What industry is Winckelmans in?
Winckelmans's product category is Porcelain Stoneware Floor and Wall Tiles. Its primary akta.pro industry code is IMADAJAE, Ceramic, Porcelain & Natural Stone Tile Flooring. Its NAICS code is 327120 and its SIC code is 3250.