Simonis Verf

What Simonis Verf does

Simonis Verf B.V. is an independent, family-owned professional paint and coatings wholesaler headquartered in Rotterdam, Netherlands, founded in 1964. The company distributes A-brand paints, coatings, and painter's tools from multiple non-exclusive brand partners — including Teknos, Rust-Oleum, Zinsser, SPS, Trimetal (AkzoNobel), Festool, and Graco — to professional painters, decorators, contractors, and housing corporations across South Holland. Its independence from any single brand is positioned as a core value proposition enabling unbiased technical recommendations.

The company operates 10 physical branch locations across South Holland (Rotterdam, Den Haag, Gouda, Leiden, Sliedrecht, Vlaardingen, Zoetermeer) plus a headquarters, supported by 6 own delivery drivers and a commercial inside-sales team (CoBi). A webshop serves registered trade customers; 24-hour pickup lockers extend after-hours access. Value-added services include a staffed technical advice line, Simonis Techniek (in-house tool maintenance, repair, and inspection), and formal training programs covering spray technique and EU-mandated di-isocyanate certification.

Simonis employs approximately 100-110 people across its 22 locations, serves 5,000+ professional tradespeople, and processes 180,000 orders per year with same-day delivery for orders placed before 08:00. Pricing is disclosed only to registered B2B trade customers on a pay-as-you-go basis; no public pricing, no public listing, and no external institutional investors are indicated. The company is privately held, profitable in profile, and reports no revenue figures publicly.

Name

Simonis Verf

Legal name

Simonis Verf B.V.

Website

https://simonisverf.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

Simonis Verf B.V. is an independent Dutch wholesale distributor of professional paints, coatings, and painter's tools, serving 5,000+ tradespeople across South Holland through 10 branches, own delivery, and technical support.

Ownership category

akta.pro rank

Product category

Paint Wholesale Distribution

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)

Keywords

• Paint wholesale distribution
• Professional coatings supply
• Painter tools equipment
• Paint technical advisory
• Painter training services

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Paint and coating product sales: Sale of A-brand paints, coatings, and painter's tools to professional tradespeople. Products sourced from independent brand partners (Teknos, Rust-Oleum, Trimetal, SPS, and others). No binding to a single brand, enabling independent advice.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Simonis Verf is an independent regional wholesale distributor of professional paints, coatings, painter tools, and climbing equipment, serving over 5,000 professional painters and tradespeople across South Holland. The company offers a multi-brand assortment sourced from independent partners (Teknos, Rust-Oleum, Zinsser, SPS, Trimetal, Festool, Graco, and others), combined with technical advisory, on-site consultation, tool repair/maintenance, training programs, and same-day delivery via an own fleet.

Product overview

Simonis Verf operates as a professional paint wholesaler offering a comprehensive portfolio of A-brand paint, coating, and painter supply products through multiple distribution channels. The core offering centers on an extensive assortment of professional paints and coatings from brand partners including Rust-Oleum, Zinsser, SPS, Teknos, and Trimetal, complemented by professional tools from Festool and Graco. The company provides a unified service model combining product sales with technical advisory services, training programs, on-site technical support, and logistics services including same-day delivery and 24-hour pickup. The portfolio is distributed through 10 branches across Zuid-Holland, a commercial inside sales team (CoBi), and a web shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Paint and Coatings Assortiment Multi-brand assortment of A-brand paints, coatings, primers, and painter supplies from independent partners including Teknos, Rust-Oleum, Zinsser, SPS, Trimetal, Jotun, Inducoat, KEIM, Sika, and others. Sold to professional painters and contractors via 10 branches, CoBi inside sales, online webshop, and own delivery fleet.
• Professional Painter Tools and Spray Equipment Distribution of Festool power tools and accessories (sanders, Granat sandpaper, sanding pads, Power Station battery system) and Graco airless spray equipment (ST Max II 595 PC Pro Hi Boy, GX21), plus Wagner paint application systems and Altrex climbing/access equipment.
• Simonis Techniek (Tool Maintenance, Repair, and Inspection) Workshop service providing maintenance, repair, and inspection of professional painter tools (e.g., sanders, Graco pumps) and climbing/access equipment. Includes Graco pump maintenance and loaner units. Open weekdays 07:00-12:00.
• Professional Painter Training Programs Training courses for professional painters including spray technique courses (Spuitmeesters), tool maintenance training, and safety/compliance training such as di-isocyanate handling certification required for products containing di-isocyanates.
• Same-Day and Next-Day Delivery Service Free regional delivery by 6 own drivers across South Holland. Orders placed before 08:00 are delivered same day, all orders delivered on time to customer locations as part of 180,000 orders per year fulfilment.
• Technical Advisory and On-Site Consultation Technical advice line (010 870 21 49, [email protected]) staffed by experienced paint specialists, reachable Mon-Fri 07:00-16:30, providing product recommendations and on-site consultation for complex painting projects.
• 24-Hour Pickup Locker Service Secure pickup lockers at select branch locations with unique PIN codes enabling customers to collect orders outside regular opening hours.
• Steloxine Protect Universal (Trimetal) 1-pot rust-preventive paint system combining multi-primer and silk-gloss topcoat in one product. Contains zinc phosphate as active rust-preventive component. Distributed by Simonis Verf in 1L and 2.5L packaging for professional painters working on metallic and hard-plastic substrates.

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• TeknoscoreStrategic or Co-development PartnerTeknos is an international coatings company partnering with Simonis to supply professional paints and coatings for the construction, metal industry, industrial, and timber sectors. Teknos provides technical quality, sustainability, and innovation, which combined with Simonis's market knowledge enables a professional and future-proof offering for customers.
• Rust-OleumcoreStrategic or Co-development PartnerRust-Oleum develops high-quality coatings for protection, maintenance, and renovation of various surfaces since 1845. Simonis distributes Rust-Oleum products including metal paints, Hard Hat spray coatings, facade coatings (Murfill), primers, special coatings (Fillcoat, Dacfill), and floor coatings (Pegakote 2K, Epoxy 9100).
• ZinssercoreStrategic or Co-development PartnerZinsser develops problem-solving primers, sealers, and coatings since 1849, known for strong adhesion, stain-blocking properties, and reliable performance on difficult surfaces. Distributed through Simonis including products like Zinsser 1-2-3, Zinsser BIN, and Zinsser Allcoat Exterior.
• SPScoreStrategic or Co-development PartnerSPS develops paint and finishing systems for professional painting and plastering work since 1975. The Dutch brand is known for reliable quality, high coverage, and efficient application. Simonis distributes SPS wall paints (Facade Mat, Resimat, Easytop, Multimat) and primers.
• GracocoreChannel Partner/ Reseller/ DistributorSimonis is an official Graco dealer. Graco spray equipment (including the GX21 and ST Max II 595 PC Pro HiBoy) is sold and serviced through Simonis. The company also provides Graco pump maintenance and loaner units via its Simonis Techniek department.
• FestoolcoreChannel Partner/ Reseller/ DistributorFestool is a partner for professional power tools and accessories. Simonis distributes Festool products including sanders (delta, ROTEX, eccentric), sanding pads, Granat sandpaper, and the Festool Power Station battery system.
• InducoatminorStrategic or Co-development PartnerInducoat is a mold-resistant paint system with an official CTGB (College for the approval of pesticides and biocides) registration number. Simonis recommends Inducoat for housing corporations dealing with mold problems, as it offers significant long-term cost savings on maintenance.
• BICCS Industrial CoatingsminorStrategic or Co-development PartnerBICCS Industrial Coatings develops Uni-color coatings that solve clouding problems in metallic finishes on facade cladding. Simonis supplies BICCS products including direct-to-metal (DTM) coating systems that prevent metallic effect irregularities.
• TrimetalcoreStrategic or Co-development PartnerTrimetal (AkzoNobel) supplies professional paints including Steloxine Protect Universal (rust-preventing 1-pot system), Silvatane PU Acryl, and Steloxine PU Finish. Products containing di-isocyanates require mandatory EU safety training.
• Global PaintminorStrategic or Co-development PartnerGlobal Paint supplies coatings including Titan Multiprimer and Titan Finish HG, PU Top Multiprimer and PU Top Finish, distributed through Simonis.
• SikaminorStrategic or Co-development PartnerSika supplies construction chemicals and specialty coatings. Distributed through Simonis alongside paint products.
• WieneseminorStrategic or Co-development PartnerWienese supplies professional paint products. Distributed through Simonis.
• AltrexminorStrategic or Co-development PartnerAltrex supplies professional climbing and access equipment. Distributed through Simonis.
• CiranovaminorStrategic or Co-development PartnerCiranova supplies specialty coatings. Announced price increase of 3-5% from May 2026.
• RigominorStrategic or Co-development PartnerRigo supplies paint products. Announced price increase of approximately 5% from May 2026.
• ToupretminorStrategic or Co-development PartnerToupret supplies wall repair products (e.g., Toupret muren). Distributed through Simonis for surface preparation in painting projects.
• TouwenminorStrategic or Co-development PartnerTouwen supplies products. Announced price increase of approximately 7.5% from May 2026.
• AkzoNobelcoreStrategic or Co-development PartnerAkzoNobel (owner of Trimetal brand) supplies professional paints. Price increases announced from July 2026. Simonis distributes Trimetal products including Steloxine Protect Universal and Silvatane PU Acryl.
• KeimminorStrategic or Co-development PartnerKeim supplies mineral paints. Announced price increase of approximately 4.5% from July 2026.
• Vista PaintminorStrategic or Co-development PartnerVista Paint supplies professional paints. Distributed through Simonis.
• GoudhaantjeminorStrategic or Co-development PartnerGoudhaantje supplies professional painting products. Distributed through Simonis.
• WorkmanminorChannel Partner/ Reseller/ DistributorWorkman supplies workwear and safety products for professional tradespeople. Distributed through Simonis.
• Kip TapeminorChannel Partner/ Reseller/ DistributorKip Tape supplies masking tape and finishing tapes for professional painters. Distributed through Simonis.
• CopagrominorStrategic or Co-development PartnerCopagro supplies non-paint products including glass fiber. Distributed through Simonis.
• Avis ProfessionalminorChannel Partner/ Reseller/ DistributorAvis Professional supplies professional painting products. Distributed through Simonis.
• Repair CareminorChannel Partner/ Reseller/ DistributorRepair Care supplies wood repair and renovation products. Distributed through Simonis.
• Pro CoatingsminorStrategic or Co-development PartnerPro Coatings supplies professional coating products. Distributed through Simonis.
• WagnerminorChannel Partner/ Reseller/ DistributorWagner supplies paint application equipment including spray systems. Distributed through Simonis.
• ForemoreminorStrategic or Co-development PartnerForemore partnered with Simonis on a pilot bike courier service ('fietskoerier') enabling same-day delivery of materials to customer locations via bicycle couriers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Verfgroothandel.nl: Online-focused B2B paint wholesaler serving professional and DIY customers across the Netherlands. Comparable in core product range and trades customer base, but competes via e-commerce scale rather than physical branch density.
• Hageman Verf: Dutch regional paint and coatings wholesaler serving professional painters with multiple branches and technical advisory. Closely comparable to Simonis Verf in business model, target customer (vaklui), and multi-brand independent distribution approach, though operating in a different Dutch region.
• Sikkens Center (AkzoNobel): AkzoNobel's branded paint retailer network in the Netherlands that sells professional paints and coatings including Sikkens and Trimetal lines. Comparable in serving professional painters and offering project advice, but tied to a single manufacturer brand versus Simonis's independent positioning.
• Wijzonol: Dutch paint manufacturer with direct professional distribution and technical advisory for painters and contractors. Comparable in serving the professional painting trade with coatings, color advice, and project support across the Netherlands.
• BOSS Paints: European paint manufacturer and professional coatings supplier with distribution into the Dutch market. Comparable in serving professional painters with technical coatings, color matching, and project support.

Broad incumbents

• Caparol (DAW SE): European paint and coatings brand within DAW SE with professional and architectural coatings offerings in the Netherlands. Comparable in professional coatings range and project-oriented customer base, but distributed through independent dealers rather than directly operating its own branch network.
• Karwei: National Dutch home improvement chain under the Intergamma group with paint, tools, and building supplies. Comparable broad product overlap and partial customer overlap with DIY-leaning painters, but lacks Simonis's pro-trade specialist services like Techniek repair and on-site advice.
• Praxis: Major Dutch home improvement and DIY retail chain selling paints, tools, and accessories nationwide. Overlaps with Simonis in paint assortment and tradesperson customers but operates as a mass-market retailer rather than a specialized professional wholesaler.
• Gamma (Intergamma): Leading Dutch DIY chain offering paint, coatings, and tools with national footprint. Comparable assortment and some professional tradesperson purchasing, but differentiated by mass-market retail model and absence of branch-level technical advisory.
• Jotun Paints Benelux: Norwegian-headquartered paint manufacturer with professional coatings distribution across the Benelux. Comparable in serving professional painters and projects (notably referenced in Simonis customer use cases); however, operates as a manufacturer rather than multi-brand distributor.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Simonis Verf