AGIR

What AGIR does

AGIR (legal name: AGIR; DBA: Agir Peinture) is a France-based national network of independent specialized paint and decorative coatings wholesale distributors, headquartered in Noyelles Les Seclin, Nord. Founded in 1988, the network is composed of independent adhérent distributors who operate their own businesses under the AGIR brand, collectively providing professional painters and decorators across France with access to a broad product portfolio. The company is private with no disclosed parent, no external funding rounds, and a small central organization of approximately 10 employees.

The network offers more than 1,000 SKUs across 11 product categories: interior paint (matte, velvet, satin, primers); wood and metal products (varnishes, stains, oils, rust converters); specialty products (decorative finishes, diluents, paint strippers, cleaners); facade treatments (primers, coatings, waterproofing, thermal solutions); fillers, mastics, and adhesives; floor products (primers, leveling compounds, paints); professional tools; equipment (cleaning, painting, power, access); protection and safety; and floor and wall coverings. Products are sold both through physical adhérent store locations and through the company's B2B e-commerce platform (agir-peinture.com), which requires professional account registration for pricing and ordering.

AGIR's business model is a hybrid distribution-as-a-service: the central entity provides brand positioning, collective purchasing power, catalog breadth, and a shared e-commerce front-end, while member distributors handle last-mile service and local B2B relationships. Revenue derives from one-time B2B product sales through this network. The value proposition centers on competitive pricing via network scale, technical and aesthetic quality assurance, and exposure to industry innovations for professional painter customers. No pricing is publicly disclosed, and no AI/ML capabilities, integrations, or APIs are described.

Name

AGIR

Legal name

AGIR

Website

https://agir-peinture.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

AGIR is a France-based national network of independent specialized paint and decorative coatings wholesale distributors, founded in 1988, serving professional painters and decorators through adhérent stores and a B2B e-commerce platform offering 1,000+ SKUs across 11 product categories.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel

Revenue model

1. B2B product sales: Revenue generated from the sale of professional paint, decorative coatings, wood and metal products, tools, and equipment through the AGIR network of independent distributors. Products are sold to professional painters and decorators via the e-commerce platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

AGIR is a national network of independent specialized paint wholesale distributors in France that distributes professional paint, decorative coatings, wood and metal treatment products, facade treatments, adhesives, flooring solutions, tools, equipment, and safety products to professional painters and decorators. The network operates through affiliated independent stores and a B2B e-commerce platform, leveraging collective purchasing power to provide competitive pricing across eleven main product categories.

Product overview

AGIR is a network of independent specialized paint and decoration distributors in France. The company operates as a B2B e-commerce platform offering a comprehensive range of paint and finishing products through multiple product categories: interior paint (peinture intérieure) with various finishes (matte, velvet, satin) and primers; wood and metal treatment products (produit bois et fer) including varnishes, stains, and rust converters; specialty products (produit spécifique) for decorative finishes, cleaning, and treatment; facade products (produit façade) for exterior wall protection and thermal insulation; plaster and adhesive solutions (enduit & colle) for surface preparation; floor products (produit sol) including primers, leveling compounds, and specialized paints; professional tools (outillage) and equipment (matériel); and protection/safety products. The network serves professional painters and decorators through affiliated independent stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Interior Paint (Peinture intérieure) Interior paint products including matte, velvet, satin finishes, and primers for interior walls and ceilings, sold to professional painters and decorators.
• Wood and Metal Products (Produit bois et fer) Products for treating and protecting wood and metal surfaces including varnishes, stains, wood oils, rust converters, and primers for professional painters.
• Specific Products (Produit spécifique) Specialty products including decorative finishes, diluents, paint strippers, cleaning products, and treatment solutions for professional painting applications.
• Facade Products (Produit façade) External facade treatments including primers, thin films, semi-thick coatings, thick plastic coatings, waterproofing systems, and thermal facade solutions for professional exterior applications.
• Plaster and Adhesive (Enduit et colle) Fillers, mastics, adhesives, and removers for interior and exterior surface preparation and finishing, sold to professional painters and decorators.
• Floor Products (Produit sol) Floor preparation and finishing products including primers, leveling compounds, floor paints, stadium paints, and road markings for professional applications.
• Tools (Outillage) Painting and finishing tools including brushes, rollers, application equipment, cleaning supplies, and abrasives for professional painters and decorators.
• Equipment (Matériel) Professional equipment including cleaning machinery, painting equipment, power tools, and work-at-height solutions for professional painting contractors.
• Protection and Safety (Protection et sécurité) Site protection and personal safety equipment including chantier protection, personal protective equipment, and accessibility solutions for painting job sites.
• Floor Coverings (Revêtement de sol) Floor covering materials and installation products distributed through the AGIR network for professional painters and decorators.
• Wall Coverings (Revêtement de mur) Wall covering materials including wallpapers and decorative panels distributed through the AGIR network for professional painters and decorators.

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

One partnership is on record.

• Independent Specialized Paint Wholesalers (Adhérents)coreChannel Partner/ Reseller/ DistributorThe AGIR network is composed of independent wholesale distributors (adhérents) specialized in paint and decorative products. These members operate their own businesses under the AGIR network brand, benefiting from collective purchasing power, national brand recognition, and shared expertise while maintaining their independence. The network emphasizes quality products and services at technical, aesthetic, and environmental levels.

Scale indicators4 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• V33: V33 is a major French paint and wood-care brand (part of Cromology) sold through independent retailers and DIY chains. It overlaps AGIR's wood/metal and specialty product categories and competes for the same trade and consumer customers.
• Sikkens (AkzoNobel): Sikkens is the AkzoNobel professional paint brand distributed in France through accredited decorator outlets. It targets the same professional-painter segment AGIR serves and competes for brand-driven specification on commercial jobs.
• Cromology: Cromology is a major European paint manufacturer operating multiple brands (Zolpan, Tollens historically, V33-adjacent) across professional and DIY channels. It is the dominant upstream supplier whose brands AGIR members compete with and stock.
• Leroy Merlin: Leroy Merlin is France's largest home improvement retailer with extensive paint, tools, and decorative product assortments and growing trade-customer programs. Its scale and trade pricing compete directly with AGIR's network for price-sensitive professional painters.

Direct peers

• Tollens: Tollens is another major French network of independent specialized paint distributors selling to professional painters and decorators across France. It mirrors AGIR's network-of-adhérents model, product breadth, and B2B professional-customer focus, making it the closest structural comparable.
• Guittet (PPG): Guittet is a PPG-owned French professional paint brand sold via independent distributors to painters and decorators, directly overlapping AGIR's product range and customer base within the French professional paint channel.
• Unikalo: Unikalo is a French independent paint manufacturer and distributor combining proprietary production with a network of professional-decorator-oriented outlets. It competes with AGIR on both the supply and distribution sides of the French pro-paint market.
• Zolpan: Zolpan is a French paint and coatings distributor (part of the Cromology group) operating a network of specialized branches serving professional painters with a comparable product mix and trade-customer positioning to AGIR.
• Seigneurie (PPG): Seigneurie is the historic PPG professional paint brand in France, distributed through a network of independent paint stores targeting professional painters. It competes head-to-head with AGIR's network for the same professional decorator customers.

Emerging players

• 123peinture: 123peinture is a French online-first paint and coatings retailer focused on professional and individual customers, representing the digital-native competitive threat to AGIR's traditional adhérent-and-storefront distribution model.

Market position

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/agir-peinture

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 AGIR