What AQUARELLO does

Aquarello is a French painting and decoration company founded in 1994 by Salvatore Casa and headquartered at 4 rue des Moines in Saint-Étienne-lès-Remiremont, in the Vosges department. The firm operates as a small artisan business with a team of approximately seven trained specialists, delivering decorative painting and finish services primarily to residential property owners and occasionally to commercial clients within the Grand Est region of France. Its service portfolio is organized around four integrated categories: decorative effect plasters (using minerals, lime, and marble powder), natural decorative effect paints (metal, patina, glossy, mat, mineral stucco), specialized paints for all surface types (floors, walls, parquets, facades, furniture, cladding), and custom plaster/staff work including moldings, columns, and architectural details. All materials are positioned as 100% natural and without odor, and span both interior and exterior applications across new construction and renovation.

The business is structured as a project-based professional services firm with no public pricing, no software product, and no digital platform; revenue is generated entirely through on-site service delivery at client locations on an appointment-only basis (uniquement sur rdv). Distribution is exclusively direct-to-customer via field service, supplemented by a minimal marketing footprint consisting of the company website (aquarello.pro), a Facebook page, and a news/updates section that surfaces new products, technique developments, and tradeshow activity. The company carries a registered share capital of €7,622 and is privately held by its founder, with no external investors, parent entities, or M&A activity disclosed.

The operating geography is narrowly defined to a single French region (Grand Est), and the customer base is dominated by individual homeowners, with named commercial case studies limited to a communication agency (Lézard's Création) and a restaurant (La Quarterelle). The company's competitive positioning leans heavily on the founder's 30+ years of expertise and Italian craftsmanship heritage rather than on technology, scale, or brand reach.

Name

AQUARELLO

Legal name

AQUARELLO

Website

https://aquarello.pro

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Aquarello is a French painting and decoration firm founded in 1994, serving residential and commercial clients in the Grand Est region with natural decorative plasters, paints, and staff work, led by founder Salvatore Casa's team of 7 specialists.

Ownership category

akta.pro rank

Product category

Painting and Decoration Services

SIC

Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)

Keywords

• Painting and decoration services
• Decorative plaster finishes
• Decorative effect paints
• Plaster and staff work
• Interior exterior renovation

Headquarters

HQ city

Saint-Étienne-lès-Remiremont

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Painting and Decoration Services: Service-based revenue from painting, decorative finishes, plaster and staff installation for residential clients (interior and exterior, new construction and renovation). B2C focused with direct customer relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Aquarello is a painting and decoration company providing professional craftsmanship services in decorative plasters, decorative paints, multi-surface paints, and plaster/staff architectural work for interior and exterior projects. It serves both new construction and renovation projects for residential and commercial clients in the Vosges region of France, emphasizing 100% natural, eco-friendly products and Italian-trained craftsmanship. Services are delivered on-site at client locations on an appointment-only basis with custom quotes.

Product overview

Aquarello is a painting and decoration company offering four integrated service categories: decorative effect plasters, decorative effect paints, paints for all surfaces, and plaster/staff decoration. Founded in 1994, the company serves both interior and exterior projects for new construction and renovation. All products emphasize natural materials (100% natural, without odor, using minerals, lime, and marble powder), with services spanning from traditional painting to contemporary decorative finishes.

Differentiator

Problem solved

Functional benefit

Products and services

• Enduits à effets décoratifs (Decorative Effect Plasters) Decorative effect plaster service for interior and exterior walls using 100% natural products made from minerals, lime, and marble powder. Offers effects such as concrete, stone, clay, wood, and reptile textures in smooth or textured, glossy or matte finishes. Designed as an alternative to traditional paints and wallpapers, suitable for both new construction and renovation projects for residential and commercial clients.
• Peintures à effets décoratifs (Decorative Effect Paints) 100% natural decorative paint service without odor, available in metal, patina, glossy, matte, and mineral stucco finishes in smooth or volumetric versions. Applied using stencil or single-layer techniques, these paints serve as full decorative elements for walls, floors, and ceilings in residential and commercial spaces.
• Peintures sur tous supports (Paints for All Surfaces) Specialized painting service for all types of surfaces including floors, walls, parquets, facades, furniture, and cladding. Includes high-temperature, low-temperature, and high-resistance paints, as well as parquet vitrification, patina, varnish, and ceruse effects for both interior and exterior applications.
• Staff plâtre et décoration (Plaster and Staff Decoration) Custom plaster and staff work service for interior decoration and construction. Plaster (white powder from gypsum) is used for partitions, floors, and ceilings with thermal, acoustic, fire protection, and humidity regulation properties. Staff (assembly of plaster, plant fibers, fabric, and metal grids) is used to create elegant moldings, columns, and decorative elements combining traditional craftsmanship with modern aesthetics.

Named customers2 records

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

Scale indicators2 records

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• Seigneurie (PPG): Established French architectural paints and coatings brand under PPG, serving residential and commercial decorators with a broad effect-paints portfolio. Comparable product segments (decorative effects, finishes) but with national distribution at scale.
• Little Greene: UK independent designer-paint and wallpaper manufacturer with strong aesthetic-led branding and a network of decorators. Comparable premium decorative positioning, eco credentials, and end-customer profile to Aquarello.
• Tollens: Major French architectural coatings brand with residential paints, façade systems, and a network of distributor/installer partners across France. Relevant as a broader incumbent operating in the same decorative-paints category at materially greater scale than Aquarello.
• Sto SE: Large German exterior and interior wall systems manufacturer with architectural paints, plasters, and decorative finishes widely used by applicators across Europe. Comparable decorative-finish portfolio and multi-surface coatings scope to Aquarello.
• Farrow & Ball: UK heritage designer paint and wallpaper brand with a global showroom network and recommended-painter schemes. Compares to Aquarello on premium interior decoration positioning and natural/premium product positioning, at dramatically broader scale.
• Caparol (DAW Group): Major European architectural paints and façade systems manufacturer with deep interior decorative ranges and an applicator/specifier network. Overlaps with Aquarello's interior and exterior coatings work but at industrial scale.

Others

• Maison Sarah Lavoine: French interior-design house offering signature paint colours, furniture, and decoration projects across premium residential and hospitality clients. Related as a premium-decoration brand targeting the same end-customers Aquarello serves, but acting as designer/specifier rather than applicator.

Direct peers

• Ressource Peintures: French designer-paint and finish brand producing premium ecological paints, decorative plasters, and effect coatings sold through showrooms and recommended applicators. Overlaps with Aquarello on premium interior decoration, eco positioning, and effect-finishes portfolio.
• Saint-Astier: French-based lime and natural hydraulic lime producer with a deep decorative-coatings line (lime paints, lime plasters, mineral finishes) and a recommended-applicator network. Comparable product depth in natural lime/marble finishes and shared craft-painting heritage with Aquarello.
• Mercadier: French decorative-finishes specialist offering plasters, lime washes, tadelakt, and related natural effect coatings, with a network of trained applicators across France. Closely comparable niche, materials library (lime, marble, natural minerals), and decorative-finish positioning to Aquarello.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aquarello

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 AQUARELLO