Au Fil du Bain - ALGOREL

What Au Fil du Bain - ALGOREL does

Au Fil du Bain is a French specialty bathroom retailer operating as the ENSEIGNE (store brand) of the privately held ALGOREL group. The company runs a national network of 51 affiliated showrooms across metropolitan France, each owned and operated by an independent local business under the Au Fil du Bain banner. Its core proposition is end-to-end bathroom project support for individual homeowners, structured as a four-step journey: inspiration via trend content and the SDB Mag' publication, 3D project configuration, showroom appointment, and connection to a qualified installer. The product portfolio spans bathroom furniture and basins, shower enclosures and trays, faucets and mixers, bathtubs and wellness/spa equipment, toilets, radiators and heated towel rails, accessories, water treatment, indoor and outdoor tiling, kitchen sinks and faucets, and a professional maintenance and tooling (PMO) line. Distribution combines a multi-brand third-party portfolio (Grohe, Franke, Roca, Villeroy & Boch, Jacob Delafon, Ideal Standard, Kinedo, Atlantic, BWT, Geberit, Acova, Nicoll, Novellini, Decotec, PWG/Pelipal) with an own-label private label called Domao, sold exclusively through the Au Fil du Bain network. Pricing is unit-based and ranges from low-three-digit euros for entry-point faucets to mid-five-digit euros for spas, with catalog list prices indicative and final pricing set at showroom level. The company is privately held under ALGOREL; no disclosed revenue, leadership roster, funding history, or M&A activity is available, and the 10-employee figure recorded in firmographics reflects head-office staffing rather than the broader affiliated showroom workforce.

Name

Au Fil du Bain - ALGOREL

Legal name

Au Fil du Bain

Website

https://aufildubain.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Au Fil du Bain is the bathroom-specialist retail ENSEIGNE of the French ALGOREL group, running 51 affiliated showrooms across France that sell multi-brand and own-label Domao bathroom products to individual homeowners, backed by a 3D configurator, SDB Mag' content, and a qualified installer network.

Ownership category

akta.pro rank

Product category

Bathroom Fixtures Retail

NAICS

Home Centers (444110)

SIC

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

akta.pro primary industry

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom fixtures retail
• Bathroom showroom network
• Kitchen and bath products
• Bathroom renovation services
• Home improvement retail

Headquarters

HQ city

Avignon

HQ country

France

HQ region

Europe

Offices49 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail bathroom product sales: Revenue generated through the sale of bathroom products (furniture, vanities, showers, bathtubs, faucets, accessories, tiling, etc.) via company-owned and affiliated showrooms across France. Products include both proprietary Domao brand and distributed third-party brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Au Fil du Bain is a French bathroom retail network operating 51 showrooms across France under the ALGOREL group. It sells a full range of bathroom products — furniture, basins, showers, bathtubs, faucets, toilets, radiators, accessories, water treatment, tiling, and selected kitchen products — alongside its own Domao private label. It complements product sales with in-showroom design consultation, a 3D bathroom configurator tool, and referral to a network of qualified installers.

Product overview

Au Fil du Bain is a French bathroom showroom network and retailer operated by the ALGOREL group. The company operates as a unified platform combining physical showrooms across France with an e-commerce presence, offering a comprehensive bathroom and kitchen product portfolio. The core offering includes furniture and basins (Meubles et vasques), shower solutions (Douche), tapware (Robinetterie), bath and wellness (Bain et bien-être), toilets, radiators, accessories, and water treatment systems. Extended categories cover outdoor and indoor tiling (Carrelage extérieur/intérieur), kitchen products (Cuisine), and professional maintenance products (PMO). The company distributes third-party brands including Franke (kitchen sinks and faucets), Kinedo (shower enclosures and balneotherapy, manufactured in France), Grohe, Ideal Standard, Jacob Delafon, and others, while also offering its own private label DOMOA. Supporting services include a 3D configurateur tool for bathroom visualization, the SDB Mag' inspiration magazine (formerly Fil Good), and a network of qualified installers. The PWG (Pelipal) sub-brand provides premium bathroom furniture collections.

Differentiator

Problem solved

Functional benefit

Brands

• Domao: Own-brand bathroom products and solutions distributed through Au Fil du Bain showrooms

Products and services

• Meubles et vasques (Bathroom Furniture & Basins) Vanity units, basins, wall-mounted cabinets, and mirrors for residential bathrooms and kitchens.
• Douche (Shower Solutions) Shower enclosures, walk-in showers, shower trays, shower panels, and complete shower cabins.
• Robinetterie (Bathroom & Kitchen Taps) Bathroom and kitchen faucets, mixers, thermostatic taps, and electronic tap solutions.
• Bain et bien-être (Bathtubs & Wellness) Bathtubs, balneotherapy, spa products, and wellness equipment for bathroom comfort.
• Espace toilettes (Toilet Area) Toilets, bidets, WC flush systems, and bathroom hygiene solutions.
• Radiateurs (Bathroom Radiators) Decorative radiators and heated towel rails for bathrooms.
• Accessoires (Bathroom Accessories) Bathroom accessories including towel rails, soap dispensers, mirrors, and storage solutions.
• Traitement de l'eau (Water Treatment) Water treatment systems including water softeners and filtration solutions.
• Cuisine (Kitchen Products) Kitchen products including sinks, kitchen faucets, and compact kitchen units.
• Carrelage intérieur (Indoor Tiling) Indoor wall and floor tiles for bathroom and living spaces.
• Carrelage extérieur (Outdoor Tiling) Outdoor and garden tiling solutions for terraces and exterior spaces.
• PMO (Professional Maintenance & Installation Products) Professional maintenance and installation products including adhesives, sealants, and tools for installers.
• Domao (Private-Label Bathroom Range) Own-brand (private label) bathroom products including furniture, basins, showers, and accessories, sold exclusively through the Au Fil du Bain showroom network.
• 3D Bathroom Configurator Online 3D bathroom design and configuration tool that lets customers visualize and plan their bathroom project before purchase.
• Qualified Installer Network Referral Connection service linking customers to a network of qualified bathroom installers to complete their renovation project.

Named customers8 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

17 partnerships are on record, tiered core and minor.

• DomaocoreChannel Partner/ Reseller/ DistributorOwn-brand (private label) bathroom products manufactured for Au Fil du Bain under the Domao name. Domao products are sold exclusively through the Au Fil du Bain showroom network and featured in dedicated Domao catalogs.
• KinedocoreChannel Partner/ Reseller/ DistributorFrench manufacturer of shower enclosures, trays, cabins, and balneotherapy products. Products manufactured in Chaumes-en-Retz (44) and La Ciotat (13). Innovation-focused brand with nearly 10 new products annually.
• FrankecoreChannel Partner/ Reseller/ DistributorInternational brand recognized for quality kitchen and bathroom equipment including sinks, faucets, and accessories. Known for design, innovation, durability, and water/energy efficiency.
• GrohecoreChannel Partner/ Reseller/ DistributorPremium faucet and sanitary ware manufacturer. Products include single-lever mixers, semi-professional faucets, and water filtration systems. Known for GROHE StarLight chrome finish and GROHE Longlife ceramic cartridges.
• RocacoreChannel Partner/ Reseller/ DistributorInternational bathroom products manufacturer offering comprehensive bathroom solutions including sanitary ware, faucets, and accessories.
• Villeroy & BochminorChannel Partner/ Reseller/ DistributorPremium German bathroom and ceramic manufacturer offering high-end sanitary ware, bathroom furniture, and accessories.
• Jacob DelafonminorChannel Partner/ Reseller/ DistributorFrench bathroom brand specializing in faucets, sanitary ware, and bathroom furniture. Known for Malleco faucet line with antiscalcitic douchette and magnetic docking.
• Ideal StandardminorChannel Partner/ Reseller/ DistributorInternational bathroom products brand offering Ceralook kitchen faucets and comprehensive bathroom solutions including mixers and sanitary ware.
• AtlanticminorChannel Partner/ Reseller/ DistributorFrench manufacturer of heating solutions and water heaters, providing bathroom radiators and heating products.
• BWTminorChannel Partner/ Reseller/ DistributorWater treatment solutions provider offering water softeners, filtration systems, and water quality products for bathroom applications.
• GeberitminorChannel Partner/ Reseller/ DistributorSwiss manufacturer of sanitary systems and bathroom infrastructure including concealed cisterns, flush plates, and installation systems.
• AcovaminorChannel Partner/ Reseller/ DistributorFrench designer radiators and heated towel rails manufacturer for bathroom heating solutions.
• NICOLLminorChannel Partner/ Reseller/ DistributorFrench manufacturer of bathroom and plumbing products including shower trays, drainage systems, and bathroom accessories.
• NovelliniminorChannel Partner/ Reseller/ DistributorItalian bathroom products manufacturer specializing in shower enclosures, bathtubs, and wellness products.
• DecotecminorChannel Partner/ Reseller/ DistributorBathroom furniture and vanity manufacturer offering contemporary designs for residential bathrooms.
• PWGminorChannel Partner/ Reseller/ DistributorComprehensive bathroom products brand covering tiling (exterior/interior), bathroom furniture, showers, faucets, bathtubs, toilets, radiators, water treatment, and kitchen products.
• Qualified Installer NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of qualified bathroom installers affiliated with Au Fil du Bain to support customers from design to installation. Promoted on website as 'Réseau d'installateurs qualifiés'.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lapeyre: Lapeyre is a French home improvement retailer with a strong bathroom franchise (showers, bathtubs, furniture, fixtures), directly competing with Au Fil du Bain for renovation customers in France across both product and installation services.
• Richardson: Richardson is a long-established French distributor of plumbing, heating and bathroom products with showrooms across France serving both professionals and individuals. It directly competes with Au Fil du Bain in distribution of faucets, sanitary ware and heating solutions through a showroom-led model.
• Espace Aubade: Espace Aubade is a French bathroom and heating showroom network operated by Saint-Gobain Distribution, with a comparable model of physical showrooms carrying multiple premium brands (Jacob Delafon, Grohe, etc.) and qualified installer connections. It is the closest direct peer to Au Fil du Bain in bathroom specialty retail.
• Cedeo: Cedeo is a French distributor of plumbing, heating and sanitary equipment targeting trade professionals and project customers, part of Saint-Gobain Distribution. It overlaps heavily with Au Fil du Bain in product categories, customer base (renovation projects), and showroom/channel structure.

Emerging players

• ManoMano: ManoMano is a French-founded online marketplace for home improvement, DIY and bathroom products. It competes with Au Fil du Bain on price discovery, assortment breadth and convenience, particularly for customers willing to purchase bathroom products without showroom visits.

Broad incumbents

• Castorama: Castorama is a major French home improvement chain offering bathroom furniture, showers, faucets and tiling. Like Leroy Merlin, it competes with Au Fil du Bain in bathroom category but as part of a wider home improvement offering.
• Leroy Merlin: Leroy Merlin is the largest home improvement retailer in France with broad bathroom assortments and installation services. It competes with Au Fil du Bain across all its product categories but operates a much broader home improvement proposition beyond bathroom specialty.
• Brico Dépôt: Brico Dépôt is a French home improvement discounter carrying bathroom products alongside broader renovation and DIY categories. It competes on price and convenience but lacks Au Fil du Bain's specialist showroom and consultation model.

Regional players

• Bain & Déco: Bain & Déco is a French bathroom retailer with showrooms focused on renovation projects, comparable in product mix and showroom-led service to Au Fil du Bain but smaller in geographic scale.

Others

• Saint-Gobain Distribution Bâtiment: Saint-Gobain Distribution Bâtiment is the parent organization of Espace Aubade, Cedeo, Point.P and other bathroom and building products distribution banners in France. It is comparable as a strategic peer operating comparable bathroom distribution formats under a corporate umbrella.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/au-fil-du-bain

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 Au Fil du Bain - ALGOREL