Avel

What Avel does

Avel is a French specialty manufacturer and direct-to-consumer e-commerce operator selling traditional cleaning, maintenance, and restoration products for "noble materials" — wood, leather, metals, marble, stone, tiles, and textiles. The company distributes a catalog of approximately 103 products spanning eight material categories (Bois, Sols, Carrelage, Métaux, Cuir Ameublement, Ménager, Marbre, Dorure-Peinture) under a portfolio of heritage sub-brands including Louis XIII (48 SKUs), the Avel core brand (39 SKUs), Ciror 1890 (traditional waxes), ORKA (metal cleaning), Flambo/Tolémail (gilding and decorative paint), and Dissout Vore (drain maintenance).

The product technology is based on traditional formulations incorporating natural waxes (beeswax at 25% in Cire de Luxe, carnauba), solvents (turpentine at 50% in Cire de Luxe), vegetable oils (macadamia in leather balms), and specialty chemicals (polyurethane resins, anti-UV agents, pigments, deoxidizing acids). Formulations are described as developed in collaboration with French antiquarians and cabinetmakers, with specific professional-grade SKUs such as Eau Forte (acid-and-silica deoxidizer for copper alloys) and Xénol (water-based curative wood treatment against xylophagous insects and fungi). The company does not disclose proprietary patents or registered trademarks in the available data.

Avel's business model is pure DTC e-commerce via avel.com with pricing publicly listed in EUR ranging from approximately €7 to €88 per SKU, with volume formats available (500ml to 20L for select items). Revenue is one-time transactional with no subscription component, and distribution is exclusively direct — no third-party retailers, distributors, or marketplace channels are listed. Customer segments span DIY consumers (primary), professional restorers and cabinetmakers (secondary), and general household maintenance users, all served through the French-speaking European market with a focus on France.

Name

Avel

Legal name

Avel

Website

https://avel.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Avel is a French DTC e-commerce manufacturer of traditional specialty cleaning and restoration products for noble materials (wood, leather, metals, marble, tiles, textiles), selling approximately 103 SKUs under multiple heritage brands to DIY consumers and professional restorers across France.

Ownership category

akta.pro rank

Product category

Specialty Cleaning and Maintenance Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro industry

PRIMARYHSAEAOAI

Tile, Natural Stone & Porcelain Surface Care (Non-Grout Focus)

Home & Personal Services/Home Cleaning & Housekeeping/Specialty Surface Cleaning (Stone/Marble/Wood Floor Care)

SECONDARYCRAJALAJ

Leather & Suede Upholstery Care (Cleaners & Conditioners)

Consumer Products & Retail/Household Products & Cleaning Supplies/Carpet, Upholstery & Fabric Care (Non-laundry)

Keywords

• Wood care products
• Metal cleaning solutions
• Leather restoration products
• Floor maintenance products
• Marble surface care

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Avel generates revenue through direct-to-consumer sales of specialty cleaning, maintenance, and restoration products. Products are sold through the company's e-commerce website at various price points ranging from approximately €7 to €88 per item. The company sells approximately 103+ products across multiple categories including wood care, metal care, leather care, marble/stone care, and household cleaning. Revenue is primarily one-time transactional with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Avel manufactures and sells specialty cleaning, maintenance, and restoration products for noble materials including wood, leather, metals, marble, tiles, and textiles. The company offers 103+ products organized across categories such as wood care, floor care, metal cleaning, leather renovation, marble polishing, tile protection, textile waterproofing, and household maintenance, distributed directly through its e-commerce website at avel.com.

Product overview

Avel is a French manufacturer of specialty cleaning and care products for noble materials, operating as a multi-brand portfolio company. The core offering spans wood care (waxes, varnishes, stains, oils, wood treatments), floor care (parquets, tiles, terracotta, marble, polished concrete), leather care (balms, renovators, cleaners, pigments), metal care (copper, brass, bronze, silver, stainless steel cleaners and polishes), textile care (waterproofing, cleaning), household cleaning, and decorative gilding/painting products. The portfolio includes sub-brands: Louis XIII (premium wood care), Ciror 1890 (traditional waxes), ORKA (metal cleaning), Flambo (decorative paints), Tolémail (gilding products), and Dissout Vore (drain cleaners). Products are distributed through the avel.com e-commerce platform and are formulated for both professional artisans and consumer use.

Differentiator

Problem solved

Functional benefit

Brands

• Louis XIII: Premium wood care products including waxes, varnishes, stains, and surface treatments. The flagship brand featuring traditional formulas for furniture and parquet care.
• Ciror
• Flambo Tolemail
• Dissout Vore
• ORKA

Products and services

• Rénovateur Trianon Wood renovator that revives colors, removes stains, and restores shine to dulled wood without leaving grease. Contains color-reviving agents, gentle solvents, and non-greasy polishing components. Available in 200ml. Targeted at consumers restoring furniture surfaces.
• Huile pour Teck et Bois Exotiques (Oil for Teak and Exotic Woods) Protective oil for exotic woods that nourishes, protects, and decorates interior and exterior exotic woods while preventing graying. Contains vegetable oils, fungicide agents, and waterproofing components. Available in 500ml, 1L, 2.5L, and 20L sizes.
• Cire de Luxe Liquide (Luxury Liquid Wax) Traditional wax rich in beeswax and turpentine, enriched with carnauba for durable shine; ideal for nourishing, protecting, and beautifying all types of wood. Contains 25% natural beeswax and 50% pure gem turpentine. Available in 500ml, 1L, and 5L sizes.
• Vernis Ébenisterie Satiné C.O.V (Satin Cabinetmaking Varnish) Single-component polyurethane varnish offering quick application and a highly resistant finish for interior and exterior wood. Contains polyurethane resins, solvents, anti-UV agents, and colored pigments. Available in 125ml, 250ml, 500ml, 1L, and 3L sizes.
• Vernis Ébenisterie Brillant C.O.V (Glossy Cabinetmaking Varnish) Single-component polyurethane varnish for interior and exterior use, providing a resistant and elegant finish. Protects wood against scratches, water, alcohol, and UV. Available in 125ml, 250ml, 500ml, and 1L sizes.
• Xénol Insecticide (Wood Insect and Fungus Treatment) Curative and preventive treatment against wood-boring insects (termites, woodworm) and fungi for furniture, beams, parquets, and woodwork. Water-based, odorless, non-greasy, does not stain or discolor wood. Available in 1L and 5L sizes.
• Mécano (Traditional Metal Cleaner) Traditional product for cleaning, polishing, and shining copper, brass, bronze, aluminum, and chrome using ultra-fine natural charges. Contains antioxidants that protect metal and slow oxidation. Available in 125ml, 250ml, 500ml, and 1L sizes.
• Cuivre Laiton Bronze (Copper, Brass, Bronze Cleaner) AVEL cleaner for copper, brass, and bronze that cleans, protects, and shines without rubbing, providing a waterproof treatment and long-lasting shine. Food-contact compatible. 250ml format.
• Eau Forte (Professional Deoxidizer) Ultra-powerful deoxidizing cleaner for copper, brass, bronze, tin, and other alloys. Removes oxidation and restores original luster; ideal for renovating and reviving tarnished or oxidized metals. 500ml format.
• Primargent (Premium Silver Polish) High-end maintenance product for cleaning, polishing, and shining silverware, gold, and vermeil without scratching. Enriched with very fine mineral charges and antioxidants for long-lasting shine. Available in 125ml, 250ml, and 1L sizes.
• Argenterie (Silverware Cleaner) AVEL silverware cleaner that cleans, protects, and shines silverware, vermeil, gold, and tin without rubbing, with guaranteed long-lasting shine without abrasion. 250ml format.
• Vernis Cristal (Crystal Varnish for Metals) Liquid varnish providing colorless and glossy protection of raw metals and sensitive surfaces for interior and exterior use. Based on plexiglass resin, it forms a hard, adherent layer protecting against corrosion, UV, bases, and diluted acids. Withstands temperatures up to 100°C. 150ml format.
• Inox Chrome Aluminium (Stainless Steel, Chrome, Aluminum Cleaner) AVEL cleaner for stainless steel, chrome, and aluminum that instantly removes tartar, water, and grease marks while protecting and providing long-lasting shine without scratching. 250ml format.
• Mouss'Orka Cuivre (Silver and Silver-Plated Cleaner) Product for cleaning, renovating, and shining silverware and silver-plated metal by simple contact without rubbing, without odor, and without dirtying hands. Comes with sponge. 125ml format.
• Éliminateur de Voile Blanc Avelsol (White Veil Remover) 2-in-1 acid-free product that eliminates white veils (cement, lime, limestone) while nourishing and enhancing tomettes, terracotta, and andesgres with a natural satin appearance. Available in 1L and 5L sizes.
• Lave & Cire (Wash and Wax) Sodersol wash-and-wax product that cleans without rinsing and revives the wet-waxed appearance of floors treated with FORIVER Sodersol Patine while extending their shine. Contains acrylic self-polishing polymers. Available in 1L and 5L sizes.
• Émulsion Vitrifiante Parquet & Escalier (Vitrifying Emulsion for Parquet and Stairs) AVEL vitrifying emulsion that renovates, protects, and revives the shine of all types of parquets, stairs, and laminated floors. Offers durable anti-stain and anti-slip protection for up to 10 months. Available in 1L and 5L sizes.
• Émulsion Vitrifiante Marbre, Carrelage, Béton Ciré (Vitrifying Emulsion for Marble and Tiles) AVEL vitrifying emulsion that protects, enhances, and shines interior tiled floors with anti-slip effect and up to 10 months protection. Available in 1L and 5L sizes.
• Avelnacre-Foriver Cire Protectrice (Protective Wax) Self-polishing finishing patine that provides a protective waxed and wet-effect finish for interior floors. Forms a flexible, non-slip, and ultra-resistant film. Available in 1L and 5L sizes.
• Shampoing Cirant Parquet & Escalier (Waxing Shampoo for Parquet) Metallized waxing shampoo that effectively cleans and revives the shine of treated parquets while reinforcing their protection with each use without rinsing. For natural woods, waxed or vitrified, and laminated floors. Available in 1L and 5L sizes.
• Rénovateur Crème (Leather Renovating Balm) Nourishing and renovating balm for smooth leathers that revives color, protects, and offers an elegant waxed finish after polishing. Enriched with macadamia oil. 275ml format.
• Savon Cuir Régénérant Nettoyant + Éponge (Regenerating Leather Cleaning Soap) Gentle glycerin-based cleaning soap for dirty and encrusted leathers, eliminating residues without damaging the leather. New formula enriched with purified glycerin. Available in 100ml and 200ml sizes with sponge.
• Baume Rénovateur Liquide (Liquid Leather Renovating Balm) Liquid nourishing, protective, and recoloring balm for smooth leathers, enriched with vegetable macadamia oil for easy application. 500ml format.
• Crème Pigmentaire Teintante (Pigment Coloring Cream) Professional pigment cream that renovates, recolors, and masks leather defects by restoring its original appearance. Contains concentrated professional pigments and fixing resins. 375ml format.
• Baume Cuir Rénovateur Pâte (Paste Leather Renovating Balm) Paste renovating balm for smooth leathers that nourishes, protects, and recolors. 300ml format.
• Baume Cuir Mat (Matte Leather Care Balm) Cleans and nourishes all smooth matte upholstery leathers. Formula enriched with macadamia oil and beeswax that softens and ensures exceptional longevity by preventing drying. 500ml format.
• Anti-Tache Cuir (Leather Stain Protector) Protects leather against all stains or soiling: water, drinks, greases, and sebum marks. 400ml format.
• Détacheur Cuirs et Textiles Hussard (Leather and Textile Stain Remover) Stain remover that eliminates all greasy stains without halo, even old ones. Aerosol format ideal for greasy soiling on leather clothing and leather sofas at headrest areas. 200ml format.
• Baume Rénovateur Marbre (Marble Renovating Balm) High-end marble renovating balm developed with masons, formulated with carnauba wax for embellishing and protecting marble, granite, onyx, and polished stones. 250ml format.

Segments3 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 indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Starwax: French household cleaning brand with traditional specialty formulas for floors, surfaces, and household maintenance. Overlaps with Avel's Ménager category and Sols; broader mass-market French alternative to Avel's premium specialty positioning.

Direct peers

• Briwax: UK-based heritage wood care brand with waxes, polishes, and restoration products formulated on traditional recipes. Comparable positioning to Louis XIII/Avel for furniture restoration, with overlapping buyer personas (DIY + professionals).
• Liberon: French heritage brand offering wood care, waxes, varnishes, metal polishes, and surface restoration products. Direct overlap with Avel's Louis XIII and Avel-branded wood/floor care lines, both rooted in traditional recipes for cabinetmakers and restorers.
• Howard Products: US wood and leather care brand offering Restor-A-Finish, Feed-N-Wax, and leather conditioners. Direct overlap with Avel's Rénovateur Trianon, Cire de Luxe, and leather balms, serving DIY restorers of furniture and antiques.
• Furniture Clinic: UK specialist offering wood, leather, and upholstery repair and care products with strong DTC e-commerce. Competes on the leather care category (Avel's Cuir ameublement) and broader furniture restoration, with similar 'care and repair' mission.
• Blanchon: French specialist in wood finishes, parquet varnishes, and floor care products. Competes head-on with Avel's Bois and Sols categories, especially Ciror 1890 and Louis XIII varnishes/waxes targeting professional and DIY parquet care.
• Goddard's: Long-established British silver polish and metal care brand. Heritage positioning comparable to Avel's Métaux category and ORKA, with similar traditional cleaning formulas for silverware and precious metals.
• Hagerty (W.J. Hagerty): Swiss-founded specialty brand for silver, copper, brass, and precious metals care. Closely comparable to Avel's ORKA brand and Métaux product line targeting silverware, copper, brass restoration with traditional polishes.

Broad incumbents

• Minwax: US mass-market wood finishing and care brand. Competes in the wood care space but is a broader incumbent with mass retail distribution, contrasting with Avel's DTC-only specialist positioning.
• Rust-Oleum: Large US coatings and surface care conglomerate. Adjacent incumbent in protective coatings and wood finishes with broad retail distribution; contrasts with Avel's DTC-only, traditional-formula specialty model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/avel
• LinkedInlinkedin.com/company/avel

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Avel