BATINEA
French online retailer (founded 2011) of bathroom, kitchen, and sanitary equipment, serving individual homeowners and trade professionals in metropolitan France with over 10,000 SKUs from 35+ premium European brands including Grohe, Villeroy & Boch, and Hansgrohe.
- Company typePrivate
- Founded2011
- HeadquartersL'Union, France
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What BATINEA does
Batinea is a French online retailer specializing in bathroom, kitchen, and sanitary equipment, founded in 2011 by two professionals of the sanitary and plumbing industry and headquartered in L'Union near Toulouse. The company operates an own-storefront e-commerce platform at batinea.com, listing more than 10,000 product references across six categories — bathroom, faucetry, toilets, kitchen, accessibility/PMR, and spare parts — sourced from more than 35 European sanitary brands and manufacturers including Grohe, Jacob Delafon, Villeroy & Boch, Hansgrohe, Kinedo, Wedi, Duravit, Geberit, Roca, Paini, Wirquin, Ti'Pi, and Groupe Jacuzzi. The company claims to have served over 100,000 customers since inception.
BATINEA firmographics
Firmographics- Name
- BATINEA
- Legal name
- Batinea
- Website
- https://batinea.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- French online retailer (founded 2011) of bathroom, kitchen, and sanitary equipment, serving individual homeowners and trade professionals in metropolitan France with over 10,000 SKUs from 35+ premium European brands including Grohe, Villeroy & Boch, and Hansgrohe.
- Ownership category
- akta.pro rank
Where BATINEA is headquartered
LocationHeadquarters
- HQ city
- L'Union
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
BATINEA business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Online retail of bathroom fixtures, kitchen equipment, and sanitation products. Revenue generated through one-time product transactions with free shipping on all orders to mainland France. Payment options include credit card (3x free), PayPal (4x free), and bank transfer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | Individual consumer pricing |
| Unit Pricing | — | Professional client preferential pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
BATINEA product offering
Product offeringCore offering
Batinea operates batinea.com, a French online retail platform that sells bathroom, kitchen, and sanitation equipment (showers, bathtubs, washbasins, faucets, toilets, kitchen sinks, accessibility products, and spare parts) sourced from more than 35 premium brands. The company complements its product catalog with free phone/video expert advisory appointments, a custom project quote service, and a dedicated trade-professional program offering preferential pricing to plumbers, architects, contractors, and decorators.
Product overview
Batinea is a French e-commerce platform specializing in online bathroom, toilet, and kitchen equipment sales. The company operates as a unified e-commerce platform offering over 10,000 products across six main categories: bathroom (salle de bain), faucetry (robinetterie), toilets (WC), kitchen (cuisine), accessibility products (PMR et Collectivité), and spare parts (pièces détachées). The product portfolio centers on complete bathroom renovation with shower columns, bathtubs, shower trays, bathroom furniture, washbasins, mixers, WC packs, mirrors and lighting, and water-saving faucets. Batinea functions exclusively as an online retailer without a modular platform architecture, offering products from 35+ premium partner brands including Grohe, Jacob Delafon, Villeroy & Boch, Hansgrohe, Kinedo, Wedi, Duravit, and Paini. The company also provides complementary services including a custom quote service, video/phone advisory appointments, and an educational blog with buying guides. Founded in 2011 and headquartered in L'Union near Toulouse, Batinea serves both individual consumers and professional clients with over 100,000 satisfied customers since inception.
Differentiator
Problem solved
Functional benefit
Products and services
- Salle de bain (Bathroom Products) Complete range of bathroom equipment including showers, bathtubs, washbasins, bathroom furniture, and accessories for full bathroom renovation, sold online to individual consumers and trade professionals across France.
- Robinetterie (Faucetry) Comprehensive online selection of bathroom and kitchen faucets, mixers, thermostatic valves, and water-saving fixtures from premium brands, sold to individual consumers and trade professionals.
- WC (Toilets) Wall-mounted and floor-standing toilets, complete WC packs, washhand basins, and WC accessories for complete toilet renovation, sold online to individual consumers and trade professionals across France.
- Cuisine (Kitchen) Online retail of kitchen sinks and kitchen faucets to equip kitchen spaces with quality products, targeted at individual consumers and trade professionals.
- PMR et Collectivité (Accessible & Public Facilities) Online retail of accessibility products and public facility sanitary equipment designed for people with reduced mobility and public washrooms, including waterless urinals and accessible sanitary solutions.
- Pièces détachées (Spare Parts) Online retail of replacement parts and components for maintaining and repairing bathroom, toilet, and kitchen products.
- Devis personnalisé (Custom Project Quotes) Free personalized quote service for bathroom and kitchen renovation projects, providing expert consultation on product selection and project sizing for individual consumers and trade professionals.
- RDV Visio / Tél (Video and Phone Advisory Appointments) Free video or phone consultation service with Batinea advisors to assist individual consumers and trade professionals with product selection and renovation project planning.
Quantifiable outcome
- 100,000+ customers served since 2011
- +2 more outcomes
Companies that use BATINEA
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
BATINEA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
BATINEA partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- GROHEcoreMajor brand partnership for faucets and bathroom fixtures. GROHE products available through Batinea include shower columns, basin mixers, and kitchen faucets.
- JACOB DELAFONcorePremium French bathroom brand partnership. Extensive product range including bathtubs, shower trays, basins, bathroom furniture, and faucets.
- VILLEROY & BOCHcorePremium German bathroom fixtures and ceramics brand. Products include toilets, washbasins, bathroom furniture, and kitchen sinks.
- HANSGROHEcorePremium faucet and shower technology brand. Products include shower columns, mixers, and water-saving showerheads.
- KINEDOcoreFrench manufacturer specializing in shower trays, bathtubs, and shower enclosures. Known for shower solutions including walk-in showers.
- WEDIcoreGerman manufacturer of shower bases and waterproofing systems. Specializes in tileable shower bases and construction elements.
- PAINIminorItalian faucet manufacturer with design-focused products for bathrooms and kitchens.
- DURAVITcoreGerman bathroom fixtures manufacturer specializing in design-oriented ceramics, furniture, and shower systems.
- GEBERITcoreSwiss manufacturer of sanitary systems including concealed cisterns, wall-hung toilet systems, and installation systems.
- IDEAL STANDARDminorInternational bathroom fixtures brand with products including faucets, ceramics, and bathroom furniture.
- BURGBADminorGerman bathroom furniture manufacturer specializing in wall-mounted and free-standing bathroom furniture.
- VITRAminorTurkish bathroom ceramics and furniture brand with design-oriented products.
- GROUPE JACUZZIminorPremium spa and bath manufacturer known for whirlpool baths and wellness products.
- ROCAminorSpanish bathroom fixtures manufacturer with wide product range including toilets, basins, and faucets.
- TI'PIminorFrench brand specializing in waterless urinals for ecological and economical bathroom solutions.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
BATINEA competitors and assessment
Company assessmentDirect peers
- Richardson: French distributor specializing in sanitary equipment, plumbing, and heating products for trade professionals and individuals. Overlaps with Batinea across premium-brand sanitary distribution in France, including B2B and B2C channels.
- ManoMano: Leading French online marketplace for home improvement, DIY, and renovation products including a deep bathroom and sanitary assortment. Competes head-on with Batinea for online renovation buyers and trade professionals in France, with a substantially larger catalog and brand awareness.
- Brossette: French sanitary, plumbing and heating distributor serving both professionals and individuals via showrooms and digital channels. Comparable core category (bathroom/sanitary), trade customer base, and premium-brand assortment.
- Bricozor: Online-first French DIY and home improvement retailer carrying an assortment that includes bathroom and sanitary products. Similar e-commerce-only, asset-light model targeting French consumers and small trade buyers.
- Cedeo: Saint-Gobain-owned French specialist distributor of sanitary, plumbing and heating products serving primarily trade professionals. Highly comparable to Batinea's professional client program in terms of customer base (plumbers, installers) and core sanitary/plumbing category.
- Espace Aubade: French network of sanitary specialist showrooms selling bathroom, kitchen and plumbing products from leading brands. Comparable to Batinea in category focus (bathroom/sanitary), brand portfolio (premium European manufacturers), and dual B2C/B2B go-to-market.
- MesMateriaux.com: French online retailer of building materials and sanitary equipment serving both individuals and trade professionals. Comparable as an online-only specialist with a multi-category renovation offering and dual B2C/B2B focus, including bathrooms.
Broad incumbents
- Brico Dépôt: Kingfisher-owned French home improvement discount retailer with a substantial sanitary and bathroom assortment. A broad incumbent competitor in the same geography, with a value-positioned but wider category footprint than Batinea.
- Leroy Merlin: France's largest home improvement big-box retailer with an extensive bathroom, kitchen and sanitary assortment plus private-label ranges. Overlaps significantly with Batinea's category and customer base but operates at much greater scale across physical stores and online.
- Castorama: Major French DIY and home improvement retailer carrying a wide bathroom and sanitary assortment. A broad incumbent competitor with both store footprint and growing e-commerce, targeting overlapping consumer and trade buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
BATINEA social profiles
Digital presenceBATINEA financial estimates
Financial estimateRevenue estimate
Valuation estimate
BATINEA leadership team
Management profileNumber of profiles
BATINEA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BATINEA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BATINEA
What does BATINEA do?
Batinea operates batinea.com, a French online retail platform that sells bathroom, kitchen, and sanitation equipment (showers, bathtubs, washbasins, faucets, toilets, kitchen sinks, accessibility products, and spare parts) sourced from more than 35 premium brands. The company complements its product catalog with free phone/video expert advisory appointments, a custom project quote service, and a dedicated trade-professional program offering preferential pricing to plumbers, architects, contractors, and decorators.
Is BATINEA a public or private company?
BATINEA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BATINEA founded?
BATINEA was founded in 2011. It employs 11 to 50 people.
Where is BATINEA based?
BATINEA is headquartered in L'Union, France, in the Europe region.
How does BATINEA make money?
One revenue line is on record: product Sales.
Who are BATINEA's main competitors?
Direct peers on record are Richardson, ManoMano, Brossette, Bricozor, Cedeo, Espace Aubade and MesMateriaux.com. Broad incumbents are Brico Dépôt, Leroy Merlin and Castorama.
Does BATINEA have an API?
No public API is recorded for BATINEA.