Belat

What Belat does

Belat is a Belgian vertically integrated flooring producer and retailer founded in 2009 in Bree, Flemish Region. The company manufactures and distributes solid parquet, engineered parquet, herringbone parquet, Hungarian point and mosaic parquet, PVC/SPC flooring, laminate flooring, oak beams, acoustic wall panels, oak table tops, and firewood. Its production backbone is an owned sawmill in Latvia that processes European oak into raw flooring materials, with final finishing (oil, varnish, stain) carried out in Bree; the company additionally operates its own PVC/SPC production line. The portfolio spans more than 250 untreated wooden floor variants, supported by a combined stock of approximately 100,000 m² across warehouses in Bree and Vilvoorde.

Belat sells through a multi-channel model: a direct e-commerce webshop, two physical showrooms in Bree and Vilvoorde (with a third showroom in Best, Netherlands announced), a dealer/reseller program for flooring stores with a regional price-matching guarantee, and an in-house professional installation service priced from €13.25/m². Pricing on the consumer side ranges from €5.95/m² for entry PVC to €116.65/m² for premium engineered parquet, with promotional discounts of up to 60%. The customer base is primarily individual homeowners undertaking renovations or new builds across Belgium and the Netherlands, supplemented by a fragmented network of flooring dealers; no enterprise or large B2B accounts are disclosed. Belat is privately held, with no disclosed investors, parent company, or revenue figures.

Name

Belat

Legal name

Belat

Website

https://belat.be

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Belat is a Belgian vertically integrated flooring producer and retailer selling solid and engineered parquet, PVC/SPC, laminate, and oak products via e-commerce, two Belgian showrooms, a dealer program, and installation services, serving homeowners across Belgium and the Netherlands.

Ownership category

akta.pro rank

Product category

Wooden Flooring

NAICS

Sawmills and Wood Preservation (3211), Building Material and Supplies Dealers (4441), Lumber, Plywood, Millwork, and Wood Panel Merchant Wholesalers (423310), Cut Stock, Resawing Lumber, and Planing (321912)

SIC

Lumber & Wood Products (No Furniture) (2400), Retail-Lumber & Other Building Materials Dealers (5211), Wholesale-Lumber, Plywood, Millwork & Wood Panels (5031)

akta.pro primary industry

Planing Mills & Lumber Surfacing (IMAMABAE)

akta.pro secondary industry

Flooring Underlayment, Moldings & Trim Retail (CRAIAGAI)

Keywords

• Wooden parquet flooring
• Engineered wood flooring
• Solid oak flooring
• PVC SPC flooring
• Floor installation services

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Flooring Materials: Primary revenue from selling flooring products including solid parquet, engineered parquet, herringbone parquet, PVC/SPC floors, laminate flooring, oak beams, and accessories. Products are sold directly to consumers and to other flooring stores.
2. Installation Services: Professional installation services offered to customers who prefer not to install flooring themselves. Multiple installation teams provide quick and professional floor installation.
3. Dealer/Reseller Program: Opportunity for showrooms and flooring stores to become dealers of Belat parquet products, allowing them to sell Belat products in their own showrooms.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Belat supplies and installs a broad range of flooring products — solid and engineered oak parquet, herringbone patterns, pine flooring, PVC/SPC flooring, laminate flooring, oak beams, and complementary accessories (skirting boards, adhesives, oils/varnishes). The company sources and processes wood through its own sawmill in Latvia and direct producer partnerships, finishing products in Bree to customer specifications. It sells directly to consumers via e-commerce and showrooms, to flooring dealers through a wholesale program, and offers professional installation services.

Product overview

Belat is a Belgian flooring supplier offering a comprehensive portfolio of floor covering products. The core offering consists of wooden flooring (solid parquet, engineered parquet, pine floors, herringbone patterns, mosaic parquet, and Hungarian point parquet), PVC/SPC flooring (including Calitex and Ekofloors collections), and laminate flooring (including Egger brand). Complementary products include oak beams for outdoor construction, acoustic wall panels, oak table tops, and firewood. The company provides installation services and sells related accessories such as skirting boards (MDF and oak), adhesive supplies, underlays, and wood treatment products (oils and varnishes). Belat operates as both a direct-to-consumer retailer and B2B supplier through showrooms in Bree and Vilvoorde, Belgium.

Differentiator

Problem solved

Functional benefit

Products and services

• Engineered Parquet Multi-layer parquet with oak top layer and birch plywood base, offering superior stability for underfloor heating and large rooms, available in widths up to 30 cm. Sold to homeowners and dealers.
• Solid Parquet 100% solid oak wood flooring offering traditional look and lifelong durability; can be sanded and refinished multiple times. Sold to homeowners and dealers.
• Pine Floor Budget-friendly solid pine wood flooring made from Scots pine; softer than oak, recommended for bedrooms, attics, or garages.
• Herringbone Engineered Parquet Herringbone pattern parquet in engineered construction, offering underfloor heating compatibility and suitability for large surface installations.
• Solid Herringbone Parquet Traditional herringbone pattern in solid oak, featuring the authentic installation pattern dating back to castles and monasteries.
• Mosaic Parquet Small-format parquet tiles suitable for various pattern installations including checkerboard and angel bond patterns.
• Hungarian Point Parquet Classic geometric parquet pattern available in both engineered and solid variants.
• Slat on Side Parquet Narrow plank parquet flooring installed on edge for a unique visual effect.
• PVC/SPC Flooring Stone Plastic Composite and PVC flooring offered in collections including Solid, Excellent, Herringbone & Kingsize, and Stone; features waterproof properties, scratch resistance, and realistic wood/stone textures.
• Laminate Flooring Affordable wood-look flooring available in various designs with click installation system; includes Egger brand products.
• Oak Beams Freshly sawn oak beams for outdoor use including carports, terrace roofs, garden structures, and outdoor furniture; available in lengths of 2.5m, 3m, and 5.2m.
• Acoustic Wall Panels MDF acoustic panels for sound control in residential and commercial spaces; available in various colors with horizontal/vertical mounting options.
• Oak Tree Trunk Table Tops Solid oak table tops made from natural tree trunks, featuring unique grain patterns and natural characteristics.
• Oak Firewood Air-dried oak firewood for fireplaces and wood stoves, featuring high density for slow burn and maximum efficiency; volume discounts available.
• MDF Skirting Boards Modern MDF skirting boards in various profiles for finishing floors; feature smooth surface for easy painting and dimensional stability.
• Oak Skirting Boards Real oak wood skirting boards for finishing parquet, laminate, or PVC floors with a natural wood appearance.
• Parquet Adhesive & Gluing Supplies Professional installation supplies including parquet adhesive, glue combs, underlays, seam adhesives, and installation tools for glued floor installation.
• Floating Installation Supplies Underlays, vapor barriers, parquet springs, and compression strips for floating floor installation.
• Oil and Varnish Treatment Products Treatment products for finishing and maintaining wood floors, including hardwax oils and varnishes.
• Parquet Installation Service Professional floor installation by experienced teams starting from €13.25/m², including measurement, acclimatization, and professional finishing; available to residential customers preferring turnkey service.

Quantifiable outcome

• Up to 60% discount compared to regular market prices
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Own Sawmill in LatviacoreOthersBelat operates its own sawmill in Latvia, Eastern Europe. This facility processes trees into parquet and oak beams, enabling direct control over production quality and costs. The sawmill combined with workshops in Eastern Europe handles production while final finishing is done in Belgium.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Unilin (Mohawk Industries) / Quick-Step: Unilin is a Belgian-headquartered laminate, engineered wood, and vinyl flooring giant (Quick-Step brand) and is part of Mohawk Industries. Comparable as a vertically integrated European flooring manufacturer-retailer with strong brand equity in the same parquet/laminate/PVC categories Belat serves.
• Tarkett: Tarkett is a France-headquartered global flooring manufacturer (vinyl, laminate, wood, carpet) with significant European dealer and contract channels. Comparable as a large incumbent in the same wood and PVC flooring categories Belat sells, especially in Belgium and the Netherlands.
• IVC Group (Mohawk Industries): IVC is a Belgian-origin (Avelgem) LVT/SPC flooring manufacturer now part of Mohawk Industries. Directly comparable as a Belgian-rooted PVC/SPC producer competing for the same residential and dealer customers Belat targets with its PVC/SPC collections.
• Balta Industries: Balta is a Belgian flooring group (carpets, rugs, LVT) with a long-standing Belgian manufacturing and distribution footprint. Comparable as a domestic Belgian flooring incumbent with overlapping channels and customer segments, although Balta is stronger in soft flooring.
• Egger (Fritz Egger GmbH): Egger is a European wood-based materials manufacturer including laminate flooring. Belat actually resells Egger laminate products, making Egger both a supplier and a comparable manufacturer-retailer in the same wood flooring value chain.
• Kronoswiss / Krono Original (Kronospan): Kronospan is a large European wood-panel and laminate flooring manufacturer. Comparable as a high-volume laminate/engineered flooring producer serving European dealer channels that overlap with Belat's dealer program.

Direct peers

• Berry Alloc: Berry Alloc produces laminate, vinyl, and parquet flooring distributed across Europe through dealer and retail channels. Directly comparable as a European laminate/vinyl flooring brand competing for the same dealer and B2B customer base as Belat.
• Kährs Group: Kährs is a Swedish wood flooring manufacturer with a multi-layer engineered parquet product line. Comparable as a Northern European engineered parquet specialist whose products and dealer network overlap with Belat's premium engineered and herringbone offerings.

Regional players

• Parador: Parador is a German premium laminate, engineered wood, and vinyl flooring brand. Comparable as a design-forward European parquet/laminate retailer-manufacturer competing for design-conscious customers, primarily in DACH rather than Benelux.
• Lano: Lano is a Belgian manufacturer of carpets and rugs. Comparable as a fellow Belgian flooring manufacturer with overlapping dealer and retail channels, though Lano is concentrated in soft flooring rather than parquet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Belat