Farben Schultze GmbH

What Farben Schultze GmbH does

Farben Schultze GmbH (legal entity: Farben-Schultze GmbH & Co. KG) is a B2B trade distributor of paints, coatings, flooring, wall coverings, insulation systems, drywall, and professional tools, serving exclusively commercial trade customers (Gewerbetreibende) across Germany. Since 1908, the company has built an 18-branch physical network stocking over 450,000 articles across eight main product categories, operated through a proprietary password-protected online shop and its own delivery fleet that provides on-site construction logistics (Baustellenlogistik), including forklift/crane unload assistance and small silo placement with refilling. The Mix & Tinting Service (Misch- & Tönservice) provides custom colour mixing at branches and on customer sites.

The company is a member of the DAW Group / CMS Gruppe, integrating with parent-level digital infrastructure including the HAMSTA platform for tradespeople (developed by DAW SE), WinWorker/b:work business process tools, and the IDS-Schnittstelle ERP/procurement data interface. It also participates in the Caparol PowerPoints loyalty programme. The firm is managed by Geschäftsführer Daniel Schewe, with Sebastian Schipp as Head of Data Processing.

Revenue is generated through one-time product sales across a multi-brand assortment (Caparol, alligator, Tarkett, Erfurt, Marburg, Pufas, Storch, and others), supplemented by transaction-fee revenue from logistics services (5.95 EUR per unloading location, 12-100 EUR ancillary fees), the Mix & Tinting Service, and professional services including consulting, machine service, and installation/decoration. Pricing is listed as net prices excluding VAT, and the online shop requires prior commercial registration, indicating an account-based, relationship-driven sales model rather than self-serve consumer e-commerce. The GTM is primarily enterprise field sales supported by digital channels (website, newsletter, YouTube, Facebook, Instagram) and physical events/seminars.

Name

Farben Schultze GmbH

Legal name

Farben-Schultze GmbH & Co. KG

Website

https://farben-schultze.de

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

11–50 employees

Short description

Farben Schultze GmbH is a German B2B trade distributor selling paints, coatings, floorings, wall coverings, and tools exclusively to registered commercial trade customers across 18 branches nationwide, operating as part of the DAW Group/CMS Gruppe.

Ownership category

akta.pro rank

Headquarters

HQ city

Gerichshain

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Building Materials & Coatings Sales: Core revenue from sale of paints, coatings, wall coverings, floorings, drywall materials, tools, and related building materials. The company stocks over 450,000 articles across 18 branches. Products span colours/paints (Caparol, alligator, Pufas, and other brands), varnishes, wood protection, plasters, insulation/WDVS systems, adhesives and fillers, floorings (Tarkett, Moduleo, wineo, Thomsit), wallpapers (Erfurt, Marburg), curtains, sun/insect protection, and tools/machinery. Prices are listed as net prices excluding VAT, and the online shop requires prior commercial registration.
2. Logistics & Delivery Services: Revenue from delivery and logistics services including site logistics (Baustellenlogistik), unload assistance with forklift or crane, small silo placement and refilling, pallet costs, and logistics surcharges for delivery via the company's own fleet (5.95 EUR per delivery location). Returns processing with a 10% restocking fee and additional commission charges for home textiles.
3. Mix & Custom Colour/Tone Service: Revenue from custom colour mixing and tinting services (Mix Service) for paints and coatings. Customers can order custom-coloured products tailored to specific requirements, including the use of Kleinsilo (small silos) for site-based supply.
4. Consulting, Planning & Digital Services: Revenue from consulting services including digital consulting centre, machine service (Maschinenservice), installation and decoration services (Montage- & Dekorationsservice), and IDS data interface services. Also includes digital platform services via HAMSTA and WinWorker/b:work.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Farben Schultze GmbH is a B2B trade supplier of paints, coatings, building materials, and construction tools, distributing 450,000+ articles through 18 branches across Germany. The company serves professional painters, decorators, plasterers, drywall installers, and flooring installers with branded products, automated Mix & Tinting services, on-site delivery logistics, and digital ordering platforms (HAMSTA, WinWorker).

Product overview

Farben Schultze GmbH operates a B2B e-commerce platform serving professional tradespeople with a comprehensive portfolio of painting, construction, and renovation materials. The offering is structured as a multi-category product assortment with 8 main product categories (Colors, WDVS/Thermal Insulation Systems, Drywall, Plasters & Fillers, Floor Coverings, Wall & Ceiling, Tools & Machines, and Consumables), supplemented by digital services including the Hamsta digitalization platform for tradespeople, Erfurt JuicyWalls for wallpaper planning, WinWorker for business process management, and value-added services such as color mixing/tinting, delivery & construction site logistics, and machine maintenance. The company operates 18 locations across Germany with over 450,000 articles and positions itself as a one-stop supplier for professional trades businesses since 1908.

Differentiator

Problem solved

Functional benefit

Products and services

• Paints and Coatings (Farben) Branded interior and exterior paints, varnishes, and specialist coatings from manufacturers including DAW and Brillux, sold to professional painters, decorators, and construction firms through the branch network and online channels.
• WDVS Thermal Insulation Systems External thermal insulation composite systems (Wärmedämmverbundsysteme) including insulation boards, adhesives, and system accessories, supplied to contractors and construction firms for façade renovation and new-build projects.
• Drywall Construction Materials (Trockenbau) Drywall boards, profiles, jointing compounds, and accessories for interior fit-out and partition construction, supplied to drywall installers and contractors.
• Plasters and Fillers (Putze) Interior and exterior plasters, renders, and fillers from leading manufacturers, supplied to plasterers and construction firms.
• Floor Coverings (Bodenbeläge) Resilient, textile, and design floor coverings for commercial and residential projects, supplied to flooring installers and contractors.
• Wall and Ceiling Coverings (Wand- und Deckenbeläge) Wallpapers, wall coverings, and ceiling systems including Erfurt JuicyWalls digital wallcoverings, supplied to decorators and interior-fit-out contractors.
• Tools and Machines (Werkzeuge und Maschinen) Hand tools, power tools, and construction machines (including spraying equipment) for professional painters, plasterers, and drywall installers, supplied through branches and field sales.
• Consumables (Verbrauchsmaterial) Brushes, rollers, masking tapes, abrasives, sanding materials, and other consumables used by painters and decorators on a recurring basis.
• Mix & Tinting Service (Mischanlage) Automated in-branch custom color mixing and tinting service producing made-to-order paints in customer-specified colors, available to trade customers at the counter or via pre-order.
• Delivery and Construction-Site Logistics Own-fleet delivery of paints, plasters, drywall materials, and tools directly to construction sites, including unloading and timed delivery for active projects.
• Machine Service (Maschinenservice) Repair, maintenance, and rental services for spraying machines and construction equipment used by professional painters and contractors.
• HAMSTA Digital Ordering Platform Online B2B ordering platform providing trade customers with 24/7 access to the company's 450,000+ article assortment, account pricing, and order history.
• Erffurt JuicyWalls Digital Wallcoverings Custom printed digital wallcoverings supplied by partner Erfurt, distributed through the Farben Schultze branch network to decorators and interior-fit-out contractors.
• WinWorker Field-Service Software Field-service software providing construction-trade workflows including order capture, delivery coordination, and job-site documentation for trade customers.

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

Partnerships

13 partnerships are on record, tiered core and minor.

• CaparolcoreChannel Partner/ Reseller/ DistributorCaparol is one of the leading paint and coating brands in Germany, owned by DAW SE. Farben Schultze is a distributor and reseller of Caparol products. The company participates in the Caparol PowerPoints loyalty programme, allowing customers to earn points on Caparol purchases. The partnership with Caparol and its parent DAW SE forms a core part of Farben Schultze's product assortment and brand positioning, as evidenced by the company's tagline 'Farben Schultze - für erfolgreiche Projekte' aligning with Caparol's branding.
• alligator (alligator Farbwerke)minorChannel Partner/ Reseller/ Distributoralligator is a German paint and coating brand. Farben Schultze carries and resells alligator products as part of its extensive paints and coatings assortment. Products include interior paints, facade paints, wood protection, and related coatings.
• Doerken (DOERKEN Coatings)minorChannel Partner/ Reseller/ DistributorDoerken is a manufacturer of coating systems and building material solutions. Farben Schultze distributes Doerken products as part of its range of paints, coatings, and building materials for professional trade customers.
• Döllken (Döllken Weimar)minorChannel Partner/ Reseller/ DistributorDöllken is a manufacturer of profile and surface solutions. Farben Schultze carries Döllken products as part of its assortment for ledges and profiles (Leisten & Profile) and related building materials.
• ErfurtminorChannel Partner/ Reseller/ DistributorErfurt is a leading German manufacturer of wallpapers and wall coverings. Farben Schultze distributes Erfurt products including Erfurt JuicyWalls (decorative wall coverings) as part of its wallpapers and wall coverings assortment. The Erfurt JuicyWalls product line is also promoted as a dedicated service on the company website.
• MarburgminorChannel Partner/ Reseller/ DistributorMarburg is a renowned German wallpaper brand. Farben Schultze stocks and resells Marburg wallpapers as part of its wall coverings product category.
• ModuleominorChannel Partner/ Reseller/ DistributorModuleo is a brand of design floorings (elastic and design floor coverings). Farben Schultze distributes Moduleo products as part of its flooring assortment for professional trade customers.
• PufasminorChannel Partner/ Reseller/ DistributorPufas is a German manufacturer of paints, wood protection products, and building chemistry. Farben Schultze carries Pufas products as part of its colours and building materials range.
• Storch (Storch-Ciret Group)minorChannel Partner/ Reseller/ DistributorStorch is a manufacturer of painting tools, brushes, and applicators. Farben Schultze distributes Storch professional painting tools and accessories as part of its tools and machines product range.
• TarkettminorChannel Partner/ Reseller/ DistributorTarkett is a global flooring manufacturer. Farben Schultze distributes Tarkett flooring products including parquet, laminate, elastic floorings, and textile floor coverings as part of its comprehensive flooring assortment.
• ThomsitminorChannel Partner/ Reseller/ DistributorThomsit is a brand specialising in flooring installation and construction chemistry products. Farben Schultze stocks Thomsit products as part of its construction chemistry and flooring accessories range.
• wineo (Windmöller Group)minorChannel Partner/ Reseller/ Distributorwineo is a German manufacturer of design floorings and wall coverings. Farben Schultze distributes wineo products as part of its flooring assortment for professional trade customers.
• DAW SE / CMS GruppecoreStrategic or Co-development PartnerFarben-Schultze GmbH & Co. KG is part of the DAW Group (Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co. KG). DAW SE is the parent company controlling the CMS Gruppe, of which Farben Schultze is a member. The company operates under the DAW Group umbrella, and its products are distributed within the DAW group's commercial ecosystem. The AGB document explicitly references DAW Gruppe data sharing practices for order processing and customer data exchange. Farben Schultze's business is integrated into DAW's data infrastructure, logistics network, and brand portfolio (including Caparol).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hornbach Baumarkt AG: Hornbach is a major German and European DIY/home improvement retailer with a strong professional trade positioning (Hornbach Profi Lager), competing for trade customers on assortment, price, and availability of paints, building materials, and tools.
• BayWa AG: BayWa is a major German trading and services group with a significant building materials division serving professional contractors, builders, and renovation projects across southern Germany - a broader incumbent competing for trade customers.
• OBI Group Holding SE & Co. KGaA: OBI is one of Germany's largest DIY/home improvement retail chains and increasingly targets professional trades (OBI Pro) with paint, tools, and building materials, representing a broad-channel competitor to specialist distributors like Farben Schultze.
• Hagebau Handelsgesellschaft mbH & Co. KG: Hagebau is a leading German trade cooperative serving independent specialist retailers in building materials, timber, and tiles with shared procurement and brand programs - a broader channel model that competes with Farben Schultze for trade customers across Germany.
• EUROBAUSTOFF GmbH & Co. KG: EUROBAUSTOFF is Germany's largest purchasing cooperative for building materials, hardware, and tiles, providing its member specialist dealers with scale benefits, assortment, and logistics comparable to the supply ecosystem Farben Schultze accesses via DAW Group.

Others

• DAW SE: DAW SE is the parent company of Farben Schultze and the manufacturer of Caparol paints; relevant as both an upstream supplier and a corporate parent whose strategic decisions shape Farben Schultze's product portfolio and competitive positioning.
• Adler-Werk Lackfabrik Johann Berghofer GmbH & Co KG: Adler is a leading European paint and coatings manufacturer (Austrian/German) selling into trade channels through distribution partners; a potential supplier partner for Farben Schultze and a benchmark for paint manufacturer trade-channel strategies.

Direct peers

• Brillux GmbH & Co. KG: Brillux is a major German paint manufacturer with a proprietary direct distribution and field-sales network serving painters and trades; competes with Farben Schultze for trade customer share while also serving as a potential supplier partner.
• MEGA eG: MEGA eG is a Hamburg-based cooperative and one of Germany's largest trade specialists for paints, coatings, wallpapers, and flooring, serving professional painters and contractors with a multi-branch distribution model directly comparable to Farben Schultze.

Emerging players

• Amazon Business: Amazon Business is the B2B marketplace extension of Amazon targeting German professional buyers with broad assortment and competitive pricing; an emerging digital threat that could erode specialist distributor advantages on commodity building materials and tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsvXgkoeOruJc8Obz66l1iA
• Facebookfacebook.com/FarbenSchultze
• Instagraminstagram.com/farbenschultze
• LinkedInlinkedin.com/company/farben-schultze-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Farben Schultze GmbH