Greenpaints B.V.

What Greenpaints B.V. does

Greenpaints B.V. is a privately held Dutch specialty paint distributor and knowledge partner headquartered in Enter, Overijssel. Founded in 2012 and operating with approximately seven employees, the company curates and distributes a multi-brand portfolio of sustainable coatings across the Benelux region. Its core offering spans biobased paints (Copperant, plant-based binders), mineral paint systems (KEIM), water-based and non-film-forming wood stains (Böhme LignoStain, AgingStain, BoerenBeits), pre-greying wood treatments (KEIM Lignosil-Verano), UV-protective interior coatings (Böhme SunCare Jetmatt), and complementary application tools (Goudhaantje brushes and rollers). Greenpaints is the exclusive importer of Swiss-quality Böhme paints for the Benelux and a dealer for Copperant, KEIM, Lacq/Fluxaf, Sherwin-Williams Exterior, and Two Fussy Blokes, with curated collections such as the Messmerizing Copperant line developed for Dutch Design Week.

The company serves a horizontally segmented customer base including professional painters and contractors, architects and design professionals, real estate and property managers, woodworking and interior builders, and DIY consumers. It generates revenue primarily through one-time product sales of paints, stains, lacquers, primers, and tools, distributed via two dedicated e-commerce platforms — a B2B webshop (b2b.greenpaints.nl) for professional accounts and a consumer webshop (greenpaints-shop.com) for retail — supplemented by phone-based consultative sales and warehouse pickup at its Enter location. Pricing is not publicly disclosed; professional accounts receive account-based pricing while consumers transact at listed webshop prices. Marketing is content-led, anchored by an extensive knowledge base, an annual trend-color publication series running through 2026, in-person workshops and training sessions, and active presence on LinkedIn, Facebook, and Instagram.

Greenpaints explicitly positions itself as "de groene impactmaker in verf" (the green impact maker in paint), differentiating through deep paint-technical advisory services rather than proprietary manufacturing. The business is independently operated with no disclosed parent company, institutional investors, or external funding rounds. Operating geographies are concentrated in the Netherlands with documented Benelux reach and limited evidence of activity in Germany and France, but no formal international expansion program is evidenced.

Name

Greenpaints B.V.

Legal name

Greenpaints B.V.

Website

https://greenpaints.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Specialty Paint and Coatings Distribution

NAICS

Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Sustainable paint distribution
• Biobased paints wholesale
• Mineral paint supplier
• Wood stain distribution
• Professional paint supplies

Headquarters

HQ city

Enter

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Paint and Coating Sales: Sale of sustainable paints, wood stains, lacquers, primers, and related coating products to both consumers and professional clients through webshops and direct sales.
2. Brush and Tool Sales: Sale of complementary painting tools and brushes including Goudhaantje brushes, rollers, and accessories.
3. B2B Account Services: Dedicated B2B sales channel for professional painters, contractors, and businesses with specialized account services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Greenpaints B.V. is a Dutch wholesale distributor of sustainable, biobased, and mineral paints, wood stains, primers, and surface preparation products. The company imports and resells multiple European paint brands (Böhme, Copperant, KEIM, Lacq/Fluxaf, Sherwin-Williams Exterior) through a separate B2B webshop for professional applicators and a consumer-facing webshop for end buyers. Its offer combines product distribution with technical advisory support as a knowledge partner for sustainable coating systems.

Product overview

Greenpaints B.V. is a Dutch sustainable paint wholesaler and knowledge partner operating as a multi-brand distribution platform. Its portfolio is organized around imported and distributed premium paint brands — Böhme (Swiss, importer), Copperant, KEIM, Lacq/Fluxaf, Sherwin-Williams Exterior, Two Fussy Blokes, and Spray Paints — complemented by complementary painting tools (Goudhaantje brushes and rollers) and specialized technical products (primers, oils, stains, cleaners). The company positions itself as a 'green impact maker in paint,' specializing in biobased, mineral, and natural paints. Key product lines include interior and exterior wall paints, lacquers, wood stains and oils, pre-greyfying treatments (AgingStain, Lignosil-Verano), light-protection products (SunCare), and application tools. A notable curated collection is the Messmerizing Copperant line developed for Dutch Design Week. Products are sold via a professional B2B shop (b2b.greenpaints.nl) and consumer webshop (greenpaints-shop.com).

Differentiator

Problem solved

Functional benefit

Brands

• Böhme: Swiss quality paints imported by Greenpaints for the Benelux market.
• Copperant
• Fluxaf
• KEIM
• Lacq
• Sherwin-Williams
• Two Fussy Blokes
• Goudhaantje

Products and services

• Böhme LignoStain product line Non-film-forming wood stain range from Böhme, distributed by Greenpaints, designed for professional and consumer application on exterior and interior timber where a breathable, natural-look finish is required.
• Böhme BoerenBeits Traditional-style farm wood stain from the Böhme range, distributed by Greenpaints, for timber protection with a heritage finish profile.
• Böhme LignoStain UV UV-resistant variant of the Böhme LignoStain non-film-forming wood stain, distributed by Greenpaints for timber exposed to higher UV loads.
• Böhme AgingStain Aging-stain product from the Böhme range used to accelerate or replicate the weathered appearance of timber, distributed by Greenpaints.
• Pre-greying treatments Pre-greying treatment products distributed by Greenpaints used to pre-age new timber to a weathered grey appearance prior to finishing with Böhme LignoStain.
• Böhme BeeoPaint Truly Matt Truly matt biobased interior wall paint from the Böhme BeeoPaint range, distributed by Greenpaints for walls and ceilings requiring a flat, natural finish.
• Böhme Suncare Jetmatt Plus Suncare matt facade paint from the Böhme range, distributed by Greenpaints, intended for exterior masonry and render surfaces.
• Böhme PerlColor ALU Aluminium-effect perl color from the Böhme range, distributed by Greenpaints, used for decorative metallic effects on walls and other interior surfaces.
• Copperant paint range Multi-product biobased paint range from Copperant distributed by Greenpaints, covering interior and exterior applications including wall paints, lacquers, and primers.
• Copperant Pura Muurverf Extra Mat Extra-matt biobased interior wall paint from the Copperant Pura range, distributed by Greenpaints for walls and ceilings where a deep matt, low-VOC finish is required.
• Copperant Pura Lakverf Mat Matt biobased lacquer from the Copperant Pura range, distributed by Greenpaints for interior woodwork and trim requiring a durable low-VOC finish.
• Copperant Pura Multiprimer Multi-surface biobased primer from the Copperant Pura range, distributed by Greenpaints, designed to prepare various substrates for subsequent Copperant Pura topcoats.
• KEIM paint range Mineral silicate-based paint range from KEIM distributed by Greenpaints, intended for interior and exterior masonry surfaces requiring highly breathable, mineral coatings.
• KEIM Lignosil-Verano KEIM pre-greying mineral system for timber facades, distributed by Greenpaints, used to give new timber a uniform weathered appearance while remaining breathable.
• Lacq / Fluxaf product range Lacq and Fluxaf branded coatings and specialty removers distributed by Greenpaints, including paint removal and surface preparation chemistry.
• Fluxaf Green Eco-labeled paint remover from the Fluxaf range, distributed by Greenpaints, used to strip existing coatings from timber and masonry substrates.
• ECO100 Reiniger/Ontvetter Eco-labeled cleaner and degreaser distributed by Greenpaints, used to prepare substrates prior to painting or staining.
• Sherwin-Williams Exterior paint range Exterior paint range from Sherwin-Williams distributed by Greenpaints in the Dutch market for professional facade and exterior applications.
• Greenpaints Pure Mineral Renovlies 10100 Private-label pure mineral renovation wall covering (renovlies) stocked by Greenpaints, providing a breathable mineral substrate for interior wall finishing.
• Goudhaantje brushes and rollers Brushes and rollers from the Goudhaantje brand, distributed by Greenpaints as professional and consumer application tools for paint and stain products.
• Two Fussy Blokes rollers Premium roller brand Two Fussy Blokes, distributed by Greenpaints, providing high-quality roller sleeves for paint application.
• Spray paints and finishes Spray-applied paint and finish products distributed by Greenpaints for professional and consumer use across multiple substrates.
• Color Trend Publications Color trend and color chart publications produced by Greenpaints to communicate color ranges across Böhme, Copperant, KEIM, Lacq, and other distributed brands to professionals and consumers.
• Messmerizing Copperant Collection Curated Copperant color collection presented under Greenpaints' 'Messmerizing' theme, highlighting featured biobased paint colors for interior and exterior projects.

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• BöhmecoreChannel Partner/ Reseller/ DistributorGreenpaints is the importer of Böhme Swiss quality paints in the Benelux region. Böhme products include wood stains (LignoStain, AgingStain, Boerenbeits), exterior paints, and specialty coatings like PerlColor ALU with aluminum pigments.
• CopperantcoreChannel Partner/ Reseller/ DistributorGreenpaints is a dealer of Copperant sustainable paint products in the Netherlands. Copperant specializes in biobased paints with plant-based binding agents, including Pura Muurverf (wall paint), Pura Lakverf (lacquer), and Pura Multiprimer.
• KEIMcoreChannel Partner/ Reseller/ DistributorGreenpaints is a dealer of KEIM mineral paints in the Netherlands. KEIM products include mineral facade paints, interior paints (Innostar), and Lignosil wood treatment systems including the Verano pre-greying treatment.
• Lacq/FluxafcoreChannel Partner/ Reseller/ DistributorGreenpaints is a dealer of Lacq sustainable wood finishes and Fluxaf paint stripping products. Lacq products include Energol, Jachtlak, Natuleum, Hardhoutolie, and Produra black stains.
• Sherwin-Williams ExteriorcoreChannel Partner/ Reseller/ DistributorGreenpaints is a dealer of Sherwin-Williams exterior paint products in the Netherlands, offering access to Sherwin-Williams trend colors and professional-grade exterior coatings.
• GoudhaantjeminorChannel Partner/ Reseller/ DistributorDutch manufacturer of quality paint brushes established in 1928 in Culemborg. Product lines include Traditional (synthetic fiber), Futura (for water-based paints), and Purple series (high paint absorption), plus Microstar rollers.
• Jantien BroereminorStrategic or Co-development PartnerSustainable interior designer and author of 'Interieur van de toekomst' (Interior of the Future) who regularly engages Greenpaints for her clients' color and wall covering consultations, and contributed guest blog content.
• Sparc ArchitectureminorStrategic or Co-development PartnerArchitecture firm in Enschede led by bouwbioloog (building biologist) Nathalie Groot Kormelink, featured in a guest blog about the relationship between building and health, with a collaboration in sustainable interior design.
• ECO100minorChannel Partner/ Reseller/ DistributorECO100 cleaning and degreasing products, including ECO100 Reiniger/Ontvetter used for surface preparation before painting and wood treatment.
• StaalmeesterminorChannel Partner/ Reseller/ DistributorQuality paint brush brand recommended by Greenpaints for professional painting applications alongside their Goudhaantje brush offerings.

Scale indicators2 records

Recent moves6 records

Broad incumbents

• Bouwmaat: Bouwmaat is a Dutch professional building materials retailer serving construction contractors with paint, tools, and accessories. They overlap with Greenpaints' B2B contractor channel and increasingly stock sustainable coatings, providing a scale-driven alternative for professional painters in the Netherlands.
• Hornbach: Hornbach is a major European DIY and building materials retailer with significant Dutch operations, offering extensive paint ranges including low-VOC and specialty products. They overlap with Greenpaints' consumer and small-contractor segments with greater scale and price competitiveness.
• Praxis (Maxeda DIY): Praxis is a major Dutch DIY chain operating across the Netherlands with paint departments that increasingly feature sustainable and biobased product lines. They compete with Greenpaints for the consumer/DIY segment at lower price points and significantly broader geographic reach.
• Intergamma (Gamma / Karwei): Intergamma operates Gamma and Karwei, the largest Dutch DIY chains with broad paint assortments including increasingly sustainable options. They compete for the DIY and small-contractor consumer segments Greenpaints serves via their webshop, with massive physical footprint and brand awareness that dwarf Greenpaints' specialist offering.

Others

• Staalmeester: Staalmeester is a Dutch premium paint brush manufacturer recommended and co-distributed by Greenpaints alongside its own paint range. As a complementary tool partner rather than direct competitor, they share an ecosystem focus on sustainable, high-quality painting outcomes and professional users.

Regional players

• PontMeyer: PontMeyer is one of the largest Dutch building materials wholesalers with extensive paint assortments serving professional contractors across the Netherlands. While broader in scope than Greenpaints, they compete directly for professional painter accounts and sustainable coatings business, with substantially larger scale and branch network.

Emerging players

• Mathys (RPM International): Mathys is a Belgian/European specialty coatings brand under RPM International with a focus on sustainable, low-VOC, and high-performance coatings for industrial and architectural applications. They overlap with Greenpaints' sustainable coatings positioning while serving some professional applicator accounts in the Benelux region.

Direct peers

• Pure & Original: Pure & Original is a Dutch-born sustainable paint brand producing biobased and mineral paints with its own direct distribution across Europe. It directly competes with Greenpaints' portfolio on biobased interior/exterior coatings and serves overlapping professional and consumer segments with a similar specialty positioning.
• KEIM Nederland: KEIM operates its own Dutch sales channel for the same mineral paint systems (Innostar, Lignosil, Exclusiv) that Greenpaints distributes, creating direct overlap on KEIM products in the Netherlands. They share the same mineral/silicate paint technology and target architects and sustainable construction projects, making them a direct competitor despite the supplier relationship.
• Verfwebwinkel.nl: Verfwebwinkel.nl is a leading Dutch online paint retailer offering broad assortments from multiple brands directly to consumers and professionals. They compete head-on with Greenpaints' consumer webshop on price, range, and convenience, and similarly serve the B2C and SMB painter segments.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/greenpaintsnederland
• LinkedInlinkedin.com/company/greenpaints
• Instagraminstagram.com/greenpaints

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 Greenpaints B.V.