Keramundo

What Keramundo does

Keramundo is a German tile specialty retailer positioned as the country's "Nr. 1 im Fliesenfachhandel" (No. 1 in stationary tile trade). Operating as a consumer brand of STARK Deutschland GmbH — part of the broader STARK Group — it runs 24 brick-and-mortar showrooms nationwide alongside a transactional e-commerce platform (shop.keramundo.de) and a dedicated B2B Profi-Shop. The assortment aggregates over 10,000 tile variants from global manufacturers (Villeroy & Boch, Agrob Buchtal, Ragno, Fiandre, and others) and is complemented by four proprietary labels: KERMOS (tiles and room concepts including parquet, laminate, vinyl, and acoustic panels), RAW (construction chemistry), RAPTOR (diamond cutting tools), and TERRALIS (outdoor landscaping products). The customer base is horizontal, spanning end-consumers undertaking bathroom, kitchen, living room, and terrace renovations and a parallel professional segment of tilers, builders, and tradespeople.

The platform layer combines in-person consultation, sample provision, delivery logistics, and a craftsman-referral service (Handwerkersuche) with digital pre-purchase tools — including a 3D room planner, the Fliesenstilfinder questionnaire, and a Roomvo-powered virtual room planner that allows customers to upload their own room photos for in-situ tile simulation. The B2B channel layers in e-procurement and EDI capabilities for trade customers, with supporting categories such as workwear, power tools (Bosch, Makita, DeWalt, Metabo), and construction chemicals from named brands (Schlüter, Wedi, Ardex, Bostik).

The business model is transaction-based retail and trade distribution. Pricing is quote-driven ("Preis auf Anfrage") with no public catalog, and revenue mechanics rest on per-transaction unit sales across B2C and B2B channels rather than subscriptions or licensing. Marketing is multi-channel: content-led website, e-commerce storefront, Instagram/Facebook/YouTube presence, email newsletters, and local store-finder SEO — all reinforced by recurring third-party endorsement (Handelsblatt "Bester stationärer Fliesenhändler" for seven consecutive years; n-tv "Beliebtester Fliesenmarkt Deutschlands"). The overall footprint is exclusively domestic (Germany), with no disclosed international expansion.

Name

Keramundo

Legal name

STARK Deutschland GmbH

Website

https://keramundo.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Keramundo is Germany's leading stationary tile specialty retailer, operating 24 showrooms nationwide under STARK Deutschland GmbH. It serves homeowners and trade customers with 10,000+ tile variants, four proprietary brands (KERMOS, RAW, RAPTOR, TERRALIS), digital planning tools, and B2B e-procurement.

Ownership category

akta.pro rank

Product category

Tile Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Kitchen & Bath Surfaces (Backsplash, Wall Panels, Specialty Tile) Showrooms (CRAIAFAJ)

Keywords

• Ceramic tile retail
• Building materials distribution
• Floor and wall tiles
• Home renovation supplies
• Construction materials retail

Headquarters

HQ city

Germany (24 locations)

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tile Sales: Retail sale of ceramic tiles, natural stone, mosaic, and flooring materials including parquet, laminate, and vinyl across multiple product categories
2. Professional/Trade Sales: B2B sales to craftsmen and tilers through dedicated Profi-Shop with specialized product ranges, e-procurement, and EDI solutions
3. Consultation Services: In-store advisory services including 3D bathroom planning, samples service, and craftsman referrals

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

KERAMUNDO is Germany's leading stationary tile specialty retailer (Fliesenfachhandel) operating 24 physical showrooms nationwide and an e-commerce platform. The company sells over 10,000 tile variants from leading global manufacturers across bathroom, kitchen, living room, and outdoor categories, alongside complementary floor coverings (parquet, laminate, vinyl), construction chemistry, and accessories. Services include 3D room planning, a virtual room planner (Roomvo), a Tile Style Finder questionnaire, sample service, delivery/logistics, and craftsman referral (Handwerkersuche).

Product overview

KERAMUNDO is Germany's leading tile specialty retailer operating 24 physical store locations plus an online shop. The company offers over 10,000 tile variants from global manufacturers like Villeroy & Boch, Agrob Buchtal, Ragno, and Fiandre, alongside four proprietary brands: KERMOS (exclusive tiles in various series such as Limestone, Time, Opera, Roca), RAW (construction chemistry and installation products), RAPTOR (diamond cutting tools), and TERRALIS (garden and landscaping materials). The product portfolio spans ceramic tiles for all rooms (bathroom, kitchen, living room, terrace), mosaic tiles, decorative borders, and complementary floor coverings (parquet, laminate, vinyl). KERAMUNDO also provides digital planning tools including a 3D room planner, tile style finder, and virtual room visualization via Roomvo integration, complemented by in-store consultation services and professional tradesperson referral.

Differentiator

Problem solved

Functional benefit

Brands

• KERMOS: Private label brand offering tiles and room concepts including flooring, wall tiles, acoustic panels, laminate, rigid vinyl, and doors.
• RAW
• RAPTOR
• Terralis

Products and services

• Badfliesen (Bathroom Tiles) Ceramic and porcelain tiles designed for bathroom applications, offering water resistance, slip resistance, and easy cleaning to prevent mold and mildew. Sold to homeowners and trade customers for bathroom renovation and new construction.
• Küchenfliesen (Kitchen Tiles) Tiles for kitchen walls and floors combining aesthetics with functionality, including grease resistance, fire resistance, and easy maintenance. Sold to homeowners and trade customers for kitchen renovation and new construction.
• Wohnzimmer-Fliesen (Living Room Tiles) Floor and wall tiles for living areas available in various styles including wood-look, stone-look, and large-format tiles. Sold to homeowners and trade customers for living room renovation and new construction.
• Terrassenfliesen (Terrace/Outdoor Tiles) Outdoor tiles designed for terraces and balconies with frost resistance, slip resistance, and durability against weather conditions. Sold to homeowners and trade customers for outdoor applications.
• Mosaik (Mosaic Tiles) Small-format tiles available in glass, ceramic, and natural stone for decorative accents and detailed design work. Sold to homeowners and trade customers.
• Parkett, Laminat, Vinyl (Parquet, Laminate, Vinyl Flooring) Alternative floor coverings to ceramic tiles, including wooden parquet, laminate flooring, and vinyl planks for residential and commercial applications. Sold to homeowners and trade customers.
• KERMOS Private Label Tile Brand KERAMUNDO's exclusive private label brand of tiles featuring series such as Limestone, Time, Opera, Roca, and Semento across bathroom, kitchen, and living areas. Expanded into a broader room concept line including flooring, wall tiles, acoustic panels, laminate, rigid vinyl, and doors. Sold to consumers and trade customers.
• RAW Private Label Construction Chemistry Brand KERAMUNDO's own brand covering construction chemistry products including primers, sealants, adhesives, grout, and waterproofing. Sold to professional tilers and installers through the Profi-Shop and consumer channels.
• RAPTOR Private Label Diamond Tools Brand KERAMUNDO's own brand of diamond cutting and grinding tools for professional tile installation. Sold to professional tradespeople.
• TERRALIS Private Label Outdoor Landscaping Brand KERAMUNDO's own brand for garden and landscaping products including concrete slabs, ceramic plates, natural stone, pavers, WPC decking, walls, stairs, and palisades. Sold to homeowners and landscaping professionals.
• Profi-Shop (Professional B2B Shop) Dedicated B2B e-commerce platform at shop.keramundo.de for professional tradespeople, offering specialized product ranges, e-procurement, and EDI solutions for streamlined procurement.
• Handwerkersuche (Craftsman Referral Service) Referral service connecting consumers with competent craftsmen and tilers for tile installation projects, completing the end-to-end renovation journey.
• 3D-Raumplaner (Virtual Room Planner / Roomvo) Virtual room planning tool allowing customers to visualize and simulate different tiles in their living spaces by uploading their own room photos or using sample rooms. Available free to customers via the website.
• Fliesenstilfinder (Tile Style Finder) Interactive questionnaire-based tool that helps customers identify their tile preferences through image-based selection and room requirements. Available free to customers via the website.
• Beratungstermin (In-Store Consultation Appointment) Bookable in-person expert consultation service at KERAMUNDO store locations for tile selection advice, including 3D bathroom planning.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Toom Baumarkt: Toom is a German home improvement chain with tile and flooring categories that compete with KERAMUNDO's assortment. It targets a similar mix of DIY consumers and tradespeople but as part of a broader retail offering.
• OBI: OBI is a major German home improvement retail chain with broad tile and flooring offerings. It overlaps with KERAMUNDO in consumer tile purchasing but competes across a much wider category set including tools, garden, and DIY.
• Bauking: Bauking is a German building materials retailer with a strong professional-customer focus and tile offerings. It competes with KERAMUNDO's Profi-Shop and broader trade positioning, particularly in northern and western Germany.
• Bauhaus: Bauhaus is a leading European home improvement and DIY big-box chain operating large-format stores across Germany. It competes with KERAMUNDO for tile and flooring sales but as part of a much broader product portfolio rather than a tile specialty focus.
• Saint-Gobain Distribution Nordic (and other STARK Group platforms): Saint-Gobain Distribution is the parent of STARK Group, KERAMUNDO's ultimate corporate parent. It is a comparable European building materials distribution platform with overlapping tile and flooring brands across multiple geographies.
• Hagebau: Hagebau is a large German building materials cooperative supplying tile, flooring, and installation products to independent retailers and contractors. It overlaps with KERAMUNDO in tile and flooring distribution but operates a wider building materials portfolio across a cooperative network.
• Hornbach Baumarkt: Hornbach is a German home improvement chain with a strong project-trade positioning and substantial tile and flooring assortments. It competes with KERAMUNDO on the professional and DIY consumer segments but is not a tile-only specialist.

Direct peers

• Fliesenmax: Fliesenmax is a German multi-store tile specialty retailer offering a comparable assortment of ceramic tiles, natural stone, and flooring with in-store consultation. It is the closest direct competitor to KERAMUNDO's showroom-led tile retail model in Germany.

Regional players

• Porcelanosa: Porcelanosa is a Spanish-origin premium tile and bathroom surface specialist with showrooms across Europe. It is comparable to KERAMUNDO in tile assortment depth and showroom-led retail but primarily serves markets outside Germany.

Others

• Marazzi Group: Marazzi is a major European tile manufacturer (part of Mohawk Group) whose products are stocked by KERAMUNDO. It is comparable as a key supplier-side counterparty shaping the tile assortment and pricing dynamics KERAMUNDO faces.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@keramundo-weltderfliesen
• Facebookfacebook.com/keramundo
• Instagraminstagram.com/keramundo
• LinkedInlinkedin.com/company/keramundo

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 Keramundo