What M2 vloeren does

M2 Vloeren is a Dutch family-owned flooring installation company founded in 1927, currently in its fourth generation of family management. Since April 1, 2019, the business has operated through two separate legal entities (BV structures): M2 Vloeren Particulier, led by Jan van Dalen from its Hoogland showroom and serving private homeowners, and M2 Vloeren Zakelijk, led by Peter-Jan van Lunteren from its Nijkerk office and serving business clients. The two divisions share branding, heritage dating to the original 'van Dalen' / 'van Lunteren' enterprise, and the 'Strak en Vlak' (smooth and flat) operating methodology, but maintain distinct go-to-market motions: appointment-based showroom sales for retail and project-based direct sales for commercial accounts in healthcare, municipal, education, and retail segments.

The company's product portfolio centers on cast floors (gietvloeren), including proprietary systems such as the 4-layer M2 PU-UV gietvloer (primer, epoxy scratch coat, PU-UV color layer, UV-resistant matte topcoat at 3-4mm thickness), hand-applied Micro-Quartz with clouded mineral patterns, the Architop cement-bound topping applied in 4-5 days, and Corestone Nature seamless cast floors. Complementary offerings include PVC (planks and tiles), industrial epoxy, Forbo/Marmoleum linoleum, carpet and carpet tiles (Desso, Interface), premium vloerkleden (Kymo, Brinker, BIC, Donkersloot), entrance mats, and window decoration (De Ploeg, Vadain). All installation is performed by in-house trained craftsmen rather than subcontractors, which the company cites as a quality and reliability differentiator alongside the proprietary layering systems.

M2 Vloeren generates revenue primarily through one-time project-based floor installation contracts, priced per square meter with tiered volume discounts and a minimum installation fee for projects under 25m² (typical cast-floor pricing €100-€155/m²). Secondary revenue streams include recurring professional floor maintenance (vloeronderhoud) services for commercial clients and direct-to-consumer sales of branded maintenance products through the M2 Vloerenshop e-commerce store. Customer acquisition combines showroom appointments, project-based direct sales, an SEO/content-driven bilingual website, and active social media presence across Instagram, Facebook, LinkedIn, Twitter, YouTube, and Pinterest. Geographic scope remains regional within the Netherlands (Nijkerk and surrounding areas), with no international footprint or external institutional investment disclosed.

Name

M2 vloeren

Legal name

M2 Vloeren

Website

https://m2vloeren.nl

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

M2 Vloeren is a fourth-generation Dutch family-owned flooring installer founded in 1927, operating two divisions (M2 Particulier for homeowners, M2 Zakelijk for commercial clients) that sell and install proprietary cast floors, PVC, linoleum, carpet, and window decoration across the Netherlands using in-house craftsmen.

Ownership category

akta.pro rank

Product category

Floor Installation Services

NAICS

Flooring Contractors (23833), Flooring Contractors (238330)

SIC

General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Flooring Installation & Finishing (Tile, Wood, Carpet, Resin) (IMAFANAH)

akta.pro secondary industries

Floor Coating & Resinous Flooring (Epoxy/PU/Polished Concrete) (IMAIAKAG), Flooring Installation Services (Retailer-Affiliated) (CRAIAGAK)

Keywords

• Cast floor installation
• Residential flooring services
• Commercial flooring services
• Polyurethane flooring
• Window decoration installation

Headquarters

HQ city

Nijkerk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Floor Sales and Installation: M2 Vloeren generates revenue through the sale and professional installation of various floor types including PU cast floors, PVC floors, epoxy floors, linoleum, carpet, and floor carpets. Pricing is based on surface area (per m²) with volume discounts for larger projects.
2. Professional Floor Maintenance Services: The company offers ongoing vloeronderhoud (floor maintenance) services for commercial clients, providing recurring service revenue from existing floor installations.
3. Window Decoration Products and Installation: Sale and installation of window decoration including curtains, blinds, roller blinds, and pleated curtains. Offered to both residential and commercial customers.
4. Floor Maintenance Products: Sale of maintenance products including M2 Basic Cleaner, Vandals floor cleaner, and protective pads through the M2 Vloerenshop online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

M2 Vloeren is a Dutch family-owned flooring company (founded 1927) that sells and professionally installs a wide range of floor coverings — including PU gietvloeren (cast floors), epoxy gietvloeren, PVC, linoleum, carpet, floor carpets, and architectural toppings (Architop, Micro-Quartz, Corestone Nature, PU gravel, lava stone) — together with window decoration products. The company serves two distinct markets via separate entities: M2 Particulier (private homeowners, showroom in Hoogland) and M2 Zakelijk (business clients, office in Nijkerk), and offers floor maintenance, leveling, and finishing services carried out by in-house craftsmen.

Product overview

M2 Vloeren is a Dutch flooring company founded in 1927, operating in two segments: M2 Vloeren Particulier (residential) and M2 Vloeren Zakelijk (commercial/b2b). The company offers a comprehensive portfolio of floor coverings and window treatments. Core residential products include PU gietvloer (polyurethane cast floors in UNI and betonlook variants), Micro-Quartz gietvloer (mineral cast floors with hand-made clouded effect), Lavasteen gietvloer (lava stone textured floors), Architop vloer (concrete-look topping), PU gravel gietvloer (cement-look PU floors), Corestone Nature gietvloer (natural concrete-look), PVC-vloeren, tapijt, vloerkleden (rugs), and schoonloopmatten (entrance mats). Commercial segment adds epoxy gietvloer (industrial-grade) and linoleum. Both segments offer raamdecoratie (window treatments including curtains, blinds, roller blinds) and related services including floor maintenance, finishing, leveling, interior advice, and the M2 Housewarming celebration service. The company operates with a 'Strak en Vlak' (smooth and flat) methodology, using their own craftsmen for installation.

Differentiator

Problem solved

Functional benefit

Brands

• M2O: Related brand/platform mentioned in navigation (https://www.m2o.nl)

Products and services

• PU gietvloer (PU cast floor) Seamless polyurethane cast floor with 4-layer system, available in any RAL/NCS color or betonlook design. UV-resistant, liquid-tight, 3-4mm thick, suitable for underfloor heating, lifespan approximately 30 years. Applied in 4 layers over 5 days. Targeted at homeowners and businesses wanting a durable, seamless floor.
• Epoxy gietvloer (Epoxy cast floor) Industrial-grade epoxy cast floor, harder than PU variants, recommended for industrial/commercial environments rather than residential use. Sold and installed by M2 Zakelijk.
• PVC vloeren (PVC floors) PVC flooring in planks and tiles, suitable for herringbone patterns and other designs. Durable, scratch-resistant, water-resistant, compatible with underfloor heating. Offered to residential and commercial customers.
• Linoleum Sustainable linoleum flooring made from natural materials (linseed oil, resin, wood/cork flour, limestone, jute) including the Forbo Marmoleum brand. Durable, hygienic, maintenance-friendly, fire-resistant, suitable for offices, healthcare, education, and public spaces. Lifespan up to 40 years.
• Tapijt (Carpet) Carpet flooring in various styles including high-pile, low-pile, carpet tiles, and design options from brands such as Desso and Interface. Offers acoustic benefits and improved indoor air quality. Suitable for offices, hotels, and residential spaces.
• Vloerkleden (Floor carpets / rugs) Exclusive design floor carpets, luxurious hand-tufted carpets, and top-quality rugs with custom-made options. Suppliers include Desso, Kymo, Brinker Carpets, B.I.C., and Donkersloot. Also includes outdoor carpets and custom entrance mats. Price range €150–€800 per piece.
• Raamdecoratie (Window decoration) Interior window treatments including curtains, blinds, roller blinds, and pleated shades from brands like De Ploeg and Vadain. Provides light regulation, privacy, insulation, and energy savings. Custom-made and professionally installed for residential and commercial customers.
• Schoonloopmatten (Entrance mats) Entry mats and brush mats from brands like RiZZ or Emco for protecting floors from sand and dirt. Custom sizes available, including brushed metal options.
• Micro-Quartz gietvloer Seamless mineral cast floor with hand-made clouded effect. Stronger than plastic and warmer than concrete. 100% liquid-tight, hypoallergenic, VOC-free, suitable for underfloor heating. Available in 10 color variants. Applied in ~10 working days. Price €125–€155 per m².
• Architop vloer Innovative concrete-look topping floor only 3-4mm thick with unique appearance from the polishing/burnishing process. Scratch-resistant, wear-resistant, seamless finish. Applied in 4-5 days. Price €90–€150 per m² including installation.
• Corestone Nature gietvloer Seamless cast floor with natural concrete look containing sand for a modern minimalist robust appearance. Highly durable, liquid-tight, only a few millimeters thick. Available in solid colors and blend versions. Price €95–€135 per m². Applied in ~10 working days.
• PU gravel gietvloer PU cast floor with cement-bound appearance but with the comfort and ease of PU flooring. 2-component, solvent-free polyurethane resin with natural mineral appearance using recycled biological material. Suitable for light to medium-heavy loads in residential settings. Multiple colors available.
• Lavasteen gietvloer (Lava stone cast floor) Cast floor with natural lava stone granules providing a rougher natural texture. Combines durability with natural aesthetics for residential customers.
• M2 PU RAW gietvloer Polyurethane cast floor with cement-look appearance that combines visual cement-bound aesthetics with PU liquid-tight performance. Available in three colors for residential customers.
• Vloeronderhoud (Floor maintenance) Professional floor maintenance service covering cleaning, protection, and restoration for all floor types. Offered primarily to commercial clients under recurring service contracts.
• Vloerafwerking (Floor finishing) Floor finishing service including priming, sealing, and protective coatings as part of new floor installations or refurbishment.
• Egaliseren (Floor leveling) Floor leveling/equalizing service to prepare substrate for new floor installation, performed before applying a finished floor surface.
• Interieuradvies (Interior advice) Interior design consultation service helping customers choose the right floors and window treatments for their homes, offered to private customers in the M2 Particulier showroom.
• M2 Housewarming Celebration service for private customers who have had new floors installed by M2 Vloeren.

Quantifiable outcome

• Customer satisfaction rating of 4.6-4.8/5 on Google reviews
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record.

• DessoOthersCarpet supplier for vloerkleden (floor carpets) and tapijt (carpet). Desso products are available as part of M2 Vloeren's carpet and floor carpet assortment.
• KymoOthersCarpet and floor carpet supplier in M2 Vloeren's assortment. Kymo products are offered as part of the floor carpet collection.
• Brinker CarpetsOthersSupplier of hand-tufted and exclusive design floor carpets. Brinker carpets are featured in M2 Vloeren's collection including the Pallio and Feelgood collections.
• B.I.C. (BIC Carpets)OthersFloor carpet supplier partnering with M2 Vloeren for exclusive carpet and karpet products.
• DonkerslootOthersFloor carpet supplier for custom-made and design floor carpets available through M2 Vloeren.
• InterfaceOthersCarpet tile supplier including collections such as Composure, Human Connections, and Urban Retreat. Interface carpet tiles are offered as part of M2's commercial carpet range.
• Forbo (Marmoleum)OthersForbo is the manufacturer of Marmoleum, a brand name for a specific type of linoleum floor. M2 Vloeren offers linoleum floors, with Marmoleum being the branded product line by Forbo.
• De PloegOthersWindow decoration brand known for sustainable collections using recycled materials and eco-friendly production processes. Partnered with M2 Vloeren for curtain and window treatment offerings.
• VadainOthersWindow decoration brand partnered with M2 Vloeren, known for sustainable and environmentally friendly window treatment collections.
• M2OOthersRelated company linked in the navigation under Zakelijk services. Referenced as part of the M2 ecosystem alongside M2 Vloeren.
• de StalOthersWebsite development company credited with building the M2 Vloeren website, indicated in the footer: 'Build @ de Stal'.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Mapei: Global manufacturer of adhesives, sealants, and chemical products for building and flooring installation. Comparable as an enabling supplier whose primers, leveling compounds, and adhesives are used in M2's installation workflow.

Broad incumbents

• Interface: Global carpet tile manufacturer and a current M2 supplier (Composure, Human Connections, Urban Retreat). Comparable as a leading modular flooring brand competing for the same commercial specification jobs M2 Zakelijk bids on.
• Gerflor: French manufacturer specializing in resilient and vinyl flooring for commercial, healthcare, and sports segments. Comparable as a European resilient-flooring incumbent whose product ranges overlap with M2's PVC and linoleum offerings.
• Tarkett: Global flooring manufacturer with broad portfolio in resilient, carpet, wood, and sports surfaces. Comparable as an upstream incumbent whose products (including Desso, a M2 supplier) compete in the same Dutch commercial and residential project bids.
• Sika: Swiss specialty chemicals company with a strong flooring systems portfolio including PU and epoxy resin floors (Sikafloor). Comparable as a technical flooring systems incumbent whose products compete directly with M2's PU gietvloer and epoxy systems.
• Shaw Industries: US-headquartered flooring manufacturer (carpet, resilient, hardwood, tile) under Berkshire Hathaway. Comparable as a broad incumbent in soft and resilient flooring competing for the same commercial specification work.
• Forbo Flooring Systems: Manufacturer of linoleum (Marmoleum), vinyl, and carpet tile flooring. Directly comparable as a brand owner of linoleum and resilient flooring that M2 specifies and installs in commercial projects.
• Mohawk Industries: World's largest flooring manufacturer covering carpet, rug, ceramic, vinyl, and laminate. Comparable as a broad incumbent whose residential and commercial ranges overlap with M2's installation portfolio.
• Unilin: Belgian flooring manufacturer (Quick-Step, Pergo, IVC) covering laminate, vinyl, and engineered wood. Comparable as a European broad incumbent in resilient and modular flooring whose products are specifiable alternatives to M2's PVC and cast floor offerings.
• James Halstead (Polyflor): UK-based manufacturer of commercial safety vinyl and homogeneous flooring (Polyflor brand). Comparable as a European resilient-flooring incumbent active in the same healthcare, education, and public-sector specification channels as M2 Zakelijk.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/m2vloeren
• YouTubeyoutube.com/channel/UCMktsckQ7jSugJNPXvwkQCA
• Facebookfacebook.com/M2vloeren
• LinkedInlinkedin.com/company/m2-vloeren
• Instagraminstagram.com/m2vloeren
• Pinterestnl.pinterest.com/m2vloeren0822

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 M2 vloeren