Pennelli Cinghiale

What Pennelli Cinghiale does

Pennelli Cinghiale s.r.l. is an Italian, third-generation family-owned manufacturer of professional painting tools and water-based coatings, founded in 1945 by Commendatore Boldrini and headquartered in Cicognara (Viadana), Italy. The company produces professional paintbrushes, rollers, and decorative painting accessories across five product lines (Professional, Technology, Premium, Hobby & Decori, Belle Arti & Scuola), and a full range of water-based paints, enamels, wood primers, and specialty coatings. Its differentiation rests on proprietary technologies: Boartex® high-performance synthetic filaments, the patented Eco-Rivest inner bag system used in the Seletti co-branded line, silver ion antibacterial paints certified to ISO 22196:2007, a bicarbonate-of-soda wall paint, and Ferrum anti-rust enamel applicable directly to corroded metal without sanding.

The business sells through major Italian DIY retail chains (Bricocenter, Leroy Merlin), the Amazon marketplace, and its own e-commerce site, serving two horizontal segments: professional painters/decorators seeking durable, high-coverage tools, and DIY/hobbyist consumers. Revenue is generated primarily through hardware sales of brushes, rollers, paints, and accessories, supplemented by technical content and support. The company holds a registered share capital of €172,000, became a Società Benefit in June 2025, and is led by a family management team with no disclosed institutional investors or parent company.

Name

Pennelli Cinghiale

Legal name

Pennelli Cinghiale s.r.l.

Website

https://pennellicinghiale.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Pennelli Cinghiale is a third-generation, family-owned Italian manufacturer of professional paintbrushes, rollers, and water-based paints, founded in 1945. It sells through Bricocenter, Leroy Merlin, Amazon, and its own website, serving professional painters and DIY consumers with proprietary technologies like Boartex® filaments and silver-ion antibacterial coatings.

Ownership category

akta.pro rank

Product category

Painting Tools and Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

General Arts & Crafts Supplies Retail (CRALACAA)

akta.pro secondary industry

Fine Art Materials Retail (Paint, Canvas, Drawing) (CRALACAB)

Keywords

• Professional paintbrushes
• Paint rollers
• Water-based paints
• Wood impregnants
• Anti-rust enamels

Headquarters

HQ city

Cicognara (Viadana)

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paintbrush and Roller Sales: Sale of professional and hobbyist paintbrushes, rollers, and painting accessories through retail and direct channels
2. Water-based Paints and Varnishes: Sale of idropitture (water-based wall paints), enamels, wood primers, and specialty coatings
3. Professional Services: Catalogues, FAQs, and technical support for professional painters and DIY consumers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Pennelli Cinghiale manufactures and sells professional paintbrushes, paint rollers, water-based wall paints (idropitture), enamels, varnishes, wood impregnants, stuccos, and specialty coatings under its own brand. The portfolio is organised across five brush lines (Professional, Technology, Premium, Hobby & Decori, Belle Arti & Scuola) and is sold primarily through DIY retail chains (Bricocenter, Leroy Merlin), Amazon, and the company's own e-commerce site, alongside an exclusive "Designed by Seletti" line of reusable decorative paint containers.

Differentiator

Problem solved

Functional benefit

Brands

• Ferrum: Anti-rust enamel paint for metal surfaces that can be applied directly to rusty metal without sanding or primer.
• MuroRapido
• Rocco il Salvarullo

Products and services

• Pennelli, Rulli e Decorazione (Paintbrushes, Rollers and Decoration) Flagship range of professional and hobbyist paintbrushes (pennellesse, plafoncini, plafoniere, plafonette), mini rollers and rullotti for painting, decorating, and fine art applications across all surface types.
• Idropitture (Water-based Wall Paints) Washable water-based interior wall paints, including MuroRapido with rapid drying for two-coat application in a few hours and Natura Attiva bicarbonate of soda paint with antibacterial, humidity and odour absorption properties.
• Smalti, Vernici e Spray (Enamels, Varnishes and Sprays) Water-based enamels, varnishes and spray coatings for protecting and finishing surfaces, including the Ferrum anti-rust enamel for metal and silver-ion antibacterial paint certified ISO 22196:2007.
• Impregnanti e Oli per Legno (Wood Impregnants and Oils) Impregnating treatments and oils for protecting and finishing wood surfaces, sold under the company's wood care line.
• Stucchi, Cementi e Gessi (Fillers, Cements and Plasters) Fillers, cements and plasters for surface preparation prior to painting and decorating.
• Designed by Seletti Paint Containers and Brushes Decorative reusable paint containers and co-branded paintbrushes/rollers designed in collaboration with Italian design brand Seletti, sold exclusively through Bricocenter and Leroy Merlin in Italy.

Quantifiable outcome

• Silver ion paint certified ISO 22196:2007 against E.coli and Staphylococcus Aureus
• +2 more outcomes

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

Three partnerships are on record, tiered flagship and core.

• SelettiflagshipStrategic or Co-development PartnerDesign collaboration creating the 'Designed by Seletti' product line featuring paint containers that transform into design items (small tables, containers, plant pots). Includes paintbrushes and rollers with exclusive Seletti black & white pattern. Sold exclusively at Bricocenter and Leroy Merlin.
• BricocentercoreChannel Partner/ Reseller/ DistributorMajor Italian DIY retail chain selling Seletti-designed paint containers and potentially other Pennelli Cinghiale products
• Leroy MerlincoreChannel Partner/ Reseller/ DistributorInternational DIY retail chain (French-owned) selling Seletti-designed paint containers and potentially other Pennelli Cinghiale products in Italy

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wooster Brush Company: Family-owned American manufacturer of professional paintbrushes, rollers, and painting accessories sold to professional painters and DIYers through hardware and home improvement retailers; a directly comparable peer in professional-grade painting tools.
• Purdy: Sherwin-Williams-owned brand of professional paintbrushes, rollers, and painting tools with strong retailer presence; directly comparable as a premium paint tools brand aligned to professional channels.
• Sayerlack: Italian brand under IVM Group producing wood coatings, finishes, and specialty paints; directly comparable as an Italian coatings manufacturer with overlap in the Impregnanti e Oli per Legno product category.
• Ciret: European manufacturer of paint rollers, brushes, and decorating tools serving DIY and professional channels; directly comparable in the painting tools category with broader European distribution.
• Colorificio San Marco: Leading Italian manufacturer of decorative paints, enamels, and coatings for professional and DIY markets; a direct domestic peer competing with Pennelli Cinghiale's paint and varnish lines in Italy.
• Les Pinceaux Richard: French manufacturer of paintbrushes since 1740, serving fine art, hobby, and professional painting segments; directly comparable as a heritage specialty brushmaker operating in a different European market.

Broad incumbents

• Beissier: European manufacturer of decorative paints, fillers, and surface-preparation products with broader portfolio across multiple European markets; overlaps with Pennelli Cinghiale's water-based decorative coatings line.
• Fassa Bortolo: Large Italian building-materials and finishes group with broader portfolio but overlapping in decorative coatings and surface treatments distributed through Italian and European retail and builder channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC27rQDurNNw30Aq2BfAdkMg
• Facebookfacebook.com/PennelliCinghiale
• LinkedInlinkedin.com/company/pennelli-cinghiale
• Instagraminstagram.com/pennelli_cinghiale

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pennelli Cinghiale