Procolor Peinture

What Procolor Peinture does

Procolor Peinture (legal entity SARL Procolor74) is a French independent distributor of professional painting products and coatings, founded in 2004 and headquartered in Seynod, Haute-Savoie. The company operates four physical retail locations across three departments (Haute-Savoie, Savoie, Ain) in the Auvergne-Rhône-Alpes region, with no e-commerce capability; all product purchases are completed in-store. Its portfolio comprises interior and exterior paints, primers, fillers, wood coatings, decorative finishes, professional tools, and surface protection products sourced from more than twenty partner manufacturers including Soframap, Peintures Saint-Luc, Keim, RAL, Bosshard, Toupret, Beissier, TEC, Festool, Mirka, Flex, OCAI, Théard, EUROCEL, and TESA. The company carries no proprietary branded paint lines.

Procolor's go-to-market is sales-led and built on in-person advisory: experienced staff assist trade professionals (artisans, decorators, architects) and individual consumers in selecting appropriate products for their projects. Beyond product distribution, the company offers four ancillary services: personalized advisory (Conseils), downloadable PDF color catalogs from partner brands (Nuanciers), an online Color & Wallpaper Simulator (launched November 2022) that lets users visualize finishes on photos of their own spaces, and a physical showroom where surface finishes can be examined in person. Marketing channels are organic and include the company website, LinkedIn, Instagram, and Facebook, with no paid advertising detected.

The revenue model is one-time retail product sales augmented by professional advisory services that drive purchase decisions; pricing is not publicly disclosed and customers must request quotes at each store. The legal entity is a privately held SARL with €250,000 of registered capital, no institutional investors, no subsidiaries, no parent company, and no public listing. Laurent TALBAUX is identified as the legal representative. The company employs approximately 14 people across its four locations.

Name

Procolor Peinture

Legal name

SARL Procolor74

Website

https://procolor-peinture.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Procolor Peinture is a privately held French independent distributor of professional paints, coatings, and tools operating four retail stores across the Haute-Savoie, Savoie, and Ain departments, serving trade professionals (artisans, decorators, architects) and individual consumers with multi-brand products and in-store advisory.

Ownership category

akta.pro rank

Headquarters

HQ city

Annecy (Seynod)

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Product Sales: Retail sale of professional-grade paints, primers, coatings, wood treatments, decorative finishes, tools, and adhesives through 4 physical store locations. Revenue generated from product margin on branded paints and coatings from partner manufacturers.
2. Professional Advisory Services: Expert color and product consulting provided in-store and via remote contact, helping customers (artisans, decorators, architects, individuals) select appropriate products for their projects. Included as a value-add service to drive product sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Procolor Peinture is a regional retail distributor of professional painting supplies, selling partner-brand interior and exterior paints, primers, fillers, wood coatings, decorative finishes, professional tools, and adhesives through 4 physical stores in the French Alps. The company complements product sales with expert color and product advisory, downloadable digital color catalogs, and an online color and wallpaper simulation tool, serving both trade professionals (artisans, decorators, architects) and individual consumers.

Product overview

Procolor Peinture operates as a professional painting supplies distributor with a multi-location retail network (4 sites across 3 departments in the Haute-Savoie region of France) serving both trade professionals and consumers. The company carries a comprehensive portfolio of partner-brand paints and coatings organized into two main lines: interior products (wall paint, ceiling paint, floor paint, grip primers, and impression/undercoat paints) and exterior products (facade paint, impression/undercoat, and intermediate coats). Beyond core paints, the range extends to fillers and smoothing compounds (interior, exterior, and floor levelling products), wood paints and coatings, decorative paints and plasters, professional tools and airless equipment, and adhesive and surface protection materials. The company also provides supplementary services including color consultation, downloadable color charts (nuanciers) from partner brands such as Soframap, Peintures Saint-Luc, Keim, and RAL, an online color and wallpaper simulator, and a showroom for displaying finishes. The product portfolio is entirely composed of third-party partner brands, with no proprietary branded paints listed on the site.

Differentiator

Problem solved

Functional benefit

Products and services

• Peinture façade (Facade Paint)
• Enduit (Fillers and Compounds)
• Décoratif (Decorative Paints and Plasters)
• Intermédiaire (Intermediate Coatings)
• Impression extérieur (Exterior Primer)
• Impression intérieur (Interior Primer)
• Peinture sol (Floor Paint)
• Primaire d'accrochage (Adhesion Primer)
• Peinture plafond (Ceiling Paint)
• Peinture mur (Wall Paint)
• Bois (Wood Paints and Coatings)
• Outillage (Professional Tools and Equipment)
• Adhésif et protection (Adhesives and Protection)
• Conseils (Advisory Service)
• Nuanciers (Digital Color Charts)
• Simulateur (Color and Wallpaper Simulator)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• SoframapcoreChannel Partner/ Reseller/ DistributorSoframap is a major French paint manufacturer whose products (Polycrom 1320T interior paint, Polycrom Façade exterior paint) are distributed through Procolor's 4 retail locations. Procolor offers downloadable color catalogs (nuanciers) for Soframap products.
• Peintures Saint-LuccoreChannel Partner/ Reseller/ DistributorFrench paint manufacturer whose products including Le Grand Nuancier color collection are distributed by Procolor. Products include wood paints (LUC WOOD S) and various interior/exterior endoits.
• KeimminorChannel Partner/ Reseller/ DistributorMineral paint manufacturer referenced in the nuanciers (color charts) section as one of the partner brands whose color catalogs are available through Procolor.
• RALminorChannel Partner/ Reseller/ DistributorRAL Classic color system is distributed via Procolor, with the RAL Classic color catalog available as a downloadable PDF from the website.
• Marius AurientiminorChannel Partner/ Reseller/ DistributorDecorative paint and coating brand included in Procolor's product range for decorative finishes.
• CalixstoneminorChannel Partner/ Reseller/ DistributorDecorative stone-effect coating brand available through Procolor for decorative wall and surface finishes.
• DomaTerraminorChannel Partner/ Reseller/ DistributorNatural and ecological decorative paint brand available in Procolor's decorative range.
• Couleur d'AntanminorChannel Partner/ Reseller/ DistributorAntique-effect decorative paint brand available through Procolor's decorative products line.
• BOSSHARDminorChannel Partner/ Reseller/ DistributorSwiss wood coating specialist whose products (AQUALIN, ARBOGREY, LASOTIC, LASOTON) are distributed through Procolor for wood protection and finishing.
• BEISSIERminorChannel Partner/ Reseller/ DistributorFiller and coating specialist (BAGAR FIBRE interior filler) distributed through Procolor's endoit range.
• TOUPRETminorChannel Partner/ Reseller/ DistributorFrench filler and surfacing products manufacturer with multiple products (2 EN 1, 3 EN 1 LIGHT, CACHET BLEU, EC3, EJ3H, LE REBOUCHEUR, EGALISS FAÇADE, MUREX) distributed through Procolor.
• TECminorChannel Partner/ Reseller/ DistributorFloor leveling compound manufacturer (products 989 and 999 for floor screeding/ragrage) available through Procolor.
• FESTOOLminorChannel Partner/ Reseller/ DistributorProfessional power tool brand included in Procolor's tool offering for painting professionals.
• MIRKAminorChannel Partner/ Reseller/ DistributorAbrasives and finishing tools for surface preparation and painting available in Procolor's tool range.
• FLEXminorChannel Partner/ Reseller/ DistributorPower tools for painting and finishing applications included in Procolor's professional tool catalog.
• OCAIminorChannel Partner/ Reseller/ DistributorPainting and finishing tools included in Procolor's tool distribution range.
• THÉARDminorChannel Partner/ Reseller/ DistributorTraditional French painting tools brand distributed through Procolor's tool offering.
• EUROCELminorChannel Partner/ Reseller/ DistributorAdhesive tapes and protection products brand available in Procolor's adhesive and protection range.
• TESAminorChannel Partner/ Reseller/ DistributorAdhesive tapes and mounting solutions brand included in Procolor's adhesive and surface protection products.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tollens: National French paint retailer and distributor network (owned by PPG) carrying architectural paints, coatings, and decoration products for trade and consumer customers. Same product category, same advisory-driven retail model, and same professional customer base as Procolor, but with significantly broader geographic reach.
• Zolpan: Largest French independent network of paint and coating distributors serving professional painters and craftsmen. Directly comparable to Procolor in target customer (trade professionals), product mix (architectural paints, coatings, finishes), and service-led distribution model, though Zolpan operates at national scale.
• Unikalo: French independent paint manufacturer and distributor with its own brand portfolio and direct retail outlets. Closely comparable to Procolor in business model (specialized paint retail + advisory), customer segments (artisans, decorators, individuals), and emphasis on professional-grade coatings.
• Seigneurie (PPG): French paint brand and distribution network owned by PPG, selling architectural paints, wood finishes, and facade products through branded points of sale. Comparable to Procolor in product category, professional customer base, and showroom-led distribution, though vertically integrated with a proprietary brand.

Broad incumbents

• Leroy Merlin: France's largest home improvement retailer with an extensive paint and wallpaper section, serving both DIY consumers and trade professionals. Overlaps with Procolor's product category and consumer segment, but as a much broader assortment incumbent with significantly greater scale and pricing power.
• Bricomarché: French independent home improvement and DIY retail network with paint offerings in each store. Adjacent competitor to Procolor for the consumer segment but does not match Procolor's professional painter advisory positioning or specialty brand depth.
• Mr. Bricolage: French independent-affiliated home improvement retail network selling paint, tools, and DIY supplies. Overlaps with Procolor in basic paint categories and DIY consumer base, but lacks the specialized trade-professional service emphasis and premium brand depth.
• Castorama: Major French DIY and home improvement chain (part of Kingfisher) offering a wide range of paints, coatings, tools, and accessories. Competes with Procolor for the DIY consumer segment but lacks Procolor's trade-professional focus and depth of specialty/premium brand portfolio.

Others

• Toupret: French manufacturer of fillers, surfacing compounds, and preparation products distributed through Procolor's 'enduit' range. A current supplier partner rather than competitor, but representative of the upstream brand-supplier side of Procolor's value chain and a useful comparable for understanding supplier economics.

Emerging players

• 123peinture: French online-first paint retailer with a national network of partner stores, focused on e-commerce-driven paint sales with home delivery. Comparable to Procolor's product category but represents a different go-to-market model that exposes Procolor's lack of e-commerce channel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/peintureprocolor
• LinkedInlinkedin.com/company/procolorpeinture
• Instagraminstagram.com/procolorpeinture

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 Procolor Peinture