De Verfmenger

What De Verfmenger does

De Verfmenger is a Dutch independent paint and coatings retailer founded in 1981 and headquartered in Leeuwarden, Friesland, Netherlands. The company operates two physical retail stores in Leeuwarden alongside a multilingual e-commerce platform (Dutch, German, English, French) that serves customers across the Netherlands, Belgium, and other EU countries. Its core technology is a proprietary in-house color-matching capability supported by paint mixing machines that can produce paint in nearly any color from major color systems including RAL, Flexa, Farrow & Ball, Histor, Sigma, and Sikkens.

The product portfolio spans wall paints, lacquers, wood stains and oils, wallpaper (including renovlies and fiberglass), specialty coatings (nano, epoxy, roof and basement waterproofing), auto paints, and painting supplies, sourced from third-party manufacturers such as Sikkens, Sigma, Koopmans, Jotun, Flexa, and Histor, plus the company's own Verfmenger Prof (VP) private-label line of professional-grade paints, primers, and tools. The business model is a hybrid direct-to-consumer and B2B retailer operating on unit-based one-time transactions with no subscription component; pricing is positioned up to 65% below competitors through high-volume direct-from-manufacturer purchasing, low margins, and high inventory turnover, with a published lowest-price guarantee. Free shipping is offered on orders above €50, same-day dispatch for orders placed before 15:00, and a stated 98.4% next-working-day delivery rate achieved through logistics partnerships with PostNL (standard parcels) and Transmission (bulk/heavy orders). The customer base consists primarily of DIY homeowners with a secondary segment of professional painters (vakschilders) using optional business accounts, supported by an extensive paint-advice blog, klushulp DIY guides, Kiyoh review integration, and phone/WhatsApp/email advisory channels.

Name

De Verfmenger

Legal name

De Verfmenger

Website

https://verfmenger.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

De Verfmenger is a Dutch independent paint and coatings retailer founded in 1981, operating two stores in Leeuwarden and a multilingual e-commerce platform serving DIY homeowners and professional painters across the Netherlands, Belgium, and the EU with private-label and branded paints plus custom color-mixing services.

Ownership category

akta.pro rank

Product category

Paint Retail

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)

akta.pro secondary industry

Color Masterbatches & Dispersions (IMAEAHAK)

Keywords

• Paint retail
• Coatings sales
• Wallpaper supply
• Custom paint mixing
• Painting tools

Headquarters

HQ city

Leeuwarden

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Paint and Coating Sales: Direct online retail of paints, coatings, stains, lacquers, varnish, wallpaper, and painting supplies. One-time transaction model with customers purchasing individual products. Revenue comes from product margins, with the company buying large volumes directly from manufacturers to achieve low prices. They offer weekly new promotions and discounts up to 65% on various products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

De Verfmenger is a Dutch paint retailer operating since 1981 that sells paints, lacquers, wood coatings, wallpaper, specialty coatings, auto paints, and painting supplies through two physical stores in Leeuwarden and an online e-commerce platform. The company stocks third-party brands (Sikkens, Sigma, Koopmans, Jotun, Flexa, Histor) alongside its own Verfmenger Prof (VP) private label line, and offers in-house custom paint color mixing in any color from RAL, Flexa, Farrow & Ball, Histor, Sigma, and Sikkens color systems via proprietary mixing machines.

Product overview

De Verfmenger is a Dutch online paint and coatings retailer operating since 1981, offering both physical stores in Leeuwarden and an e-commerce platform. The company sells a diverse portfolio of paint products organized into main categories: wall paints (Muurverf), lacquers (Lak), wood stains and oils (Beits & Houtolie), wallpaper (Behang including Renovlies and fiberglass), painting tools and supplies (Gereedschap), specialty nano coatings, auto paints, and leakage/waterproofing products. The product portfolio includes third-party branded paints from manufacturers such as Sikkens, Sigma, Koopmans, Jotun, Relius, Flexa, and Histor, complemented by the company's own VP (Verfmenger Prof) private label line of professional-grade paints and tools. Key VP products include Muurverf Pro (professional wall paint), VP Platina series lacquers (SB, PU Gloss, Aqua Satin, PU Satin), primers, and specialty coatings. The company offers color mixing services in virtually any color from major color systems including RAL, Flexa, Farrow & Ball, and manufacturer-specific palettes. Shipping is available across the Netherlands and Belgium with free delivery on orders over €50.

Differentiator

Problem solved

Functional benefit

Brands

• Verfmenger Prof: Professional paint line sold under the Verfmenger Prof brand, including VP wall paint, VP lacquer paint, VP 2K paint, VP stain paint, VP tools, and VP wallpaper.

Products and services

• Verfmenger Prof (VP) Private Label Paint Line Own-brand professional paint line covering wall paints (Muurverf Pro), lacquer paints (VP Platina series SB, PU Gloss, Aqua Satin, PU Satin), 2K paint, stain paint, tile paint, container paint, radiator paint, bathroom paint, road marking paint, primers, and painting tools such as disposable brushes. Targeted at both DIY consumers and professional painters seeking quality at lower prices.
• Branded Paints (Sikkens, Sigma, Jotun, Koopmans, Flexa, Histor, Anker Stuy) Resale of leading paint and coating brands including Sikkens (Rubbol XD High Gloss, Rubbol SB), Sigma (Contour Gloss), Jotun Demidekk wood stains, Koopmans Perkoleum and Ecoleum, plus Flexa, Histor, and Anker Stuy ranges, covering interior, exterior, lacquer, wood, and specialty coatings.
• Nano Coatings Line Nano coatings for hard wood, soft wood, textiles, and stone, providing hydrophobic protective properties for various surfaces.
• Epoxy Coating Line Epoxy-based floor coatings, paints, primers, casting resins, and Aquaplan Kelder Epoxy for basement waterproofing and sealing, for industrial and residential floor and substrate applications.
• Auto Paint Spray Cans and Touch-Up Pens Spray cans (Autolak Spuitbus) and touch-up paint pens (Autolak Lakstift) matched to Volkswagen, BMW, Audi, and Mercedes-Benz manufacturer colors for car body touch-ups and scratch repairs.
• Renovlies and Glasvezelbehang Wallpaper Renovation fleece wallpaper (Renovlies Behang) in 150g and 200g weights and fiberglass wallpaper (Glasvezelbehang) in smooth, patterned, and herringbone variants, used as wall coverings and base layers for paint.
• Custom Paint Color Mixing Service (Kleur-mengen) In-house custom paint mixing service that produces paint in any desired color, including RAL colors (e.g., RAL 9010, RAL 7016, RAL 9001) and color fans from Flexa, Farrow & Ball, Histor, Sigma, and Sikkens, using the company's proprietary paint mixing machines.
• Roof and Specialty Surface Coatings (Dakcoating, Wegenverf, Tegelverf, Badkamerverf) Coatings for roof leak repair and protection, road and parking-lot marking paint, tile paint for kitchens and bathrooms, and moisture-resistant bathroom wall paint.

Quantifiable outcome

• Orders placed before 15:00 are shipped same day
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• PostNLcoreOthersPrimary logistics partner for package delivery services. Handles standard delivery (1-3 working days), scheduled delivery with date/time selection, and delivery to PostNL pickup points. PostNL serves as the carrier for smaller package shipments.
• TransmissioncoreOthersSecondary logistics partner for larger orders and heavier shipments. Offers 'Geen haast' standard delivery (1-3 working days), fast delivery (next working day for €2.99 extra), and Saturday delivery (€4.99 extra).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Paintdeal: Dutch online paint and coatings discounter. Comparable on discount-led positioning across the same branded and own-label paint categories.
• Verfwinkel.nl: Dutch online paint retailer operating a comparable e-commerce + custom mixing model in the same NL market. Directly competes on assortment, price, and delivery promises for DIY and professional painters.
• Colourful Paints: Netherlands-based online paint retailer offering major brands plus own mixing service. Closely comparable as a digital-native specialist competing on price, assortment and color customization.
• Onlineverf.nl: Online-first Dutch paint shop with similar value proposition around broad assortment and competitive pricing on branded paints (Sikkens, Sigma, Flexa). Directly comparable on GTM motion and target customer.

Broad incumbents

• Farrow & Ball: Premium decorative paint brand sold through De Verfmenger and increasingly DTC. Comparable as a paint vendor/category peer with strong color authority and direct consumer reach.
• Karwei: Dutch home improvement retailer with paint mixing in-store. Overlaps with De Verfmenger's color-customization and DIY/trade offering within a broader home improvement assortment.
• Gamma: Large Dutch home improvement and hardware chain with substantial paint departments and color-mixing services. Competes head-on in NL paint retail but as part of a wider DIY/home improvement offering.
• Praxis: Major Dutch home improvement chain carrying Flexa, Sikkens, Histor and own-brand paints across many categories. Overlaps on assortment and DIY/pro painter audience but operates a much broader retail portfolio.

Emerging players

• Clare: US DTC paint brand combining curated color palette with online ordering. Comparable as a digitally native, design-forward paint retailer pushing own-label over third-party brands.
• Backdrop: DTC paint startup selling own-label premium paint online. Comparable in deploying a low-overhead e-commerce + own-brand model to capture margin versus traditional paint retail.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/deverfmenger

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 De Verfmenger